Embracing Marketing Operations: What's in it for DAM professionals?

Abstract

The emergence of Marketing Operations as a formalized discipline in enterprise today creates tremendous opportunity for DAM professionals and buyers alike. Marketing Operations paves the path for DAM, MOM and other comprehensive technology initiatives by: spawning a new breed of professionals whose sole purpose is to improve efficiency and effectiveness of their enterprises' marketing departments;injecting left-brain thinking into the typically right-brained-heavy Marketing function;building a marriage between Marketing and IT, as well as other interdependent stakeholders;creating a predisposition toward deploying Marketing automation solutions to address such challenges as optimizing scarce resources, capturing ROI insight and sharing knowledge. In fact, it is fair to say that the abbreviation for Marketing Operations (MO) is an apt descriptor of its potential impact in organizations. Marketing Operations is poised to literally change the modus operandi of Marketing. And a new MO for Marketing in organizations is great news for all of us. So whether you're a DAM project manager or business user, it is definitely in your best interest to become a passionate advocate of Marketing Operations.Journal of Digital Asset Management (2007) 3, 43–49. doi:10.1057/palgrave.dam.3650056 [ABSTRACT FROM AUTHOR]