英文【Datagence】2025 年营销运营专业趋势现状

The

State

of

the

Marketing

Operations

ProfessionalTrendsfor

2025BROUGHTTOYOU

BYThisstudyrevealsmarketingops

responsibilitiesaredeeplyintegratedwithprocess,technology,anddata,witheacharearepresentinganearlyequalportionof

therole.Data

has

becomeafocal

point,

particularlyinareaslikeenrichment,integration,andquality,whichalignwiththefactthat"abilitytointegrate"isthetopcriterionforevaluatingnew

technologies.Despiteusingadvancedtools

likeHubSpotandMarketo,nearlyall

professionalsstill

relyonspreadsheets.Collaborationwithsales,sales

ops,

RevOps,and

IT

is

common,though

there'sapushforbetteralignment.Additionally,many

organizationsarestillintheearlystagesofdigital

maturity,presentingsignificantgrowthpotential

formarketingopsanddigitalops

overall.This2024editionof

theStateof

theMarketingOperationsProfessionalwillhelpourmembers

keep

orachievetheir“seatatthetable”andsecuretheresourcesandsupporttheyneedtomake

marketingoperationsevenmorestrategic.

INTRODUCTIONThe2024StateofMarketingOperationsstudyaffirmsthatmarketing

operationshasevolvedintoadesirableandwell-respectedcareerpath.Itofferssolidsix-figuresalariesandvariouscareerdevelopmentavenues,suchasstayinginmarketingops,transitioningtorolesin

revenueoperations

(RevOps),or

even

consulting.It’s

encouraging

that37%

of

respondentsreporttheynowhavea"seatatthetable,"indicatingagrowingstrategic

influencewithintheorganizationstheyserve.However,there'sroomforimprovementintraininganddevelopment,ascurrentlearningisoften

self-directed,relyingheavilyonvendorcertifications.“Assoftwareanddatahavebecometheinstrumentsdriving

the

rhythm

of

modern

marketing,marketing

opshas

risen

from

being

the

piano

tuner

to

the

conductorof

theorchestra.CueBeethoven’sNinth,

Odeto

Joy.

”Scott

BrinkerEditor,2

TABLE

OF

CONTENTSSECTION

01

6Key

findingsSECTION

02

9A

historical

perspectiveSECTION

03

12The

marketing

operations

professionalSECTION

04

40Marketing

operations

teamsSECTION

05

60Marketing

operations

tools

+

technologySECTION

06

75What’s

next

for

marketing

operations?SECTION

07

82Conclusion

+

Methodology3

BROUGHTTOYOU

BYBusiness

Data

Reliability

For

Marketing

and

Sales

OpsYour“datamoment”isnow.Clean,complete,actionable,andcompliantdata

isthedifference

between

marketing

performanceandfailure.Butmoredataisn'tthesolution.Instead,

it’sabout

having

always-on,governed,andreliabledataflowingfreelyacrossyoursystemsandprocessestomeetthediverseneedsofstakeholders.Datagenceisyourpartnerwithanintegrated,transparentsolutionusingadvancedtechnology,AI,

governedprocesses,andexpertiseforachievingdataqualityandreliabilitysoyoucanconfidently:•Makebusiness-criticaldecisionswithunifieddata•RunGTMstrategiesthatdrivepipelineandperformance•EnrichyourdatawithourproprietaryidentitygraphenablingMAIDs(MobileAdIDs)resolution•Segmentyourdatabasetodeliverpersonalizedcommunications•Reportonrevenueandperformanceaccuratelytomasterdatareliabilityat

www.Datagence.io4Connect

the

dots

across

any

customer

lifecyclewith

InsentricInsentricbrings

enterprise-grademarketingintelligencetomid-sizedB2B

companies

withleanmarketing

teams.•Reconnect

theleadlifecycle

across

fragmented

systems.•

Generate

clear,

actionablereports

that

align

withmarketing

needs

andbroaderbusiness

goals.•Protect

dataintegrity

againsthuman

error

with

self-healing

data.

