The State of the Marketing Operations ProfessionalTrends for 2025BROUGHT TO YOU BY
“As software and data have become the instruments driving the rhythm of modern marketing, marketing ops has risen from being the piano tuner to the conductor of the orchestra. Cue Beethoven’s Ninth, Ode to Joy.”Scott BrinkerEditor, chiefmartec.com2INTRODUCTIONThis study reveals marketing ops responsibilities are deeply integrated with process, technology, and data, with each area representing a nearly equal portion of the role. Data has become a focal point, particularly in areas like enrichment, integration, and quality, which align with the fact that "ability to integrate" is the top criterion for evaluating new technologies. Despite using advanced tools like HubSpot and Marketo, nearly all professionals still rely on spreadsheets. Collaboration with sales, sales ops, RevOps, and IT is common, though there's a push for better alignment. Additionally, many organizations are still in the early stages of digital maturity, presenting significant growth potential for marketing ops and digital ops overall.This 2024 edition of the State of the Marketing Operations Professional will help our members keep or achieve their “seat at the table” and secure the resources and support they need to make marketing operations even more strategic.The 2024 State of Marketing Operations study affirms that marketing operations has evolved into a desirable and well-respected career path.It offers solid six-figure salaries and various career development avenues, such as staying in marketing ops, transitioning to roles in revenue operations (RevOps), or even consulting. It’s encouraging that 37% of respondents report they now have a "seat at the table," indicating a growing strategic influence within the organizations they serve. However, there's room for improvement in training and development, as current learning is often self-directed, relying heavily on vendor certifications.
3TABLE OF CONTENTSSECTION 01 .................................................................................................................................................................................................................................... 6Key findingsSECTION 02 .................................................................................................................................................................................................................................... 9A historical perspectiveSECTION 03 ................................................................................................................................................................................................................................. 12The marketing operations professionalSECTION 04 ....................................................................................................................................................................................................................................
