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



2022 Martech Career & Salary Survey

50 % of martech and marketing and advertising ops experts obtained a advertising in the past 12 months.

Far more precisely, 50 % of the 426 respondents to our 2022 Martech Job Study, operate in collaboration with the staff at, documented getting a marketing in just the previous 12 months. But nonetheless, that’s outstanding, and speaks to the incredible advancement and need for expertise in this field.

Overall, salaries grew 23% considering that the very last time we surveyed them in 2019. These are superior paying out employment:

Martech and Marketing Ops Salaries

Super intriguing operate, at the centre of advertising and marketing innovation, well-paid and usually on a track to quick promotion and job expansion? It’s almost certainly no shock that professionals in this industry are frequently pretty satisfied:

Martech and Marketing Ops Job Satisfaction

That getting reported, I’m let down to report that we still noticed a sizeable gender pay out gap of about 30% amongst men and women of all ages in this survey. And whilst management roles in this house are approaching a more balanced distribution, they still skewed 56% to men and only 42% to women.

Specified the outstanding demand for martech and marketing and advertising ops talent — nonetheless nevertheless the reasonably limited supply of skilled gurus in the industry — it would clever for organizations to shut this gap. Or, for far more enlightened corporations, it’s an opportunity to employ good people today who might not be effectively appreciated in their latest positions.

Marketing and advertising Ops: “Maestros” Orchestrating Internet marketing

A couple of decades in the past, I mapped out 4 forms of martech roles in organizations, including martech-savvy entrepreneurs (the premier group), advertising and marketing functions “maestros”, details and analytics authorities (“modelers”), and marketing and advertising developers and engineers (“makers”):

Martech Roles & Archetypes

We segmented respondents in our 2020 Martech Vocation Study and this year’s study according to this design. Offered the nature of our viewers and’s, which mostly provide the to start with two categories, most of the individuals discovered as marketers (52%) and maestros (35%).

I’m normally especially interested in the established of obligations that these advertising ops maestros report as portion of their jobs. Listed here are the solutions from that section this year:

Marketing Ops Responsibilities

The best 6 — (1) recommending martech, (2) integrating martech, (3) functioning martech, (4) developing workflows and procedures, (5) supporting the rest of advertising on martech utilization, and (6) architecting the general marketing and advertising stack — have been really dependable calendar year-around-calendar year. These 6 are empirically the “core” of marketing and advertising ops get the job done.

This yr, however, the percentages are a minimal reduced for a lot of of these tasks. Given that it was individuals who responded to this survey, and not departments, my speculation is that this is a reflection of bigger marketing and advertising ops teams that distribute these responsibilities among several individuals.

But even if marketing ops more and more has a lot more resources allotted to it, asking these advertising and marketing ops maestros what the top troubles in their roles are demonstrates that they nonetheless confront problem in securing plenty of time, expertise, and revenue for the mission at hand. It topped the listing of their report worries, adopted 9 details more down by the hurdles of functioning across departmental boundaries, these types of as with IT or revenue:

Marketing Ops Challenges

But it is worthwhile perform also. An even larger proportion of internet marketing ops maestros documented that demonstrating a favourable effects on the company from martech (61%) and supporting other folks in advertising who need to have to use martech (60%) were two of the greatest features of their position. Here’s the full record of what they identified fulfilling in their perform:

Marketing Ops Rewarding Aspects of the Job

That best respond to — furnishing positive effect on the company — should aid dispel the myth that martech industry experts are shiny object syndrome seekers who care a lot more about cool tech than rewarding returns. In my knowledge, and reflected in this information set, martech execs consider good joy in driving true final results. (A single extra purpose to rejoice #MartechDay: advertising and marketing ops warrants a huge, collective “thank you” at the very least after a yr.)

Not astonishing: securing ample means was the the very least gratifying aspect of the role.

But it is also a economically gratifying task. Advertising and marketing ops maestros, with their specialised expertise in orchestrating martech stacks and digital advertising processes, are inclined to be compensated much more than marketers — even martech-savvy entrepreneurs — 27% extra on ordinary:

Marketing Ops Maestro Salaries Higher than Marketer Salaries

Spreadsheets: The Reigning Martech App

One much more finding I want to emphasize is the applications and platforms that advertising ops maestros report utilizing 10+ hours per 7 days:

Martech Apps Used by Marketing Ops

Sure, spreadsheets are the prime application utilized. You know, the program that was popularized in the 1980’s, again when Duran Duran was a detail?

Of system, this nearly absolutely arrives as no shock to you, pricey reader, who most likely shell out significantly of your working day in Excel, Google Sheets, or one of its following-gen competitors this sort of as Airtable or Smartsheet far too. Nevertheless it’s even now wild to replicate on how central this technological know-how is to the current functions of most internet marketing departments.

Pretty a good deal of information and processes are embodied in these around limitless ledgers.

And that is, I believe that, the essential to their longevity. Spreadsheets have been the first “no code” products that enabled organization people to define and regulate any form of (smaller) knowledge that they desired, and then use that as a coordinating system for pretty much any approach they wanted to operate.

Granted, spreadsheets are generally however pretty guide — as are any procedures you want to wrap close to them. They typically absence superior governance, and they’re notorious for falling out of day or receiving dropped in someone’s personalized digital junk box. Still in spite of all all those downsides, the flexibility to craft what you want, the way you want it, when you want it, stays very powerful.

The new era of cloud spreadsheets, these as Airtable and Smartsheet, are generating progress in resolving quite a few of these shortcomings, even though also supercharging the capabilities folks have to make their “spreadsheets” much more like “apps.”

Whilst The Terrific Unbundling of Excel into a lot more specialized apps continues apace, my guess is that it will be much more open up-ended, no-code platforms that turn into its accurate successor. And internet marketing ops maestros will be some its biggest champions.

Spreadsheet Unbundling

Download a free of charge copy of the full 2022 Martech Salary and Occupation Survey below.

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