BROUGHTTOYOU

BYaboutInsentric,

theMarketingIntelligencePlatform5Key

Finding

#1Employee

engagement

within

the

ranks

ofmarketing

ops

professionals

continues

to

decline.Metricsthattrackfaircompensation,understandingoftherole,andbeingvalueddeclinedforthethirdconsecutive

year

by8%,9%,and5%

respectively.Key

Finding

#3Marketingopsprofessionalsinthis

studyare

not

receiving

adequate

training.Over

half(56%)of

study

participants

reporttheirorganizationsdonotprovideadequate

traininganddevelopmentopportunities.Key

Finding

#2Having

a

dedicated

team

is

thenorm

for

companies

of

all

sizes.85%of

all

firms

in

the

study

reporthavingadedicatedteamorperson

inamarketing

ops

role."DataistheOPsprofessionalcurrency,itenablesthemagictounlockthehiddenvaluewithincustomers.It's

clearoverthelastseveral

yearsthatOPspeopleneedtobecomemastersatstructuring,acquiring,analyzing,

and

sharing

stories

with

data,which

is

the

key

to

futureimpact."

SECTION01

/

KEY

FINDINGSEric

HollebonePresident&

COO

Insentricby

DemandLab6Key

Finding

#7Digital

maturity

remains

stagnant

year-over-year.Just7%of

all

organizations

in

the

study

have

attainedthe

highest

level

of

digital

maturity.

However,25%

ofteamswith26ormoremembersareoperatingatthe

highest

level.Key

Finding

#4Integration

capabilities

are

critical

for

martech

selection.81%ofstudyparticipantssharethatintegrationwithexistingtechnologyistheirtopcriterionforevaluatingmartechsolutions.Key

Finding

#6Most

firms

will

invest

in

dataenrichmentandintenttools.Over

half(54%)plan

to

invest

in

dataenrichmentandintenttoolsduringthenext12to

18

months.Key

Finding

#5Thefocusonbeingdata-driven

isgrowing.88%ofstudyparticipantsareeitherdedicatingresourcestodata-driveninitiativesorarehavingmorediscussionsaboutdoingso.Thisreportdetailstheresultsand

insightsfromtheanalysisof

thestudydata.For

moredetailonthesurveyanditsparticipants,pleaserefertotheMethodology.7 SECTION

02/A

HISTORICAL

PERSPECTIVETheStateof

theMarketingOpsProfessionalstudyis

now

in

itsfourthyear.Withthatperspective,wecannowprovidefascinatinghistoricalinsightsabouttheprofession

overthisperiod.1.There

is

an

Increased

Focus

on

High

Compensation

BandsOvertheyears,thestudyshowsasteadyshifttowardhighercompensation,withmore

professionals

earning$150K

or

more.In2021,the

majority

of

professionalswere

earning

between$51K

and$100K.

By2024,we

are

seeing

a

notable

increasein

those

earning

above$150K,particularly

in

senior

roles

like

Directors

and

VPs.2.MOps

Teams

are

Smaller

Post-LayoffsThe

economic

landscape,especially

in2022and2023,

led

to

layoffs

and

budgetcuts,resulting

in

an

increase

in

solo

marketing

operations

teams.

In2022,

25%of

marketing

ops

professionals

were

working

solo,but

by2023,this

figurehadrisento31%,drivenbyleanerbudgets

and

organizational

shifts.3.We

Have

a

Stronger

Role

in

Revenue

OperationsIn2021and2022,marketing

operations

professionals

were

increasingly

involvedinsupportingRevOpsandoptimization,focusingonimprovingsalespipelinesandoperationalefficiency.By2024,thisrolehasexpandedfurther,withmanyprofessionalsnowbeingkeycontributorstostrategicdecision-makingin

revenueoperations,reflectingtheirgrowingimportanceindrivingbusinessoutcomes.94.ThereisaGreaterDemandforData

ExpertiseWhiletoolsandsystemsmanagementwereprimaryresponsibilities

in

earlier

years(2021and2022),

data

analysisand

reporting

have

taken

precedence

in2024.

