Marketing has always been challenged to demonstrate an impact on pipeline and revenue. With privacy changes like Apple iOS 15's open-blocking feature, marketers are looking to new martech tools to measure marketing impact, track customer journeys and analyse sales funnels. However, data analyst teams working within data visualisation platforms may lack the expertise needed to understand marketing impact. This is where marketing operations teams come in; they hold vital expertise in proving marketing ROI, shape lead scoring, lifecycle models and campaign success metrics, but their knowledge often remains confined within the team. To bridge this gap, there must be better alignment within the organisation, and marketing operations teams can help by creating a data glossary, aligning terms and providing career development opportunities in BI tools or SQL. This enables organisations to measure marketing effectiveness and impact on revenue accurately, unlocking stuck pipelines, accelerating deals and generating wins for everyone.
Originally reported by Martech: https://martech.org/3-ways-mops-can-bridge-the-gap-in-marketing-analytics/
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