94% of marketing organizations have established or are establishing a formal pursuit of operational excellence. But not all pursuits are equally effective, and ineffective pursuits divert funds away from marketing’s remit to drive growth. With an average expenditure equal to 31% percent of the marketing budget, less may be more as marketing adjusts to self-scrutiny and continuous improvement efforts.

By now, the majority of marketing practices have established a formal strategy and approach for driving the continuous improvement marketing operations. If these efforts bear fruit, then marketing will better align work to strategy, streamline workflows, and resolve critical capability gaps. Then what? In this session we will explore the future of the marketing operations role and function.

CMOs rank journey orchestration as a top priority but face continued challenges in building and scaling necessary capabilities. This research showcases tactics from progressive companies that CMOs can apply regardless of business model or industry. Join your peers to learn how to effectively build and scale marketing capabilities that support complex customer journeys, including building a business case; engineering enterprisewide coordination; upskilling the marketing team’s data fluency; and orchestrating multichannel messages and content.

By now, the majority of marketing practices have established a formal strategy and approach for driving the continuous improvement marketing operations. If these efforts bear fruit, then marketing will better align work to strategy, streamline workflows, and resolve critical capability gaps. Then what? In this session we will explore the future of the marketing operations role and function.