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.

1. Define or review your goal(s)

2. Determine the brand and/or theme

3. Estimate task times

4. Set up checklists

5. Plan your send dates and campaign calendar

6. QA your campaign

7. Approval process

8. Execute your campaign

Let’s dive into each one in detail.