What is marketing operations? A complete MarOps guide to managing teams and processes
Marketing operations is the practice of managing processes, data, and tools to optimize marketing efficiency.
작성자 Atlassian
무료 캠페인 관리 템플릿 시작하기
마케팅 캠페인을 처음부터 끝까지 관리하세요. 작업 및 마감 날짜를 추적하여 성공적으로 캠페인을 시작하고 실행하세요.
Absolutely! Here’s a revised, more personal and authoritative introduction:
Overwhelmed by chaotic campaigns, scattered data, or clunky marketing processes?
As initiatives grow more complex, marketing operations (MarOps or MOps) has emerged as the backbone of high-performing teams. By bringing order, strategy, and efficiency to every aspect of marketing, MOps empowers businesses.
If you need to execute smarter campaigns, harness data effectively, and accelerate real growth, it’s hard to envision this without a marketing operations strategy in place. It can connect strategy with execution, and ensure campaigns run smoothly and deliver measurable results.
Teams that implement strong marketing operations see better collaboration, faster project completion, and higher ROI from their marketing efforts. This guide covers everything you need to know about MarOps, from core functions to practical implementation strategies.
What is marketing operations?
Marketing operations is the strategic function that enables marketing teams to work more efficiently by managing processes, technology, and data. It's the operational hub that connects marketing strategy with execution, ensuring campaigns run smoothly and deliver measurable results.
This includes ongoing campaign optimization to improve performance and maximize ROI. The role of MarOps is more than just simple task management. It involves:
Creating standardized processes
Implementing the right technology stacks
Establishing data-driven practices that help marketing teams make informed decisions
A well-structured marketing operations process ensures that resources are allocated effectively, campaigns are executed on time, and performance metrics are accurately tracked and reported.
Why is marketing operations important for business growth?
Marketing operations is what turns marketing from a cost center into a revenue driver. It connects every campaign, email, and event directly to business outcomes, so marketing efforts aren't just doing stuff, they're moving the needle on growth.
Your team actually has time to think strategically
Without solid MarOps, your marketers are drowning in busy work. They're manually pulling reports, fixing broken processes, and tracking down budget approvals instead of figuring out how to reach new customers.
Strong marketing operations clears out that clutter.
Workflows run smoothly, redundant tasks disappear, and suddenly your team has bandwidth for the work that actually matters - like developing campaigns that resonate, testing new channels, or refining your positioning. Faster execution, smarter and more visible goal-setting, and more headspace for creativity all follow.
직감이 아니라 실제 데이터에 기반한 의사 결정
경영진이 다음 분기에 예산을 어디에 배정해야 하는지 알고 싶어할 경우 '이번 캠페인이 잘된 것 같습니다'라는 말은 통하지 않습니다.
효과적인 마케팅 운영이란 정제된 데이터, 일관된 보고, 그리고 실제로 어떤 요소가 성과를 이끌고 있는지에 대한 가시성을 의미합니다. 팀은 어떤 채널이 검증된 리드를 제공하는지, 어떤 캠페인이 ROI가 가장 좋은지, 어디에 비용이 낭비되고 있는지 확인할 수 있습니다.
이러한 명확성은 추측에 의존하지 않고 과학에 기반하여 계획을 세우도록 도와주며 예산 관련 논의가 이루어질 때 마케팅의 가치를 훨씬 쉽게 증명할 수 있도록 합니다.
Key roles and responsibilities of a marketing operations team
Marketing operations managers and their team members wear many hats. These professionals are responsible for ensuring that marketing initiatives run smoothly, data is well-managed, and teams have the tools and processes to succeed.
Marketing operations jobs have become increasingly specialized, with roles like a marketing operations manager leading these critical functions. Here's more information about what MOPs teams do:
Lead project management to oversee and execute marketing campaigns
Marketing operations teams take ownership of campaign timelines, ensuring that every task and project is assigned, tracked, and completed on schedule. They coordinate efforts across multiple departments, managing resources and resolving bottlenecks that could delay important launches. This project management approach keeps campaigns on track while maintaining quality standards and meeting critical deadlines.
Manage and interpret marketing data to identify trends
Teams gather information from various sources, organize it into actionable insights, and identify patterns that inform strategic decisions. This analytical approach helps marketing leaders understand customer behavior, campaign performance, and market opportunities that might otherwise go unnoticed.
Drive strategic planning to develop long-term marketing plans
Marketing operations professionals work closely with leadership to establish clear objectives, allocate budgets effectively, and identify growth opportunities. They create comprehensive marketing plans that outline strategies, timelines, and resource allocation. These professionals ensure that day-to-day marketing activities align with broader business strategy, creating a cohesive approach that maximizes impact across all initiatives.
Develop and optimize marketing processes to streamline workflows
Identifying inefficiencies and creating standardized workflows is a core responsibility of MOPs teams. They implement automation tools that reduce manual work, improve team collaboration, and increase overall productivity.
