Under Pressure: Trends in Marketing Operations

How Rising Expectations Are Forcing Marketing Systems to Evolve

Marketing operations teams are being pushed to operate faster, with less room for error and far more complexity behind every campaign.

Meanwhile, AI is showing up across workflows, but it’s layering into existing processes rather than replacing them. Regulatory requirements continue to expand into execution, adding new checkpoints and documentation demands. At the same time, rising costs and tighter timelines are forcing teams to rethink how work gets done across channels.

All of this plays out inside systems that are already fragmented. Campaigns depend on coordination across data, compliance, creative, and technology—each moving at a different pace. As pressure builds, even well-designed processes start to strain.

This whitepaper breaks down the forces reshaping marketing operations and where they’re starting to impact performance. Built on benchmarking data and real-world discussions with industry peers, it offers a clearer view of how teams are adapting—and where challenges are compounding.

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