Planning Guide Report

Planning Guide 2023: Marketing Operations

Organizations Rely On Marketing Operations In Times Of Economic Uncertainty

August 23rd, 2022
Cristina De Martini, VP, Research Director
Cristina De Martini VP, Research Director
Vicki Brown, VP, Principal Analyst
Vicki Brown VP, Principal Analyst
Laura Cross, VP, Principal Analyst
Laura Cross VP, Principal Analyst
Brett Kahnke, Principal Analyst
Brett Kahnke Principal Analyst
Katie Linford, Principal Analyst
Katie Linford Principal Analyst
With contributors:
Srividya Sridharan , Ross Graber , Julian Archer , Ella Sullivan , Ellen Lind

Summary

An organization’s marketing operations function facilitates the realization of efficiencies and growth potential within the greater marketing function and across the organization’s revenue engine. Because of this responsibility, the marketing operations function plays a critical role in guiding budget opportunities to safeguard an organization’s survival, and even growth, during an economic downturn. In this report, we outline the key investments, divestments, and areas of experimentation marketing operations leaders should consider for 2023.

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