What are the primary job responsibilities of marketing operations professionals? Do those responsibilities vary by team and company size? Which responsibilities do marketing ops professionals think are most important?
To find out, MarketingOps.com conducted a survey between July and September, 2024, among more than 600 marketing operations professionals who work for companies of varying sizes across a wide range of industries.
The researchers found that the most common responsibilities of marketing ops professionals are designing, implementing, and optimizing operational policies and procedures; data analysis/synthesis/reporting; evaluation of the tech stack; and software training and documentation.
Members of smaller marketing ops teams (10 people or fewer) are more likely to say their primary responsibilities are data analysis and designing policies compared with members of larger teams.
Marketing ops professionals at both bigger companies ($500 million+ in annual revenue) and smaller companies ($500 million or less in annual revenue) say designing policies is their most common responsibility.
There's no clear consensus on the most important responsibility of marketing ops professionals, with more than 20% of respondents citing reporting and analytics, strategic planning and budgeting, or revenue cycle definition and process.
Some 71% of respondents say they are an administrator of their company's marketing automation platform.
About the research: The report was based on data from a survey conducted between July and September, 2024, among more than 600 marketing operations professionals who work for companies of varying sizes across a wide range of industries.
