Tough Talks Made Easy: How MOPs Makes Marketing Campaigns Succeed
Written by Emily Poulton
Few campaigns come to life successfully without Marketing and MOPs working together as partners. For the many things Marketing teams do—create strategies, write content, design assets, identify target audiences and messaging—they often need help to pin down the logistics of campaign production and analyze performance.
MOPs then enters the equation to build campaigns, set up tracking links, pull reports, and interpret data. In organizations where Marketing perceives MOPs as a strictly executional function, their support might stop at fulfilling orders in line with processes established by Marketing—a dynamic that limits the potential for campaigns to convert prospects and roll out smoothly.
If this sounds familiar, this Tough Talks Made Easy is for you. You’ll learn to communicate the value of playing a more advisory role in your partnership with Marketing; one where you’re involved in making decisions from the conception stage and voicing recommendations to improve campaign deployments, analytics, and follow-up actions.
How MOPs enriches campaigns
While Marketing handles much of the creativity behind campaigns, MOPs’ focus on technical and practical details are just as contributive. Friction can sometimes arise when procedural and logistic concerns run counter to Marketing’s creative ideas. Yet, your perspective helps to troubleshoot production issues and consult on the whole campaign journey—things Marketing might not see.
Let’s say you’re hosting an event. That requires an invite list, time to build campaign infrastructure and data flows, and time to promote the event with a scheduled cadence of communications preceding it. Each piece of tailored messaging for different audience segments will require setting up a new campaign, an example of a less-obvious time cost that informs how far ahead of the event you’ll need to start building.
Beyond scoping out resource requirements and risks to deployment, your guidance helps Marketing refine their ideas to maximize audience engagement and surface the value of campaigns. For each campaign, encourage Marketing to consider what’s next—where is the CTA going? What follow-up actions are we taking? Is there an additional nurture initiative we can pursue? Merchandise to send out?
When it comes to reporting, your data literacy is invaluable. Marketing might request surface-level engagement metrics that don’t illuminate financial success or inform smarter decisions with future campaigns. Instead, your reports can tease out the numbers C-Suite cares about —dollars gained vs invested, the number of qualified leads generated—and show Marketing how to convey impact with data.
To that end, encourage Marketing to ask strategic questions with every request around data and reporting: To which messaging did a particular segment respond best? Do the numbers support changing up how you communicate with certain audience groups? Your analysis provides insights that fuel experiments; this helps rather than hinders Marketing to be successfully creative.
Clarity on process
To provide a depth of strategic support to Marketing, it’s important that you’re involved from the conception or brainstorming stage of each campaign. Adding voices to the mix might seem more hectic from Marketing’s perspective, but it encourages quality collaboration and better work towards a common goal.
For one: MOPs understands how each asset fits into the complete campaign journey, and Marketing is best placed to benefit from that knowledge if you’re around to consult from the beginning. Your advice helps to assess if the chosen format is optimal to communicate your message to the intended audience and how you can make content evergreen to repurpose it across additional assets and nurture campaigns.
Sound and transparent communication around deliverables is another incentive to involve MOPs ASAP. For every launch, you need time to build and promote the campaign, and different assets might have particular timelines depending on the stakeholders and dependencies involved. By encouraging Marketing early on to fill out a request form, with all the relevant information about the campaign, your involvement safeguards expectations against project demands and ensures accountability.
For Marketing’s benefit: the sooner in the process they invite you to review project scope, ask questions, enforce QA, and raise awareness of risks and sensitivities, the more time you have to produce a campaign that’s creative, engaging, well-connected with other initiatives, and free of stagnant or rushed outputs that arise from hitting the panic button last minute.
The quality of collaboration between Marketing and MOPs shapes the quality of your campaigns. When Marketing involves MOPs from the beginning to give strategic advice throughout the process, the greater potential you have to explore fresh creative avenues, produce campaigns that resonate with your audience, and drive dollars to the business. That’s a shared win for both teams.
For any guidance on producing campaigns and collaborating more effectively, Revenue Pulse is here to help.