Marketing Operations (MOps) has gone from being a largely overlooked and underfunded department to being recognized as critical to organizational success.
To better understand the evolving role and the people who power it, we at MarketingOps.com commissioned research that surveyed 600+ marketing operations professionals.
Here's what we learned from their insights, and why it matters.
1. Marketing operations is a desirable career path
Working in MOps has become a well-respected choice, known for commanding solid six-figure salaries and for being a foundational piece of any strong marketing and sales machine.
A MOps role is also now seen as an excellent springboard to further career development, whether someone decides to stay in the field, transition to roles in revenue operations (RevOps), or branch into consulting.
Being in MOps means gaining expertise in marketing, technology, operations, and strategy—all of which can be parlayed into career opportunities down the road. That's important because it means that MOps as a field will be better positioned to attract and retain top talent.
2. MOps professionals are getting a seat at the table
An encouraging piece of feedback in the research was that 37% of respondents reported they now have a "seat at the table." There's still a long way to go, but that's definitely an increase from prior years. MOps professionals have made progress in gaining strategic influence within the organizations they serve, which is where they can make the biggest difference.
The more MOps professionals are pulled in to advise on and support their company's overall strategy, the more smoothly all the other departments will function; moreover, alignment across the board improves and results in significantly improved outcomes.
Gaining a seat at the table is a step toward greater influence and job satisfaction, and it can be used as a platform to further advocate for better resources, technology, and training.
3. Even so, engagement in the department is down
Despite all the positive progress being made, employee engagement among marketing ops professionals continues to decline. Respondents reported feeling less compensated (down 8%), understood (down 9%), and valued (down 5%) than in previous years.
There are also gender differences in the field. Female MOps professionals indicated feeling less understood in their roles than their male counterparts, and even those with more experience are deriving less satisfaction from their work, per key engagement metrics.
Those findings highlight organizations' essential opportunities to fix compensation gaps, improve communication, and create a more supportive culture that values MOps professionals' contributions.
4. One of the biggest shortcomings is a lack of training
Perhaps unsurprisingly, since training is often an issue in various departments, 56% of MOps professionals surveyed stated they don't have adequate training and development opportunities.
What is more surprising, though, is that that number didn't change based on the size of an organization. Larger companies with more resources still seem to have just as much of a MOps training gap as smaller companies with fewer resources.
That finding indicates a growing need for organizations to invest more heavily in training their teams. Although self-directed learning and the accumulation of vendor certifications can be useful, those approaches should be offered in conjunction with other modes—rather than as the main option to be relied upon.
Training not only gives team members the information and knowledge they need but also helps them feel more supported and capable in their work; in turn, satisfaction increases as does, ultimately, retention.
5. Most teams plan to invest in more technology, but digital maturation is stagnant
As technology advances, it's no wonder that 54% of professionals surveyed reported plans to invest in data enrichment and intent tools during the next 12-18 months. Those solutions, in particular, are the primary focus, followed by generative AI (42%) and analytics software (39%).
Despite the steadily increasing emphasis on technologies that support MOps and the broader organization, digital maturity is not growing in kind. Levels remain largely unchanged from the previous year, indicating the implementation of more tools but not necessarily more data expertise. As might be expected, the largest companies and largest teams showed the most forward progress in terms of maturity.
The takeaway? Simply adopting new tools isn't enough; organizations must invest in training their teams to fully leverage the tools for greater efficiency, productivity, and data-driven decision-making.
6. The focus on being data-driven reigns supreme
Piggybacking off the previous point: data analysis and reporting have taken precedence in 2024 over tools and systems management, which were the top focuses in 2021 and 2022. That shift reflects the increasing importance of data-driven decision-making: 88% of study participants are either dedicating resources to data-driven initiatives or having more discussions about doing so.
According to the research, the top data priorities for the next year include enrichment (53%), data quality and integrity (47%), and data integration (46%). Embracing data-driven strategies is crucial for staying relevant in the field and positioning MOps as a valuable strategic resource within the company.
7. Better alignment between teams remains a top priority
Despite the importance of technology and processes, it's an organization's people who still have the power to make the most change.
Our study showed that MOps professionals largely agree that achieving alignment between teams is the primary way companies can better support marketing ops and the rest of the organization.
Concluding Thoughts
There's no longer any gray area: Marketing operations is clearly a critical function within B2B organizations. Although challenges in the field persist, as seen in declining engagement and gaps in training, the field overall is making progress in gaining influence and offering significant career opportunities.
To maximize MOps' impact, organizations must go back to basics, prioritizing investments into their people and training, and ultimately driving increased alignment across teams. That will empower MOps professionals to innovate, drive value, and thrive in the modern-day data-driven landscape.
More Resources on Marketing Operations
The Science Side of Marketing and the Emergence of Marketing Operations
How to Create a Strategy Road Map for Marketing Operations
