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

2022 Martech Career & Salary Survey

50 percent of martech and marketing ops industry experts obtained a promotion in the earlier calendar year.

A lot more properly, 50 percent of the 426 respondents to our 2022 Martech Job Survey, run in collaboration with the crew at, claimed receiving a advertising in just the previous 12 months. But nonetheless, which is impressive, and speaks to the incredible advancement and need for expertise in this subject.

Overall, salaries grew 23% due to the fact the previous time we surveyed them in 2019. These are good shelling out employment:

Martech and Marketing Ops Salaries

Super appealing do the job, at the center of advertising and marketing innovation, very well-compensated and usually on a monitor to quick marketing and vocation growth? It’s likely no surprise that professionals in this discipline are commonly really contented:

Martech and Marketing Ops Job Satisfaction

That remaining stated, I’m unhappy to report that we nevertheless saw a significant gender pay back hole of about 30% amongst males and girls in this survey. And while management roles in this area are approaching a much more well balanced distribution, they nonetheless skewed 56% to gentlemen and only 42% to females.

Provided the incredible demand from customers for martech and promoting ops talent — however nonetheless the reasonably limited supply of skilled industry experts in the industry — it would intelligent for corporations to near this hole. Or, for additional enlightened firms, it is an opportunity to hire terrific folks who may well not be correctly appreciated in their current positions.

Internet marketing Ops: “Maestros” Orchestrating Marketing

A couple of several years back, I mapped out 4 varieties of martech roles in businesses, including martech-savvy marketers (the premier team), marketing operations “maestros”, information and analytics authorities (“modelers”), and marketing and advertising builders and engineers (“makers”):

Martech Roles & Archetypes

We segmented respondents in our 2020 Martech Vocation Survey and this year’s review in accordance to this design. Provided the character of our audience and’s, which primarily provide the initial two groups, most of the individuals identified as entrepreneurs (52%) and maestros (35%).

I’m often specifically interested in the established of responsibilities that these advertising ops maestros report as component of their careers. Here are the answers from that segment this 12 months:

Marketing Ops Responsibilities

The best 6 — (1) recommending martech, (2) integrating martech, (3) working martech, (4) planning workflows and processes, (5) supporting the rest of advertising on martech utilization, and (6) architecting the over-all promoting stack — have been very constant yr-more than-year. These 6 are empirically the “core” of internet marketing ops do the job.

This yr, however, the percentages are a minimal decrease for quite a few of these duties. Because it was men and women who responded to this study, and not departments, my hypothesis is that this is a reflection of more substantial promoting ops teams that distribute these tasks among the various folks.

But even if marketing and advertising ops progressively has a lot more sources allotted to it, asking these advertising ops maestros what the prime troubles in their roles are shows that they nevertheless face issue in securing adequate time, expertise, and dollars for the mission at hand. It topped the checklist of their report issues, adopted 9 factors more down by the hurdles of operating throughout departmental boundaries, this sort of as with IT or income:

Marketing Ops Challenges

But it’s gratifying perform also. An even larger sized share of internet marketing ops maestros documented that demonstrating a constructive impact on the organization from martech (61%) and supporting other people in advertising who have to have to use martech (60%) ended up two of the greatest elements of their job. Here’s the comprehensive checklist of what they located rewarding in their get the job done:

Marketing Ops Rewarding Aspects of the Job

That leading solution — furnishing constructive influence on the business enterprise — should really aid dispel the myth that martech professionals are shiny item syndrome seekers who care more about interesting tech than profitable returns. In my practical experience, and reflected in this data established, martech pros get terrific joy in driving true results. (One more explanation to celebrate #MartechDay: internet marketing ops justifies a significant, collective “thank you” at least once a yr.)

Not shocking: securing adequate means was the least gratifying aspect of the role.

But it is also a economically worthwhile career. Marketing and advertising ops maestros, with their specialized abilities in orchestrating martech stacks and electronic advertising and marketing procedures, are likely to be paid much more than entrepreneurs — even martech-savvy marketers — 27% a lot more on average:

Marketing Ops Maestro Salaries Higher than Marketer Salaries

Spreadsheets: The Reigning Martech Application

One particular far more getting I want to spotlight is the apps and platforms that advertising ops maestros report utilizing 10+ hours for each 7 days:

Martech Apps Used by Marketing Ops

Yes, spreadsheets are the prime application used. You know, the computer software that was popularized in the 1980’s, back when Duran Duran was a detail?

Of class, this practically absolutely comes as no shock to you, expensive reader, who most likely shell out significantly of your working day in Excel, Google Sheets, or one particular of its upcoming-gen competition such as Airtable or Smartsheet way too. But it’s nonetheless wild to reflect on how central this technologies is to the latest functions of most marketing departments.

Rather a great deal of details and procedures are embodied in these around limitless ledgers.

And that is, I believe that, the important to their longevity. Spreadsheets ended up the authentic “no code” product or service that enabled enterprise users to determine and regulate any kind of (compact) data that they needed, and then use that as a coordinating unit for nearly any process they wanted to run.

Granted, spreadsheets are typically however pretty handbook — as are any processes you want to wrap close to them. They generally lack very good governance, and they’re notorious for falling out of date or having shed in someone’s own electronic junk box. Nonetheless in spite of all these downsides, the freedom to craft what you want, the way you want it, when you want it, continues to be very compelling.

The new generation of cloud spreadsheets, these kinds of as Airtable and Smartsheet, are building development in resolving a lot of of these negatives, even though also supercharging the abilities individuals have to make their “spreadsheets” a lot more like “apps.”

Whilst The Terrific Unbundling of Excel into additional specialised apps continues apace, my guess is that it will be much more open up-finished, no-code platforms that come to be its real successor. And marketing ops maestros will be some its best champions.

Spreadsheet Unbundling

Down load a free copy of the complete 2022 Martech Wage and Career Survey listed here.

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