2025年營銷運營專業(yè)人士報告

TheStateoftheMarketingOperationsProfessional

Trendsfor2025

BROUGHTTOYOUBY

2

INTRODUCTION

The2024StateofMarketingOperationsstudyaffirmsthatmarketingoperationshasevolvedintoadesirableandwell-respectedcareerpath.

Itofferssolidsix-figuresalariesandvariouscareerdevelopmentavenues,

suchasstayinginmarketingops,transitioningtorolesinrevenueoperations(RevOps),orevenconsulting.It’sencouragingthat37%ofrespondents

reporttheynowhavea"seatatthetable,"indicatingagrowingstrategicinfluencewithintheorganizationstheyserve.However,there'sroom

forimprovementintraininganddevelopment,ascurrentlearningisoftenself-directed,relyingheavilyonvendorcertifications.

“Assoftwareanddatahavebecometheinstruments

drivingtherhythmofmodernmarketing,marketingopshasrisenfrombeingthepianotunertotheconductoroftheorchestra.CueBeethoven’sNinth,OdetoJoy.”

ScottBrinker

Editor,

Thisstudyrevealsmarketingopsresponsibilitiesaredeeplyintegratedwithprocess,technology,and

data,witheacharearepresentinganearlyequal

portionoftherole.Datahasbecomeafocalpoint,particularlyinareaslikeenrichment,integration,

andquality,whichalignwiththefactthat"ability

tointegrate"isthetopcriterionforevaluatingnewtechnologies.Despiteusingadvancedtoolslike

HubSpotandMarketo,nearlyallprofessionalsstillrelyonspreadsheets.Collaborationwithsales,salesops,RevOps,andITiscommon,thoughthere's

apushforbetteralignment.Additionally,manyorganizationsarestillintheearlystagesofdigitalmaturity,presentingsignificantgrowthpotentialformarketingopsanddigitalopsoverall.

This2024editionoftheStateoftheMarketing

OperationsProfessionalwillhelpourmemberskeeporachievetheir“seatatthetable”andsecurethe

resourcesandsupporttheyneedtomakemarketingoperationsevenmorestrategic.

3

TABLEOFCONTENTS

SECTION01 6

Keyfindings

SECTION02 9

Ahistoricalperspective

SECTION03 12

Themarketingoperationsprofessional

SECTION04 40

Marketingoperationsteams

SECTION05 60

Marketingoperationstools+technology

SECTION06 75

What’snextformarketingoperations?

SECTION07 82

Conclusion+Methodology

4

BROUGHTTOYOUBY

BusinessDataReliabilityForMarketingandSalesOps

Your“datamoment”isnow.Clean,complete,actionable,andcompliantdataisthedifferencebetweenmarketingperformanceandfailure.Butmoredataisn'tthesolution.Instead,it’sabouthavingalways-on,governed,

andreliabledataflowingfreelyacrossyoursystemsandprocessestomeetthediverseneedsofstakeholders.

Datagenceisyourpartnerwithanintegrated,transparentsolutionusingadvancedtechnology,AI,governedprocesses,andexpertiseforachievingdataqualityandreliabilitysoyoucanconfidently:

?Makebusiness-criticaldecisionswithunifieddata

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?Segmentyourdatabasetodeliverpersonalizedcommunications

?Reportonrevenueandperformanceaccurately

tomasterdatareliabilityat

www.Datagence.io

5

BROUGHTTOYOUBY

ConnectthedotsacrossanycustomerlifecyclewithInsentric

Insentricbringsenterprise-grademarketingintelligencetomid-sizedB2Bcompanieswithleanmarketingteams.

?Reconnecttheleadlifecycleacrossfragmentedsystems.

?Generateclear,actionablereportsthatalignwithmarketingneedsandbroaderbusinessgoals.

?Protectdataintegrityagainsthumanerrorwithself-healingdata.

aboutInsentric,theMarketingIntelligencePlatform

SECTION01/KEYFINDINGS

KeyFinding#1

Employeeengagementwithintheranksof

marketingopsprofessionalscontinuestodecline.

