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

2022 Martech Career & Salary Survey

2022 Martech Career & Salary Survey

Fifty percent of martech and advertising ops pros acquired a advertising in the earlier yr.

Extra correctly, 50 percent of the 426 respondents to our 2022 Martech Job Survey, operate in collaboration with the group at, noted getting a marketing in the previous 12 months. But even now, that’s outstanding, and speaks to the remarkable development and need for expertise in this area.

All round, salaries grew 23% because the very last time we surveyed them in 2019. These are good shelling out careers:

Martech and Marketing Ops Salaries

Super interesting work, at the centre of advertising innovation, well-paid out and normally on a observe to speedy promotion and profession advancement? It is likely no surprise that experts in this area are generally pretty satisfied:

Martech and Marketing Ops Job Satisfaction

That staying mentioned, I’m let down to report that we however observed a considerable gender pay back hole of about 30% in between guys and gals in this study. And while management roles in this house are approaching a far more well balanced distribution, they even now skewed 56% to adult males and only 42% to women of all ages.

Offered the amazing demand for martech and marketing and advertising ops expertise — nevertheless continue to the reasonably tight provide of skilled gurus in the field — it would clever for businesses to near this hole. Or, for much more enlightened firms, it is an prospect to hire excellent folks who could not be correctly appreciated in their present-day positions.

Advertising Ops: “Maestros” Orchestrating Internet marketing

A few of yrs back, I mapped out four sorts of martech roles in companies, together with martech-savvy entrepreneurs (the largest group), marketing and advertising functions “maestros”, info and analytics specialists (“modelers”), and internet marketing builders and engineers (“makers”):

Martech Roles & Archetypes

We segmented respondents in our 2020 Martech Job Study and this year’s research according to this design. Offered the nature of our audience and’s, which mostly provide the first two categories, most of the individuals determined as marketers (52%) and maestros (35%).

I’m always significantly fascinated in the established of tasks that these promoting ops maestros report as element of their work opportunities. Here are the solutions from that phase this calendar year:

Marketing Ops Responsibilities

The top 6 — (1) recommending martech, (2) integrating martech, (3) operating martech, (4) coming up with workflows and procedures, (5) supporting the relaxation of internet marketing on martech usage, and (6) architecting the all round marketing and advertising stack — have been really consistent calendar year-around-year. These 6 are empirically the “core” of internet marketing ops do the job.

This year, even so, the percentages are a tiny lessen for quite a few of these duties. Due to the fact it was people today who responded to this study, and not departments, my speculation is that this is a reflection of much larger advertising ops teams that distribute these obligations between various people.

But even if marketing ops ever more has extra sources allocated to it, inquiring these marketing and advertising ops maestros what the top rated challenges in their roles are demonstrates that they nonetheless confront difficulty in securing ample time, expertise, and cash for the mission at hand. It topped the list of their report difficulties, adopted 9 points more down by the hurdles of performing across departmental boundaries, such as with IT or product sales:

Marketing Ops Challenges

But it’s rewarding do the job way too. An even larger sized percentage of marketing and advertising ops maestros claimed that demonstrating a good effect on the business from martech (61%) and supporting other persons in marketing who need to use martech (60%) ended up two of the ideal factors of their position. Here’s the complete checklist of what they found fulfilling in their perform:

Marketing Ops Rewarding Aspects of the Job

That major respond to — delivering optimistic impression on the small business — need to enable dispel the myth that martech pros are shiny item syndrome seekers who care a lot more about interesting tech than successful returns. In my encounter, and reflected in this facts set, martech professionals consider terrific joy in driving true success. (A person additional motive to rejoice #MartechDay: promoting ops warrants a significant, collective “thank you” at the very least after a yr.)

Not surprising: securing ample assets was the minimum fulfilling section of the function.

But it is also a financially gratifying task. Advertising and marketing ops maestros, with their specialised skills in orchestrating martech stacks and electronic internet marketing procedures, are inclined to be compensated a lot more than entrepreneurs — even martech-savvy marketers — 27% far more on typical:

Marketing Ops Maestro Salaries Higher than Marketer Salaries

Spreadsheets: The Reigning Martech App

A single additional discovering I want to spotlight is the applications and platforms that marketing ops maestros report working with 10+ hrs for each week:

Martech Apps Used by Marketing Ops

Sure, spreadsheets are the top rated application applied. You know, the application that was popularized in the 1980’s, again when Duran Duran was a detail?

Of system, this pretty much surely comes as no shock to you, expensive reader, who almost certainly commit a lot of your working day in Excel, Google Sheets, or a person of its up coming-gen opponents these kinds of as Airtable or Smartsheet also. Still it is even now wild to replicate on how central this technological know-how is to the present-day operations of most advertising and marketing departments.

Very a large amount of knowledge and processes are embodied in these near limitless ledgers.

And that is, I consider, the crucial to their longevity. Spreadsheets had been the unique “no code” product that enabled business enterprise buyers to outline and regulate any form of (small) details that they preferred, and then use that as a coordinating device for nearly any course of action they required to operate.

Granted, spreadsheets are generally even now rather manual — as are any processes you want to wrap all around them. They normally absence great governance, and they’re infamous for slipping out of date or receiving shed in someone’s individual electronic junk box. Yet in spite of all those people downsides, the independence to craft what you want, the way you want it, when you want it, stays very compelling.

The new generation of cloud spreadsheets, these kinds of as Airtable and Smartsheet, are creating progress in solving quite a few of these cons, while also supercharging the abilities individuals have to make their “spreadsheets” extra like “apps.”

While The Fantastic Unbundling of Excel into additional specialised apps proceeds apace, my wager is that it will be more open-finished, no-code platforms that come to be its correct successor. And advertising ops maestros will be some its greatest champions.

Spreadsheet Unbundling

Down load a free of charge copy of the finish 2022 Martech Salary and Job Study below.

Get right in your inbox!

Subscribe to my newsletter to get the most current insights on martech as quickly as they strike the wire. I usually publish an posting each and every week or two — aiming for quality over quantity.

Leave a Reply