Marketing Operations: Demand Gen’s Secret Weapon
Last week at B2BMX West, a thought-provoking panel session titled “Marketing Ops: Demand Gen’s Secret Weapon” explored one of the most crucial yet often overlooked components of B2B Marketing: Marketing Operations (Ops). Led by Chen Bian, Director of Client Success and Strategy at DemandLab, the panel included marketing operations and demand gen leaders.
The discussion highlighted how a solid Marketing Ops foundation is essential to unlocking the full potential of demand generation strategies. According to Stephanie Wellek, Platform Operations Manager at Adobe, “Marketing Ops role is to ensure that the plane flies smoothly, quickly, and in compliance– but also to give Demand Gen teams the ability to be creative and strategic.” Below are three key takeaways from the session that every marketing leader should keep in mind.
1. Marketing Operations Fuels Demand Generation Success
While demand generation teams are tasked with creating awareness, generating leads, and driving revenue, Marketing Ops is the unsung hero ensuring all of this is possible at scale. As the panelists discussed, without a strong operational foundation, even the most innovative demand gen strategies can fall flat. Marketing Ops ensures systems, processes, and data are optimized to help Demand Gen teams scale their efforts effectively.
“It’s really important that Demand Gen marketers are clear in what their objectives and strategies are and making sure that Mops is a partner in that so that the strategy can drive the enhancements and technology development,” Kindra Lewis, Group Manager, DX Demand Gen at Adobe, emphasized. When Marketing Ops is integrated as a true partner in the planning process, demand gen efforts can accelerate faster and deliver more measurable results.
2. Tech Stack Optimization is Essential for Scale
In today’s fast-paced B2B landscape, having the right tech stack is crucial for scaling demand generation efforts. The panel delved into optimizing technology tools to automate processes, personalize customer experiences, and improve efficiency. But beyond just having the tools, the key is to ensure that the technology stack is aligned with demand gen needs and objectives.
Kindra also pointed out, “Now Demand Gen needs to have a strong POV in the technical requirements or the enhancements won’t be helpful.” This highlights the critical role that demand gen teams must play in shaping the tech strategy—if the tools don’t align with the team’s needs, they won’t be as effective in driving results.
3. Data-Driven Strategies: Turning Insights into Action
Marketing Ops plays a crucial role in ensuring data doesn’t just sit in silos but is transformed into actionable insights that fuel strategy. The panelists discussed how leveraging data-driven insights helps marketing teams understand customer behaviors, preferences, and pain points more deeply. This allows them to craft highly targeted campaigns that generate high-quality leads and improve the customer experience.
Data-driven strategies also help optimize the customer journey by providing a clearer view of where customers are in their decision-making process. “It’s important for demand gen teams to involve marketing ops early and often—share your campaign framework, brief them on the strategy even if you don’t have all the answers yet,” Angela Davis, Group Manager, Marketing Operations at Adobe, advised. Bringing Marketing Ops into the conversation early ensures that data is captured and used effectively throughout the campaign lifecycle.
4. Alignment and Collaboration Between Teams is Key
One of the most significant challenges in modern B2B marketing is aligning teams across departments, particularly marketing, sales, and operations. The panel discussed the importance of fostering collaboration between these teams to ensure a seamless handoff of leads and a cohesive strategy.
Marketing Ops is key in facilitating this collaboration, as the panelists shared practical advice on creating a unified strategy. “It’s important for demand gen teams to involve marketing ops early and often,” according to Kindra Lewis. This constant communication helps align goals, reduce friction, and improve overall ROI. Marketing efforts can easily fall off track without clear communication and shared goals.
Wrapping Up
Marketing Operations is more than just a support function—it’s the backbone of an effective demand generation strategy. By ensuring clear communication, optimizing the tech stack, leveraging data, and fostering cross-team collaboration, marketing leaders can unlock the true potential of their demand gen efforts. As the panel at B2BMX West made clear, Marketing Ops is not only a “secret weapon” but a critical component of driving efficiency, effectiveness, and revenue growth in today’s competitive B2B landscape. So, if you’re not already treating Marketing Ops as a key partner in your demand gen strategy, it’s time to start!
Disclaimer: The views and opinions expressed by panelists during the live event and captured in this article are solely those of the individuals and do not represent the official policies or positions of their employers.