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The Martech Report 22/23

Martech is more important than ever, and despite a more challenging economic situation in 2022, martech budgets are continuing to grow. The global market for Martech and Salestech is estimated to be worth $508.9bn.

As our latest State of Martech report finds organisations face a number of challenges around marketing technology. The biggest one is finding the skills and talent needed to drive martech initiatives.

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LXA MBA: Marketing Operations Essentials

The course is packed with everything from marketing ops organisation fit, campaign ops, administration, sales enablement, budgeting and reporting, tech and project management  - and everything in-between. 

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WHAT

LXA MBA

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WHEN

February 2023

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WHERE

Online

Download the LXA MBA brochure

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Giving you the tools to build your skills in marketing, sales, & tech

LXA MBAs are mini-MBA programmes designed for busy, ambitious marketing, sales and tech professionals 

Build the skills you need
to stay ahead.

Maintain cutting-edge knowledge to future-proof your career and boost your earning potential.

Build the skills you need
to stand out.

Gain recognition and reward with CPD points, a LinkedIn digital badge, and certification.

Build the skills you need
to make a difference.

Impact and drive performance within your business in a meaningful way.

Build the skills you need
to connect.

Grow your network of professional connections that can last a career and beyond.

Build the skills you need
for less.

Gain the skills you need in less time and with a lesser investment compared to a business school.

Essentials of Marketing Operations 6 week Programme

1

Module 1: Introduction to Marketing Operations

  • Clearly defining the marketing operations function
  • History and evolution of marketing operations
  • Course exercise

2

Module 2: Marketing Ops Organisational fit

  • How to organise your marketing ops team
  • The different roles & responsibilities in marketing ops
  • Aligning platforms, tools, and technical resources
  • Course exercise
3

Module 3: Marketing Technology Tool Management

  • Marketing stack design
  • Selecting tech the right way
  • Best practice for getting the most from your stack
  • Course exercise
4

Module 4: Marketing Operations Administration-Part I

  • Governance best practice
  • System stability and performance. Planning to monitoring
  • Business continuity
  • Email deliverability
  • Course exercise
5

Module 5: Marketing Operations Administration-Part II

  • Marketing compliance and consent; auditing to governance
  • Database health audit
  • Data management best practice
  • Course exercise
6
Module 6: Marketing Operations and Campaign Objectives
  • The relationship between marketing operations and campaign operations
  • Building campaign excellence – moving from multi-channel and product-centric to omnichannel and customer-centric
  • Marketing automation, personalisation and orchestration
  • Data decisioning
  • Journey design/Customer experience design
  • Content; creatives, copy, events
  • Activation; email, paid media
  • Building effective lead nurture
  • Course exercise
7

Module 7: Sales and Marketing Enablement – Empowering teams

  • Defining enablement success for your organisation
  • Creative effective marketing and martech documentation and resources
  • Building internal platform/tool adoption plans
  • Measuring enablement
  • Course exercise
8

Module 8: Marketing Budgeting, Reporting and ROI

  • Marketing budgeting framework
  • What should be in the MOPs dashboard
  • Tactical vs strategic measurability
  • Defining reporting outcomes to reverse engineer what matters, and what should be measured
  • Course exercise
9

Module 9: Effectively Managing Marketing Operations Programs/Projects

  • Prioritising marketing operations projects
  • Creating a marketing operations roadmap
  • Managing complex projects across teams and platforms 
  • Working with technical teams
  • Measuring marketing operations productivity
  • Course exercise
10

Module 10: Demonstrating the Value of Marketing Operations

  • Tying marketing operations to business success 
  • How MOPs tangibly deliver ROI & ROT
  • Garnering support from business leadership 
  • Making the case for headcount, resources and new initiatives
  • Course exercise
11

Module 11: Summary and the future of Marketing Operations

  • Key takeaways 
  • How to keep advancing marketing ops skills and knowledge
  • Predictions for the future of marketing ops
  • Final thoughts

