Why MOps is now an executive conversation…and likely your CEO’s future top priority
Question: What if the key to unlocking growth in a tight economy isn’t hidden in your campaigns, but in your operations room?
Executives are feeling the squeeze. In the quarterly executive meeting the question “Exactly how much ROI is marketing generating?” is being asked more often, and increasingly in a more direct way. As is the case with most ‘cost-centres’, such as Marketing, the spotlight is more than ever on productivity. The usual focus on impressions, clicks, or vague metrics will not cut it, and dollars must prove their worth.
But this isn’t just about doing more with less, it is instead about having operational clarity, before turning the flywheel to execute high value output. This is where Marketing Operations (MOps) needs to be the focus. Once seen as just tactical support, MOps has risen rapidly from the basement cubicle to the boardroom, shifting from a nice-to-have to a must-have.
Here are my thoughts on why this transformation is crucial for organisations looking not just to survive but thrive, and I call out four (4) things Marketers can do today to help.
Efficiency, compliance, ROI.
With marketing budgets frozen or shrinking, traditional tactics like aggressive campaigns or throwing more bodies at problems just won’t cut it. CEOs are demanding more transparency, measurable results, and ruthless efficiency. Here’s the kicker: according to Gartner, 67% of CEOs now prioritise operational efficiency over creative innovation in marketing. That's a tectonic shift. It means marketing success is no longer measured just in leads generated, but in the ROI those leads deliver.
But here's another key point: only 29% of marketing executives feel confident presenting clear ROI metrics to their leadership, according to a recent McKinsey report. This gap is not just uncomfortable; it is becoming untenable.
MOps as a Growth Engine.
Not long ago, MOps was the team that quietly fixed broken workflows or patched CRM integrations. Today, MOps are steering the ship, transforming these once overlooked details into strategic levers for growth. How?
Some ways MOps supports growth:
- Real-time spend visibility: Spot waste before the invoice is paid.
- Revenue alignment: Map every campaign to dollar outcomes, not merely leads.
- Compliance baked-in: Reduce risk while speeding approvals.
MOps excels precisely where CEOs need it most: transparency and measurable productivity improvements. It’s about creating operational processes that directly correlate to business outcomes. For example, MOps enable real-time visibility into campaign spend, reducing wastage, and align marketing initiatives closely with revenue targets. In short, MOps turn the lights on in the operational room, illuminating every detail so leaders can make informed decisions quickly and confidently.
What MOps looks like in practice.
Consider Adobe’s recent operational overhaul. Facing stagnating marketing returns, they shifted their strategic focus to operational excellence. By strengthening their MOps function, Adobe reported a 23% reduction in marketing spend waste and a whopping 34% improvement in overall productivity within 12 months.
Another standout: a leading Australian financial services firm streamlined its compliance, heavy marketing approval processes using MOps, led frameworks. The result? Faster campaign launches, 30% fewer compliance errors, and over $1.2 million saved annually in operational costs. These aren’t incremental gains, they're transformative outcomes that catch the eye of any CEO.
Why CEOs are taking notice.
CEOs love certainty. They crave clear data points that validate their strategic decisions, reduce risk, and justify investments. MOps provides exactly that. It offers CEOs what traditional marketing rarely could: absolute clarity about where every marketing dollar goes, its direct contribution to revenue, and a measurable reduction in operational risk. Well implemented Marketing Ops can help to provide:
- Line-of-sight from spend to revenue
- Early warning signals on waste
- Documented compliance that de-risks the entire funnel
Operational transparency now stands shoulder-to-shoulder with creativity in senior leadership discussions. Because when budgets are tight and every dollar counts, the ability to see clearly becomes a CEO’s most valued asset.
Four actions you can start today.
Operational excellence doesn't happen overnight, so here's how you can start the journey today:
| Action | Why It Matters | First Step |
|---|---|---|
| Elevate MOps’ Visibility | Strategy needs ops at the table, not in the corridor. | Invite your MOps lead to the next planning meeting. |
| Standardise Operational Metrics | If it isn’t measured, it isn’t managed. | Align KPIs to ROI, time-to-market, spend accuracy, compliance. |
| Conduct an Operational Audit | You can’t fix what you can’t see. | Map processes, highlight bottlenecks, set a baseline. |
| Automate Ruthlessly | Manual work is margin erosion. | Deploy workflow automation, AI-driven insights, live dashboards. |
Adapt or remain still.
Organisations that ignore the rise of MOps do so at their peril, risking stagnation and falling behind competitors who operate with razor, sharp efficiency.
Today’s leading marketers understand this isn’t just a shift; it is a must-do, and those who harness it will set that scalable foundation to grow.
Ready to turn operational excellence into your competitive edge? Start with an audit and make MOps your CEO’s top priority.