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

2022 Martech Career & Salary Survey

50 % of martech and marketing ops specialists obtained a promotion in the past year.

Much more precisely, fifty percent of the 426 respondents to our 2022 Martech Occupation Survey, operate in collaboration with the group at, reported obtaining a advertising inside of the past 12 months. But continue to, which is amazing, and speaks to the unbelievable growth and demand from customers for talent in this industry.

Total, salaries grew 23% due to the fact the past time we surveyed them in 2019. These are very good having to pay work opportunities:

Martech and Marketing Ops Salaries

Super attention-grabbing do the job, at the heart of promoting innovation, very well-paid out and usually on a monitor to speedy marketing and job growth? It is in all probability no shock that specialists in this area are commonly pretty glad:

Martech and Marketing Ops Job Satisfaction

That currently being mentioned, I’m unhappy to report that we nevertheless noticed a significant gender pay back gap of about 30% involving men and ladies in this survey. And whilst management roles in this space are approaching a extra well balanced distribution, they still skewed 56% to adult males and only 42% to women of all ages.

Offered the incredible desire for martech and advertising and marketing ops talent — yet continue to the fairly tight offer of knowledgeable industry experts in the industry — it would clever for companies to shut this gap. Or, for more enlightened corporations, it is an possibility to employ fantastic people today who may not be effectively appreciated in their current positions.

Marketing Ops: “Maestros” Orchestrating Marketing

A pair of yrs ago, I mapped out 4 varieties of martech roles in organizations, including martech-savvy marketers (the largest team), marketing operations “maestros”, information and analytics industry experts (“modelers”), and internet marketing builders and engineers (“makers”):

Martech Roles & Archetypes

We segmented respondents in our 2020 Martech Job Survey and this year’s examine according to this product. Specified the character of our audience and’s, which largely provide the initial two groups, most of the members identified as entrepreneurs (52%) and maestros (35%).

I’m usually specifically fascinated in the set of duties that these advertising and marketing ops maestros report as element of their jobs. Right here are the answers from that segment this 12 months:

Marketing Ops Responsibilities

The top six — (1) recommending martech, (2) integrating martech, (3) running martech, (4) designing workflows and procedures, (5) supporting the relaxation of marketing and advertising on martech utilization, and (6) architecting the general advertising stack — have been really reliable calendar year-over-12 months. These 6 are empirically the “core” of marketing ops perform.

This 12 months, on the other hand, the percentages are a minor reduce for a lot of of these tasks. Because it was men and women who responded to this survey, and not departments, my speculation is that this is a reflection of much larger promoting ops groups that distribute these responsibilities among the several persons.

But even if marketing and advertising ops increasingly has more sources allotted to it, inquiring these marketing and advertising ops maestros what the prime problems in their roles are exhibits that they continue to experience difficulty in securing enough time, talent, and money for the mission at hand. It topped the record of their report challenges, adopted 9 factors further more down by the hurdles of working across departmental boundaries, this kind of as with IT or revenue:

Marketing Ops Challenges

But it’s gratifying perform much too. An even greater share of advertising ops maestros documented that demonstrating a positive affect on the business enterprise from martech (61%) and supporting other persons in promoting who have to have to use martech (60%) have been two of the best facets of their career. Here’s the full checklist of what they discovered satisfying in their do the job:

Marketing Ops Rewarding Aspects of the Job

That prime answer — furnishing constructive affect on the business enterprise — should support dispel the myth that martech pros are shiny object syndrome seekers who treatment more about interesting tech than profitable returns. In my expertise, and mirrored in this data set, martech professionals consider excellent pleasure in driving actual results. (Just one more cause to rejoice #MartechDay: promoting ops warrants a major, collective “thank you” at least the moment a 12 months.)

Not surprising: securing ample sources was the least satisfying element of the role.

But it is also a fiscally worthwhile task. Marketing ops maestros, with their specialised abilities in orchestrating martech stacks and digital advertising and marketing procedures, are likely to be paid out much more than marketers — even martech-savvy marketers — 27% much more on average:

Marketing Ops Maestro Salaries Higher than Marketer Salaries

Spreadsheets: The Reigning Martech App

Just one far more acquiring I want to spotlight is the applications and platforms that advertising and marketing ops maestros report using 10+ several hours for each 7 days:

Martech Apps Used by Marketing Ops

Of course, spreadsheets are the top application applied. You know, the computer software that was popularized in the 1980’s, back when Duran Duran was a detail?

Of study course, this nearly absolutely arrives as no surprise to you, pricey reader, who probably invest a great deal of your working day in Excel, Google Sheets, or one particular of its following-gen rivals such as Airtable or Smartsheet way too. However it’s still wild to replicate on how central this technological know-how is to the existing functions of most internet marketing departments.

Really a lot of knowledge and processes are embodied in these near limitless ledgers.

And that is, I imagine, the important to their longevity. Spreadsheets were being the unique “no code” product that enabled small business customers to outline and control any form of (small) information that they required, and then use that as a coordinating machine for just about any system they needed to run.

Granted, spreadsheets are normally even now very handbook — as are any processes you want to wrap all over them. They often absence good governance, and they are infamous for slipping out of date or finding dropped in someone’s particular digital junk box. Nevertheless in spite of all individuals downsides, the flexibility to craft what you want, the way you want it, when you want it, continues to be extremely compelling.

The new era of cloud spreadsheets, these as Airtable and Smartsheet, are producing development in solving a lot of of these disadvantages, even though also supercharging the abilities persons have to make their “spreadsheets” extra like “apps.”

While The Excellent Unbundling of Excel into much more specialised applications continues apace, my guess is that it will be more open-finished, no-code platforms that turn into its correct successor. And internet marketing ops maestros will be some its finest champions.

Spreadsheet Unbundling

Download a free of charge copy of the finish 2022 Martech Salary and Profession Survey right here.

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