Marketing Operations

Establishing and maintaining scalable systems, procedures, proceesses and structures to support high-performing marketing departments.

Marketing Operations

Marketing operations has emerged as a distinct and increasingly critical profession, driven by the growing complexity of marketing technologies, data-driven decision-making, and the need for greater accountability.

As marketing teams are now expected to deliver more precise, measurable results, the demand for specialists who can optimise processes, manage technology stacks, and align strategy with execution is steadily rising.
 
Marketing operations professionals are responsible for creating scalable systems that allow marketing departments to operate efficiently, track performance in real-time, and maximise ROI. This shift reflects the evolving nature of marketing, where operational expertise is becoming just as essential as creativity and strategy.

Marketing-Related Policies and Procedures

As businesses grow and scale, the development of policies becomes a necessary part of ensuring consistency, standardisation, and compliance across the organisation. Marketing-related policies will direct such things as brand identity (guiding everything from logo use to tone of voice), social media conduct (whether employees are posting individually or on behalf of the business), media relations and the responsible use of generative AI, and other evolving technologies.

By putting these structures in place, businesses can protect their reputation, align their marketing efforts with broader objectives, and navigate the complexities of a growing organisation.

We assist in-house marketing and human resources teams to develop and embed policies and procedures that are appropriate for their business, and sympathetic to their risk appetite. 

Marketing Technology (Martech)

We’re passionate about marketing technology (martech), and the nexus of technology and marketing. We go to great lengths of keep up with the latest developments, monitor new tech offerings, and understand how martech can improve the efficiency and effectiveness of B2B marketing.

However, unlike most other agencies, we’re vendor-agnostic. We’re not going to try to influence you to buy a particular brand just so we can get a financial kickback or elevate our partner status. Because we work with a large number of vendors and their partners, we’ll lead you in the right direction.

We can help you to select and implement marketing technology, be it a CRM system, marketing automation platform, event management system, or research application, including by:

  • identifying and weighting evaluation criteria
  • issuing requests for proposals to prequalified vendors
  • comparing software and service features and benefits
  • ensuring any formal procurement exercise is undertaken with appropriate probity and process.

Further, once a vendor has been selected, we can assist in the implementation. We have worked with world best practice, fully-implemented products, cloud solutions, and the Microsoft suite.

We understand how to design and customise marketing technology so that it supports your business structure and conventions. And we can help you to put systems and processes in place to ensure the right data points are being captured, data integrity is being protected, and all Spam and Privacy obligations are being satisfied.

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We acknowledge the Traditional Custodians of the land on which we operate, live and gather, and recognise their continuing connection to land, water and community. We pay respect to Elders past, present and emerging.