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The Future of the Marketing
Operations Function
See our infographic for this function’s past and current states to help you
understand where it is heading for future success
Focus of the Function
Past: Marketing operations
was a catch-all function for
special projects that didn’t
fit anywhere else in the
marketing organization.
Current: Today, marketing
operations is chartered to
operationalize the CMO’s
strategy, apply analytical
insights to drive better
decisionmaking, articulate a
technology strategy, improve
marketing productivity,
and proactively plan and
manage growth.
Staffing Levels
Past: Staffing levels were
low, typically under 1% of
all marketing employees.
Current: Today, staffing
levels vary based on
company size but range
from 4% to 5% of total
marketing staff, skewing
higher at smaller organizations
(<$100 million to $500 million
in revenue.)
Budget Allocation
Past: Budget allocation
was at 1% to 2% of total
marketing spend.
Current: Budget allocation
today has grown to a range
between 3% to 5%. Investment in Marketing Technology
Past: Investment in
marketing technology
was at 1%.
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Current: Today, investment
in marketing technology
has increased to an average
of 3% across all company
revenue band sizes.