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

2022 Martech Career & Salary Survey

50 % of martech and advertising and marketing ops gurus received a advertising in the earlier calendar year.

Much more accurately, 50 % of the 426 respondents to our 2022 Martech Job Survey, run in collaboration with the team at, described getting a promotion within the past 12 months. But even now, that is extraordinary, and speaks to the outstanding expansion and demand from customers for talent in this area.

Overall, salaries grew 23% since the final time we surveyed them in 2019. These are excellent having to pay work:

Martech and Marketing Ops Salaries

Super appealing do the job, at the middle of marketing innovation, well-paid out and generally on a keep track of to quickly marketing and occupation progress? It is in all probability no shock that professionals in this area are commonly fairly contented:

Martech and Marketing Ops Job Satisfaction

That remaining reported, I’m disappointed to report that we even now noticed a important gender fork out gap of about 30% involving adult men and females in this survey. And although management roles in this space are approaching a far more balanced distribution, they still skewed 56% to adult males and only 42% to gals.

Offered the extraordinary need for martech and internet marketing ops talent — nonetheless continue to the comparatively limited provide of professional professionals in the area — it would sensible for businesses to shut this gap. Or, for extra enlightened firms, it’s an opportunity to employ the service of terrific persons who may perhaps not be appropriately appreciated in their existing positions.

Advertising and marketing Ops: “Maestros” Orchestrating Advertising and marketing

A few of a long time in the past, I mapped out four sorts of martech roles in corporations, which include martech-savvy marketers (the most significant team), advertising functions “maestros”, data and analytics professionals (“modelers”), and advertising builders and engineers (“makers”):

Martech Roles & Archetypes

We segmented respondents in our 2020 Martech Career Study and this year’s examine in accordance to this product. Specified the character of our audience and’s, which mainly serve the 1st two types, most of the participants recognized as marketers (52%) and maestros (35%).

I’m always particularly intrigued in the established of tasks that these internet marketing ops maestros report as section of their work opportunities. Here are the answers from that section this calendar year:

Marketing Ops Responsibilities

The leading 6 — (1) recommending martech, (2) integrating martech, (3) operating martech, (4) designing workflows and processes, (5) supporting the relaxation of promoting on martech usage, and (6) architecting the total promoting stack — have been quite reliable calendar year-around-12 months. These six are empirically the “core” of marketing ops get the job done.

This yr, even so, the percentages are a small decrease for several of these duties. Because it was persons who responded to this study, and not departments, my speculation is that this is a reflection of more substantial advertising and marketing ops groups that distribute these responsibilities among many persons.

But even if marketing ops progressively has much more methods allocated to it, inquiring these advertising ops maestros what the prime challenges in their roles are shows that they nonetheless confront difficulty in securing enough time, talent, and income for the mission at hand. It topped the list of their report problems, followed 9 points even further down by the hurdles of doing work across departmental boundaries, this kind of as with IT or gross sales:

Marketing Ops Challenges

But it is fulfilling operate much too. An even much larger share of internet marketing ops maestros noted that demonstrating a optimistic affect on the business enterprise from martech (61%) and supporting other persons in internet marketing who have to have to use martech (60%) have been two of the best facets of their position. Here’s the comprehensive list of what they observed rewarding in their work:

Marketing Ops Rewarding Aspects of the Job

That major response — giving favourable influence on the business — need to aid dispel the fantasy that martech pros are shiny item syndrome seekers who care extra about cool tech than successful returns. In my experience, and mirrored in this info established, martech execs choose excellent joy in driving genuine final results. (A person far more rationale to celebrate #MartechDay: advertising and marketing ops deserves a significant, collective “thank you” at the very least at the time a yr.)

Not surprising: securing ample means was the the very least fulfilling portion of the purpose.

But it is also a economically worthwhile job. Internet marketing ops maestros, with their specialized expertise in orchestrating martech stacks and electronic promoting procedures, have a tendency to be paid out far more than entrepreneurs — even martech-savvy entrepreneurs — 27% much more on typical:

Marketing Ops Maestro Salaries Higher than Marketer Salaries

Spreadsheets: The Reigning Martech Application

1 additional locating I want to emphasize is the applications and platforms that promoting ops maestros report working with 10+ hrs for every 7 days:

Martech Apps Used by Marketing Ops

Certainly, spreadsheets are the best app used. You know, the software package that was popularized in the 1980’s, back again when Duran Duran was a thing?

Of program, this practically unquestionably arrives as no surprise to you, expensive reader, who in all probability invest substantially of your day in Excel, Google Sheets, or 1 of its following-gen competitors these kinds of as Airtable or Smartsheet way too. However it is continue to wild to reflect on how central this technology is to the current operations of most promoting departments.

Rather a large amount of data and processes are embodied in these close to limitless ledgers.

And that is, I believe that, the crucial to their longevity. Spreadsheets were the initial “no code” item that enabled enterprise people to determine and regulate any kind of (compact) details that they required, and then use that as a coordinating machine for practically any course of action they preferred to run.

Granted, spreadsheets are ordinarily however very manual — as are any procedures you want to wrap all around them. They normally deficiency fantastic governance, and they are infamous for slipping out of date or getting shed in someone’s personal electronic junk box. Yet in spite of all these downsides, the independence to craft what you want, the way you want it, when you want it, stays unbelievably persuasive.

The new generation of cloud spreadsheets, these as Airtable and Smartsheet, are earning development in solving several of these cons, while also supercharging the abilities individuals have to make their “spreadsheets” far more like “apps.”

When The Good Unbundling of Excel into a lot more specialised apps proceeds apace, my wager is that it will be extra open-finished, no-code platforms that grow to be its real successor. And advertising and marketing ops maestros will be some its greatest champions.

Spreadsheet Unbundling

Download a totally free copy of the full 2022 Martech Salary and Job Study in this article.

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Subscribe to my publication to get the most recent insights on martech as quickly as they strike the wire. I usually publish an article each individual 7 days or two — aiming for high-quality above amount.

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