Metricsthattrackfaircompensation,understandingoftherole,andbeingvalueddeclinedforthethird

consecutiveyearby8%,9%,and5%respectively.

KeyFinding#3

Marketingopsprofessionalsinthisstudyarenotreceivingadequatetraining.

Overhalf(56%)ofstudyparticipantsreporttheirorganizationsdonotprovideadequatetraininganddevelopmentopportunities.

KeyFinding#2

Havingadedicatedteamisthenormforcompaniesofallsizes.

85%ofallfirmsinthestudyreporthavingadedicatedteamorpersoninamarketingopsrole.

"DataistheOPsprofessionalcurrency,itenablesthemagictounlockthehiddenvaluewithincustomers.It'sclearoverthelastseveralyearsthatOPspeopleneedtobecomemastersatstructuring,acquiring,analyzing,andsharingstorieswithdata,whichisthekeytofutureimpact."

EricHollebone

President&COOInsentricbyDemandLab

6

KeyFinding#6

Mostfirmswillinvestindataenrichmentandintenttools.

Overhalf(54%)plantoinvestindataenrichmentandintenttoolsduringthenext12to18months.

KeyFinding#4

Integrationcapabilitiesarecriticalformartechselection.

81%ofstudyparticipantssharethatintegrationwithexistingtechnologyistheirtopcriterionforevaluatingmartech

solutions.

KeyFinding#7

Digitalmaturityremainsstagnantyear-over-year.

Just7%ofallorganizationsinthestudyhaveattainedthehighestlevelofdigitalmaturity.However,25%ofteamswith26ormoremembersareoperatingatthehighestlevel.

KeyFinding#5

Thefocusonbeingdata-drivenisgrowing.

88%ofstudyparticipantsareeitherdedicatingresourcestodata-driveninitiativesorare

havingmorediscussionsaboutdoingso.

Thisreportdetailstheresultsandinsights

fromtheanalysisofthestudydata.Formoredetailonthesurveyanditsparticipants,

pleaserefertothe

Methodology

.

7

9

SECTION02/AHISTORICALPERSPECTIVE

TheStateoftheMarketingOpsProfessionalstudyisnowinitsfourthyear.Withthatperspective,wecannowprovidefascinatinghistoricalinsightsabouttheprofessionoverthisperiod.

1.ThereisanIncreasedFocusonHighCompensationBands

Overtheyears,thestudyshowsasteadyshifttowardhighercompensation,withmoreprofessionalsearning$150Kormore.In2021,themajorityofprofessionalswereearningbetween$51Kand$100K.By2024,weareseeinganotableincreaseinthoseearningabove$150K,particularlyinseniorroleslikeDirectorsandVPs.

2.MOpsTeamsareSmallerPost-Layoffs

Theeconomiclandscape,especiallyin2022and2023,ledtolayoffsandbudgetcuts,resultinginanincreaseinsolomarketingoperationsteams.In2022,25%ofmarketingopsprofessionalswereworkingsolo,butby2023,thisfigure

hadrisento31%,drivenbyleanerbudgetsandorganizationalshifts.

3.WeHaveaStrongerRoleinRevenueOperations

In2021and2022,marketingoperationsprofessionalswereincreasinglyinvolvedinsupportingRevOpsandoptimization,focusingonimprovingsalespipelines

andoperationalefficiency.By2024,thisrolehasexpandedfurther,withmany

professionalsnowbeingkeycontributorstostrategicdecision-makinginrevenueoperations,reflectingtheirgrowingimportanceindrivingbusinessoutcomes.

4.ThereisaGreaterDemandforDataExpertise

Whiletoolsandsystemsmanagementwereprimary

responsibilitiesinearlieryears(2021and2022),dataanalysisandreportinghavetakenprecedencein2024.Thisshiftreflectstheincreasingimportanceofdata-drivendecision-making,withnearly70%ofprofessionalsidentifyingdataanalysisastheir

topresponsibilityin2023.

