What is a “Marketing Operations Playbook” [MOPB]?
The Marketing Operations Playbook is meant to serve as the organization’s official document on the processes, procedures, and tools for handling all the people that move through the Marketing & Sales funnel.
The Marketing Operations Playbook should also act as an anchor for the organization’s lifecycle program. This means all new and existing employees should be able to refer to the MOPB to have a clearer understanding of how a record will move through the lifecycle stages of the business.
Tip: Because every business will have unique departments, roles, tools, and terminology it’s important to build out the MOPB with stakeholders from across the organization to ensure nothing is missed.
WHY BUILD A MARKETING OPERATIONS PLAYBOOK?
One of the reasons I build Marketing Operations Playbooks in my organization is to support employees. The Marketing Operations Playbook clearly defines all the tools, systems, and processes a new (or existing) employee should know. The clearer an employee is on the systems and processes that are in use, the easier (and faster) it will be for the new employee to ramp up.
Ultimately, It’s all about ramping up with speed and efficiency. Any good manager or business owner will tell you to spend time training your employees and get them ramped up quickly. The sooner they are more autonomous the better.
WHAT’S IN A MARKETING OPERATIONS PLAYBOOK?
There are some pretty common questions that come up when a company is growing, particularly if you are growing fast. Some of the ways a MOPB can help is when employees need answers to common questions like:
What is the difference between an iMQL and MQL?
What tools do we use for CRM and Marketing?
How do we manage marketing campaigns?
How are lead sources attributed to records?
Although every organization is different, I believe there are at least 9 key elements that should always exist in the standard MOPB.
Demand Generation Tools
Internal Communication Tools
Lead Source Attribution
Opportunity Source Attribution
Marketing Campaign Management & Reporting
Internal Document Management
Definitions / Index
In the playbook, I’ve expanded on what goes into those 9 elements (in no particular order) that I have often placed in my MOPB.