This

shift

reflectstheincreasingimportanceofdata-drivendecision-making,with

nearly70%of

professionals

identifying

data

analysis

as

theirtop

responsibility

in

2023.5.CertificationsandSkillDevelopmentareMore

EssentialOvertheyears,thepercentageofmarketingoperationsprofessionals

holding

certifications

has

increased.

By2024,certificationsareplayingasignificantrole

incareeradvancement,withmanyprofessionalsrecognizingtheimpactofcertificationsonsalary,careergrowth,andtechnicalproficiency.This

trend

has

strengthened

since2021.Ahistoricalperspective10•

SECTION

03

•THE

MARKETINGOPERATIONS

PROFESSIONALThemarketingoperationsprofessionhas

becomeincreasingly

experienced,with61%of

professionals

havingsixormoreyearsinthefield.Thetechnology/softwaresectorcontinuestodominate,accountingfor56%ofmarketingopsprofessionals’employment.Despitethisexperience,employeeengagementlevelshavedeclined,

withprofessionalsfeelinglesscompensated,understood,

andvaluedcomparedtopreviousyears.Genderandexperiencedifferencesrevealthatfemaleprofessionalsoftenfeellessunderstoodintheirrolesthantheirmale

counterparts,andthosewithmoreexperiencereport

decliningsatisfactioninkeyengagement

metrics.Thisreportsectiondetailsthecurrentfindingsonthemarketingoperationsprofessional:therole,how

it’s

changing,theirworkperspective,experiencelevel,andcompensation.Usingthisstudy’sdata,arepresentativepersonaofamarketingoperationsprofessional:majorityfemalebetween

the

ages

of31and40,in

the

role

between

fiveandeightyearswithatitleofmanagerorseniormanagerearning

between$101K

and$150K

in

annual

compensationandemployedinthetechnologysector.SECTION03

/

THE

MARKETINGOPERATIONS

PROFESSIONAL12●61%ofmarketingoperationsprofessionals

have

six

or

moreyears

of

experience.●Engagement

levels

havedeclined,withsignificantdrops

infeelingcompensated,

understood,

andvalued.●Thetechnology/softwaresectoremploys56%ofmarketingops

professionals,far

more

than

other

industries.●Designingandoptimizingoperationalpolicies

is

nowthe

primary

responsibility,

followed

by

data

analysis.●Compensation

isontherise,especiallyforprofessionals

with

10+

years

of

experience,

but

gender

disparities

exist.●67%ofprofessionals

holdtwoormore

certifications,though

less

than

half

believe

they

influence

hiring

decisions.Themarketingoperationsprofessional

13Operationalresponsibilitieshaveshifted,withdesigningandoptimizingoperationalpoliciesnowtheprimaryfocus,followedcloselybydata

analysis.Compensationtrendsshowanoverallincrease,especiallyfor

those

with10+years

of

experience.However,

there's

anotablegenderdisparityincompensation,withmoremalesinboththehighestand

lowest

pay

brackets.Certificationsarecommoninthefield,withmanyprofessionalsholdingtwoormore,thoughlessthanhalfbelievethesecertificationssignificantlyimpacthiringdecisions.Section

SummaryStudyparticipantsarereportingmoreexperience

intheprofession

than

last

year

with61%having

six

or

more

yearsinamarketingoperations

role.Theslightexperiencegapbetweensmallerandlargerorganizationshasshrunkslightlyinthecurrentstudyyear.Fororganizationswithmorethan$500millioninannual

revenue,65%of

their

teams

have

six

or

more

yearsintherolewhilefororganizationswith$500millionorlessin

revenue,60%report

this

same

level

of

time

in

the

role.Marketing

Operations

teamsare

more

experienced

than

ever.