5.CertificationsandSkillDevelopmentareMoreEssential

Overtheyears,thepercentageofmarketingoperations

professionalsholdingcertificationshasincreased.By2024,certificationsareplayingasignificantroleincareer

advancement,withmanyprofessionalsrecognizingtheimpactofcertificationsonsalary,careergrowth,andtechnical

proficiency.Thistrendhasstrengthenedsince2021.

Ahistoricalperspective10

?SECTION03?

THEMARKETING

OPERATIONSPROFESSIONAL

12

SECTION03/THEMARKETING

OPERATIONSPROFESSIONAL

Thisreportsectiondetailsthecurrentfindingsonthemarketingoperationsprofessional:therole,howit’schanging,theirworkperspective,experiencelevel,

andcompensation.

Usingthisstudy’sdata,arepresentativepersona

ofamarketingoperationsprofessional:majorityfemale

betweentheagesof31and40,intherolebetweenfive

andeightyearswithatitleofmanagerorseniormanagerearningbetween$101Kand$150Kinannualcompensationandemployedinthetechnologysector.

Themarketingoperationsprofessionhasbecome

increasinglyexperienced,with61%ofprofessionalshavingsixormoreyearsinthefield.Thetechnology/software

sectorcontinuestodominate,accountingfor56%

ofmarketingopsprofessionals’employment.Despitethisexperience,employeeengagementlevelshavedeclined,withprofessionalsfeelinglesscompensated,understood,andvaluedcomparedtopreviousyears.Genderand

experiencedifferencesrevealthatfemaleprofessionalsoftenfeellessunderstoodintheirrolesthantheirmalecounterparts,andthosewithmoreexperiencereportdecliningsatisfactioninkeyengagementmetrics.

Operationalresponsibilitieshaveshifted,withdesigning

andoptimizingoperationalpoliciesnowtheprimaryfocus,followedcloselybydataanalysis.

Compensationtrendsshowanoverallincrease,especiallyforthosewith10+yearsofexperience.However,there'sanotablegenderdisparityincompensation,withmore

malesinboththehighestandlowestpaybrackets.

Certificationsarecommoninthefield,withmany

professionalsholdingtwoormore,thoughlessthanhalfbelievethesecertificationssignificantlyimpacthiring

decisions.

SectionSummary

●61%ofmarketingoperationsprofessionalshavesixormoreyearsofexperience.

●Engagementlevelshavedeclined,withsignificantdropsinfeelingcompensated,understood,andvalued.

●Thetechnology/softwaresectoremploys56%ofmarketingopsprofessionals,farmorethanotherindustries.

●Designingandoptimizingoperationalpoliciesisnowtheprimaryresponsibility,followedbydataanalysis.

●Compensationisontherise,especiallyforprofessionalswith10+yearsofexperience,butgenderdisparitiesexist.

●67%ofprofessionalsholdtwoormorecertifications,thoughlessthanhalfbelievetheyinfluencehiringdecisions.

Themarketingoperationsprofessional13

MarketingOperationsteams

aremoreexperiencedthanever.

Studyparticipantsarereportingmoreexperienceinthe

professionthanlastyearwith61%havingsixormoreyearsinamarketingoperationsrole.

Theslightexperiencegapbetweensmallerandlarger

organizationshasshrunkslightlyinthecurrentstudyyear.Fororganizationswithmorethan$500millioninannualrevenue,65%oftheirteamshavesixormoreyears

intherolewhilefororganizationswith$500millionorlessinrevenue,60%reportthissameleveloftimeintherole.

QUESTION:

Lessthan1year(15)1to2years

3to5years(155)6togyears(161)10+years(163)

Themarketingoperationsprofessional14

TheTechnology/Softwaresectorisfaraheadofotherindustrysegmentsinemploying

marketingopsprofessionals.

participantsareemployedisadvertisingormarketing(8%)followedbyfinancialservicesandinsurance(7%)

andhealthcareandlifesciences(7%).

