May 30, 2024


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The latest data on martech and marketing ops careers, and an ode to spreadsheets

2022 Martech Career & Salary Survey

2022 Martech Career & Salary Survey

50 percent of martech and marketing and advertising ops pros obtained a advertising in the past 12 months.

Far more accurately, 50 percent of the 426 respondents to our 2022 Martech Job Survey, operate in collaboration with the group at, claimed receiving a marketing within just the previous 12 months. But nonetheless, which is amazing, and speaks to the amazing expansion and demand for talent in this discipline.

Overall, salaries grew 23% given that the previous time we surveyed them in 2019. These are great paying out work opportunities:

Martech and Marketing Ops Salaries

Super appealing function, at the middle of advertising and marketing innovation, nicely-compensated and generally on a observe to speedy advertising and career progress? It’s in all probability no surprise that pros in this subject are usually fairly contented:

Martech and Marketing Ops Job Satisfaction

That currently being claimed, I’m disappointed to report that we continue to observed a important gender pay gap of about 30% concerning gentlemen and women of all ages in this study. And when management roles in this place are approaching a far more well balanced distribution, they nevertheless skewed 56% to gentlemen and only 42% to women of all ages.

Specified the incredible need for martech and advertising and marketing ops talent — however nevertheless the rather limited supply of experienced industry experts in the industry — it would smart for providers to near this hole. Or, for far more enlightened firms, it is an chance to employ the service of excellent individuals who may well not be effectively appreciated in their latest positions.

Promoting Ops: “Maestros” Orchestrating Marketing

A few of years ago, I mapped out four kinds of martech roles in businesses, including martech-savvy entrepreneurs (the most significant group), internet marketing operations “maestros”, facts and analytics gurus (“modelers”), and marketing builders and engineers (“makers”):

Martech Roles & Archetypes

We segmented respondents in our 2020 Martech Career Survey and this year’s review in accordance to this design. Offered the character of our audience and’s, which generally provide the initial two types, most of the contributors recognized as entrepreneurs (52%) and maestros (35%).

I’m often notably interested in the established of obligations that these marketing and advertising ops maestros report as section of their jobs. Listed here are the solutions from that section this 12 months:

Marketing Ops Responsibilities

The top 6 — (1) recommending martech, (2) integrating martech, (3) working martech, (4) building workflows and procedures, (5) supporting the rest of advertising and marketing on martech utilization, and (6) architecting the overall marketing and advertising stack — have been quite steady yr-in excess of-year. These 6 are empirically the “core” of advertising and marketing ops operate.

This 12 months, nonetheless, the percentages are a tiny decrease for numerous of these duties. Given that it was people who responded to this survey, and not departments, my hypothesis is that this is a reflection of greater advertising and marketing ops groups that distribute these tasks among the numerous people today.

But even if marketing and advertising ops significantly has much more means allotted to it, inquiring these marketing ops maestros what the major challenges in their roles are displays that they continue to encounter difficulty in securing sufficient time, talent, and dollars for the mission at hand. It topped the checklist of their report challenges, adopted 9 factors even further down by the hurdles of operating throughout departmental boundaries, such as with IT or revenue:

Marketing Ops Challenges

But it’s gratifying get the job done also. An even larger proportion of internet marketing ops maestros noted that demonstrating a constructive influence on the organization from martech (61%) and supporting other individuals in marketing who will need to use martech (60%) have been two of the best facets of their career. Here’s the full record of what they found fulfilling in their function:

Marketing Ops Rewarding Aspects of the Job

That prime reply — furnishing beneficial influence on the enterprise — must assist dispel the fantasy that martech experts are shiny object syndrome seekers who treatment much more about neat tech than worthwhile returns. In my expertise, and mirrored in this information set, martech pros acquire wonderful pleasure in driving true effects. (A person far more explanation to rejoice #MartechDay: marketing ops deserves a big, collective “thank you” at least when a calendar year.)

Not astonishing: securing enough resources was the minimum satisfying aspect of the position.

But it is also a fiscally fulfilling career. Marketing and advertising ops maestros, with their specialised capabilities in orchestrating martech stacks and electronic advertising procedures, have a tendency to be paid out additional than marketers — even martech-savvy marketers — 27% additional on normal:

Marketing Ops Maestro Salaries Higher than Marketer Salaries

Spreadsheets: The Reigning Martech Application

A person far more discovering I want to emphasize is the apps and platforms that internet marketing ops maestros report applying 10+ hours per week:

Martech Apps Used by Marketing Ops

Certainly, spreadsheets are the top application employed. You know, the program that was popularized in the 1980’s, back again when Duran Duran was a point?

Of system, this almost absolutely arrives as no surprise to you, pricey reader, who possibly invest a great deal of your day in Excel, Google Sheets, or a person of its upcoming-gen rivals such as Airtable or Smartsheet also. Still it’s however wild to replicate on how central this technologies is to the latest operations of most internet marketing departments.

Fairly a large amount of details and processes are embodied in these in the vicinity of limitless ledgers.

And that is, I believe that, the essential to their longevity. Spreadsheets were being the initial “no code” solution that enabled organization buyers to determine and handle any sort of (modest) facts that they wished, and then use that as a coordinating unit for nearly any procedure they wished to run.

Granted, spreadsheets are usually still rather guide — as are any procedures you want to wrap close to them. They normally absence great governance, and they’re notorious for falling out of day or obtaining shed in someone’s personal electronic junk box. Yet in spite of all all those downsides, the flexibility to craft what you want, the way you want it, when you want it, continues to be amazingly compelling.

The new technology of cloud spreadsheets, these as Airtable and Smartsheet, are earning development in solving a lot of of these cons, although also supercharging the abilities individuals have to make their “spreadsheets” additional like “apps.”

Whilst The Great Unbundling of Excel into far more specialized apps continues apace, my wager is that it will be a lot more open-finished, no-code platforms that come to be its accurate successor. And promoting ops maestros will be some its finest champions.

Spreadsheet Unbundling

Download a cost-free duplicate of the comprehensive 2022 Martech Income and Occupation Survey below.

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