Most important Marketing Operations in #B2B 1. Connect #sales and marketing The alignment between sales and #marketing is by far the biggest challenge where the marketing team size is bigger than 2. Yes, it is a problem for #startups as well. The data collected from demand gen activities helps present the right #ROI and in a close connection with sales quantify the right experiments and pilots you can scale. 2. Measuring performance #metrics Cannot emphasize enough how important is to have a North Star Metric. If your #team is aligned on one #goal, operations will run much smoother and your Head of Marketing won't feel like the prodigal son at the next board meeting. As a marketing team, you have to defend yourself and come up with the right metrics. I will talk about them in a later post. 3. Generating #demand and quantifying it Most demand generation activities need some time to correctly evaluate their performance. The current attribution models (last click attribution) and key KPIs' #CPC, #CPA, and #CPL do not give you a full picture of what is happening in your marketing. If you are using these KPIs it will be hard to prove you are generating demand. Ideally, demand generation has 2 parts, 1 - producing c#ontent and 2 - distributing it. The third one is consumption. If your clients #engage and consume your content it is a giant leap forward. It means it's working!  You have to work on converting them. How to win the board over? How to show them demand gen is working? Using your historicals, show leadership what marketing performance will look like moving forward with demand generation. Based on current spend + conversion rates, here's what they can expect in terms of pipeline + revenue. Speak with confidence.