Manufacturingandmaterials

Asinlastyear’sstudy,overhalfofthisyear’sstudy

participants(56%)areemployedinthetechnology/softwareindustry.Thenextlargestsegmentinwhichstudy

QUESTION:

whichbestdescribestheindustryyouworkin?

consumerproductmanufacturing

4

Technology/software

Travelandhospitality

55.6%31

4

Financialservicesandinsurance

25

Agriculture,foodandbeverage

4

HealthcareandLifesciences

24

Advertisingormarketing

Electronics

8.4%

205

3

Educationandnonprofits

Mediaandleisure

5.4%

3

Government

Marketingagency

3.3%

2

construction

Businessofconsumerservices

2.2%

8

Retail

Energy,utilities,andwastemanagement

2.2%

8

Telecommunicationsservices

Transportationandlogistics

7

scale:0-10%

Respondentstotal:369

Themarketingoperationsprofessional15

Marketingoperationsprofessionals

engagementhasdeclinedyear-to-year.

Thisstudyassessesemployeeengagementusingthreescales,eachrangingfrom1to7where7isthehighestormostfavorablerating.

Aswastrueinlastyear’sstudy,allthreescalesdeclinedandbyagreatermarginthanbefore:

Doyoufeelcompensatedfairlyforyourlevelofexperience?Down8%Doyoufeelyourorganizationunderstandsyourrole?Down9%Doyoufeelvaluedbyyourorganization?Down5%

Unlikelastyear,differencesintheseengagementmetricsexist

betweenstudyparticipantsthatidentifiedasmaleorfemale,mostpronouncedinunderstandingtherole.Thesamplesizefornon-binaryandnon-disclosedgenderswastoosmalltodrawvalid

RespondentsbyGender

Female

Male

Compensatedfairly

4.32

4.27

Understood

4.03

4.49

Valued

4.63

4.82

conclusionsfromthatsegment.

Themarketingoperationsprofessional16

Usingexperienceintheroletosegmentthesemetrics,thosewithlessthanayearshowedimprovementincompensationandbeingunderstoodasbeingvalued,stayingrelativelyunchangedfrom

thepreviousstudy.However,thosewith1yearormoreintheroleshowedalmostahalf-pointdeclineinthecompensationandbeingunderstoodmetrics.

RespondentsbyExperience

Lessthan1year

1to5years

6+years

Compensatedfairly

4.11

4.16

4.40

Understood

4.33

4.23

4.24

Valued

4.92

4.77

4.72

Themarketingoperationsprofessional17

Respondentswhoworkinsmallerorganizations,thosewith$500millionorlessinannualrevenue,hadbetterratingsintwooftheseengagementmetricsthantheirlarger

RespondentsbyOrgSize

$500millionorless

Morethan$500million

Compensatedfairly

4.27

4.37

Understood

4.37

4.01

Valued

4.88

4.52

AllRespondents

2022

2023

2024

CompensatedFairly

4.90

4.70

4.32

Understood

4.93

4.60

4.20

Valued

5.21

5.00

4.75

companycounterparts.Theexceptionwascompensation.

Themarketingoperationsprofessional18

Work-lifebalanceisastruggleformany.

Anewquestioninthisyear’sstudyasksparticipantstoratetheirwork-lifebalanceusingascalefrom1to7where:

?1isnotwellbalanced

?7isverywellbalanced

Theaverageratingforallstudyparticipantswas4.79,

Tenure

AverageWork-LifeBalanceRating

Lessthan3years

5.19

3to5years

4.89

6to9years

4.77

10+years

4.53

onthebettersideofthisscalebutclearlyindicatingmanystruggleinthisarea.What’sconcerningistoseethatwork-lifebalancegetsworseastenureinamarketingopsroleincreasesasthistableshows:

QUESTION:

4.Neutral(83)

6.(101)

435respondentstotal

Themarketingoperationsprofessional19

Managerorseniormanagerremains

themostcommonlevelofseniority.

51%oftheprofessionalsinthisyear’sstudyalignwiththeauthoritylevelofmanagerorseniormanager.10%are

attheVPorexecutivelevel,while12%workatthemorejuniorspecialist,associate,orcoordinatorlevel.

Themostcommonjobtitlesfortheseprofessionalsaremanager,marketingoperations(36%)ordirector,marketingoperations(24%).

