Marketing Operations Series: Campaign Execution
The role of a Marketing Operations manager may vary from day to day. It's easy to see why. Take a look at the possible list of responsibilities MOPs takes on:
Project management
Strategic planning
Organization benchmarking
Workflow process development and documentation
Customer, market, and competitive intelligence research
Performance measurement
Campaign analysis and reporting
Data management
Process development and implementation
Email operations
Systems analysis
Data health audits
Marketing tools enablement
Lead score design
Lead routing
One of the most important aspects of Marketing Operations, otherwise known as MOPs, is to set your company up to run a well oiled Campaign Execution machine.
Here’s how I like to position my MOPs team to be successful when it comes to campaign planning, execution, and iteration.
Campaign Execution
Excellent marketing execution does not happen by accident. With MOPs, campaigns can execute well if, and only if, there is a rigorous campaign Execution process in place. MOPs to the rescue.
Define or review your goal(s)
Determine the brand and/or theme
Estimate task times
Set up checklists
Plan your send dates and campaign calendar
QA your campaign
Approval process
Execute your campaign
Let’s dive into each one in detail.
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