The opportunity for the Marketing Operations leader is to lead marketing to new levels of credibility, accountability, confidence and visibility. In the Strategic Planning, Budgeting and Management (SPB&M) process defined in this paper, marketing is elevated to a strategic partner in running the business and the Marketing Operations leader is elevated from running a "button pushing" operation to being a strategic player in growth and performance.
Key benefits for the MO leader resulting from the SPB&M process include exemplifying leadership and applying project management to a messy process. This white paper will help you:
- Take a leadership role in SPB&M, ensuring that marketing is fully a part of the company-wide annual process
- Align goals and define budgets to meet goals across marketing
- Take a disciplined project management approach to SPB&M results
- Drive understanding of the Marketing Operations role in SPB&M