September 23, 2023


Business does the job

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

5 min read
2022 Martech Career & Salary Survey

2022 Martech Career & Salary Survey

50 percent of martech and advertising ops experts been given a advertising in the past 12 months.

A lot more correctly, fifty percent of the 426 respondents to our 2022 Martech Job Study, operate in collaboration with the workforce at, described receiving a promotion inside of the previous 12 months. But nevertheless, that is outstanding, and speaks to the amazing expansion and desire for expertise in this industry.

Overall, salaries grew 23% considering the fact that the last time we surveyed them in 2019. These are good having to pay positions:

Martech and Marketing Ops Salaries

Tremendous interesting perform, at the middle of marketing and advertising innovation, well-paid and normally on a observe to rapidly promotion and job advancement? It is in all probability no surprise that professionals in this area are typically fairly happy:

Martech and Marketing Ops Job Satisfaction

That remaining mentioned, I’m unhappy to report that we nevertheless noticed a major gender fork out gap of about 30% concerning men and women in this study. And when management roles in this house are approaching a a lot more balanced distribution, they nonetheless skewed 56% to adult males and only 42% to ladies.

Provided the outstanding desire for martech and promoting ops expertise — yet continue to the comparatively restricted provide of knowledgeable gurus in the industry — it would smart for organizations to shut this gap. Or, for extra enlightened firms, it’s an prospect to retain the services of good individuals who may possibly not be appropriately appreciated in their present-day positions.

Marketing Ops: “Maestros” Orchestrating Advertising and marketing

A few of several years in the past, I mapped out four varieties of martech roles in organizations, together with martech-savvy marketers (the greatest group), marketing and advertising operations “maestros”, knowledge and analytics authorities (“modelers”), and advertising and marketing builders and engineers (“makers”):

Martech Roles & Archetypes

We segmented respondents in our 2020 Martech Vocation Study and this year’s analyze according to this design. Supplied the mother nature of our viewers and’s, which principally provide the initial two types, most of the members recognized as entrepreneurs (52%) and maestros (35%).

I’m generally specifically intrigued in the established of duties that these marketing ops maestros report as part of their jobs. Listed here are the solutions from that segment this year:

Marketing Ops Responsibilities

The leading 6 — (1) recommending martech, (2) integrating martech, (3) operating martech, (4) planning workflows and procedures, (5) supporting the relaxation of advertising and marketing on martech use, and (6) architecting the total advertising and marketing stack — have been very reliable year-more than-year. These 6 are empirically the “core” of advertising and marketing ops work.

This year, even so, the percentages are a minor reduced for quite a few of these responsibilities. Because it was persons who responded to this study, and not departments, my hypothesis is that this is a reflection of larger sized marketing and advertising ops groups that distribute these responsibilities between many folks.

But even if advertising and marketing ops significantly has a lot more assets allocated to it, asking these promoting ops maestros what the top difficulties in their roles are reveals that they however encounter problems in securing plenty of time, expertise, and income for the mission at hand. It topped the listing of their report worries, followed 9 factors even more down by the hurdles of operating across departmental boundaries, such as with IT or gross sales:

Marketing Ops Challenges

But it is gratifying do the job too. An even greater share of marketing and advertising ops maestros documented that demonstrating a constructive impact on the organization from martech (61%) and supporting other folks in advertising who need to have to use martech (60%) had been two of the ideal factors of their occupation. Here’s the complete listing of what they discovered worthwhile in their operate:

Marketing Ops Rewarding Aspects of the Job

That major reply — furnishing positive effects on the organization — should assist dispel the myth that martech industry experts are shiny item syndrome seekers who treatment extra about interesting tech than rewarding returns. In my working experience, and reflected in this knowledge established, martech professionals consider wonderful joy in driving real final results. (One particular a lot more cause to rejoice #MartechDay: marketing ops justifies a huge, collective “thank you” at the very least after a yr.)

Not shocking: securing sufficient means was the least rewarding section of the position.

But it is also a economically satisfying position. Internet marketing ops maestros, with their specialized skills in orchestrating martech stacks and digital advertising processes, tend to be paid additional than marketers — even martech-savvy entrepreneurs — 27% far more on typical:

Marketing Ops Maestro Salaries Higher than Marketer Salaries

Spreadsheets: The Reigning Martech Application

One much more discovering I want to emphasize is the apps and platforms that marketing and advertising ops maestros report using 10+ hours for each 7 days:

Martech Apps Used by Marketing Ops

Yes, spreadsheets are the leading app utilised. You know, the application that was popularized in the 1980’s, back when Duran Duran was a point?

Of course, this almost surely arrives as no shock to you, pricey reader, who most likely shell out considerably of your working day in Excel, Google Sheets, or a single of its next-gen competitors these types of as Airtable or Smartsheet much too. But it’s still wild to mirror on how central this technologies is to the existing functions of most advertising departments.

Very a lot of information and processes are embodied in these around limitless ledgers.

And that is, I think, the vital to their longevity. Spreadsheets were being the authentic “no code” item that enabled organization users to outline and manage any kind of (compact) data that they wished, and then use that as a coordinating gadget for nearly any course of action they wanted to operate.

Granted, spreadsheets are commonly continue to rather manual — as are any procedures you want to wrap about them. They usually absence good governance, and they are notorious for falling out of date or getting shed in someone’s personal digital junk box. Still in spite of all those people downsides, the liberty to craft what you want, the way you want it, when you want it, stays unbelievably compelling.

The new generation of cloud spreadsheets, such as Airtable and Smartsheet, are making progress in resolving several of these negatives, though also supercharging the abilities people today have to make their “spreadsheets” much more like “apps.”

Even though The Wonderful Unbundling of Excel into far more specialized applications continues apace, my bet is that it will be much more open up-ended, no-code platforms that turn into its genuine successor. And internet marketing ops maestros will be some its biggest champions.

Spreadsheet Unbundling

Down load a totally free duplicate of the entire 2022 Martech Salary and Vocation Survey right here.

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