Econsultancy：2019年营销运营（MOPS）成熟度基准报告(英文版)(28页).pdf

1、2019 Marketing Operations Maturity Benchmarking Report In association with 22019 Marketing Operations Maturity Benchmarking Report 1. Table of Figures 3 2. Executive Summary 4 2.1 Methodology 6 2.2 About Econsultancy 6 3. Foreword by Sojourn Solutions 7 3.1 About Sojourn Solutions 9 4. The Roles and

2、 Need for Marketing Operations 10 5. Benchmarking MOPs 12 5.1 Reading the charts 13 5.2 Strategy and leadership 14 5.3 MOPs skills, talent and cross-functional collaboration 16 5.4 Processes for data and lead management 18 5.5 Processes for marketing and ABM 20 5.6 Technology management 22 5.7 Knowi

3、ng the Customer 24 6. Key Takeaways 26 7. Appendix Respondent Demographics 28 Contents 32019 Marketing Operations Maturity Benchmarking Report Figure 1. Markets and customers are changing for virtually all B2B companies 11 Figure 2. Defining top performers and the mainstream 13 Figure 3. Marketing a

4、lignment with key business outcomes 14 Figure 4. Sales and marketing alignm 14 Figure 5. Effectiveness of marketing leadership in managing change 15 Figure 6. MOPs has the necessary knowledge and skills 16 Figure 7. MOPs alignment with the wider organization 16 Figure 8. MOPs talent management 17 Fi

5、gure 9. Data management process efficacy 18 Figure 10. Lead management process efficacy 18 Figure 11. Funnel management process efficacy 19 Figure 12. Measurement process efficacy 19 Figure 13. Campaign management process efficacy 20 Figure 14. Demand generation process alignment 20 Figure 15. Use o

6、f account based marketing (ABM) 21 Figure 16. Use of campaign performance optimization 21 Figure 17. Technology management process efficacy 22 Figure 18. Technology staffing process efficacy 22 Figure 19. Vendor management process efficacy 23 Figure 20. Customer knowledge process efficacy 24 Figure