Lessthan1

year(15)

1

to2years

3to5years(155)

6to

gyears(161)

10+years(163)Themarketingoperationsprofessional

14QUESTION:The

Technology/Software

sector

isfar

ahead

of

other

industry

segments

in

employingmarketing

ops

professionals.As

in

last

year’s

study,over

half

of

this

year’s

studyparticipants(56%)are

employed

in

the

technology/softwareindustry.ThenextlargestsegmentinwhichstudyQUESTION:whichbest

describes

theindustry

youworkin?Technology/softwareparticipants

are

employed

is

advertising

or

marketing(8%)followed

by

financial

services

and

insurance(7%)and

healthcare

and

life

sciences(7%).Manufacturingand

materials323252.2%75.4%2.2%8.4%3.3%2455.6%31Themarketingoperationsprofessional

15Energy,utilities,and

wastemanagementconsumerproductmanufacturingAgriculture,foodand

beverageTransportationand

logisticsEducationand

nonprofitsAdvertising

ormarketingFinancialservices

and

insuranceBusinessof

consumerservicesRespondentstotal:369Telecommunications

servicesHealthcareand

LifesciencesTravel

and

hospitalityMarketingagencyMedia

and

leisurescale:0-10%constructionGovernmentElectronicsRetail20544488Respondentsby

GenderFemaleMaleCompensatedfairly4.324.27Understood4.034.49Valued4.634.82Unlikelastyear,differencesintheseengagementmetricsexistbetweenstudyparticipantsthatidentifiedasmaleorfemale,mostpronouncedinunderstandingtherole.Thesamplesizefornon-

binaryandnon-disclosedgenderswastoosmalltodrawvalidconclusionsfromthatsegment.Marketing

operations

professionalsengagement

has

declinedyear-to-year.This

study

assesses

employee

engagement

using

three

scales,eachranging

from1to7where7is

the

highest

or

most

favorable

rating.As

was

true

in

last

year’s

study,all

three

scales

declinedandbyagreatermarginthanbefore:Do

you

feel

compensated

fairly

for

your

level

of

experience?

Down

8%Do

you

feel

your

organization

understands

your

role?

Down9%Do

you

feel

valued

by

your

organization?

Down5%Themarketingoperationsprofessional

16Usingexperienceintheroletosegmentthesemetrics,thosewithlessthanayearshowedimprovementincompensationandbeing

understoodasbeingvalued,stayingrelativelyunchangedfromthepreviousstudy.However,thosewith1yearormore

intheroleshowedalmostahalf-pointdeclineinthecompensationandbeing

understoodmetrics.Respondentsby

ExperienceLessthan

1

year1to

5years6+yearsCompensatedfairly4.114.164.40Understood4.334.234.24Valued4.924.774.72Themarketingoperationsprofessional

17All

Respondents202220232024Compensated

Fairly4.904.704.32Understood4.934.604.20Valued5.215.004.75Respondentsby

Org

Size$500

millionor

lessMorethan$500

millionCompensatedfairly4.274.37Understood4.374.01Valued4.884.52Respondentswhoworkinsmallerorganizations,thosewith$500million

or

less

in

annual

revenue,

had

better

ratingsintwoof

theseengagementmetricsthantheirlargercompanycounterparts.Theexceptionwascompensation.Themarketingoperationsprofessional

18Anewquestioninthisyear’sstudyasksparticipantstoratetheir

work-life

balance

using

a

scale

from1to7where:•1is

not

well

balanced•7is

very

well

balancedThe

average

rating

for

all

study

participants

was4.79,onthebettersideof

thisscalebutclearly

indicating

manystruggleinthisarea.What’sconcerningistoseethatwork-

lifebalancegetsworseastenureinamarketingops

roleincreases

as

this

table

shows:TenureAverageWork-Life

Balance

RatingLess

than3years5.193to5years4.896to9years4.7710+years4.53

Work-life

balance

is

astrugglefor

many.Themarketingoperationsprofessional

19435respondentstotal

4.

Neutral

(83)QUESTION:

6.

(101)51%of

the

professionals

in

this

year’s

study

align

with

theauthority

level

of

manager

or

senior

manager.

