What are the true measures of success in a marketing operations role? There are frameworks, best-practices, and KPIs that apply across the board, sure. But how does an individual in a marketing operations role evaluate their personal success? And how does a company evaluate their level of sophistication in the area of marketing operations?
This scorecard is meant to help with that. It’s a method that marketing operations specialists can use to evaluate their martech stack, their data, their attribution solution, and their metrics. The scorecard includes 40 items with weighted point values, and your score is the sum of all of the items that are true of you or your company’s marketing operations strategy.
Average scores on this marketing operations scorecard tend to range between 20-35 out of the 65 total points available on the scorecard. There is no score of shame, and there are no A-F grades. This exercise is geared toward improvement -- and it could reveal a series of next steps toward a greater level of B2B marketing sophistication.
So with that, follow this link to the marketing operations scorecard, or click the image below.
The martech segment of the marketing operations scorecard focuses on the types of technology that B2B companies should assimilate into their B2B marketing strategy. The scorecard list begins with elementary martech solutions and progresses to include more advanced technologies.
Each of the items below is assigned its own weighted score value, so download the scorecard and rack up your points accordingly:
- Web analytics platform
- Blogging platform
- Marketing automation
- Ad network platform analytics
- Optimization technologies
- Data enrichment technologies
- Single-touch attribution
- Advanced, multi-touch attribution
- Account-based marketing technologies
- Predictive technologies
Within the greater “martech” category, the marketing ops role are also responsible for working out the integrations process. Most of the pieces of martech above integrate with another piece in some way, whether that’s through a direct API connection or another form of data tracking.
For brevity’s sake, we’ve only included the different types of API integrations that are most instrumental in connecting data flow between various pieces of martech:
-- Marketing automation → CRM
-- Ad network platforms → CRM
-- Account-based marketing technologies → CRM
-- Data enrichment technologies → CRM / attribution solution
-- Attribution solution → CRM
-- Ad network platforms → attribution solution
-- Optimization technologies → attribution solution
-- Offline channels → attribution solution
The data section of the marketing operations scorecard includes three high-scoring and highly important elements of a marketing operations strategy. These elements are (a) workflow configuration, (b) lead-to-account mapping, and (c) data hygiene / deduping. Workflow configuration involves establishing a tracking paradigm for workflow outreach by both the marketing and sales teams.
Lead-to-account mapping matches contacts (leads) with the company (account) to which they belong. This allows marketers and salespeople to see which personas at these accounts have been engaging through the funnel -- and whether or not the entire buying center is primed for a purchase decision.
Finally, data hygiene is one of the most important responsibilities of the marketing operations role. Messy data is useless data. Aligning with best-practices, removing redundant records, and streamlining data flow is a key element of this role.
An attribution solution is an overarching technology that connects most, if not all, of this role’s other ownership areas. An attribution solution integrates with multiple other types of marketing technology, including the CRM.
Advanced, multi-touch attribution solutions track all marketing touchpoints across the entire funnel and show those interactions inside the CRM. It then assigns revenue credit to each touchpoint (based on the attribution model chosen) after an account closes.
Several key elements of a highly effective attribution solution are as follows:
- Anonymous, first touch tracking
- Lead touch tracking
- Opportunity touch tracking
- Closed-won touch tracking
- Tracking of all middle touchpoints between journey stages
- Attribution data organized by account in the CRM
An attribution model determines how touchpoints in different positions along the customer journey are assigned revenue credit after an account becomes a customer. Single-touch models are the most basic type. Multi-touch attribution models assign varying weights of revenue credit across the stage-change touchpoints and the middle touchpoints.
The main types of attribution models are as follows, and in the scorecard, their point values increase according to the complexity and comprehensiveness of the model.
-- Single-touch attribution model
-- U-shaped, multi-touch attribution model
-- W-shaped, multi-touch attribution model
-- Full-path, multi-touch attribution model
-- Custom, multi-touch attribution model
In a certain respect, the metrics that a marketing operations specialist is able to generate or derive from their data system are the ultimate measurement of their success. The more complex, down-funnel, and granular metrics are often the most helpful. Common categories of these metrics are (a) conversion rates, (b) cost data, and (c) granular performance metrics.
A long list of metrics is included in the scorecard, and the metrics correspond to the three categories listed above:
- Inquiry to MQL conversion rate
- MQL to SAL / SQL conversion rate
- SAL / SQL to opportunity conversion rate
- Opportunity to closed-won conversion rate
- Cost per lead
- Cost per MQL & SAL / SQL
- Cost per acquisition
- Capable of calculating any / all of the following metrics:
Revenue by keyword
Opps by channel
Lead by web source
MQLs by landing page
Download the scorecard to see how you or your company is doing in the critical area of marketing operations. This essential role has incredible power to help their marketing team better achieve the company’s KPIs and spend the marketing budget wisely. How do you stack up?