The gap between high-performing marketing teams and everyone else is widening. The defining factor? How well they execute.
Most marketing organizations at medium- and large-sized companies have the right building blocks in place: dedicated budgets, defined strategies, and expanding tech stacks. Yet many still struggle to execute consistently, measure ROI effectively, and connect their marketing efforts to business outcomes. The result? There’s a growing performance divide between those who can execute well and those who can’t.
What separates the top performers? According to insights from Fratzke's 2026 Digital Marketing Trends Report, the leading, or mature, marketing organizations are redefining success through five key operational approaches that go beyond boosting marketing spend to pure execution.
In an era where many businesses are obsessed with performance marketing metrics and channel optimization, it's easy to lose sight of a key factor that drives results: a marketing team’s day-to-day ability to work cohesively and get things done.
Beyond project management and the latest tech stack, marketing operations encompasses the people, processes, systems, and organizational alignment that enable teams to turn strategy into measurable and effective outcomes. Indeed, operations is the backbone that determines whether a marketing organization is a revenue accelerator or a cost center.
Fratzke’s research reveals an intriguing paradox. Marketing leaders feel more empowered than ever, with confidence in the role that marketing plays within a business rising across the board. In fact, 70% of organizations consider themselves Advanced or Competent when it comes to marketing maturity. In addition, virtually all organizations, 93%, report having a dedicated marketing budget.
However, confidence doesn't always translate to consistent execution and ROI.
Despite the optimism, only 39% of teams say they execute their strategy "very well." In fact, many teams, especially those with lower marketing maturity or limited resources, are struggling to connect strategy with outcomes. They're investing heavily across channels but remain unsure how to measure ROI or drive sustainable growth.
This is where the opportunity lies. Execution quality and satisfaction with results are directly tied to an organization's marketing maturity. Indeed, the performance gap between high-maturity and lower-maturity organizations is stark: 92% of Advanced and Leader organizations execute well (“very well” and “somewhat well”), compared to just 57% of Emerging, Laggard, and Competent teams.
The good news? Achieving marketing maturity is a key driver for better performance. And there are five marketing operations strategies that distinguish the mature teams from those who are falling behind:
It’s easy to say you have a strategy if you have a marketing plan. But strategy without clarity is where execution fails. When it comes to having a successful marketing strategy, the mature teams ensure clarity, communication, and alignment so every team member in every function understands the plan and their role in it.
The majority say their strategy lacks the level of clarity needed for alignment, focus, and execution. This distinction matters more than you might think. Without a crystal-clear strategy, even well-resourced teams struggle to move quickly, measure progress, or scale effectively in today's environment.
The data reveals a dramatic maturity gap: 62% of Advanced and Leader organizations report having a "very clear" marketing strategy, compared to just 24% of lower maturity teams -a 38-point difference that explains much of the execution gap.
This clarity divide between mature and less mature marketing organizations extends across key operational areas:
When asked what contributes most to strategic success, marketing leaders identified four consistent themes:
As one survey respondent put it:
"We had the building blocks of a strategy, but struggled to get everyone on the same page. Clarifying the goals and how we'd measure them made all the difference."
A good strategy is a shared, measurable framework that's grounded in data. It helps the team make decisions and take actions across the organization. Without these foundational elements, even strong plans fail to gain traction.
The Takeaway: "Somewhat clear" isn't enough for marketing operations excellence. Without strategic clarity across every channel and team member, your operational machine can't run smoothly, no matter how much you invest in technology or talent.
High-performing teams are investing in the latest marketing channels, such as social media and generative engine optimizations (GEO). But they’re also building capabilities in analytics, brand strategy, customer experience, and research-based insights to fuel smarter, long-term growth.
The channels dominating marketing budgets tell a familiar story. The majority of organizations report increased investment in Performance Marketing (77%), Social Media Marketing (77%), and Content Marketing (76%). These channels are considered cornerstones of modern marketing, widely adopted and funded for good reason. It’s not surprising that teams are doubling down on channels closely tied to driving traffic and measurable outcomes.
But mature organizations are investing differently.
More than 80% of high-maturity teams report increased investment not only in executional channels, but also in functions that support insight-driven strategic planning:
This signals a clear operational divide. While most teams are heavily investing in lower funnel execution, Advanced and Leader organizations are also dedicating substantial resources to the strategic functions that support long-term success.
