It’s hard to define marketing operations, and each organization views it differently. I prefer thinking of marketing operations from the four pillars perspective to define the scope and skillset involved.
My experience is as follows:
Platform Operations
- 8 years of experience in MAP administration and optimization. While my primary experience is in HubSpot and Pardoot, I do have some experience in Marketo, Eloqua and Salesforce Marketing Cloud as well
- 6 years of experience working with Salesforce from a marketing perspective
- 6 years managing Salesforce + HubSpot Connections and lead handoff
- 5 years of experience working with CRO tools like Google Optimize and Mutiny
- 5 years of experience working with content tools such as GoToWebinar, BrightTalk, Demio, Zoom Webinar, Pathfactory
- 4 years of experience working with ABM tools, primarily Demandbase
- 4 years of experience working with database tools such as Clearbit and Zoominfo
- 4 years of experience managing Google AdWords
- 3 years of experinece working with lead routing tools such as Lean Data and Chili Piper
- 3 years of experience working with Chat tools such as Intercom and Qualified
- 10+ years of experience with web platforms such as WordPress, including some background in WordPress development
Campaign Operations
- 8 years of experience in landing page creation and optimization, form strategy and development, email operations, nurture workflows, and campaign tracking
- 8 years of experience in managing processes for full funnel campaign
- 5 years of experience in webiinar creation and management
- 5 years of experience in targeted ad and social media advertising campaigns
- 5 years of experience in social media management and monitoring
Marketing Intelligence Operations
- 8 years of experience creating and reporting on benchmarks, KPIs and SMART goals for campaigns
- 8 years of experience managing Google Analytics
- 5 years of experience in creating marketing dashboards via HubSpot and Salesforce
- 3 years of experience working with Tableau, Looker and Google Data Studio to demonstrate marketing analytic performance
- 3 years of experience with marketing forecasting
- 3 years of experience managing Hotjar and other such tools for prospect mapping
- 3 years of experience creating Customer Journey mapping
Development Operations
- 8 years experience managing Google Tag Manager, Google Analytics and Google AdWords integreations including custom tagging and event creation
- 5 years of experience working with Zapier to help custom trigger marketing events
- 5 years of experience with custom development on HubSpot’s web tools
- 3 years of experience managing MAP to external custom integrations