Secrets of Marketing Ops

Webinar Follow–Up

It’s no secret that Marketing Operations teams are essential to the success of B2B businesses, but what is the secret to their success? During the Secrets of Marketing Ops webinar on May 22, 2024, Full Circle CEO Jason Ferrara, sat down with a few of the best minds in the Marketing Ops world to find out. 

Katie Borzone, Director of Marketing Operations at Lacework, Kate O’Leary, Director of Marketing Operations at IANS Research, and Carey Fairlie, Director of Services at RenderTribe, took Jason through the ins and outs of all things Marketing Ops. Read just a few of the highlights below and check out the complete webinar for yourself to take a deeper dive into the secrets of marketing ops.  



Making Data-Driven Decisions

Making data-driven decisions is crucial because it enables organizations to leverage insights to guide strategies. Relying on data helps companies move beyond gut-feeling decisions to making accurate and objective decisions that increase revenue. 

Data-driven decisions identify trends that might otherwise go unnoticed, leading to better resource and budget allocation, improved customer experiences, and a competitive edge. Data is also key in tracking progress, measuring outcomes, and refining processes.

      • Centralized Data: Ensure all marketing data is accessible across teams. This could be through a CRM system or a marketing automation platform that integrates data from various sources (email campaigns, social media, website analytics, etc).

→ Pro Tip: Tools like Full Circle Insights make it easier to implement a central place for data. Set a goal to have an executive dashboard view that is consistent across systems like Salesforce and Tableau, and brings in other critical details such as email and digital performance. View campaign data, attribution, and revenue to make powerful, data-driven decisions.

      • Data Quality and Cleanliness: Regularly clean and update data to maintain accuracy. This involves deduplication, standardizing data formats, and validating data entries. Use tools such as Full Circle to ensure you have data you trust. 

→ Pro Tip: Because historical data can be inconsistent, it’s vital to clean up these values for better alignment. Create internal partnerships and ensure everyone works off the same system and data.  

      • Define Goals: Define marketing goals and objectives. Align with overall business goals, such as increasing lead generation, improving customer retention, or boosting brand awareness. Use funnels to agree on company goals and work backwards to determine marketing goals. From there, examine historical data and attribution to plan your campaigns and content. 

→ Pro Tip: Don’t fall in love with your ideas, fall in love with your results. This RenderTribe motto reminds marketers that just because you love a campaign or piece of content, does not mean it will perform well. We need data to back up decisions and understand pipeline so we know where to pause and where to rev up our resources. 

Tech Stack

Marketing Operations plays a pivotal role in choosing and managing a tech stack by making sure tools and platforms align with strategic goals and operational needs. They help evaluate tools to determine what best supports marketing efforts, such as customer relationship management (CRM) systems, analytics tools, automation platforms, and content management systems (CMS). 

Setting Marketing Ops as a tech stack gatekeeper ensures the following:

    • Streamlined Workflows 
    • Enhanced Data Accuracy 
    • Improved Overall Efficiency 

The Marketing Operations team is also responsible for managing and maintaining several pieces of the tech stack and makes sure it continues to meet the needs of the business. This includes overseeing data integration and providing training and support to ensure the marketing team effectively leverages the technology. This strategic approach to tech stack management drives better campaign performance and contributes to the organization’s growth and success.


      • Automation Tools: Implement automation for repetitive tasks such as email marketing, lead scoring, and reporting. Marketing automation platforms (e.g., Salesforce, Pardot, Marketo) can save time and allow the team to focus on strategic initiatives.
      • Documented Workflows: Create detailed documentation for all marketing processes. Ensure all team members understand their roles and responsibilities to reduce errors and increase efficiency.
      • Seamless Integration: Utilize tools that integrate well with each other for smooth data flow between marketing technologies. This ensures all data points are connected and that there is a comprehensive view of marketing performance.

Performance Measurement and Analytics

Defining Key Performance Indicators (KPIs) is a crucial step in measuring and driving business success. KPIs are specific, measurable metrics that reflect the performance and progress of various business activities towards achieving strategic objectives. 

Effective KPIs should be clear and attainable with benchmarks for evaluating performance. Regularly monitoring and analyzing these indicators enables businesses to make data-driven decisions, optimize processes, and identify areas for improvement. Well-defined KPIs foster accountability and transparency because they communicate results to stakeholders. Defining KPIs helps organizations stay focused and drive continuous improvement and sustained growth.


      • Key Performance Indicators (KPIs): Define clear KPIs that align with overall business goals. This can include metrics like lead conversion rates, customer acquisition costs, and campaign ROI.  
      • Dashboards and Reporting: Develop real-time dashboards to track KPIs and provide visibility into marketing performance. Use these insights to make data-driven decisions.
      • Attribution Modeling: Implement attribution models to understand the impact of different marketing channels on conversions. This helps in allocating budget and resources more effectively.

Cross-Functional Collaboration

Marketing Operations plays a crucial role in fostering cross-functional collaboration within an organization. By serving as the connective tissue between various departments such as sales, IT, finance, and customer service, Marketing Operations ensures that marketing strategies are seamlessly integrated with broader business objectives. 

They facilitate sharing of insights and data across teams for unified campaign execution. Marketing Ops also standardizes processes and implements technologies that break down silos and enhance communication. This collaborative environment enables cohesive planning, execution, and measurement of marketing initiatives. 


      • Aligned Goals and Objectives: Ensure that Marketing Ops works closely with other departments (e.g., sales, IT, finance) to align on common goals and objectives. This fosters a collaborative environment where everyone is working towards the same targets.

      • Regular Communication: Establish regular meetings and communication channels to share updates, challenges, and successes. Tools like Slack, Microsoft Teams, or project management software can facilitate this.

      • Integrated Campaign Planning: Collaborate on campaign planning and execution to ensure that all departments are aware of and contributing to marketing efforts. This helps in maximizing the impact and reach of marketing initiatives.

Marketing Operations are essential for success. By overseeing the implementation and optimization of marketing processes, technology, data management, and performance measurement, Marketing Ops ensures that marketing strategies are executed seamlessly and align with overall business goals. They streamline workflows, enhance data accuracy, and enable more informed decision-making. Marketing Operations also fosters cross-functional collaboration to bring together common objectives. 

Learn more about Marketing Operations and all their secrets by watching the Secrets of Marketing Ops webinar on-demand

secrets of marketing ops webinar_ panelists with headshots:Katie Borzone, Director of Marketing Operations - Lacework Scott Sellers, Senior Director Campaign & ABX Strategy - HUMAN Security Kate O’Leary, Director Marketing Operations - IANS Research Carey Fairlie, Director of Services - RenderTribe hosted by Jason Ferrara, CEO - Full Circle Insights

Morgan Early

Author: Morgan Early

Director of Marketing, Full Circle Insights

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