10%

areat

the

VP

or

executive

level,while12%work

at

the

morejuniorspecialist,associate,orcoordinatorlevel.Themostcommon

jobtitlesfortheseprofessionalsare

manager,marketing

operations(36%)or

director,

marketing

operations(24%).QUESTION:what

title

most

closely

aligns

with

your

official

jobtitle?Manager,MarketingoperationsManager

orsenior

manager

remainsthe

most

common

level

of

seniority.23.5%5.8%

5.8%

3.4%3.4%

2.8%55

2.3%543.4%Themarketingoperationsprofessional

20Director,MarketingoperationsManager,

DemandGenerationDirector,

DemandGenerationVp,Marketing

operationsRespondentstotal:533chiefMarketing

officerMarketingcoordinatorVp/HeadofMarketingMarketing

specialistMarketing

ManagerMarketing

DirectorMarketing

AnalystC-suite(other)owner/Founderowner/Founderscale:0-40%consultantpresident125"Thisisthereason

forlowerengagement,compdissatisfaction,andhavingtrouble

jumpingto

director.Most

companies

don't

view

thisasthescopeof

abusinessleader,evenif

we

do."Darrell

AlfonsoDirectorofMarketingStrategy

&

Operations,

InDesigning,implementing,andoptimizingoperationalprocedureshasbecometheprimaryresponsibility

inthisyear’s

study(78%).

Data

analysis,synthesis,and

reporting,however,is

not

far

behind(74%)continuing

to

occupyadominantpartof

themarketingops

professionalagenda.Operational

policies

and

procedures

are

the

new

primary

responsibility.Themarketingoperationsprofessional

2114.3%21.0%20.5%2.3%31747.6%35134047.6%Themarketingoperationsprofessional

22Developingandimplementingsoftwareorsystem

integration

s/systemsDesigning,

implementing,andoptimizing

operational

policiesandproceduresconductingandanalyzingmarketandcompetitiveresearchEvaluationandselectionof

shipping/logisticsprovidersTerritorymanagementand/or

quotasettingEvaluation

of

and

needs-identificationfor

tech

stackEvaluationandpurchaseofIT

hardwaresoftwaretraining&documentationDataanalysis/synthesis/reportingRevenueoptimization/operationssales/marketingsLA

definitionsupplychain

managementsalesprocessoptimizationotherresponsibilitiesQUESTION:scale:0-80%None

of

these56.8%72.7%4.4%5.5%3472272272714"Marketing

ops

teams

should

shift

their

mindsetfromsimplymanagingtoolstounderstanding

thebigger

processesthesetoolsenhance,likeboosting

interdepartmental

efficiency,refiningreports,and

crafting

innovation

roadmaps.Bydoing

this,they’ll

move

beyond

routine

work

andstartmaking

strategiccontributionsthatbenefitthe

entire

company."Casey

GrimesDirectorof

Products

&Innovation,

Insentricby

DemandLabTop

FiveJobResponsibilitiesOverall2022Rank2023Rank2024RankData

analysis/synthesis/reporting412Designing,implementing,andoptimizingoperationalpoliciesand

procedures221Evaluationofandneeds-identificationfortech-stack334Developingandimplementingsoftwareorsystemintegrations/

systems143Softwaretraininganddocumentation555Thefollowingtableshowstheshiftsinthetopmarketing

opsresponsibilityoverthepastthreestudyyears:Themarketingoperationsprofessional

23RankAnnualrevenue

of$500

millionor

lessAnnualrevenue

of

more

than$500

millionFirstDesigning,implementing,and

optimizingoperationalpoliciesandprocedures(75%)Designing,implementing,andoptimizingoperationalpoliciesandprocedures(80%)SecondData

analysis/synthesis/reporting

(73%)Developingandimplementingsoftwareorsystemintegrations/systems

(78%)ThirdEvaluation

of

and

needs-

identificationfortech-stack(69%)Developingandimplementingsoftwareorsystemintegrations/systems

(69%)Softwaretraining&documentation

(75%)Team

SizeTop

Responsibility1Data

analysis/synthesis/reporting

(84%)2

-

10Designing,implementing,andoptimizingoperational

policies

and

procedures

(83%)11

-

25Softwaretraininganddocumentation(68%)26+Developingandimplementingsoftwareorsystem

integrations/systems

(42%)Evaluationofandneeds-identificationfortechstack

(42%)Sales

process

optimization

(42%)Lookingatthisdatathroughthelensofannualrevenue

andteamsizerevealdifferentresponsibilitiesbasedonthesecharacteristicsasthetablesaroundshare.Themarketingoperationsprofessional

