Marketing performance is finally having its moment in the spotlight and it's not going to give it up any time soon.
The previous year was the breakout year for marketing performance.
The marketing basis that was once behind the scenes is now stepping onto center
stage, largely driven by the need to manage digital and data, not to mention
the heavy migration to a remote-first work environment. Many organizations have
been forced to make hard pivots in their marketing strategy, and they needed
strong marketing lead muscle to do so. It was an absolute pleasure to see
marketing leads come out of the woodwork, and not see any signs of its
emergence planning to slow down.
The Business year, 2022 will bring a lot for shameless marketing
task
Here are the 6 Marketing Lead to Note In 2022
1. An increase in positions in marketing departments at VP
and director level
How many marketing department VPs do you know? Management
positions in marketing operations can usually be found in technology startups
and companies in the marketing tech industry. But as the perception of
marketing departments changes, larger, more established companies will hire (or
nurture from the inside) marketing department heads to oversee this vital role.
A survey by BrandMaker in 2021 showed that better
integration of the tech stack, a key responsibility of the marketing
department, is a top priority for CMOsCMOS the need for marketing tech
management skyrockets, 2022 will be the year more companies take the lead in
marketing ops.
2. Formalized training for marketing ops
Companies struggle to fill their high-paying positions in
marketing. Why? Demand for tech-savvy marketers far outweighs supply. There are
two reasons for this: First, Marketing Ops has historically been seen as a “backpack-office,”
a perception that changes quickly. Second, there is a lack of formal education
and training when it comes to learning the core skills of the marketing
department.
Digital marketing has only recently been introduced into the
curricula of colleges around the world, and it will be hard hard-pressed to find a
course that covers marketing operations. A quick Google search for
"Marketing Operations Training" yields few results, none of which are
part of an accredited business degree. While there have been many paid training
options for specific marketing platforms like marketing automation, there has
been a dire lack of training on marketing operations as an overall function.
This is an area that is ripe for disruption and will soon change in 2022.
3. Marketing measures will overtake advertising measures
What's the latest on promotions? While advertising has
traditionally taken up the bulk of the marketing budget, the feature itself
hasn't been trending lately. Today's hype in B2B focuses on topics such as ABM,
community building and, product-oriented growth. While advertising will
continue to be one of the most effective ways to quickly reach an audience, it
needs to be strategically aligned with other parts of the marketing mix to have
a real impact.
According to Statista, global digital advertising spending
will grow to $ 645.8 billion in 2025. With more advertisers pushing for more
leverage in the business and more marketers realizing how advertisements fit
into the overall marketing organization, this is a solid place for the function
to seem fused with marketing operations.
4. Account-based marketing belongs to the marketing
departments
For many businesses, account-based marketing has seen a
spike and a sudden plateau. According to Google Trends, the search volume for
ABM peaked in August 2021 and has almost halved by November 2021. Marketers are
quickly realizing that many of the principles behind ABM, such as targeting,
alignment, and hyper-personalization, are simply best suited to good marketing
practices, methods, pursuits.
Rather than hiring ABM executives, marketing teams will soon
find that marketing operations can intelligently tailor ABM as one of the many
strategies marketing uses year-round. In addition, the marketing department has
the data and martech ownership that ABM can bring to life.
5. Marketing ops become the first or second marketing employee
When did companies launch marketing operations in the past?
This was usually an afterthought - a reactive last-ditch effort to fix chaotic
data and processes. However, more and more marketing leaders are realizing that
simplifying technology and data is the key to scaling and optimizing marketing.
Even Dave Gerhardt, a former chief brand officer at Drift, said that if he
started over, he would be his first or second marketer.
The marketing teams that brought in MOPs early on are the
winners today. You are reaping the benefits of previous investments in
technology and data and now you see the marketing work being strategic and
orchestrated.
6. Data protection is becoming a core competency of marketing operations
Although data protection is already a top priority for
business organizations, data protection will take a prominent place in 2022.
According to Capgemini, 48% of CMOs say better compliance is a top business
priority. Many marketers struggle to understand how to make their campaigns
operationally compliant to protect customer data and ensure that their
marketing is honoring customer consent.
Marketing ops professionals with this knowledge are being
sought and data protection is becoming a core skill for operations teams around
the world.
The Red Thread
The common thread behind all the lead? The point is
that marketing activities will continue to grow in size, scope, and importance
as the need for marketing data and technology grow. The companies and
individuals who invest in developing this marketing muscle will see huge
dividends in 2022 and beyond.
Disclaimer: Opinions expressed in comments are those of the comment writers alone and does not reflect or represent the views of U-Educate
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