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With so much change affecting marketing teams across the industry, adjusting internal strategies to be more agile, more efficient and better aligned across the organization is key to driving real business impact.
“There’s more pressure than ever, that every dollar that we invest has the maximum impact on what we’re trying to get out of our marketing initiatives,” said Jenifer Salzwedel, Senior Director of Marketing Operations and Enablement at Poly, a company that sells collaboration technology. “We’re constantly in planning mode for the next big thing that needs to be done and, in that planning, we certainly then need to figure out how to activate those plans very quickly.”
Marketing ops as mission control
At Poly, marketing operations is set up as a center of excellence, which allows the group to be agile in shifting gears with every org change, every pressing business opportunity and yet still address the always-on systems the extended team rely heavily on.
“We essentially are behind the scenes solving the tough problems and making sure that our marketers are set up for successful missions,” said Salzwedel, speaking at the recent MarTech Conference. “And when they aren’t going the way we expect, we’re the team that they come to for help solving those problems.”
One of the ways Poly has been able to be so nimble is due to its foundational data structure that includes not only a single source of truth in its project management platform, in this case Workfront, but in
Read more here: https://marketingland.com/how-a-well-oiled-marketing-operations-machine-drives-business-forward-282831
