Episode 45 – You Don’t Have A Marketing Operations Function

For most companies, more is always better. More campaigns, more calls, more emails, more social ads, more remarketing, search ads, and more calls to action. But our research shows that it's almost always better to do less targeted and highly optimized campaigns than simply doing more for the sake of doing more. This means your Marketing Operations team isn’t following an optimization framework to make your current ads and your current campaigns work better. This concept of cycling is very important. The more and the faster you cycle, the more optimization you get in and the faster your campaigns get to their optimized performance. You need this optimization phase to get campaigns dialed in.

What we’ll cover in the show –

• What skill sets are needed for your marketing operations team
• When to outsource to an agency vs. handling it inhouse
• What tools are needed for faster cycling and better optimization
• Who should be responsible for these ongoing optimizations?
• How frequently does cycling need to take place to drive program optimization?