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The State of Martech & Marketing Operations 2023/24

With marketing technology now central to marketing strategy, CMOs face a number of challenges as they look to improve the customer experience. 

These challenges involve finding the right skills and knowledge to improve martech maturity, proving ROI of martech investment, tech selection, and keeping up with a changing technology landscape. 

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Featured
State-of-Martech-2023-24—Guide - Transparent - Cover

The State of Martech & Marketing Operations 2023/24

With marketing technology now central to marketing strategy, CMOs face a number of challenges as they look to improve the customer experience. 

These challenges involve finding the right skills and knowledge to improve martech maturity, proving ROI of martech investment, tech selection, and keeping up with a changing technology landscape. 

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Keep upgrading your skills, your knowledge and your network with:

Certificate: Marketing Operations Essentials 

With course instructor Darrell Alfonso

Darrell-Alfonso-1

Elevate, refresh and formalize your marketing operations knowledge and skills to drive your company and career. Join the only global certification program in marketing operations. The course is packed with everything from marketing ops organization fit to campaign ops, administration, budgeting and reporting, to tech and project management - and everything
in-between. 

TCPDS CERTIFIED - transparent

request

ACCESS

12 weeks to learn at your leisure

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DURATION

18 hours

map

WHERE

Online

The Course Formula

The Certificate: Marketing Operations Essentials course is developed around the 5Ps of Martech & Marketing Ops framework visualized here in our periodic table.

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Explore this Course

Download the course brochure

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Certificate: Marketing Operations Essentials Curriculum
1

Module 1: The Evolution of Marketing Operations & MOP Teams

  • The Evolution & definition of marketing operations
  • Marketing ops structure, team & responsibilities
  • How to organize the marketing ops team
  • Sales and marketing enablement

2

Module 2: Marketing Technology Tool Management

  • Marketing stack design and management
  • Selecting tech the right way
  • Best practice for getting the most from your stack
3

Module 3: Marketing Operations Administration

  • Governance best practice
  • System stability and performance
  • Marketing compliance & consent
  • Database health audit
  • Data management best practice
4

Module 4: Marketing Campaign Operations

  • The relationship between marketing operations and campaign operations
  • Campaign operations governance
  • Building campaign excellence – moving from multi-channel and product centric to omnichannel and customer centric
  • Marketing automation, personalization and orchestration
  • Data decisioning
  • Journey design and customer experience design
  • The martech tools and technology driving campaign operations success
5

Module 5: Performance Measurement, Benchmarking & Insights

  • Metrics that matter
  • Building a master marketing ops dashboard
  • MOPs ROI
6

Module 6: Marketing Operations Project Management

  • Marketing ops project prioritization & planning
  • Roadmap development & project management best practice
7

Module 7: 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

Your Resource Tool Kit

Alumni unlock access to a library of downloadable, practical tools, frameworks and resources that are ready to use beyond the course

Marketing & sales enablement scorecard
Marketing operations initiative planner
Team org design canvas
Marketing operations job description templates
Martech budget planner
Data health score card
Manual data cleaning lookup
Campaign briefing template
ICP template
Persona mapping template
Lead scoring and routing planner
Automation planner
Tagging & tracking builder
10x Best practice platform guides
5x Market research reports

Course Instructor: Darrell Alfonso

  • Director of Marketing Strategy & Operations, Indeed 
  • Former Global Marketing Operations Leader at Amazon and VP of Communications American Marketing Association
  • Author of ‘The Martech Handbook’ 
  • Ranked as one of the top marketers in the US by Propolis 
  • Regular global keynote speaker 
  • Awarded Fearless Marketer & Marketo Champion 
  • Extensive experience across the full marketing stack, certified in Marketo and SalesForce 
  • Social following of 50k+ across Twitter & LinkedIn 
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Learning Outcomes

  • Understanding the different roles and responsibilities in marketing operations, and the importance of aligning platforms, tools, and technical resources
  • Apply marketing stack design principles, best practices for selecting technology, and governance best practices in marketing operations 
  • Analyze system stability, email deliverability and database health 
  • Evaluate marketing compliance data management best practices 
  • Create internal platform and tool adoption plans 
  • Comprehend the importance of measuring marketing operations productivity, tying marketing operations to business success, and demonstrating the value of marketing operations in delivering ROI  
  • Apply principles of marketing automation, personalization, and orchestration, to build effective marketing campaigns 
  • Evaluate the predictions for the future of marketing operations, and keep advancing their marketing ops skills

