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


2022 Martech Career & Salary Survey

Half of martech and internet marketing ops professionals received a advertising in the earlier 12 months.

Far more accurately, 50 % of the 426 respondents to our 2022 Martech Career Survey, operate in collaboration with the crew at, documented receiving a marketing in just the previous 12 months. But continue to, that is extraordinary, and speaks to the unbelievable advancement and demand for talent in this field.

All round, salaries grew 23% given that the past time we surveyed them in 2019. These are very good shelling out work opportunities:

Martech and Marketing Ops Salaries

Super appealing function, at the middle of advertising innovation, very well-compensated and usually on a monitor to fast advertising and career development? It is probably no surprise that industry experts in this field are typically quite pleased:

Martech and Marketing Ops Job Satisfaction

That becoming claimed, I’m dissatisfied to report that we continue to observed a sizeable gender pay hole of about 30% between men and women in this study. And even though management roles in this area are approaching a a lot more well balanced distribution, they continue to skewed 56% to adult males and only 42% to females.

Offered the unbelievable desire for martech and marketing and advertising ops expertise — but however the rather limited source of experienced experts in the discipline — it would intelligent for organizations to close this gap. Or, for additional enlightened companies, it is an prospect to hire excellent people today who may possibly not be properly appreciated in their present-day positions.

Promoting Ops: “Maestros” Orchestrating Advertising and marketing

A couple of several years back, I mapped out four types of martech roles in businesses, which includes martech-savvy entrepreneurs (the biggest team), marketing and advertising functions “maestros”, knowledge and analytics professionals (“modelers”), and advertising and marketing builders and engineers (“makers”):

Martech Roles & Archetypes

We segmented respondents in our 2020 Martech Job Study and this year’s research according to this product. Offered the nature of our audience and’s, which largely serve the very first two groups, most of the contributors determined as marketers (52%) and maestros (35%).

I’m normally specially fascinated in the set of obligations that these marketing and advertising ops maestros report as component of their jobs. Here are the responses from that phase this year:

Marketing Ops Responsibilities

The leading 6 — (1) recommending martech, (2) integrating martech, (3) functioning martech, (4) designing workflows and procedures, (5) supporting the rest of advertising and marketing on martech utilization, and (6) architecting the over-all promoting stack — have been pretty reliable year-more than-yr. These 6 are empirically the “core” of promoting ops do the job.

This year, nonetheless, the percentages are a small reduce for quite a few of these duties. Considering that it was persons who responded to this study, and not departments, my speculation is that this is a reflection of much larger advertising and marketing ops groups that distribute these responsibilities between multiple people today.

But even if advertising and marketing ops ever more has extra resources allotted to it, inquiring these advertising and marketing ops maestros what the top worries in their roles are demonstrates that they nevertheless facial area issues in securing sufficient time, talent, and revenue for the mission at hand. It topped the record of their report difficulties, followed 9 points additional down by the hurdles of doing the job across departmental boundaries, this kind of as with IT or gross sales:

Marketing Ops Challenges

But it is satisfying operate too. An even more substantial percentage of marketing and advertising ops maestros described that demonstrating a favourable effects on the business enterprise from martech (61%) and supporting other people today in internet marketing who require to use martech (60%) were two of the very best elements of their task. Here’s the full record of what they located satisfying in their function:

Marketing Ops Rewarding Aspects of the Job

That best answer — delivering positive effect on the enterprise — should really enable dispel the fantasy that martech professionals are shiny item syndrome seekers who treatment more about great tech than worthwhile returns. In my working experience, and reflected in this facts set, martech pros acquire terrific joy in driving genuine success. (A single more explanation to celebrate #MartechDay: marketing and advertising ops deserves a big, collective “thank you” at the very least as soon as a calendar year.)

Not astonishing: securing enough methods was the least rewarding component of the job.

But it is also a financially worthwhile occupation. Marketing ops maestros, with their specialised expertise in orchestrating martech stacks and electronic marketing and advertising procedures, have a tendency to be paid far more than marketers — even martech-savvy marketers — 27% additional on common:

Marketing Ops Maestro Salaries Higher than Marketer Salaries

Spreadsheets: The Reigning Martech App

One more getting I want to highlight is the applications and platforms that advertising and marketing ops maestros report employing 10+ several hours per week:

Martech Apps Used by Marketing Ops

Of course, spreadsheets are the leading app employed. You know, the computer software that was popularized in the 1980’s, back when Duran Duran was a point?

Of system, this nearly certainly comes as no shock to you, pricey reader, who almost certainly invest much of your working day in Excel, Google Sheets, or one particular of its upcoming-gen competitors these kinds of as Airtable or Smartsheet much too. Nonetheless it is nonetheless wild to reflect on how central this technological know-how is to the existing operations of most marketing and advertising departments.

Rather a large amount of info and procedures are embodied in these in close proximity to limitless ledgers.

And that is, I believe, the critical to their longevity. Spreadsheets have been the initial “no code” products that enabled enterprise buyers to outline and take care of any variety of (small) knowledge that they wanted, and then use that as a coordinating product for nearly any process they desired to run.

Granted, spreadsheets are commonly still really guide — as are any procedures you want to wrap all around them. They usually deficiency fantastic governance, and they are infamous for slipping out of day or receiving dropped in someone’s own digital junk box. But in spite of all all those downsides, the independence to craft what you want, the way you want it, when you want it, stays very persuasive.

The new technology of cloud spreadsheets, these as Airtable and Smartsheet, are generating progress in solving lots of of these negatives, though also supercharging the abilities individuals have to make their “spreadsheets” extra like “apps.”

Whilst The Wonderful Unbundling of Excel into extra specialised applications proceeds apace, my guess is that it will be additional open up-finished, no-code platforms that turn into its real successor. And promoting ops maestros will be some its greatest champions.

Spreadsheet Unbundling

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