Revenue Operations

3 Takeaways from Demandbase’s MOPs Talent Study

Trends in Marketing Ops Talent

With the Great Resignation (and an incoming recession 😬), plus new tech layoffs hitting each week, the state of tech talent is in flux. But nowhere does it seem more in flux in ops than within Marketing Operations.

The backbone of any high-performing marketing team, Marketing Operations helps marketers plan, execute, and analyze the performance of their campaigns and marketing activities—often tying it back to revenue. MOPs, as the profession is affectionately called, serves as a major pillar under the Revenue Operations umbrella.

But what’s the job market like?

According to Demandbase’s State of the Marketing Operations Talent Study, it’s a highly valued profession that lacks a “reliable stream of new talent,” leaving behind “top-heavy” teams led and often operated solely by senior MOPs professionals.

Here’s everything you need to know about MOPs talent.

1. There’s a lot of burn-and-churn. 🔥

While all operations jobs are prone to burnout due to the high pressure and high demands of revenue leadership, Marketing Ops is even more susceptible to it. Due to the imbalance in seniority levels, many senior managers are left to pick up the pieces left behind by the lack of junior talent in the market.

Naturally, this leads to high turnover rates. In fact, don’t expect to see your current Marketing Operations team members in a few years: 72% of MOPs pros leave their company in less than 3 years.

Which…makes sense when you take into account that over half of Marketing Operations employees “struggle with burnout.”

2. It’s costly to hire. 💸

Another issue? Marketing Operations roles are very costly to hire, due in part to the high turnover rates and the junior-level talent bottleneck. 

The hiring timelines are long, often taking many hours per week for hiring teams. Add in the cost of paid job postings on top of search time, and companies are spending an average of $22,696 to hire a new MOPs employee.

Once they’ve landed the perfect candidate, the costs keep piling up. Not only do new hires take a long time to ramp, there’s also the cost of training on top of their total compensation. Per Demandbase, an average junior-level new hire costs $36,260 over the first 7 months.

But, even so, there is some good news.

3. The profession is growing (and so are the salaries). 🌱

Most Marketing Operations teams have “nearly doubled” in the last few years, which is over 66% growth in just one part of the go-to-market operations organization. So, while there are a lot of bumps in the road for MOPs, it’s still a valuable profession that may just be recession proof (but, after all, there are no guarantees).

With growing respect from cross-functional teams – and a seat at the RevOps table – Marketing Operations is one of the best avenues to cross creative with analytics, just like in the marketing profession overall.

Whether you’re right or left brained or a mix of both, you can rest assured that Marketing Operations professionals will find a growing community, especially here at RevOps Co-op.

Looking for more great content? Check out our blog and join the community.

Are you a Marketing Operations professional looking to amplify your voice and pen some thought leadership content? We’re always looking for wonderful people to join our Creator Guild and help create a community inclusive of all revenue teams.

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