Course Design

Why MarTech & Marketing Ops Matters

earth

$669.3bn

is the size of the global martech and salestech market. Gain the skills to navigate a half a trillion-dollar industry.

heart

71%

of CMOs agree that ‘martech is at the heart of their marketing strategy and critical to meeting customer’s expectations’.

money

30%

of today’s marketing budgets are allocated to martech spend.

binoculars

64%

of CMOs find it challenging when looking to recruit martech and marketing operations talent. They agree the market is lacking marketers with the necessary skills and knowledge.

Who is this course for?

Specialists

  • Marketing Operations 
  • Marketing Automation
  • Marketing Technology
  • Sales Operations
  • CRM / CDP / Data
  • SEO
  • Demand Generation
  • Agency MDs
  • Consultants

Generalists

  • Marketing
  • Technology
  • Operations
  • Programme & Project
  • Career Movers




Leaders

  • Marketing
  • Data & Analytics
  • Digital
  • Transformation
  • Technology




L&D Teams

 

Are you looking to build your company's digital capabilities? Get in touch to find out how we can tailor the Certificate: Marketing Operations Essentials for your team.

NPS-meter

NPS Score: 63

On average across all courses, LXA alumni rate their experience 9.1 out of 10. 84% would recommend the course to their network

"I want to give a big shout-out to Darrell Alfonso, Global Marketing Operations Manager at Amazon Web Services, for the outstanding learning experience. The videos, templates, and wider reading were all hugely valuable and practical. I honestly can’t recommend this course highly enough to anyone working in marketing operations, digital marketing, or marketing automation."
CIM Course Director & Global Product Marketing Manager

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"Completed this amazing course! Thank you Darrell Alfonso, Carlos Doughty, and the amazing team at LXA. Feels great to hang out with people who have the MOPs vibes."
Marketing Automation Senior Specialist
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"I highly recommend the Essentials of Marketing Operations. It was such an insightful course and a great networking opportunity to connect with some of the brightest minds in MoPs." 
VP Marketing Operations and Martech
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5 Reasons Why Alumni Rate Our Courses

1
Courses are informed by insights from over 1k CMOs, CGOs, CSOs and CROs through LXA’s own market surveys and research.
2
Sessions delivered at our events from over 100 speakers per year including martech heavy weights Scott Brinker, Sara McNamara, and Frans Riemersma.
3
Tool and technology research and practitioner interviews to develop over 20 reports and platform guides published per year.
4
We partner with the markets most recognized martech companies including Adobe, Tealium, Acxiom, Meta, Treasure Data, and plenty more.
5
Courses are crafted by industry leading practitioners with decades of experience working with world’s leading brands such as AWS, JP Morgan, Euromoney, Indeed and more.

Book your spot here

Course booking deadline: 13th December

Single Course

Learn at your leisure

£995 / $1250
(GBP / USD)
per course, per person
Single course
Access period: 12-weeks
Live orientation
Quarterly course work feedback and commentary
Certificate and badge
Lifetime access to alumni community
In-person event invites
Premium content incl. research reports and buyer guides
Access to workshops

Membership

12-months all you can learn

£2450 / $2995
(GBP / USD)
per person, per annum
Unlimited courses
Access period: 12-months
Live orientation
Quarterly course work feedback and commentary
Certificate and badge
Lifetime access to alumni community
In-person event invites
Premium content incl. research reports and buyer guides
Access to workshops

Need help or have a question? Get in touch with the team: support@lxahub.com / +44 (0) 203 2863766

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Course FAQs

All Courses

Check out every LXA certified course

Certificate: Marketing Operations Essentials

This course is packed with everything from marketing ops organization fit to campaign ops, to tech and project management - and everything in-between.

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Certificate: Marketing Technology (MarTech) Essentials

This course covers the A-Z of auditing and developing your marketing technology strategy.

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Certificate: Digital Transformation Essentials

This course takes you through every step you need to undertake, understand, design, and implement change for an ambitious future focussed company that can dominate for years to come

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Workshop: Marketing Operations Mechanics with No Code

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 processes.

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