Few other functions interact so frequently and broadly with the rest of the organization as marketing does.
At the same time as marketing is digitizing marketers need to adopt new tools, channels, and ways of working that are very different from just 10 years ago.  

And despite these new requirements, many marketing organizations still rely on an “engine” built for another era.

The role of a Marketing Operating Model is to connect strategy with execution by ensuring that the right work gets done through the right people, processes, and technology.