#general
General Discussions & Topics
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Hello friends, I'm curious about the idea of a role along the lines of "Customer Marketing Operations." At my last org, I had a community ops person on my team who owned our tech stack, project management, data management and report building, etc. I'm thinking about whether something similar makes sense for the CM team I currently manage.
Have you seen these kinds of roles? Had one on your team? Know people who hold this sort of a role?
Not exactly the kind of feedback you're looking for, but within my agency we have a database specialist. She knows the ins and outs of CMA tech and how to integrate it with business tech (Salesforce, Hubspot, Marketo, etc.). It's essential for most of our clients to have this kind of expertise at hand.
In terms of if it makes sense for your in-house roles, I think it depends on the volume of data and tech, as well as what you are trying to achieve. For example, if you have a huge content production operation and no one to reliably add that content to your CMA database, sales enablement tools, etc. I could see that being a massive gap in your team's efficiency and effectiveness. Or if your team regularly runs into issues pulling the correct kind of customer data out of your CRMs and manipulating it in a way to update your team's reporting, having someone to own the entire effort can be invaluable.
We had a PT Customer Marketing Ops person at Lattice.
It’s important, imho, once your program grows to a certain size then it’s needed to manage and grow it at scale.