2018 Marketing Operations Benchmarking Report

There’s never been a time where one can have this much clarity on the Marketing Ops industry. Marketing Operations, especially in tech, has been constantly growing and evolving. This is notably true during the rise of digital marketing, when new marketing tools would be unveiled and opinions of best practicing had such a large range. Now, marketing operations from a digital standpoint is still relatively new but it has matured to the point where  certain standards are set. It’s important to be aware of what the benchmarks are.

Openprise surveyed 201 U.S.-based marketing operations professionals with the objective to identify pain points in data management and marketers' self-perceived performance in each category, ranging from Account Based Marketing (ABM) to GDPR.

The survey participants were asked to rate their companies on ten data management capabilities on a scale of 1 to 5, with 5 being the best in class. Overall, marketing operations professionals felt only moderately confident in their ability to execute data management, as nothing scored higher than 3.9 out of 5. Furthermore, the survey discovered:

  • Data Cleansing received the highest score at 3.82 out of 5, compared to other data management capabilities.
  • The second highest score went to ABM, indicating its coming of age.
  • Data Enrichment is a lot more important than you might think.
  • Account Scoring and Lead Scoring are now equally common practice.


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