Regardless of reporting structure, successful marketing ops leaders know how to work effectively with different stakeholders across the business.
We’ve seen that successful MOPs professionals meet with the following groups regularly.
BDRs/SDRs + Account Executives (Sales): Staying closely aligned with sales is essential in any marketing ops role. Jasmine Carnell, Sales Operations Senior Analyst at Lessonly, believes tight alignment with sales teams enables ops to build processes with empathy and with the end-user in mind. And, we agree. Without regular meetings, ad-hoc conversations, and a strong understanding of sales’ day-to-day and the challenges they face, it’s impossible to build and implement effective workflows that are actually utilized.
Maintaining effective communication with your sales team requires constant and frequent feedback. Sara McNamara, Marketing Operations at Slack, shares that a regular communication cadence is critical to staying on the same page.
Below is how we advise our customers to maintain an actionable feedback loop. While this is related specifically to lead and account scoring, the infrastructure and guidance can be applied to other operational areas.
Product Marketing & Management: With many companies adopting a product-led motion, MOPs must regularly meet their product team. Ingesting and understanding product data like critical activation events is a must-have for any PLG organization.
Data Science & Engineering: While MOPs has become an increasingly technical function, close alignment with technical teams is essential. Tamir Belzer, Marketing Operations Manager at Logz.io, meets with his BI team weekly and encourages others to do the same.
Customer Success: As a part of the GTM team, alignment with CS is necessary. MOPs professionals should work with customer success to understand how they can better use data to communicate with customers, optimize upsell and cross-sell programs, and more.
Executive leadership: While this is a broad statement, marketing ops professionals must align closely with executive leadership. Marketing ops professionals are often seen as order-takers. One way to combat this perception is through ongoing communication with leadership.
Marketing ops is a highly cross-functional role and requires being able to work effectively across departments.
While collaboration across teams is essential, sales and marketing alignment is among the most important relationships (#smarkteing). Here are our recommendations on creating successful sales and marketing alignment meetings.
When developing your sales and marketing alignment meeting strategy, here are some questions to consider: