Small teams rarely have the luxury of dedicating a full-time employee to Hubspot, Pardot, or Marketo admin. Here are three Marketing Ops job descriptions for fractional and full-time MOPs managers.
>> Related: How to Assess Your Marketing Maturity (and Then Evolve It) <<
In this post:
Marketing Ops Managers need 10 hours/week minimum
We estimate it takes 40 hours/month to maintain your marketing automation platform (MAP). If you only have 10 hours/week, Marketing Operations Managers should prioritize these goals:
| Goal: | 10 hours/week |
| A clean database |
|
| Good inbox deliverability |
|
| Consistent reporting |
|
| A cleanly organized system |
|
| Leads can’t fall through the cracks |
|
| Everything works as designed |
|
| Demand gen is empowered |
|
Not sophisticated, but:
- the system is clean and easy to navigate
- emails are proofread
- UTMs are creating attribution data
- you know which leads are falling through the cracks
- you won’t get blocklisted!
20 hours a week
When you’re frustrated with reporting, can’t see how prospects are engaging with content, or seeing incomplete data, your digital marketing has matured. It’s a good thing!
But this is when you need to go beyond maintenance. Half-time Marketing Ops job descriptions should include:
- fixing incomplete data, sync errors, and other integration issues
- creating, QAing, and deploying demand gen programs every week
- building automation workflows
- fine tuning lead scoring regularly
| Goal: | 20 hours/week |
| A clean database |
|
| Good inbox deliverability |
|
| Consistent reporting |
|
| A cleanly organized system |
|
| Leads can’t fall through the cracks |
|
| Everything works as designed |
|
| Demand gen is empowered |
|
Roles and responsibilities of a full-time Marketing Ops admin
Jackpot! If you have a dedicated headcount for marketing operations, you can grow a lot faster/smarter/more efficient.
Full time MOPs admins do everything mentioned so far, and also:
| Goal: | Full time |
| A clean database |
|
| Good inbox deliverability |
|
| Consistent reporting |
|
| A cleanly organized system |
|
| Leads can’t fall through the cracks |
|
| Everything works as designed |
|
| Demand gen is empowered |
|
At this level, you’re working proactively to engage your database with the best offers, reporting on Marketing’s overall ROI, regularly providing conversion insights to the demand gen team, tightly coordinating with Sales Ops, and putting the “automation” in Marketing Automation Platform.