These process improvements help teams focus on high-value activities rather than repetitive administrative tasks.
Conduct market research to identify growth opportunities
Research and competitive analysis help marketing operations teams understand market dynamics, audience preferences, and emerging trends. This information guides campaign development, product positioning, and strategic decision-making across the entire marketing organization.
Deliver analysis and reporting for performance insights
Creating dashboards, tracking key performance indicators, and providing regular reports keep stakeholders informed about marketing performance. Marketing operations teams translate complex data into clear, actionable recommendations that help refine campaigns and improve overall results.
How to create a marketing operations strategy in 5 steps
Creating an effective MarOps strategy requires a long-term view. The following five-step process gives you a framework for developing a comprehensive strategy that enhances team performance and drives business growth.
Step 1: Define marketing goals that align with business objectives
Establish clear, measurable objectives that support your company's overall strategy. These goals should be specific enough to guide daily activities while remaining flexible enough to adapt to changing market conditions. Effective goal setting ensures that every marketing initiative contributes to broader business success rather than operating in isolation.
2단계: 현재 프로세스에 대한 감사를 실시하여 공백과 개선이 필요한 기회 파악
기존 워크플로, 도구 및 캠페인 프로세스를 철저히 검토하여 효과가 있는 부분과 주의가 필요한 부분을 파악합니다. 비효율성, 병목 상태 및 자동화를 통해 성능을 개선할 수 있는 영역을 문서화합니다. 이 감사는 개선 사항의 우선 순위를 정하고 리소스를 효과적으로 할당하기 위한 출발점을 제공합니다. 정보에 대한 기술 자료가 있으면 팀이 공백을 파악하고 먼저 해결해야 할 문제의 우선 순위를 정하는 데도 도움이 됩니다.
Step 3: Establish data management and reporting practices to track KPIs
Standardize how your team collects, stores, and analyzes marketing data to ensure consistency and accuracy. Create dashboards that provide real-time visibility into campaign performance and establish regular reporting schedules that keep stakeholders informed. Proper data management supports confident decision-making and continuous optimization.
Step 4: Optimize workflows by automating tasks and integrating marketing tools
Look for any repetitive tasks that can benefit from automation, and ensure that your technology stack supports efficient collaboration across teams. Focus on integrating tools so that data flows seamlessly between platforms, reducing manual work and minimizing errors. In fact, effective team meetings become more productive when team members have access to integrated, up-to-date information.
5단계: 역할을 할당하고 성과를 측정하여 데이터 기반 인사이트로 전략 구체화
마케팅 운영 팀 내의 책임을 명확하게 정의하고 설정된 목표를 기준으로 성과를 모니터링하기 위한 프로세스를 수립하세요. 정기적인 브레인스토밍 세션과 성과 검토는 프로세스 및 캠페인을 개선할 기회를 식별하는 데 도움이 됩니다.
3 marketing operations templates to enhance your processes
Templates provide a structured starting point for implementing marketing operations best practices. These proven frameworks help teams get up and running quickly with standardized processes that can be customized to fit specific organizational needs.
1. Jira project management template
Jira’s project management template allows marketing teams to track projects from initial planning through final execution, including all tasks, milestones, and critical deadlines. It improves team visibility by providing a centralized view of project progress and enhances accountability by clearly assigning ownership for each deliverable.
The template supports effective decision-making by giving stakeholders real-time insight into project status and potential roadblocks.
2. Jira marketing service management template
Designed to manage marketing requests, campaigns, and workflows within a single centralized platform, the marketing service management template streamlines the often complex process of coordinating marketing activities.
It simplifies approvals and task assignments across different teams, reducing delays and improving communication. The template benefits organizations that handle multiple concurrent campaigns or complex cross-functional team initiatives.
3. Jira go-to-market template
Perfect for planning and executing product launches or major campaign rollouts, the go-to-market template helps align all stakeholders around shared objectives and timelines. It helps teams track milestones in real time while maintaining clear communication across departments.
Marketing with Jira is even more effective when teams can visualize the entire go-to-market process and quickly identify areas that need attention.
Get free go-to-market template
Maximize marketing operations success with Jira
Jira is your central command center for marketing operations, providing the tools and visibility needed to manage complex campaigns, coordinate team efforts, and track performance against established goals.
The platform's flexibility allows MOPs teams to create workflows that match their specific needs while maintaining the standardization required for consistent execution. The templates discussed above represent just a fraction of what's possible when marketing tools are correctly integrated into a cohesive operations system.
With Jira's project management capabilities, marketing teams can improve collaboration, reduce errors, and focus more time on strategic initiatives that drive business growth.
Whether you're just starting to formalize your marketing operations function or looking to optimize existing processes, Jira gives you the tools for scaling your efforts effectively.