The role of marketing operations (marketing ops) has become more critical than ever for marketing and event management. These behind-the-scenes experts ensure your marketing strategies are not only executed flawlessly, but they deliver measurable results. When it comes to selecting an event tech solution, it’s crucial to recognize that marketing ops should be at the heart of your decision-making process. 

The backbone of seamless integration

Marketing ops professionals are the architects of your tech stack. It’s their job to make sure the chosen solution aligns with the organization’s needs, enhances marketing effectiveness, and contributes to overall business success. They understand the complexities of CRM systems, data analytics, and other integrations that are essential for a successful event. 

By involving marketing ops early in the buying process, the event tech solution you choose will seamlessly integrate with your existing systems. This can save you from potential headaches down the road like data silos or manual workarounds. They’re the ones who work closely with IT and other departments to confirm the event solution plugs into existing systems/workflows, and understand any existing technical limitations.

Imagine hosting a virtual event where attendee data flows effortlessly into your CRM, providing your sales team with actionable insights in real-time. This level of efficiency and data synchronization is only possible when marketing ops is involved from the get-go.

Enhancing data accuracy and reporting

One of the primary responsibilities of marketing ops is data accuracy, reliability, compliance, and data protection regulations. When selecting an event tech solution, this aspect becomes even more critical. Accurate data helps in measuring the success of your events, understanding attendee behavior, and making informed decisions for future campaigns. 

Marketing ops can evaluate the data capabilities of different event tech solutions, so you choose one that provides robust reporting features and analytics. This enables you to track key performance indicators (KPIs) and return on investment (ROI) with precision, ultimately leading to more successful events.

Optimizing workflows and automation

Marketing ops is all about optimizing workflows and leveraging automation to increase efficiency. When it comes to event management, there are numerous tasks that can be automated, from registration and ticketing to post-event follow-ups. An event tech solution that aligns with your marketing ops strategy can significantly streamline these processes.

When deciding which tools to invest in, marketing ops can identify solutions that offer the right automation features, freeing up your team to focus on more strategic activities. This not only improves productivity, but enhances the overall attendee experience.

Ensuring scalability and flexibility

As your organization grows, your event tech needs will evolve. Marketing ops professionals are skilled at anticipating these changes and determining the scalability of your tech stack. Marketing ops often serve as the primary point of contact for communication, support, and escalation of issues. They can assess the scalability and flexibility of different event tech solutions, making sure the one you choose can adapt to your future needs. 

Whether you’re planning a small webinar or a large hybrid event, having a scalable solution in place will help you deliver exceptional experiences without worrying about technical limitations.

Driving strategic decision-making

Marketing ops brings a strategic perspective to the table. They can provide valuable insights into how different event tech solutions align with your overall marketing strategy and business goals. They will also make sure the chosen solution not only meets your immediate needs, but supports your long-term objectives.

For instance, marketing ops can help evaluate whether an event tech solution enhances customer engagement, supports lead generation, or integrates with other marketing initiatives. This strategic alignment makes sure your events contribute to your broader marketing success.

Winning together with marketing ops

In the world of marketing and event management, marketing ops keeps everything running smoothly behind the scenes. When it comes to selecting an event tech solution, their expertise is invaluable.They’ll look for tools that offer seamless implementation, integration, data accuracy, optimized workflows, scalability, and strategic alignment—all of which are essential for successful events.

So, the next time you’re evaluating an event tech solution, don’t forget to bring your marketing ops team into the conversation. Their insights and expertise will not only make the buying process smoother, but set you up for long-term success.

Ready to revolutionize your event management with an events solution? Explore RingCentral Events and discover how we can help you create smarter, more engaging experiences. Let’s talk!

Originally published Sep 19, 2024