QUESTION:

whattitlemostcloselyalignswithyourofficialjobtitle?

Manager,Marketingoperations

Director,Marketingoperations

23.5%

125

Marketingspecialist

5.8%

consultant

5.8%

MarketingManager

owner/Founder

3.4%

MarketingDirector

3.4%

Vp,Marketingoperations

scale:0-40%

owner/Founder

3.4%

Vp/HeadofMarketing

2.8%

chiefMarketingofficer

Manager,DemandGeneration

MarketingAnalyst

2.3%

C-suite(other)

5

Director,DemandGeneration

5

Marketingcoordinator

5

president

4

Respondentstotal:533

Themarketingoperationsprofessional20

Operationalpoliciesandproceduresarethenewprimaryresponsibility.

"Thisisthereasonforlowerengagement,compdissatisfaction,andhavingtroublejumping

todirector.Mostcompaniesdon'tviewthis

asthescopeofabusinessleader,evenifwedo."

DarrellAlfonso

DirectorofMarketingStrategy&Operations,I

Designing,implementing,andoptimizingoperational

procedureshasbecometheprimaryresponsibilityinthisyear’sstudy(78%).Dataanalysis,synthesis,andreporting,however,isnotfarbehind(74%)continuingtooccupy

adominantpartofthemarketingopsprofessionalagenda.

Themarketingoperationsprofessional21

QUESTION:

Designing,implementing,andoptimizingoperationalpoliciesandprocedures

Dataanalysis/synthesis/reporting

351

Evaluationofandneeds-identificationfortechstack

340

softwaretraining&documentation

317

sales/marketingsLAdefinition

56.8%

271

Revenueoptimization/operations

47.6%

227

salesprocessoptimization

47.6%

227

scale:0-80%

Developingandimplementingsoftwareorsystemintegrations/systems

72.7%

347

conductingandanalyzingmarketandcompetitiveresearch

20.5%

EvaluationandpurchaseofIThardware

21.0%

otherresponsibilities

14.3%

Territorymanagementand/orquotasetting

5.5%

Evaluationandselectionofshipping/logisticsproviders

4.4%

supplychainmanagement

2.3%

Noneofthese

4

Themarketingoperationsprofessional22

"Marketingopsteamsshouldshifttheirmindsetfromsimplymanagingtoolstounderstandingthebiggerprocessesthesetoolsenhance,like

boostinginterdepartmentalefficiency,refiningreports,andcraftinginnovationroadmaps.Bydoingthis,they’llmovebeyondroutineworkandstartmakingstrategiccontributionsthatbenefittheentirecompany."

CaseyGrimes

DirectorofProducts&

Innovation,InsentricbyDemandLab

Thefollowingtableshowstheshiftsinthetopmarketingopsresponsibilityoverthepastthreestudyyears:

TopFiveJob

ResponsibilitiesOverall

2022Rank

2023Rank

2024Rank

Dataanalysis/synthesis/reporting

4

1

2

Designing,implementing,and

optimizingoperationalpoliciesandprocedures

2

2

1

Evaluationofandneeds-identificationfortech-stack

3

3

4

Developingandimplementing

softwareorsystemintegrations/systems

1

4

3

Softwaretraininganddocumentation

5

5

5

Themarketingoperationsprofessional23

Lookingatthisdatathroughthelensofannualrevenueandteamsizerevealdifferentresponsibilitiesbased

onthesecharacteristicsasthetablesaroundshare.

TeamSize

TopResponsibility

1

Dataanalysis/synthesis/reporting(84%)

2-10

Designing,implementing,andoptimizingoperationalpoliciesandprocedures(83%)

11-25

Softwaretraininganddocumentation(68%)

26+

Developingandimplementingsoftwareor

systemintegrations/systems(42%)

Evaluationofandneeds-identificationfortech

stack(42%)

Salesprocessoptimization(42%)

Rank

Annualrevenueof$500millionorless

Annualrevenueofmorethan$500million

First

Designing,implementing,andoptimizingoperational

policiesandprocedures

(75%)

Designing,implementing,

andoptimizingoperational

policiesandprocedures

(80%)

