Follow the Roadmap Toward MOPs Maturity
The road to higher value unites people, processes, and technology
MOPs Investments Help Fuel the Ride
High-quality Marketing Operations (MOPs) is one of three pillars that propel campaigns and other growth strategies toward your goals and ultimate success.
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Learn the four levels of MOPs tech maturity and get the essential steps needed at each stage to level up.
Yet only 7% of organizations participating in the same survey have a fully developed tech maturity level for MOPs. If your MOPs efforts aren’t continually progressing down the road toward maturity, you’ll miss out on the beneficial ROI of stronger relationships among marketing, sales, and customer success.
Fact
93% of B2B marketers
say having a robust MOPs function is key to their success, according to a survey of 550+ marketing professionals conducted by MarketingOps, Adobe, and Knack.
Demand Gen Strategy
High-Performance MOPs
Buyer-Aligned Content
B2B Marketing Automation Software Usage in Websites
2022 2016
200,000
150,000
100,000
50,000
Hubspot
Pardot
Marketo
Elouqa
228
increase
%
In companies using MOPs since 2016
SOURCE
Add an Expert
Disruptor
Optimizing
Scaling
Building
Home
First right
You’re establishing fundamental marketing and operational practices and deploying essential email communications that follow unsubscribe best practices.
Explore your MAP system, and use it to its full potential.
1
4
in
MOPs professionals is a solo team.
Your team likely includes one or two people.
You’re small but mighty.
to send emails and leverage landing pages.
You’re using one marketing automation platform (MAP)
Get your tech right.
but right now you’re manually building campaigns.
You’d love to do more with automation,
such as contact name, email, and company name.
You collect basic data
like open rates.
You gather vanity metrics
Follow the Roadmap
Make it easy for prospects to unsubscribe.
Begin building out your subscription center so your contacts can opt into—and out of—your campaigns.
Begin designing asset templates.
Creating basic modular and optimized email and landing page templates is a great way to build automation during Level 1 and prepare for what’s next.
Generate webinar or in-person event traffic.
Consider how MOPs could help you generate webinar or in-person event traffic.
Begin integrating.
Connect your MAP system to your CRM to help bring together sales and marketing.
Slight left
You’re getting more strategic and tuning basic processes for automation, segmenting, and repeating within your MAP and CRM.
Add program templates and event- and channel-specific creative templates to your arsenal so your team can clone templates, make campaign-specific edits, and launch campaigns faster.
66
In the average MOPs team since 2020
You’ve expanded your MOPs capabilities to include tactical and specific inbound and outbound marketing components.
You’re expanding your channel reach
as you move from vanity metrics to performance metrics (conversion rate, revenue).
Your data maturity is growing
Go beyond asset templates.
You can start setting up a lead lifecycle and segmentation
including webinars, trade show event tracking, content download campaigns, and basic drip nurtures.
You’re building more mature campaigns,
to help ensure you send only the highest-quality leads to the sales team.
You’re exploring lead scoring
Upgrade your MAP.
You may be advancing from a starter MAP platform to one with deeper functionality. You may also start investigating whether it’s time to add business intelligence (BI) tools to your MarTech stack.
Prioritize routine data audits.
Make sure your marketing and sales data contains all necessary fields. Add pick lists or dropdowns to make it uniform. Fill in any data gaps you identify.
Look into intent data.
It could help you learn more about potential customers' actions so you can better understand when your buyers are ready to pounce.
growth
You may not need to level up your MAPs at this point. But if you transition from a basic MAP to a more complex solution, you may also need to increase your staffing. For example, one person might be able to handle a starter-level MAP, but you may need two, three, or more staffers to implement and manage more sophisticated platforms.
Does “level up" mean “staff up”?
+1?
+2?
+3?
Keep right
You’ve expanded your MOPs strategy to integrate multiple technologies and achieve a full-funnel view of your prospects and accounts.
60
of marketing professionals are the admin for their marketing software.
and includes multiple integrated solutions, including telephony, chat, sales enablement, and BI tools.
Your MarTech stack is maturing
to specific audiences based on well-defined personas.
You target your outreach
with an increasing degree of accuracy.
You’re scoring leads
including robust nurture sequences, dynamic email offers, and account-based marketing (ABM) or account-based experience (ABX) programs.
You run highly sophisticated campaigns,
to move prospects further down the sales funnel and into different nurtures as needed.
You’re using intent data and other behavior-based triggers
Zero in your focus on revenue
by identifying the most profitable channels.
Boost your segmentation game
by leveraging data augmentation for accurate contact and company information.
Bring AI or machine learning to your MOPs efforts.
But do so wisely. Make sure it’s not too expensive and not stretching your staff beyond its capabilities.
RevOps is the strategic integration of marketing, sales enablement, and customer success. It’s not a specific level of MOPs. But the faster your MOPs people, processes, and technology mature, the better you’ll be able to support RevOps and achieve meaningful ROI company-wide.
How to Turn MOPs Into RevOps
Start thinking about revenue.
Begin tying marketing efforts directly to pipeline.
Continue straight
Welcome to MOPs nirvana! When you reach this final destination, you’re at the highest level possible.
This is critical for any business to grow and succeed long term.
80
of companies have a dedicated MOPs individual or team.
leveraging AI and machine learning to make proactive business decisions.
You can gather full audience intelligence,
and optimized to its fullest potential.
Your multichannel execution is automated
Have a dedicated MOPs team to keep everything running.
in the market and your industry.
You’re driving trends
in real time.
You gather all insights
5 Essential MOPs Maneuvers
Build a MOPs roadmap.
Identify which MOPs projects you’ll tackle each quarter. Include specific timelines and goals.
Identify governance for each of the four legs of the journey.
Be clear about who on your team will lead various MOPs functions so your team is always held accountable.
Scale your team wisely.
Expand your team’s capabilities as you level up to balance workload and demand. Include technical-level staff members who understand marketing automation and can help you integrate other systems easily. Trust secondary team members to execute your strategy tactfully.
Keep your engine clean.
Conduct regular data audits. Reduce open text fields. Make sure your data populates correctly across systems during all integrations.
So why do only a few companies make it to this level? Common roadblocks include costs, team workloads, and competing priorities. Your goal: Get your MOPs function as close to the final mile as possible and keep breaking down roadblocks to get there.
This is an ideal and aspirational state.
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3
5
Next destination
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Our experts can help you analyze your current MarTech stack, perform data audits, and give you a step-by-step improvement plan. If you’re interested in getting help from a trusted partner, reach out to us at Unreal Digital Group today.
RevOps
At Unreal Digital Group, we’re loud and proud MarTech nerds!
Follow the nerds!
As people, processes, and technology mature, marketing leaders have the unique opportunity to make MOPs more strategic and advance toward RevOps. Yet getting there with in-house resources only can be challenging and expensive when you factor in labor and technology costs. That’s why many B2B companies turn to outside experts to keep the convoy moving. The best ones will work as a strategic partner and help assess your level of maturity. This gives you specific steps to reach the next level while building your in-house team’s confidence and growing your strategic MOPs capabilities
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