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

Nicole Smith

2022 Martech Career & Salary Survey

50 percent of martech and internet marketing ops experts been given a marketing in the previous 12 months.

Much more accurately, half of the 426 respondents to our 2022 Martech Occupation Survey, operate in collaboration with the crew at, documented acquiring a marketing within the earlier 12 months. But even now, that’s spectacular, and speaks to the outstanding expansion and demand for talent in this subject.

Overall, salaries grew 23% considering that the last time we surveyed them in 2019. These are good shelling out work:

Martech and Marketing Ops Salaries

Super exciting operate, at the center of marketing and advertising innovation, perfectly-paid and generally on a monitor to fast promotion and profession advancement? It is almost certainly no surprise that pros in this discipline are usually pretty content:

Martech and Marketing Ops Job Satisfaction

That staying claimed, I’m upset to report that we however observed a considerable gender shell out gap of about 30% involving adult males and girls in this survey. And while leadership roles in this room are approaching a more balanced distribution, they still skewed 56% to adult males and only 42% to girls.

Presented the unbelievable demand for martech and marketing ops expertise — nonetheless even now the reasonably limited supply of expert specialists in the subject — it would clever for companies to close this gap. Or, for extra enlightened companies, it’s an opportunity to employ excellent folks who may possibly not be adequately appreciated in their recent positions.

Marketing and advertising Ops: “Maestros” Orchestrating Marketing

A couple of several years in the past, I mapped out 4 forms of martech roles in companies, like martech-savvy marketers (the premier group), advertising functions “maestros”, information and analytics industry experts (“modelers”), and advertising and marketing developers and engineers (“makers”):

Martech Roles & Archetypes

We segmented respondents in our 2020 Martech Occupation Survey and this year’s study according to this model. Given the mother nature of our viewers and’s, which primarily provide the first two classes, most of the contributors discovered as entrepreneurs (52%) and maestros (35%).

I’m normally notably interested in the established of duties that these internet marketing ops maestros report as portion of their positions. Here are the responses from that phase this 12 months:

Marketing Ops Responsibilities

The prime six — (1) recommending martech, (2) integrating martech, (3) functioning martech, (4) designing workflows and processes, (5) supporting the relaxation of internet marketing on martech use, and (6) architecting the over-all marketing stack — have been pretty constant 12 months-about-yr. These 6 are empirically the “core” of marketing and advertising ops operate.

This year, even so, the percentages are a minimal decreased for a lot of of these tasks. Given that it was persons who responded to this study, and not departments, my speculation is that this is a reflection of larger sized promoting ops groups that distribute these responsibilities among the various persons.

But even if advertising and marketing ops significantly has additional sources allotted to it, inquiring these marketing and advertising ops maestros what the top rated problems in their roles are reveals that they still face issues in securing sufficient time, talent, and funds for the mission at hand. It topped the checklist of their report issues, adopted 9 details additional down by the hurdles of operating across departmental boundaries, this sort of as with IT or revenue:

Marketing Ops Challenges

But it’s gratifying work also. An even much larger percentage of marketing and advertising ops maestros claimed that demonstrating a good impact on the organization from martech (61%) and supporting other people in advertising and marketing who require to use martech (60%) were being two of the very best factors of their work. Here’s the total list of what they located fulfilling in their get the job done:

Marketing Ops Rewarding Aspects of the Job

That top rated response — delivering favourable impression on the business — should assist dispel the fantasy that martech industry experts are shiny object syndrome seekers who care extra about neat tech than rewarding returns. In my knowledge, and mirrored in this info established, martech pros take terrific pleasure in driving actual outcomes. (One far more explanation to celebrate #MartechDay: internet marketing ops justifies a big, collective “thank you” at least the moment a calendar year.)

Not shocking: securing ample resources was the the very least satisfying portion of the part.

But it is also a financially rewarding career. Advertising ops maestros, with their specialized capabilities in orchestrating martech stacks and electronic advertising and marketing procedures, are inclined to be paid out additional than entrepreneurs — even martech-savvy marketers — 27% extra on typical:

Marketing Ops Maestro Salaries Higher than Marketer Salaries

Spreadsheets: The Reigning Martech Application

One particular far more finding I want to emphasize is the apps and platforms that advertising and marketing ops maestros report employing 10+ hrs for each week:

Martech Apps Used by Marketing Ops

Yes, spreadsheets are the prime app made use of. You know, the application that was popularized in the 1980’s, back when Duran Duran was a thing?

Of study course, this nearly surely will come as no surprise to you, pricey reader, who likely invest a lot of your day in Excel, Google Sheets, or a person of its following-gen opponents this sort of as Airtable or Smartsheet also. Still it’s even now wild to mirror on how central this technology is to the present-day operations of most advertising and marketing departments.

Quite a good deal of facts and procedures are embodied in these close to limitless ledgers.

And that is, I consider, the essential to their longevity. Spreadsheets were being the original “no code” item that enabled enterprise people to outline and manage any kind of (modest) info that they desired, and then use that as a coordinating machine for nearly any course of action they desired to run.

Granted, spreadsheets are ordinarily even now fairly handbook — as are any procedures you want to wrap all-around them. They usually lack very good governance, and they’re notorious for slipping out of date or acquiring shed in someone’s particular digital junk box. But in spite of all people downsides, the flexibility to craft what you want, the way you want it, when you want it, stays very compelling.

The new era of cloud spreadsheets, these types of as Airtable and Smartsheet, are building development in fixing several of these shortcomings, when also supercharging the capabilities individuals have to make their “spreadsheets” additional like “apps.”

Even though The Great Unbundling of Excel into far more specialised applications proceeds apace, my bet is that it will be more open up-finished, no-code platforms that grow to be its genuine successor. And advertising and marketing ops maestros will be some its best champions.

Spreadsheet Unbundling

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