Segmentation And List Uploads: Should Marketing Operations Decentralize These Processes?

As technical competencies increase outside marketing operations, operations leaders need to decide if the function should remain the focal point for data segmentation (extracting a set of target contacts from the marketing database for demand creation purposes) and list uploads (adding a set of names in bulk to the database). While marketing operations still tends to have better technical proficiency, demand creation resources remain the subject matter experts, and it can be unclear who should do what to make the overall workflow as efficient as possible. In this report, we explore the four main considerations for potentially decentralizing segmentation and list upload processes, so that marketing operations can decide which structure is most appropriate for the organization.