May 18, 2024


Technology and Age

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

2022 Martech Career & Salary Survey

Fifty percent of martech and internet marketing ops professionals received a marketing in the past calendar year.

More properly, half of the 426 respondents to our 2022 Martech Career Survey, operate in collaboration with the crew at, claimed obtaining a marketing inside the previous 12 months. But even now, which is spectacular, and speaks to the incredible expansion and demand from customers for expertise in this industry.

In general, salaries grew 23% since the final time we surveyed them in 2019. These are great paying work:

Martech and Marketing Ops Salaries

Tremendous fascinating do the job, at the center of marketing innovation, effectively-compensated and normally on a observe to speedy marketing and job advancement? It is almost certainly no surprise that professionals in this subject are typically very content:

Martech and Marketing Ops Job Satisfaction

That becoming claimed, I’m unhappy to report that we still noticed a substantial gender fork out gap of about 30% between males and ladies in this survey. And while management roles in this house are approaching a far more balanced distribution, they even now skewed 56% to adult men and only 42% to gals.

Provided the unbelievable demand for martech and internet marketing ops expertise — nonetheless still the rather tight source of skilled pros in the field — it would smart for firms to close this gap. Or, for more enlightened companies, it is an possibility to employ excellent folks who may well not be properly appreciated in their present positions.

Marketing Ops: “Maestros” Orchestrating Marketing and advertising

A pair of many years in the past, I mapped out four forms of martech roles in organizations, such as martech-savvy entrepreneurs (the most significant group), promoting operations “maestros”, details and analytics specialists (“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 product. Supplied the character of our audience and’s, which mainly serve the very first two classes, most of the participants discovered as marketers (52%) and maestros (35%).

I’m often notably intrigued in the established of obligations that these marketing and advertising ops maestros report as section of their work. Below are the answers from that phase this calendar year:

Marketing Ops Responsibilities

The best 6 — (1) recommending martech, (2) integrating martech, (3) running martech, (4) creating workflows and processes, (5) supporting the rest of advertising and marketing on martech usage, and (6) architecting the over-all marketing stack — have been really regular 12 months-more than-year. These 6 are empirically the “core” of advertising ops work.

This yr, even so, the percentages are a tiny decreased for a lot of of these duties. Considering the fact that it was folks who responded to this survey, and not departments, my speculation is that this is a reflection of larger sized advertising and marketing ops groups that distribute these responsibilities among a number of men and women.

But even if marketing and advertising ops increasingly has a lot more assets allotted to it, inquiring these internet marketing ops maestros what the leading worries in their roles are displays that they continue to deal with difficulty in securing adequate time, expertise, and revenue for the mission at hand. It topped the listing of their report challenges, adopted 9 points even more down by the hurdles of performing throughout departmental boundaries, this sort of as with IT or profits:

Marketing Ops Challenges

But it is gratifying perform much too. An even more substantial percentage of internet marketing ops maestros claimed that demonstrating a good effect on the business from martech (61%) and supporting other persons in promoting who require to use martech (60%) were being two of the finest areas of their position. Here’s the whole listing of what they uncovered rewarding in their do the job:

Marketing Ops Rewarding Aspects of the Job

That top solution — offering optimistic influence on the business enterprise — should support dispel the fantasy that martech specialists are shiny item syndrome seekers who care much more about awesome tech than rewarding returns. In my expertise, and mirrored in this facts set, martech professionals get wonderful pleasure in driving serious benefits. (One particular a lot more explanation to rejoice #MartechDay: advertising and marketing ops justifies a big, collective “thank you” at least after a calendar year.)

Not surprising: securing adequate methods was the the very least rewarding part of the part.

But it is also a economically worthwhile work. Internet marketing ops maestros, with their specialised competencies in orchestrating martech stacks and digital internet marketing processes, are inclined to be paid out more than marketers — even martech-savvy marketers — 27% more on common:

Marketing Ops Maestro Salaries Higher than Marketer Salaries

Spreadsheets: The Reigning Martech App

A single much more finding I want to spotlight is the applications and platforms that internet marketing ops maestros report utilizing 10+ several hours per 7 days:

Martech Apps Used by Marketing Ops

Sure, spreadsheets are the best app employed. You know, the application that was popularized in the 1980’s, back again when Duran Duran was a detail?

Of study course, this pretty much undoubtedly comes as no surprise to you, dear reader, who possibly devote considerably of your working day in Excel, Google Sheets, or a person of its up coming-gen rivals this sort of as Airtable or Smartsheet way too. However it’s however wild to replicate on how central this engineering is to the existing operations of most internet marketing departments.

Fairly a great deal of facts and procedures are embodied in these in close proximity to limitless ledgers.

And that is, I imagine, the essential to their longevity. Spreadsheets had been the first “no code” merchandise that enabled business people to define and deal with any type of (modest) details that they required, and then use that as a coordinating product for nearly any method they desired to operate.

Granted, spreadsheets are typically continue to quite manual — as are any processes you want to wrap all-around them. They normally deficiency great governance, and they’re infamous for falling out of day or acquiring dropped in someone’s personal digital junk box. But in spite of all those people downsides, the independence to craft what you want, the way you want it, when you want it, stays incredibly compelling.

The new generation of cloud spreadsheets, these as Airtable and Smartsheet, are producing development in solving a lot of of these negatives, when also supercharging the abilities men and women have to make their “spreadsheets” a lot more like “apps.”

Although The Terrific Unbundling of Excel into extra specialised applications proceeds apace, my wager is that it will be much more open up-finished, no-code platforms that turn into its true successor. And advertising ops maestros will be some its best champions.

Spreadsheet Unbundling

Obtain a free of charge duplicate of the total 2022 Martech Wage and Job Survey below.

Get Our Articles or blog posts Straight in Your Inbox!

Subscribe to my newsletter to study how to include improved internet marketing techniques in your company.