Joel Harrison, B2B Marketing
The role of marketing operations will be crucial in the future
Presenting new research conducted by B2B Marketing, editor-in-chief Joel Harrison revealed that 70% of B2B marketers consider transformation as a top priority.
This is leading to the development and rise of a new aspect of the marketing function - the marketing operations lead. Already, 42% of B2B marketers believe the role of marketing operations is very important in digital transformation.
This role could be the hot ticket for those wanting to climb the ladder. "If you have the breadth and oversight of a marketing operations role, you will be the CMO-in-waiting," said Joel.
Marketers also felt the success of a transformation programme was likely to have a greater impact on their personal career progress than the success of the company, Joel added.
Where do these hires come from? Some two-thirds of marketing operations leaders move into the role from inhouse marketing roles. A further 12% come from agency roles, and the same number from other internal tech roles. One in 10 is hired from a tech vendor.