Marketing leaders have long been chasing the promise of fulfilling operational efficiency and effectiveness at the same time. This goal becomes even more elusive as the complexity of marketing increases and budgets tighten. Appointing a leader to head up marketing operations may be the solution.
The Gartner Marketing Operations Survey 2020 reveals that organizations with a dedicated marketing operations leader are more effective and better utilize their investments — including marketing technology (martech) — than those without. However, only 49% of organizations say they have a dedicated marketing operations leader.