Why Marketing Scientists are Essential for Modern Marketing Teams
- AUTHOR Josh Rosenberg
- June 18, 2014
- No Comments
Marica Trask at SiriusDecisions recently wrote an interesting piece called What to look for in your next marketing ops hires – and where to find them. This blog details several key traits for marketing operations professionals such as left-brain strengths and being comfortable using tools. It also discusses some good places to find people with these qualities as well. Definitely an interesting read and I highly suggest it if you are looking to build or add to a marketing operations team.
This brings me to my main point – if you do not have a marketing operations team then you should!
There are two primary types of marketers, scientists (e.g. ops) and artists (e.g. the demand gen/content creation teams). Historically companies have invested more heavily in marketing artists to help come up with creative branding, engaging assets, and to drive more leads/pipeline for the sales team. This is a hugely important function for every company – as we well know just having a great product doesn’t mean that people know about it or will purchase it. The marketing artists have to raise awareness for their company’s products and help drive demand.
Though some people may not realize it, the marketing scientists play just as critical a role as the marketing artists in generating demand. It is the marketing operations team that sorts through campaign data to determine which types of campaigns perform the best across different market segments, what the demand generation funnel across marketing and sales looks like, and how each campaign influences revenue and pipeline. Insights like these help the marketing artists hone in on the messaging or campaigns that perform the best and enable them to really optimize their company’s marketing mix. This in turn enables marketing as a whole to maximize the amount of leads the sales team gets and the amount of revenue the company generates.
So take a little time to look at these optimal characteristics for marketing operations and hopefully you will be able to find some good people to help your company continue grow its revenue streams.