Second

Dataanalysis/synthesis/

reporting(73%)

Developingand

implementingsoftwareor

systemintegrations/

systems(78%)

Third

Evaluationofandneeds-identificationfortech-stack

(69%)

Developingandimplementing

softwareorsystem

integrations/systems(69%)

Softwaretraining&documentation(75%)

Themarketingoperationsprofessional24

The“Other”responseoptiontothesurveyquestiongatheredasignificantnumberofwrite-inresponsesthatreveal

thedizzyingbreadthofmarketingoperationsresponsibilities.Ananalysisoftheseresponsesissummarizedinarankingthatreflectsthecorefocusareasofmarketingoperations,prioritizingcampaignexecutionandmanagement,automation,anddataanalysisascentralresponsibilities:

1.CampaignOperationsincluding:Campaignexecution,campaigndesignandmanagement,emailmarketingstrategyandautomation,anddemandgenerationandcampaignmanagement.

2.MarketingAutomationincluding:Automationdevelopmentanddeployment,emailsystemsetups,andmarketingautomationandemails.

3.DataManagementandAnalyticsincluding:Dataintegrityandmanagement,developingdashboardsandattributionmodels,andwebsitetrackingandanalytics.

4.BudgetManagementincluding:Budgetallocationandmanagement,marketing

budgetmanagementandannualplanning,andtechstackbudgetplanningandvendormanagement.

5.WebsiteManagementincluding:Buildingandoptimizingwebsitepages,websiteownershipandcontentmanagement,andSEOandlocalsearchmanagement.

6.ProjectManagementincluding:Projectplanningandmanagement,andstakeholderengagementandteammanagement.

7.StrategyDevelopmentincluding:Marketingstrategyandexecution,andsupportingcampaignexecution.

8.LeadManagementincluding:Leadrouting,scoring,anddistribution,andleadmanagementoptimization.

9.VendorandITCoordinationincluding:Managingrelationshipswithnon-marketingteams(legal,revops,IT),andvendormanagementandintegrationhealth.

10.AIInnovationImplementationincluding:ImplementingAIsolutionsformarketingprocesses.

Themarketingoperationsprofessional25

MostmarketingoperationsprosadministertheMAP.

Unchangedfromthelasttwostudies,70%ofthemarketing

operationsprofessionalsinthecurrentstudyserve

asadministratorsoftheirorganization’smarketing

automationplatforms.Anadditional19%serveas

developersorprimaryusers,makingthemkeyenablersofgettingvalueoutofthesesystems.Only2%report

notusingMAPsoftware.

QUESTION:

Administrator(254)Developer(12)

primaryuser(55)

secondaryuser(28)

otherrole(4)

371Respondentstota

Themarketingoperationsprofessional26

Overone-fourthofrespondentsaspiretogointomanagement.

QUESTION:

whatisyouridealnextstepinyourcareer?

GointomanagementIbuildateamthatreportstome

Thenumberofstudyparticipantsaspiringtogo

intomanagementorbuildateamthatreports

tothemhasdroppedfrom33%lastyearto26%

stayinMarketingoperationsasatechnologist

20.6%110

thisyear.Aboutoneinfivestudyparticipants(21%)wanttostayinmarketingopsasatechnologist.

MoveintoRevops/GTMOPS

17.3%s2

Becomeanindependentconsultant

8.4%

45

Noneoftheseoptions

42

othernextsteps

37

workforaconsultancy/agency

3.8%

shifttoatotallydifferentjobfunction

MoveintoanotherareaofMarketing

3.4%

Moveintosalesops

scale:0-30%Respondentstotal:533

Themarketingoperationsprofessional27

Almosttwo-thirdshaveamarketingoperationstitle.

63%ofstudyparticipantshaveamarketingoperationstitlesuchasVPofMarketingOps(3%),DirectorofMarketing

Operations(24%),orManagerofMarketingOperations(36%).Thoseintheexecutiveranks(8%)islargely

unchangedfromlastyear(7%).

QUESTION:

whattitlemostcloselyalignswithyourofficialjobtitle?