Course Format

Where EdTech meets MarTech

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Example Timetable

LXA MBA Example Timetable

Course Instructor: Darrell Alfonso

Director of Marketing Strategy and Operations at Indeed.com

  • Currently Director of Marketing Strategy and Operations at Indeed.com
  • Marketing ops leader at Amazon Web Services (AWS) Jan 2019 - Oct 2022
  • Named one of the 'Top MarTech Marketers to Follow' 2020 by MarTech Alliance
  • Regular Keynote Speaker
  • Awarded Fearless Marketer 2018
  • Marketo Champion 2018 and 2019
  • VP of Communications American Marketing Association 2017-2019
  • Marketo User Group Leader 2017-2019
  • Leading Program Manager for Connect@Amazon (35,000 member Amazon organization)
  • Marketo and Salesforce Certified
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Course Instructor: Carlos Doughty

  • Named 2020 Marketing Technology Business Leader of the Year (UK)
  • Host of the weekly martech news video series
  • Marketing & tech book club podcast host - Interviewing the world's most famous marketers and entrepreneurs including Gary Vee,  and Seth Godin.
  • Researcher of UK & APAC marketing technology supergraphics.
  • Former chief marketing technology consultant to some of the world's largest law firms, agencies, manufacturing, financial services and media companies, as well as tech scale ups.
  • Founder of LXA (formerly MarTech Alliance) from his front room.
  • Regular featured presenter. Has delivered a series of leading marketing & tech events across Madrid, Helsinki, Delhi to London
"I highly recommend the 4Ps of marketing technology course to any marketing ops professional interested in professional growth and advancement. It presents both a great opportunity to connect and network with leaders in the Martech space, and also to engage with the rich content and use cases provided in the program to address challenges many organizations deal with today, and I dare say will continue to in future."
Head of Marketing Operations

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"This course provided some fundamental information and frameworks specific to the MarTech space, which I will be using in our business to drive better Marketing."
Senior Marketing Automations & Operations Manager

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Who should enrol?

Care about marketing operations? You should. Marketing ops is big business and it’s deeply ingrained in all your marketing activity…

All Courses

Check out every LXA MBA and workshop

LXA MBA: Essentials of Marketing Operations

20th Feb 2023 | This course is packed with everything from marketing ops organisation fit to campaign ops, to tech and project management - and everything in-between.

Course

LXA MBA: Essentials of Marketing Technology

20th Feb 2023 | This course covers the A-Z of auditing and developing your marketing technology strategy.

Course

LXA MBA: Essentials of Sales Enablement

20th Feb 2023 | This course will equip you with the strategic framework needed to introduce or enhance your own sales enablement effort, so you can drive revenue growth with confidence.

Course

Workshop: Marketing Operations Mechanics

20th Feb 2023 | This course will teach you how to accelerate marketing operations performance through no-code programming and the creative deployment of martech to build new tools and automate..

Course

LXA MBA: Essentials of Account Based Growth

Coming in 2023 | This course combines the key models of Account Based Marketing, Account Based Sales and Account Based Experience to help you drive long term growth and retention.

Course

LXA MBA: Essentials of Growth Hacking

Coming in 2023 | This course will teach you the technical marketing, behavioural psychology and experimentation skills that underpin the cutting-edge field of growth hacking.

Course

LXA Membership

Extend your learning beyond a single course with membership options offering access to ALL comprehensive mini-MBAs  across the year. Additionally, you’ll have access to workshops, monthly events, and fresh resources published weekly. No hidden fees, just all you can learn membership package.

Single course

Access to one course for you

£1450 / $1695
per course, per person
SINGLE COURSE ACCESS
Online events
Alumni Digital Community Space
In-person events
Quarterly workshops

Corp Membership

Unlimited course access for you & your team

Get in touch
custom packages available
UNLIMITED COURSE ACCESS
Online events
Alumni Digital Community Space
In-person events
Half-yearly briefing sessions

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