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

ByGeraldine R. Pleasant

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2022 Martech Career & Salary Survey

50 percent of martech and promoting ops specialists acquired a advertising in the past year.

Much more properly, fifty percent of the 426 respondents to our 2022 Martech Career Survey, operate in collaboration with the crew at, claimed obtaining a advertising in just the past 12 months. But even now, that is outstanding, and speaks to the incredible growth and demand for talent in this subject.

Total, salaries grew 23% because the very last time we surveyed them in 2019. These are great spending work opportunities:

Martech and Marketing Ops Salaries

Tremendous intriguing get the job done, at the centre of promoting innovation, very well-paid out and typically on a observe to quickly advertising and job growth? It’s likely no shock that professionals in this area are frequently pretty glad:

Martech and Marketing Ops Job Satisfaction

That getting stated, I’m upset to report that we however saw a substantial gender pay gap of about 30% amongst guys and girls in this study. And even though leadership roles in this place are approaching a far more balanced distribution, they continue to skewed 56% to guys and only 42% to females.

Presented the amazing demand from customers for martech and marketing ops talent — still still the comparatively restricted supply of professional pros in the subject — it would smart for firms to near this hole. Or, for extra enlightened firms, it’s an option to employ good individuals who could not be thoroughly appreciated in their present positions.

Marketing and advertising Ops: “Maestros” Orchestrating Advertising

A pair of yrs in the past, I mapped out 4 forms of martech roles in companies, which include martech-savvy marketers (the most significant team), advertising and marketing operations “maestros”, facts and analytics industry experts (“modelers”), and advertising and marketing builders and engineers (“makers”):

Martech Roles & Archetypes

We segmented respondents in our 2020 Martech Profession Study and this year’s examine according to this design. Presented the character of our audience and’s, which primarily serve the very first two groups, most of the participants discovered as entrepreneurs (52%) and maestros (35%).

I’m often specially fascinated in the established of obligations that these marketing ops maestros report as section of their careers. Right here are the solutions from that phase this yr:

Marketing Ops Responsibilities

The best 6 — (1) recommending martech, (2) integrating martech, (3) operating martech, (4) developing workflows and processes, (5) supporting the relaxation of advertising on martech utilization, and (6) architecting the total promoting stack — have been very constant yr-about-calendar year. These six are empirically the “core” of internet marketing ops do the job.

This calendar year, nonetheless, the percentages are a little reduce for quite a few of these duties. Since it was people who responded to this study, and not departments, my speculation is that this is a reflection of bigger internet marketing ops groups that distribute these duties amongst several folks.

But even if promoting ops increasingly has more assets allocated to it, inquiring these marketing and advertising ops maestros what the major issues in their roles are shows that they continue to face difficulty in securing enough time, talent, and revenue for the mission at hand. It topped the record of their report challenges, adopted 9 factors further more down by the hurdles of operating across departmental boundaries, these as with IT or sales:

Marketing Ops Challenges

But it is rewarding do the job also. An even larger sized proportion of marketing and advertising ops maestros reported that demonstrating a constructive impact on the business from martech (61%) and supporting other people in advertising and marketing who have to have to use martech (60%) have been two of the ideal facets of their career. Here’s the total listing of what they located rewarding in their work:

Marketing Ops Rewarding Aspects of the Job

That leading respond to — offering positive affect on the enterprise — really should enable dispel the myth that martech industry experts are shiny object syndrome seekers who care extra about interesting tech than profitable returns. In my encounter, and reflected in this information set, martech professionals take wonderful pleasure in driving serious effects. (A single extra reason to rejoice #MartechDay: internet marketing ops deserves a large, collective “thank you” at least as soon as a 12 months.)

Not surprising: securing adequate resources was the least satisfying aspect of the job.

But it is also a fiscally fulfilling career. Advertising and marketing ops maestros, with their specialised skills in orchestrating martech stacks and digital advertising processes, tend to be paid out additional than marketers — even martech-savvy entrepreneurs — 27% additional on regular:

Marketing Ops Maestro Salaries Higher than Marketer Salaries

Spreadsheets: The Reigning Martech Application

One particular much more obtaining I want to spotlight is the applications and platforms that advertising and marketing ops maestros report employing 10+ hrs for each week:

Martech Apps Used by Marketing Ops

Indeed, spreadsheets are the major app applied. You know, the software program that was popularized in the 1980’s, again when Duran Duran was a issue?

Of class, this pretty much certainly comes as no shock to you, expensive reader, who probably spend significantly of your working day in Excel, Google Sheets, or 1 of its future-gen rivals these types of as Airtable or Smartsheet as well. Nevertheless it is still wild to mirror on how central this technology is to the current functions of most marketing and advertising departments.

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

And that is, I imagine, the vital to their longevity. Spreadsheets had been the primary “no code” products that enabled business enterprise end users to determine and regulate any sort of (modest) info that they preferred, and then use that as a coordinating machine for just about any approach they wanted to operate.

Granted, spreadsheets are normally nevertheless very handbook — as are any procedures you want to wrap all-around them. They normally absence fantastic governance, and they are notorious for slipping out of date or finding missing in someone’s personal digital junk box. However in spite of all individuals downsides, the independence to craft what you want, the way you want it, when you want it, continues to be very persuasive.

The new generation of cloud spreadsheets, such as Airtable and Smartsheet, are producing development in resolving quite a few of these cons, even though also supercharging the capabilities persons have to make their “spreadsheets” a lot more like “apps.”

Although The Excellent Unbundling of Excel into a lot more specialized apps proceeds apace, my guess is that it will be additional open-ended, no-code platforms that come to be its legitimate successor. And marketing and advertising ops maestros will be some its greatest champions.

Spreadsheet Unbundling

Obtain a free duplicate of the complete 2022 Martech Wage and Vocation Study here.

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