3 insights into the impact and future of business, marketing and sales operations


Operations happen almost constantly in your organization through processes and details that you may never even be aware of. As a marketer, you are probably more familiar with marketing operations and hopefully sales operations due to your partnership with sales, but you may be less familiar with business operations. But at the end of the day, the operations and the people who power those functions are absolutely critical to the work you do and the smooth running of your business.

In a recent infographic, InsightSquared in partnership with LinkedInThe content and research teams to examine the basic characteristics of three essential operational roles: marketing operations, business operations and sales operations. This blog will look at some of the main findings and outline some of the similarities and differences between the roles.

Operations 101

Marketing operations

Whether you are a marketer who relies more on the art or science of marketing, you need Marketing Operations (MOPS). A strong MOPS team is an essential resource for any marketing team and the entire organization. They operate at both a strategic and tactical level, working on key business initiatives right through to day-to-day marketing activities. Some of their critical functions include managing data and its flow in and out of your MarTech stack, act as liaison officer with other teams like Sales, product and engineering, and create and apply guidelines for your marketing technology processes for team members.

Commercial operations

Like marketing operations, business operations (BizOps) are essential to a company’s strategic and tactical functions. There are many recurring activities that take place to help a business run effectively and efficiently and empower its leaders to make informed and thoughtful decisions spanning departments and processes. BizOps is often at the center of these activities and helps by synthesizing business data into clear, actionable information. According to LinkedIn, this can mean coordinating complex sales and marketing strategies and evaluating the impact of those strategies on results. But business operations don’t end there, as they often measure the success of programs against a long-term strategy, help ensure transparency between departments, and report on top initiatives.

Sales operations

Sales operations, like business operations and marketing operations, are an essential function for any business that sells something, especially if it has a sales team. Simply put, sales and their processes are highly measurable and directly related to the revenue of the business. With that in mind, and according to HBR, most organizations’ sales operations (SOPs) are on the bridge to oversee sales performance – from territory alignment, from customer profiling to targeting activities, to administering the compensation plan and planning goals for the sales team, managing their CRM system and processes (and therefore working VERY closely with their MOP counterparts) and providing data, analysis, modeling and reporting for the trade journal.

Main conclusions

So, now that we understand how fundamental our different operations groups are within our companies, let’s take a look at some of the key findings of what it takes to be and hire operations professionals from InsightSquared and LinkedIn by reviewing thousands of data points. .

Companies invest more heavily in operations

There are more operations professionals in corporate organizations, especially very large companies, than their counterparts in small and medium businesses. When I saw this statistic, especially the fact that the heaviest investment was in business operations versus marketing or sales, it made sense to me because large organizations tend to have data and information. more disparate processes that must be evaluated and understood in order to see the big picture. It was also interesting to look at the data and see that organizations in the 1001-5000 employee bracket seem to invest mostly in sales operations while the next bracket, 5001-10000 employees, invest more in marketing operations. This can be indicative of the goals or challenges that organizations of these sizes face at those specific stages of growth.

There is no standard certification

Now that you are fully convinced that operations are not only essential to your success, but that they are probably a huge saving in time and resources, you are probably wondering, “How do I hire an A + person?” “. Well, if you are looking to hire an operations professional, you can look for a variety of skills, but a standardized certification for business, marketing, and business operations just doesn’t exist. Data shows that while there are some certifications, a relatively small percentage of operations professionals obtain them and those who appear to obtain them for their specific area of ​​operations, for example, being a Marketo Certified Expert and working in Marketing Operations. .

Industries invest in operations at different rates

Operations (business, marketing and sales) seem to be quite a critical function for all business, but the data shows that some industries are adopting and hiring operations professionals at faster rates than others, and this varies depending on the type of operations professional you’re looking to add to your team. You are probably not surprised to see the technology and software industries leading the charge on business operations and marketing operations, but you may have been surprised, like me, to see that they do. not when it comes to hiring business operations professionals. In fact, Retail & Consumer Products is leading the way in hiring for sales operations. More interestingly, the same industries do not appear for every type of operation, indicating that they may have ground to cover both from a data and knowledge perspective and from a business perspective. hiring people if they want to reach their peak levels.

The latest find? There is a definite demand for operating professionals. With over 60,000 open positions on LinkedIn, it seems the time is right for someone looking to work in this field. And if you think about the amount of data that marketers, sales teams, and businesses sift through on a daily basis, it makes sense to hire people to help them digest and interpret that data in order to take decisions. smart and informed decisions.

Want to learn more about data? Discover the full infographic here.

Did any of these results surprise you? Or how do you see and understand the role of operations in your organization in a similar or different way? Share your opinion in the comments below.


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