24The“Other”responseoptiontothesurveyquestiongatheredasignificantnumberof

write-inresponsesthatrevealthedizzyingbreadthofmarketingoperationsresponsibilities.Ananalysisof

theseresponses

issummarized

in

a

rankingthatreflectsthecorefocusareasofmarketingoperations,prioritizingcampaignexecutionandmanagement,automation,

anddataanalysisascentralresponsibilities:1.CampaignOperationsincluding:Campaignexecution,campaigndesignand

management,

emailmarketingstrategyandautomation,anddemandgenerationandcampaignmanagement.2.MarketingAutomationincluding:Automationdevelopmentanddeployment,

emailsystemsetups,andmarketingautomationandemails.3.DataManagementandAnalyticsincluding:Dataintegrityand

management,

developingdashboardsandattributionmodels,andwebsitetrackingandanalytics.4.BudgetManagementincluding:Budgetallocationand

management,

marketingbudgetmanagementandannualplanning,andtechstackbudgetplanningandvendor

management.5.WebsiteManagementincluding:Buildingandoptimizingwebsitepages,website

ownershipandcontentmanagement,andSEOandlocalsearch

management.6.ProjectManagementincluding:Project

planningand

management,

andstakeholderengagementandteammanagement.7.StrategyDevelopmentincluding:Marketingstrategyandexecution,andsupporting

campaign

execution.8.LeadManagementincluding:Leadrouting,

scoring,

and

distribution,

and

lead

management

optimization.9.Vendor

and

IT

Coordination

including:Managing

relationships

with

non-marketing

teams(legal,

rev

ops,

IT),

andvendormanagementandintegrationhealth.10.

AIInnovationImplementationincluding:ImplementingAIsolutionsformarketing

processes.Themarketingoperationsprofessional

25

Most

marketing

operations

pros

administer

the

MAP.Unchangedfromthelasttwostudies,70%of

themarketingoperationsprofessionalsinthecurrentstudyserveasadministratorsof

theirorganization’smarketingautomation

platforms.An

additional19%serve

asdevelopersorprimaryusers,makingthem

keyenablersof

gettingvalueoutof

thesesystems.Only2%reportnotusing

MAPsoftware.

Administrator(254) Developer(12) primary

user(55) secondary

user(28)

otherrole(4)371

RespondentstotaThemarketingoperationsprofessional

26QUESTION:Thenumberofstudyparticipantsaspiringtogointomanagementorbuildateamthatreportsto

them

has

dropped

from33%last

year

to26%this

year.About

one

in

five

study

participants(21%)wanttostayinmarketingopsasatechnologist.Over

one-fourth

of

respondents

aspire

to

go

into

management.QUESTION:whatis

youridealnextstepin

your

career?Gointomanagement

Ibuilda

teamthatreportstome8.4%3.8%3.4%20.6%

11017.3%s24237Themarketingoperationsprofessional

27scale:0-30%

Respondentstotal:533stayinMarketing

operationsasatechnologistshift

toatotally

different

job

functionMoveinto

anotherarea

of

MarketingBecomean

independentconsultantwork

foraconsultancy/agencyMoveinto

Rev

ops/GTMO

PSNoneof

theseoptionsMoveintosales

opsothernextstep

s4563%ofstudyparticipantshaveamarketingoperationstitlesuch

as

VP

of

Marketing

Ops(3%),

Director

of

MarketingOperations(24%),or

Manager

of

Marketing

Operations(36%).Those

in

the

executive

ranks(8%)

is

largelyunchanged

from

last

year(7%).QUESTION:what

title

most

closely

aligns

with

your

official

jobtitle?Manager,Marketingoperations

Almost

two-thirds

have

a

marketing

operations

title.423.5%5.8%

55.8%

2.3%3.4%3.4%

2.8%55Themarketingoperationsprofessional

28Director,MarketingoperationsManager,

DemandGenerationDirector,

DemandGenerationVp,Marketing

operationsRespondentstotal:533chiefMarketing

officerMarketing