“Marketing operations is increasingly well placed to help overcome silos and connect stakeholders. “With increased involvement in marketing effectiveness and behaving as a strategic partner for the CMO, this role could be a catalyst for a more unified approach to the benefit of all, ” said WFA head of marketing services Rob Dreblow.(pic)
PETALING JAYA: Marketing operations is ramping up its role and taking on a more strategic function as major multinationals seek to transform their marketing organisations.
New research by the World Federation of Advertisers (WFA) in partnership with Flock Associates has found that operations teams are increasingly leading the marketing performance element, as well as having a strong influence in marketing strategy and capability planning to ensure the marketing department is fit for the future.
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