![Standardize token
structure:
[Content Type] -
[Category]_[Specifics]](https://image.slidesharecdn.com/howtobuildtheperfectmopsteam-181129144201/85/How-to-Build-the-Perfect-MOPs-Team-9-320.jpg)
How to Build the Perfect MOPs Team
- 1. How to Build the Perfect MOPs Team: Centralized Process, Program Templates & Tokens
- 2. Agenda New number, who dis? | mops team, assemble! ● Generalist v. Specialized Team Structures What to do, what to do? | what the team does ● Centralized Submission Process How the heck do we do it? | using all the skills ● MOPs: Program Templates & Tokens to drive submission process
- 3. Team Structures Generalist Team Structure Specialized Team Structure Marketo Admin/Power User ● Architect, implements infrastructure Marketing Manager(s) ● Write copy ● Build campaigns & execute Marketo Admin/Power User ● Architect, implements infrastructure Marketing Managers (3+) ● Develop marketing campaigns ● Write creative Marketing Operations Specialist ● Build campaigns & execute
- 5. Centralized Submission Process A fundamental method of scaling marketing efforts by standardizing campaign requests ● Scales marketing efforts ● Establishes QA processes ● Eliminates errors ● Solidifies SLAs between MOPs and Marketing Mgrs ● Reduces last-minute, rogue marketing requests
- 6. Adding MOPs means more eyes on marketing campaigns before they go out.
- 7. Centralized Submission Process ● All elements of request submitted at once ● Project Mgmt tool or email ● No campaigns are built unless all required elements are submitted ● Review/approval rounds between MOPs & Marketing Mgrs ● Further refining of processes between MOPs and Admin
- 8. Program Templates + Tokens Align submission process with Program Templates & Token framework ● Establish library of templates to choose from ○ 1-3 Email templates ○ 1-2 LP templates ● Tokenize those assets ● Create request forms that match token framework for each available template for Marketing Mgrs to submit
- 9. Standardize token structure: [Content Type] - [Category]_[Specifics]
- 11. Takeaways ● Scale up to Specialized Team Structure at the right time ● Establish a centralized submission process to eliminate errors, promote brand consistency and team accountability ● Aligning Marketo templates & tokens with submission processes produces more campaigns, quicker, and of better quality