While the average starting point for all #MarketingOps objectives included in this study was “practiced less than 50% of the time,” it is encouraging to note that the near-term expected performance target for all MO objectives is within the range of “practiced 79%-85% of the time.”

1. Accountability Plays Key Role in Journey
to Marketing Effectiveness Maturity
Marketing Accountability Setting specific commitments; tracking & adjusting performance; rewards, penalties
35% 85%
Management Between Reviews Keeping a pulse on action items during time period between marketing ops reviews
45% 85%
Balance of Strategic & Tactical Elements Maintaining big picture in day‐to‐day marketing execution decisions
34% 83%
Synergy With Stakeholders Leveraging value from others who have a stake in the outcome of marketing strategies
45% 83%
Group Memory Management Enduring repository of marketing information despite movement of individuals
36% 82%
Proliferation of Lessons Learned Widespread sharing of best marketing practices throughout the company
40% 80%
Fact‐Based Decision‐Making Using data from reliable sources as key inputs to marketing decisions
31% 79%
Key:
0% 25% 50% 75% 100% X% At Inception of MO Function
| Current Performance
Never Always X% Near‐Future Target
Practiced Practiced
Journey to Marketing Operations Maturity Benchmarking Study
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