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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
•RunGTMstrategiesthatdrivepipelineandperformance
•EnrichyourdatawithourproprietaryidentitygraphenablingMAIDs(MobileAdIDs)resolution
•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–
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