• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
    • Follow
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Management

Training, support duties stand out in marketing technologists’ list of responsibilities

MarTech Today's 2020 Career Survey shows 91% of MOPs professionals -- the Operations Orchestrators -- own training and support tasks as well as workflow and processes.

Amy Gesenhues on April 22, 2020 at 2:34 pm
  • More

If you asked more than 200 marketing technologists to list their primary responsibilities, you’d think “operating marketing technology products” would be a more popular response over “training staff.” But, that doesn’t appear to be the case according to our 2020 Career Survey findings.

According to the more than 250 marketing technologists we surveyed, 82 percent listed “training and supporting marketing staff on martech products” as part of their responsibilities, compared to the 77% who listed operating marketing tech products.

Martech responsibilities based on roles

When breaking down job responsibilities by role, 91% of operations orchestrators report training and supporting among their top priorities, along with workflow and processes. MarTech Conference Chair Scott Brinker, who partnered with MarTech Today to produce the survey, drilled down into the survey results to determine which work responsibilities aligned with the four primary marketing technology roles — operations orchestrators (maestros), brand and demand builders (marketers), analytics architects (modellers) and marketing makers (makers).

“You start to get this really fascinating insight into how these different kinds of marketing technologist roles differ,” said Scott during his Discover MarTech keynote on Tuesday.

Training and support were at the top of the list for three of the roles — the makers, the technologists building the sites and apps, unsurprising are more likely to be charged with admin operations and integration responsibilities.

What’s so enlightening here is how “ambidextrous” the martech community actually is. Yes, we are applying our tech-savvy skills to run and manage platforms, but a large part of our daily duties includes helping the rest of our staff — offering guidance and applying our own skills to empower those around us.

How martech professionals are spending their time

When looking at the job responsibilities, overlapped with the marketing tools martech teams are most frequently using, evidence points to just how much of our work is data-driven. Even Brinker noted in his presentation how much time martech teams spend in analytics platforms.

“I was really impressed,” said Brinker in reference to three of the four roles spending at least ten hours a week using an analytics solution.

Per the data, the primary responsibilities being handled by martech teams across the board include:

  • Training and supporting marketing staff using martech.
  • Acting as the primary architect of the martech stack.
  • Researching and integrating marketing tools.
  • Operating marketing technology platforms.
  • Monitoring data quality in martech.
  • Designing and managing internal workflows and processes.

The one area where martech teams are still lacking? Security reviews. Overall, less than 20% of the survey respondents said that performing security reviews of marketing technology products were part of their role. This may be because the larger IT organization owns security issues. But, in light of privacy legislation like the GDPR and CCPA, this is a task more martech teams should incorporate into their responsibilities.

“Security really needs to be everyone’s concern,” says Scott.


Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.



About The Author

Amy Gesenhues
Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for MarTech Today, Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

Related Topics

Channel: Martech: ManagementMarketing AutomationMarketing StacksMarketing ToolsMartech Enablement

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021
  • Data SEO – The Next Big Adventure
  • Getting Started with Email Marketing Automation
  • The State of Local Marketing Report 2020-2021
  • Quality CRM Data: The Key to Delivering Great Customer Experiences
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Receive daily martech news and analysis.
Martech Today
Download the Martech Today app on iTunes
Download the Martech Today App on Google Play

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok