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4 MIN READ
Sales and Marketing Ops Teams: What's the Secret to Their Success?
What do sports teams, ship crews, and orchestras have in common? They all have strong leaders at the helm—coaches, captains, conductors—who help them navigate, strategize, and execute their endgame. Without them, the players, sailors, and musicians
might
be able to function on an individual level, but as a group, chaos would surely ensue (and you can kiss those winning plays, successful voyages, and beautiful symphonies goodbye).
Now, we'll let you in on a little secret: It's the same for salespeople and marketers, too. Except their North Stars are none other than
sales and marketing ops teams
. These particular operations teams encompass the strategy, tactics, and leadership needed to guide sales and marketing down the path to success, not just individually, but as a whole.
How do they do it? We're peeking behind the curtain when it comes to the roles of sales and marketing ops, tricks of the trade, and why working together is key for future success.
The Roles of Sales and Marketing Ops Teams
While their titles sound similar, the responsibilities of sales and marketing ops professionals differ from the roles of salespeople and marketers. Ops teams like these do the “big picture" thinking: They manage, strategize, forecast, organize, support, and train. Here's the breakdown:- The Role of Sales Ops: Sales operations professionals are responsible for a list of things that, according to HubSpot, includes cross-functional collaboration, sales data management, lead generation, sales forecasting, sales strategy, sales team communications and organization, technology management, and more. While salespeople are in the weeds with selling and closing deals, your sales ops team is managing all of the processes that help those people do their job better, faster, and more efficiently.
- The Role of Marketing Ops: Often known as MOPs, marketing operations is similar to sales ops in the sense that they provide support for the systems and processes in place that help marketing teams run smoothly and successfully. Responsibilities of MOPs could include campaign planning, creative process management, technology management, data and analytics, and more.
