Comment évaluer l’efficacité d’un membre de l’équipe des opérations marketing ?

O que precisa ficar mais claro de tudo: O que é a satisfação do cliente sobre um time de marketing? Isso tem feito muitos profissionais de marketing ficarem a margem do “bom”, tudo que o cliente quer é VENDER MAIS e ter mais lucro, se você é um profissional de marketing e seu trabalho é lindo mas não atinge esses objetivos: Você está fora do jogo!

A eficácia de um membro da equipe de operações de marketing pode ser avaliada através do cumprimento de metas, qualidade do trabalho, colaboração, uso efetivo de recursos, aprendizado contínuo, feedback dos colegas e supervisores, resultados mensuráveis, inovação e proatividade. Avaliar esses aspectos proporciona uma visão abrangente do desempenho e contribuição para os objetivos organizacionais.

Mediante la calidad de su trabajo pero tú como gerente lo puedes ayudar a mejorar. Y si ves que le falta capacitación y orientación puede el llegar al cumplimiento de sus objetivos Se puede revisar sus contribuciones al área de marketing según las campañas que él ayudó a crear y cómo estás generaron negocio a la empresa.

Con los resultados que muestra. A través del éxito de las campañas que realiza. Si hubo incrementos en ventas o en visitas a una tienda física o web. Si tiene buena actitud o no. Si logra lo que se propone. Si su trabajo cumple con los estándares establecidos por la empresa.

I believe the best way to measure Marketing Ops (MO) performance hinges on the overarching company and team goals. While company-wide and team KPIs capture the overall success of the group, specific indicators like 'Lead to Assignment' speed and successful project completion can help showcase a MO team member's impact on efficiency and strategic initiatives. This approach ensures a nuanced evaluation aligned with the company's maturity and goals.

none of the metrics mentioned in this article are ones i would measure my Markops team on (number of leads generated, the cost per lead, the conversion rate, the revenue generated, the customer retention rate, or the customer lifetime value). My team are measured on 1. number of campaign builds they do 2. how many of those are delivered within SLA 3. what proportion of those have issues around reporting, lead flow, setup etc. and as a bonus if they are working on strategic projects rather than campaign delivery then how many top line projects get completed by them.

It is tricky to measure MO with quantitative marketing metrics/KPIs, since the MO function is not directly responsible for performance.  MO is, however, responsible for the infrastructure enabling performance (e.g. systems, processes, reporting, etc.).  Thus, a comprehensive project or activity based objective setting and appraisal system works best for the MO function  (e.g. deadlines met, project scope fulfillment, internal customer/stakeholders satisfaction, data quality and availability, etc.).

Give feedback to your team members to evaluate their performance. This can be constructive feedback to get them perform at their full potential. You build their character and ability to do well in their duties. When you recognize the good work that employees do, they will continue to excel and outperform their limits. By doing this you create a positive working environment that inspires employees to do more and outside their scope of work to achieve set goals. Constructive feedback strengthens working relations, allow room for open communication and create opportunities for employees to advance in their careers. With the right atmosphere at work, employees demonstrate their worth and will for the organization's success.