2024年营销运营专业人士现状报告

Trends for 2025 INTRODUCTION This study reveals marketing ops responsibilities aredeeply integrated with process, technology, anddata, with each area representing a nearly equalportion of the role. Data has become a focal point,particularly in areas like enrichment, integration,and quality, which align with the fact that "abilityto integrate" is the top criterion for evaluating newtechnologies. Despite using advanced tools likeHubSpot and Marketo, nearly all professionals stillrely on spreadsheets. Collaboration with sales, salesops, RevOps, and IT is common, though there'sa push for better alignment. Additionally, manyorganizations are still in the early stages of digitalmaturity, presenting significant growth potentialfor marketing ops and digital ops overall. The 2024 State of Marketing Operations study affirms that marketingoperations has evolved into a desirable and well-respected career path.It offers solid six-figure salaries and various career development avenues,such as staying in marketing ops, transitioning to roles in revenue operations(RevOps), or even consulting. It’s encouraging that 37% of respondentsreport they now have a "seat at the table," indicating a growing strategicinfluence within the organizations they serve. However, there's roomfor improvement in training and development, as current learning is oftenself-directed, relying heavily on vendor certifications. “As software and data have become the instrumentsdriving the rhythm of modern marketing, marketing opshas risen from being the piano tuner to the conductorof the orchestra. Cue Beethoven’s Ninth, Ode to Joy.” This 2024 edition of the State of the MarketingOperations Professional will help our members keepor achieve their “seat at the table” and secure theresources and support they need to makemarketing operations even more strategic. Scott Brinker Editor, chiefmartec.com TABLE OF CONTENTS SECTION 01....................................................................................................................................................................................................................................6 Key findings SECTION 03.................................................................................................................................................................................................................................12 SECTION 04.................................................................................................................................................................................................................................40 Business Data Reliability For Marketing and Sales Ops Your “data moment” is now. Clean, complete, actionable, and compliant data is the difference between marketingperformance and failure. But more data isn't the solution. Instead, it’s about having always-on, governed,and reliable data flowing freely across your systems and processes to meet the diverse needs of stakeholders. Datagence is your partner with an integrated, transparent solution using advanced technology, AI,governed processes, and expertise for achieving data quality and reliability so you can confidently: • Make business-critical decisions with unified data• Run GTM strategies that drive pipeline and performance• Enrich your data with our proprietary identity graph enabling MAIDs (Mobile Ad IDs) resolution• Segment your database to deliver personalized communications• Report on revenue and performance accurately to master data reliability atwww.Datagence.io Connect the dots across any customer lifecycle with Insentric Insentric brings enterprise-grade marketing intelligenceto mid-sized B2B companies with lean marketing teams. • Reconnect the lead lifecycleacross fragmented systems.• Generate clear, actionable reports that align with marketingneeds and broader business goals.• Protect data integrity against human error with self-healing data. about Insentric, the Marketing Intelligence Platform SECTION 01 /KEY FINDINGS Key Finding #1 Employee engagement within the ranks ofmarketing ops professionals continues to decline. Key Finding #2 Having a dedicated team is thenorm for companies of all sizes. Metrics that track fair compensation, understanding ofthe role, and being valued declined for the thirdconsecutive year by 8%, 9%, and 5% respectively. 85% of all firms in the study reporthaving a dedicated team or personin a marketing ops role. Key Finding #3 Marketing ops professionals in this studyare not receiving adequate training. "Data is the OPs professional currency, it enables themagic to unlock the hidden value within customers. It'sclear over the last several years that OPs people needto become masters at structuring, acquiring, analyzing,and sharing stories with data, which is the key to futureimpact." Over half (56%) of study participants reporttheir organizations do not provide adequatetraining and development opportunities.