Rightsizing the Remit of Marketing Operations

February 17, 2023, | 9:30 p.m. IST

Recent shifts in customer behavior, economic conditions, and board expectations have caused CMOs to go all in on the pursuit of operational excellence. The Gartner 2022 Marketing Operations Survey shows that 94% of marketing organizations have established or are establishing a formal pursuit of marketing operational excellence. Enabling continuous improvement and fostering new capabilities are the core competencies that advance the practice of marketing. Plus, with an average expenditure equal to 31% percent of the marketing budget, the commitment of marketing leaders to the pursuit of operational excellence is clear. But not all pursuits are equally effective, and ineffective pursuits divert funds away from marketing’s overall remit to drive growth. In this complimentary webinar, Gartner marketing operations expert Michael McCune shares insight into why less may be more as marketing adjusts to self-scrutiny and operational performance measurement. You’ll understand how to leverage an effective operational excellence approach for success.

  • What characteristics of marketing’s pursuit of operational excellence correlate with success
  • What are the mandates commonly owned by effective pursuits of marketing operational excellence?
  • What budgets and operational performance measures align with the positive impact
Hosted

Michael McCune

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