But listening to Craig frame the rapid evolution of marketing operations, it struck me that marketing operations may be the right home for marketing technology leadership. Either the head of marketing operations is effectively the chief marketing technologist, or a chief marketing technologist reports to him or her.
This wasn’t a particularly brilliant leap of intuition on my part — Craig came right out and said it: “The marketing operations leader becomes the CIO of marketing. Dealing with the marketing systems and the way that marketers use them is a role for marketing operations.”
The difference between a marketing technology office and a marketing operations group, however, is that marketing operations encompasses a broader collection of interrelated operational responsibilities, covering ROI, accountability, process optimization, and marketing enablement:Reporting and analyticsBudget managementPlanningProcess managementBest practice syndication and trainingMarketing systemsData management and qualityMarket intelligence