How to improve Sales and Marketing alignment?

Marketing Operations are the equivalent of data analysts for a football club. The star players (the sales team) don’t see the point of them. But when the manager realises the data can make the team better, they start to rely on it to pick the team. Then the players want to work with the analysts […]

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How relevant is the waterfall funnel for current Marketing Operations?

Roy Lee, Martrain’s Marketing Operations lead, feels that the traditional waterfall funnel lacks flexibility and its linear flow from marketing to sales doesn’t work anymore. We need a system that is capable of considering all the digital interactions, and even the face-to-face interactions that will return after the pandemic. Only once all the interactions are […]

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What is the biggest reporting challenge for Marketing Operations?

Reporting on marketing’s performance is one of the most important roles for Marketing Operations. Without accurate numbers, how do senior marketers justify their budgets? How do they know which activities are driving the most revenue and how to use their resources? Preparing for Quarterly Business Reviews (QBRs) often involves each region interpreting their results in […]

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