2024年营销运营专业人士现状及2025年趋势报告

INTRODUCTIONThe 2024 State of Marketing Operations study affirms that marketing 2data, with each area representing a nearly equalportion of the role. Data has become a focal point,particularly in areas like enrichment, integration,and quality, which align with the fact that "abilityto integrate" is the top criterion for evaluating newHubSpot and Marketo, nearly all professionals stillrely on spreadsheets. Collaboration with sales, salesorganizations are still in the early stages of digitalmaturity, presenting significant growth potentialOperations Professional will help our members keepor achieve their “seat at the table” and secure the “As software and data have become the instrumentsdriving the rhythm of modern marketing, marketing opstechnologies. Despite using advanced tools likeops, RevOps, and IT is common, though there'sa push for better alignment. Additionally, manyfor marketing ops and digital ops overall.It offers solid six-figure salaries and various career development avenues,such as staying in marketing ops, transitioning to roles in revenue operations(RevOps), or even consulting. It’s encouraging that 37% of respondentsreport they now have a "seat at the table," indicating a growing strategicinfluence within the organizations they serve. However, there's roomfor improvement in training and development, as current learning is oftenself-directed, relying heavily on vendor certifications. TABLE OF CONTENTSSECTION 01....................................................................................................................................................................................................................................6 SECTION 02....................................................................................................................................................................................................................................9 A historical perspective SECTION 05.................................................................................................................................................................................................................................60 What’s next for marketing operations? Datagence is your partner with an integrated, transparent solution using advanced technology, AI,governed processes, and expertise for achieving data quality and reliability so you can confidently: • Make business-critical decisions with unified data• Run GTM strategies that drive pipeline and performance• Enrich your data with our proprietary identity graph enabling MAIDs (Mobile Ad IDs) resolution• Segment your database to deliver personalized communications• Report on revenue and performance accurately to master data reliability atwww.Datagence.io 4 Connect the dots across any customer lifecycle with InsentricInsentric brings enterprise-grade marketing intelligenceto mid-sized B2B companies with lean marketing teams.• Reconnect the lead lifecycle • Generate clear, actionable reports that align with marketingneeds and broader business goals. • Protect data integrity against human error with self-healing data. about Insentric, the Marketing Intelligence Platform SECTION 01 /KEY FINDINGS Metrics that track fair compensation, understanding of norm for companies of all sizes.85% of all firms in the study reporthaving a dedicated team or personthe role, and being valued declined for the thirdconsecutive year by 8%, 9%, and 5% respectively. "Data is the OPs professional currency, it enables theKey Finding #3Marketing ops professionals in this studyare not receiving adequate training. President & COO Insentric by DemandLab 6 81% of study participants share that integration with existingtechnology is their top criterion for evaluating martech solutions.enrichment and intent tools during thenext 12 to 18 months. Key Finding #5The focus on being data-driven is growing.Key Finding #7 This report details the results and insights from the analysis of the study data. For more detail on the survey and its participants,please refer to theMethodology. 7 SECTION 02 /A HISTORICAL PERSPECTIVEThe State of the Marketing Ops Professional study is now in its fourth year. With that over this period.1. There is an Increased Focus on High Compensation BandsOver the years, the study shows a steady shift toward higher compensation, withmore professionals earning $150K or more. In 2021, the majority of professionals in those earning above $150K, particularly in senior roles like Directors and VPs. 2. MOps Teams are Smaller Post-LayoffsThe economic landscape, especially in 2022 and 2023, led to layoffs and budgetcuts, resulting in an increase in solo marketing operations teams. In 2022, 25%of marketing ops professionals were working solo, but by 2023, this figurehad risen to 31%, driven by leaner budgets and organizational shifts. In 2021 and 2022, marketing operations professionals were increasingly involvedin supporting Rev