2019MarketingOperationsMaturityBenchmarkingReportInassociationwith22019MarketingOperationsMaturityBenchmarkingReport1.TableofFigures32.ExecutiveSummary42.1Methodology62.2AboutEconsultancy63.ForewordbySojournSolutions73.1AboutSojournSolutions94.TheRolesandNeedforMarketingOperations105.BenchmarkingMOPs125.1Readingthecharts135.2Strategyandleadership145.3MOPsskills,talentandcross-functionalcollaboration165.4Processesfordataandleadmanagement185.5ProcessesformarketingandABM205.6Technologymanagement225.7KnowingtheCustomer246.KeyTakeaways267.Appendix–RespondentDemographics28Contents32019MarketingOperationsMaturityBenchmarkingReportFigure1.MarketsandcustomersarechangingforvirtuallyallB2Bcompanies11Figure2.Definingtopperformersandthemainstream13Figure3.Marketingalignmentwithkeybusinessoutcomes14Figure4.Salesandmarketingalignm14Figure5.Effectivenessofmarketingleadershipinmanagingchange15Figure6.MOPshasthenecessaryknowledgeandskills16Figure7.MOPsalignmentwiththewiderorganization16Figure8.MOPstalentmanagement17Figure9.Datamanagementprocessefficacy18Figure10.Leadmanagementprocessefficacy18Figure11.Funnelmanagementprocessefficacy19Figure12.Measurementprocessefficacy19Figure13.Campaignmanagementprocessefficacy20Figure14.Demandgenerationprocessalignment20Figure15.Useofaccountbasedmarketing(ABM)21Figure16.Useofcampaignperformanceoptimization21Figure17.Technologymanagementprocessefficacy22Figure18.Technologystaffingprocessefficacy22Figure19.Vendormanagementprocessefficacy23Figure20.Customerknowledgeprocessefficacy24Figure21.Buyingjourneyprocessefficacy24Figure22.Personamanagementprocessefficacy251.TableofFigures42019MarketingOperationsMaturityBenchmarkingReport2.ExecutiveSummaryMarketingoperations(MOPS)hasdevelopedtobalancetheinstability,complexityandrapidchangethatdefinemodernmarketing.Highperformingcompaniesrelyontheiroperationsfunctiontoprovidethefoundationfromwhichtherestofthemarketingdivisioncanoperate.The2019MarketingOperationsMaturityBenchmarkingReportlooksatwhatbusinessesh...