Manager,Marketingoperations

Director,Marketingoperations

23.5%

125

Marketingspecialist

5.8%

consultant

5.8%

MarketingManager

MarketingDirector

3.4%

owner/Founder

3.4%

Vp,Marketingoperations

scale:0-40%

Vp/HeadofMarketing

2.8%

chiefMarketingofficer

MarketingAnalyst

2.3%

Manager,DemandGeneration

C-suite(other)

5

Director,DemandGeneration

5

Marketingcoordinator

5

president

4

Respondentstotal:533

Themarketingoperationsprofessional28

Compensationcontinuestoincrease.

Thehighestcompensationbandsinthestudyshowslightincreasesyear-over-year.6%ofstudyparticipantsfallinthe$250K+annualcompensationrange,comparedto5%lastyear.29%areinthe$151Kto$250Ksalaryrange,versus26%in2023.Thelowestend

ofthecompensationrange,$50Korless,droppedfrom9%to8%.

Therearemoremales(37%)thanfemales(33%)atthehighestbandof$151K+inannual

compensation.Thesameistrueforthelowestcompensationbandof$50Korless:12%ofmalesversus5%offemales.However,females(56%)outnumbermales(45%)inthemiddlecompensationbandsrangingfrom$51Kto$150K.Non-binaryandthosewhopreferred

nottodisclosegenderwerenotalargeenoughsegmentformeaningfulcomparisons.

Gender

$50Korless

$51Kto$100K

$101Kto$150K

$151K+

Prefernottosay

Female

5%

23%

33%

33%

6%

Male

12%

13%

32%

37%

6%

Themarketingoperationsprofessional29

Littleyear-to-yearchangeisseeninthedistributionofcompensationforthoseinroleornineorlessyears.Forthosewith10ormoreyears,however,abigjumpoccurred

forthoseinthehighestcompensationband($151K+)movingfrom57%in2023to70%in2024.

Tenure

$50Korless

$51Kto$100K

$101Kto$150K

$151K+

Prefernottosay

Lessthan3years

21%

45%

18%

5%

11%

3to5years

14%

29%

36%

18%

3%

6to9years

4%

13%

50%

25%

8%

10+years

0%

6%

16%

70%

8%

Lookingatcompensationbyseniority,asurprisingdifferenceisthatmoreofthoseattheseniordirector/directorlevel(66%)areearning$151K+thanthoseattheexecutive/VPlevel(53%).Thisdatamaysuggestthatemployersareincreasingcompensationtobetterretainmarketingopstalentatthedirectorlevel.

Themarketingoperationsprofessional30

SeniorityLevel

$50Korless

$51Kto$100K

$101Kto$150K

$151K+

Prefernottosay

Executive/VP

0%

3%

13%

53%

31%

Sr.Director/Director

5%

9%

16%

66%

4%

Sr.Manager/Manager

8%

18%

46%

22%

6%

Specialist/Associate/Coordinator

16%

55%

24%

0%

5%

Marketingopsprofessionalsseekinghighercompensationshouldlooktolarger

companies.18%ofstudyparticipantsatcompanieswith100orfeweremployersare

making$50Korlessinannualcompensation,comparedtononeincompanieswithover10,000employees.

CompanySize

$50Korless

$51Kto$100K

$101Kto$150K

$151K+

Prefernottosay

100orlessemployees

18%

19%

25%

26%

12%

101to1,000

3%

19%

34%

38%

6%

1,001to10,000

7%

18%

37%

37%

1%

Specialist/Associate/Coordinator

0%

8%

39%

38%

15%

Themarketingoperationsprofessional31

QUESTION:

Lessthan$25k

2.4%

$25kto$50k

5.4%

$51kto$100k

18.3%

$101kto$150k

$151kto$250k

Morethan$250k

22

prefernottosay

scale:0-40%

Themarketingoperationsprofessional32

Marketingopsprosarekeystakeholders

inthebudgetplanningandmanagementprocess.

"Ifyouwanttodefinewhatmarketingopsis,it'snolonger(primarily)aroundtechnology–