Communication In Marketing Operations

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The essence of who we are as people equates to the definition of communication, which by Merriam-Webster, is “a process by which information is exchanged between individuals through a common system of symbols, signs, or behavior.” While it seems very simple, it sometimes is more challenging than expected. 


I had a chance to speak with Adam Stahl from Remotish, a consulting company focused on providing technical and strategic direction within Hubspot. From Adam’s perspective, every client is different, “it’s almost like learning a new language” every time they work with a new client. He believes in collaborative communication that is focused on achieving a collective goal. While Adam’s outlook is based on his experience, I started to investigate whether this was any different for employees who aren’t consultants and don’t work with several clients every day. 


I spoke with Michelle Xu, Demand Generation Manager at Stonly; a B2B SaaS company focused on providing a ”unified platform for every customer experience touchpoint,” as per their website. Michelle has worked in demand generation but has also worn the hats of marketing and sales operations. In her purview, she believes that “communication is how we choose to respond to the action or words spoken.” While her role isn’t as transactional as Adam’s, it requires influence and understanding of all go-to-market functionalities and the customer. In my conversation with Michelle, she mentioned how we respond to our customers with a mix of campaigns and messaging is similar to how marketing operations have to lean in, listen to their key stakeholders, and understand their pain points. 


Adam’s and Michelle’s experiences are vastly different in the realm of go-to-market teams. However, their insights seem to point in the same direction, learning and unlearning the ‘customer’ needs as the context of what you’re trying to achieve changes is key to accomplishing the goal. 


Michelle and Adam’s experience isn’t directly in marketing operations(mopros), even though their roles embody the tenants of it. According to HubSpot, marketing operations are at the crux of people, process, and tech, and the number one skill of mopros is project management. According to Asana, a well-known digital project management tool, communication is one of the top skills to build trust and manage the project. While the importance of project management and communication is key to success in marketing operations, it is rarely listed in the job descriptions or used as a key performance indicator.  


According to HubSpot, 93% of B2B marketers believe that marketing operations are “crucial to delivering digital transformation.” The key word is ‘digital,’ however, based on research from one of the top marketing automation platforms and individuals from the industry, digital transformation is the last thing they focus on when it comes to marketing operations. 


Though mopros is the in-house technical consultant to the marketing engine, based on the industry standards, mopros are the force that drives the success of any marketing effort through clear communication and excellent project management. 

Through multiple conversations with marketing/sales professionals, the soft landing is that the industry understands what marketing operations need to do. It lacks the structure to measure its impact and success. MO Pros is an excellent resource for educating leaders, career starters, and mid-career professionals in marketing operations. MO Pros helps one learn how to measure the performance and impact of marketing operations. 

About The Author — Apoorva Pillutla
Apoorva Pillutla

'Unlearning' go-to-market operations through marketing!

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