Marketing Operations
Creating an Operational Rhythm with Marketing & Technology
Here at Triggerfish, we strive to help companies form a Marketing Operations mindset. This means moving away from a project-driven or “set it and forget it” way of thinking, and evolving your marketing function to operate on a weekly, monthly, and quarterly basis.
Business Strategy
Business Strategy means learning to say “No”. Often, people think business strategy - or strategy in general, is all the cool things that we're going to do. But more often than not, it's being clear about what we're not going to do, so that we can just do one or two things really clearly.
Digital Strategy
Your MarTech will never be “done”, so instead of reaching for the holy grail end result, think about identifying the right things to work on and making incremental progress over time. From a marketing point of view, what's digital strategy? Why is that important for marketing operations?
Go-to-market Strategy
Simply, it is our ability to be clear about what we want to get done at a campaign level so that customers understand about our capabilities. Go-to-market is also about defining the success of a marketing strategy especially in relation to things like revenue targets.
Growth Marketing
The idea of growth marketing is about driving a culture of experimentation. From a marketing point of view, this means ensuring that we're experimenting on key parts of customer acquisition, customer awareness, customer activation, revenue retention, and referral.
Read more about how to use experiments to drive better metrics... right away.
The Importance of Sales & Marketing Alignment for Marketing Operations
Building a cross-functional team
- developers
- analytics
- content writers
- strategic thinkers
- analytical thinkers
- marketing technologists
- Integrators
In other words, you need a quite broad team to make a marketing operations cadence work.
Gather first-party data with Customer Insights interviews
Getting first-party data and feedback from your customers is one of the cornerstones of marketing. You can’t really claim to understand your customer unless you have this information – and yet we find that many marketing and sales teams haven’t done this.
Done correctly, your customer insights will inform your understanding of:
- Your customer journey
- Your metrics for success
- What activated your customers
- What held them back from converting
- These are all extremely enlightening things to know.
Interested to know more about customer insights interviews? Click here.
Segmentation & Positioning
Creating a Marketing ROI
Also known as benefits realisation, Marketing ROI is the amount of revenue that a business earns which is attributable to marketing efforts.
In other words, you need to be able to quantify the financial impact of both the money you spend – and the impact on the business as well.
Marketing Operations Toolkit
Go-to-market Campaign Template
Our ‘plan-on-a-page’ approach so you can take one look at your campaign and know exactly what the outcome looks like.
Best Practice Email Playbook
MarTech Ops Manifesto
This eBook serves as a definitive guide on how to act with speed and certainty to optimise your MarTech stack investment.
Marketing Brief Template
Planning your go-to-market messages can be tricky, especially if you have more than one capability you are going to market with. Here's our template to get you organised and moving forward.
MarTech Sense Check
Understanding the extent your current MarTech stack on a page is the first step to defining a path to success. Download our checklist and unpack your stack!