Marketing Operations Framework
© 2024 GNW Consulting
© 2024 GNW Consulting
© 2024 GNW Consulting
© 2024 GNW Consulting
© 2024 GNW Consulting
© 2024 GNW Consulting

Framework Overview

The GNW Consulting Marketing Operations (MOps) Framework serves as a comprehensive tool for understanding how Marketing Operations impacts an organization and the benefits it provides. This outlines the outer layer and progresses towards the core.

Each layer within the framework corresponds to various organizational priorities, spanning from macro-level strategies to micro-level tactics and execution. It provides a holistic perspective on how MOps align with the diverse needs of the business, ensuring a thorough exploration of operational efficiencies at every level of the business landscape.

External/Corporate Factors

Marketing operations teams are intricately influenced by external factors, with a significant focus on revenue, which is a fundamental metric crucial for a business’s longevity. The ebb and flow of these external variables possess the capacity to either fortify or hinder a company’s financial performance, emphasizing the pivotal role of marketing operations in revenue generation. The strategic decisions, leadership style, and adaptability to industry changes by executives are vital in shaping the trajectory of the marketing operations team.

Timing, often underestimated, underscores the importance of staying attuned to trends and shifts in technology and consumer preferences, directly impacting the strategies employed by marketing operations teams. Recognizing and responding to these external corporate factors becomes imperative for the marketing operations team, significantly influencing their ability to navigate challenges, seize opportunities, and thrive in a dynamic and ever-changing business landscape. 

Company Goals

A company typically sets several key objectives to enhance its overall standing and performance. First and foremost, there’s a desire for increased visibility, often achieved through initiatives like creating a new logo.

Simultaneously, the company aims to expand its customer database, fostering business growth. In essence, these interconnected objectives to steer the company toward the competitive business landscape.

Directly Controlled by MOps

Directly within MOps’ sphere of control are micro-level elements crucial for achieving specific business objectives. For instance, if the company aims to enhance its database or undergo a rebranding with new logos, MOps becomes instrumental in driving these initiatives forward. Specifically, MOps
exercises control over activities such as campaigning, where strategic marketing campaigns are designed and executed to attract and engage target audiences.

Whether the objective is database growth or securing new logos, MOps utilizes analytics to make informed decisions, optimize strategies, and pivot as the business landscape changes.

Influenced by MOPs

Marketing Operations (MOps) takes on an indirect yet pivotal role in empowering sales through strategic activities. Although the marketing department may not bear direct responsibility for pipeline generation in many cases, MOps serves as the architect of a symbiotic relationship between marketing and sales.

By meticulously managing data, MOps ensures that the sales team is equipped with timely and relevant information, fostering an efficient and informed approach to customer engagement.

Supported by MOPs

Marketing Operations (MOps) doesn’t wield direct control over certain critical aspects of the marketing landscape, such as product development, content creation, creative design, sales strategy and execution, customer service, and legal compliance.

However, despite the absence of direct control, MOps can operate in a supportive capacity, collaborating with dedicated teams responsible for these functions.

Take The MOps Readiness Check

Marketing Operations Readiness Assessment

Uncover opportunities within marketing operations by taking our MOps Readiness Check

The readiness check serves as a valuable tool to enhance your business agility, allowing you to adapt quickly to market changes and seize emerging opportunities, ultimately boosting your competitiveness in the marketplace.

Gain objective insights into four primary areas tied to marketing operations including areas indirectly and directly affected by marketing operations, corporate initiatives and company objectives.

Start The 10-Minute MOps Readiness Check

Download the
GNW Marketing Operations Framework