As organizations grapple with fractured processes, siloed data sources, and shifting consumer demands, a marketing operations function that can more effectively bridge strategic goals with measurable outcomes is essential for businesses and marketing teams of all sizes.
This book delves into what constitutes marketing operations, the business case for high functioning marketing operations roles and then provides a framework and plan to measure success. It looks at the roles and technologies needed to scale a marketing operations (MO) function and the best practices that can help organizations grow and scale the function of marketing operations over time to help marketers achieve operational excellence in support of business goals, from foundational strategies to advanced implementation of artificial intelligence.
The book introduces the "maturity model" created by the author as a framework to guide readers. It also explores alternative and additional methods that can be used to assess the current state of marketing operations and work towards building greater maturity.
Marketing leadership and MO professionals focused on driving lasting value from a strategic investment in improved ways of working will find this framework and the book's discussion invaluable.
Greg Kihlström is a best-selling author, speaker, and entrepreneur, and serves as an advisor and consultant to top companies on marketing technology, marketing operations, and digital transformation initiatives. He has worked with some of the world’s top brands, including Adidas, Coca-Cola, FedEx, HP, Marriott, Nationwide Insurance, Victoria’s Secret, and Toyota.
He is a multiple-time Co-Founder and C-level leader. He led his digital experience agency to be acquired in 2017, successfully exited an HR technology platform provider he co-founded in 2020, and led a SaaS startup to be acquired by a leading edge computing company in 2021. He currently advises and sits on the Board of a marketing technology startup.
In addition to his experience as an entrepreneur and leader, he earned his MBA, is currently a doctoral candidate for a DBA in Business Intelligence from Marymount University, and teaches several courses and workshops as a member of the School of Marketing Faculty at the Association of National Advertisers. Greg is Lean Six Sigma Black Belt certified, is an Agile Certified Coach (ICP-ACC), and holds a certification in Business Agility (ICP-BAF).
