Own it, build it, support it
At the center of the marketing team, where the data, systems and workflows connect every function. Here’s how I work with each part of it.
I own it
Data, lifecycle and growth: web and experimentation, lifecycle and nurture, analytics and attribution, growth and PLG.
I build the systems behind it
Pipeline and demand: paid media, demand gen and ABM, events and field, partners and influencers, product marketing.
I support it with data and tools
Story and brand: content and SEO, brand and creative, comms and PR.
Frequently asked questions
Where does marketing operations sit in a marketing team?
At the center. Marketing operations connects every function through shared data, systems and workflows. It owns the data, lifecycle and growth infrastructure, builds the systems behind pipeline and demand programs and supports brand and content teams with data and tools.
What does marketing operations own?
In my model, marketing operations owns four areas outright: web and experimentation; lifecycle and nurture; analytics and attribution; growth and PLG. These are the places where the systems are the work.
How is marketing operations different from demand generation?
Demand generation runs the programs that create pipeline, like paid media, ABM and events. Marketing operations builds and maintains the systems those programs run on: targeting data, routing, tracking, attribution and automation.
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Need someone at the center of your marketing team?
Owning the data and systems, and making every other team faster.
“Fix what’s underneath, and the rest gets easier.”Michael Morgan