Establishing a Marketing Operations Charter

B2B marketing team charters provide clarity to fundamental questions, such as why the marketing function exists, what is the extent of its remit, and who does it serve. Importantly, the act of writing down and agreeing on scope, roles, and responsibilities clarifies areas of accountability and interlock with other departmental teams. Marketing operations leaders must develop a charter for their own function to delineate roles and responsibilities, establish team objectives, and identify key success metrics. The charter may be produced as a single statement of definition and intent for an existing function or as part of a delivery within a larger organizational design effort (see Eight Cs Of Effective Organizational Design: Concept). This report details the elements of the marketing operations charter, which can be used to facilitate support from all company executive stakeholders, marketing employees, and interlocking departments for aligning and collaborating with the marketing operations function.