Marketing is more complex than ever, and under increasing pressure to be more transparent and demonstrate the value it contributes to the organization. Companies are creating marketing operations teams to focus sharply on achieving operational efficiencies, "to do more with the same, or less." Combining responsibility for project management, systems infrastructure, and financial governance, marketing operations is the logical entity to create the framework, tools, training and environment that facilitates measuring and reporting the value received from the investment a company makes in its marketing.
