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.
作者：Atlassian
开始使用免费的营销活动管理模板
从头到尾，全程管理您的营销活动。跟踪任务和截止时间，以成功启动和执行营销活动。
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.
您的团队将真正拥有时间进行战略思考
缺乏完善的营销运营体系，营销人员会陷入繁杂的工作中无法脱身。他们需要手动提取报告、修复故障流程、跟进预算审批，而无暇思考如何触达新客户。
强大的营销运营能扫清这些杂务。
工作流顺畅运转，冗余任务随之消失，您的团队突然就有了处理重要工作的余力，比如策划能引发共鸣的营销活动、测试新渠道，或优化品牌定位。随之而来的是更快的执行速度、更明智清晰的目标设定，以及更多用于创意的头脑空间。
决策需基于真实数据，而非主观直觉
当领导层想要确定下一季度的预算投向时，一句“我认为这个营销活动效果不错”是远远不够的。
有效的营销运营离不开清晰的数据、一致的报告，以及对业绩实际驱动因素的洞察。团队能够借此明确哪些渠道能带来合格的潜在客户、哪些营销活动投资回报率最高，以及哪些环节存在资金浪费。
这种清晰度能让规划工作减少猜测，而更具科学性，当涉及预算讨论时，也能更轻松地证明营销工作的价值。
Key roles and responsibilities of a marketing operations team
营销运营经理及其团队成员身兼数职。这些专业人员负责确保各项营销举措平稳推进、数据得到妥善管理，并为团队提供助力成功所需的工具与流程。
营销运营岗位的专业化程度日益提升，营销运营经理等角色肩负着引领这些关键职能的重任。以下是关于 MOP 团队工作职责的更多内容：
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.
管理并解读营销数据，以识别发展趋势
团队从多渠道收集信息，将其整理为可落地的洞察信息，并从中识别能够指导战略决策的规律。这种分析方法能帮助营销负责人洞悉客户行为、营销活动效果，以及那些原本可能被忽略的市场机遇。
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.
第 2 步：审核当前流程，找出差距和改进机会
全面审查现有工作流、工具及营销活动流程，了解哪些环节运作良好，哪些需要关注。记录流程中的低效环节、瓶颈问题，以及可通过自动化提升执行效率的领域。 此次审核为您确定改进优先级和有效分配资源提供了起点。建立信息知识库也有助于团队理解差距，并优先处理最需要解决的问题。
第 3 步：建立数据管理与报告实践，以跟踪 KPI
规范团队收集、存储及分析营销数据的方式，确保数据的一致性与准确性。创建可实时呈现营销活动效果的仪表板，并制定定期报告时间表，向利益相关者同步进展。 规范的数据管理能够为自信的科学决策与持续优化提供支撑。
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.
第 5 步：分配角色并衡量绩效，以通过数据驱动型洞察信息优化策略
明确营销运营团队的职责，并建立监控既定目标达成情况的过程。定期举行头脑风暴会议和绩效评估，有助于发现改进流程和营销活动的机会。
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.