Sojourn-2019年营销运营成熟度基准报告（英文）-2019.7-28页_3mb

2019 Marketing Operations Maturity Benchmarking Report Summary

Core Content

The 2019 Marketing Operations Maturity Benchmarking Report by Econsultancy and Sojourn Solutions evaluates the maturity of marketing operations (MOPS) across B2B companies with 2018 revenues exceeding $250 million. The report is based on a survey of 171 senior marketing executives, highlighting the importance of MOPS in driving marketing effectiveness and aligning with broader business goals.

Main Findings

1. Marketing Operations Maturity

• Marketing operations has evolved to manage the instability, complexity, and rapid changes in modern marketing.
• High-performing companies rely on MOPS to provide a solid foundation for the rest of the marketing function.
• The report divides respondents into two groups: top performers (one-third of the sample) and mainstream (two-thirds of the sample).

2. Strategic Alignment

• 69% of mainstream companies report that their marketing goals are aligned with key financial outcomes.
• However, less than 50% of mainstream companies feel that sales and marketing are aligned in practice.
• Top performers are more confident in strategic alignment, with marketing leadership being highly effective in managing change.

3. Skills and Talent

• Only 40% of mainstream companies believe their MOPS teams have the necessary knowledge and skills.
• Cross-functional collaboration remains a challenge, with over half of mainstream respondents rating their MOPS alignment with the wider organization poorly.
• Effective talent management is critical, as MOPS must align with corporate strategy and ensure that the team has the right skills and resources.

4. Data and Lead Management

• 60% of mainstream companies struggle with data management, while 26% of top performers do.
• Less than 20% of all companies can accurately predict revenue using funnel management, rising to 51% when including those who are "mostly" able.
• A robust measurement and analytics function is essential for driving behavior change and demonstrating impact.

5. Marketing and ABM Processes

• Multi-channel marketing is complex, with only 25% of mainstream companies feeling their process is sufficient.
• Demand generation is misaligned or lacking in 60% of mainstream companies, with only 12% excelling.
• Account-Based Marketing (ABM) is a standard approach for 80% of top performers, but 56% of mainstream companies are still in early stages.

6. Technology Management

• Only 39% of mainstream companies have strong processes for identifying marketing technologies.
• Technology staffing is a challenge, with fewer than one in three companies adequately equipped to support new tech capabilities.
• 34% of top performers and 10% of mainstream companies have fully integrated vendor management processes.

7. Customer Knowledge

• Customer knowledge is a key strength for top performers, with the highest ratings in the study.
• Fewer than 50% of mainstream companies give their organizations passing grades in this area.
• As customer experience becomes more important, this is a significant area of disadvantage for mainstream companies.

Key Takeaways

• Marketing operations maturity is crucial for driving business performance.
• Strategic alignment, data management, and cross-functional collaboration are vital components of a mature MOPS function.
• Technology management and vendor processes remain underdeveloped in many mainstream companies.
• Customer knowledge and ABM are critical for success, especially in B2B environments.
• There is a clear gap between top performers and mainstream companies in terms of capabilities, process efficacy, and strategic focus.

Areas for Improvement

• Strengthen cross-functional collaboration between marketing and other departments.
• Invest in data management and analytics to improve decision-making and customer insights.
• Enhance technology staffing and vendor management to ensure the effective use of marketing tools.
• Develop change management and measurement capabilities to align marketing with business outcomes.
• Focus on customer-centric strategies to drive better engagement and conversion.

Conclusion

The report underscores that while marketing operations is a critical function, many companies are still in the early stages of development. Improving MOPS maturity requires a strategic, data-driven, and cross-functional approach. Top performers have already established strong processes, leadership, and alignment, which contribute to their overall business success. For mainstream companies, the path to improvement lies in breaking down silos, investing in talent, and leveraging technology effectively to enhance customer understanding and marketing performance.