By investing in research, analytics and strategy, Advanced and Leader organizations are prioritizing the internal clarity and planning needed to execute smarter, differentiate meaningfully, and work more cohesively across functions.
These "unsexy" foundational capabilities create the operational backbone that enables everything else to work better:
Marketing maturity shows up in how teams deploy their resources as well as how they are thinking about long-term growth.
The Takeaway: Marketing operations excellence requires investment beyond execution. The strategic planning functions: analytics, insights, and CX strategy are what fuel sustainable competitive advantage while enabling teams to scale intelligently. This goes beyond simply throwing more budget into growth marketing channels.
Marketing execution improves with structure. Top performing teams define ownership, streamline processes, and measure consistently to drive performance and accountability.
Having a strategy is one thing. Executing it consistently is another entirely.
The single biggest differentiator between high-performing and average marketing teams is execution confidence. As referenced earlier, while 92% of mature teams report executing well, only 57% of less mature teams say the same. This 35-point gap represents the true operational divide in modern marketing.
So what holds teams back from executing well? Survey respondents identified four primary barriers:
Many teams lack the internal alignment and clear processes needed to turn strategy into action. Mature teams have the operational structure to follow through. Others do not.
Limited staffing, expertise, or budget clarity weakens execution, even when the strategy is sound. Having more resources is not enough. It’s about having clarity on how to deploy them.
As we've seen, "somewhat clear" strategy undermines execution. Without well-defined strategy, teams cannot execute with confidence or consistency.
Top-down strategy without buy-in across levels creates breakdowns in execution and kills momentum before it starts.
High-performing teams build operational systems that enable follow-through:
This operational discipline bridges the gap between planning and performance. It's what enables some teams to move fast while others get stuck in endless planning cycles or inconsistent execution.
The Takeaway: High-performing marketing teams work hard like everyone else. But they have more solid structures in place to support that work. When you put a solid operational system in place, your team's work becomes exponentially more effective.
Another hallmark of high-performing marketing teams when it comes to successful operations is that they seek the right outside help when it’s needed and for specific reasons.
Most marketing teams at medium and large organizations turn to external partners to help close execution gaps and access specialized expertise. Sixty-one percent of teams use external partners, and 87% are satisfied with the results. And the reasons for bringing in outside help go beyond bandwidth. Top motivations include:
Yet it’s the mature organizations who look for partners who can contribute to strategic thinking and to elevate execution, not just fill in when extra bandwidth is needed. They seek partners who can augment the internal team’s capacity exponentially.
In fact, dissatisfaction arises when external partners are seen as tactical, misaligned, or inconsistent. As one marketing leader noted: "Our agency doesn't just deliver assets—they help shape our thinking."
Nearly 60% of teams prefer mid-size, boutique, or small agencies and consultancies over large firms. Why? These partners are valued for their flexibility, focus, and closer collaboration. They're often better equipped to deliver what modern teams need: not just output, but alignment, insight, and speed.
Large agencies may have impressive rosters and extensive capabilities, but many marketing leaders find that boutique and mid-sized firms provide the agility and strategic partnership that drives real operational improvement.
The Takeaway: Modern marketing operations calls for knowing when to build versus buy. Leading teams view partnerships as operational multipliers that extend capacity while elevating strategic capability.
AI is everywhere, but its impact is uneven. The leading teams are moving past quick wins by setting clear use cases and governance frameworks so AI can enhance planning and performance at scale.
AI in marketing is already mainstream, with 61% of teams reporting active use. But adoption alone doesn't determine success. How teams deploy AI reveals the same maturity gap we've seen across other operational dimensions.
Most AI applications remain tactical, focused on content and creative output:
These quick wins are valuable, but they barely scratch the surface of AI's potential impact on marketing operations.
High-maturity teams are using AI differently. They are more than twice as likely to use AI to analyze campaign performance and marketing metrics compared to their less mature peers (51% vs 21%), signaling a fundamental shift from productivity tool to strategic engine.
Advanced and Leader organizations are also:
In contrast, lower maturity organizations tend to use AI reactively, with efforts often confined to content creation and minimal oversight or evaluation.
Despite high interest, deeper AI integration is limited by lack of governance. Top barriers include data privacy and security (33%), loss of human creativity (30%), and inaccurate or unreliable outputs (30%).
As one respondent noted: "AI's great for writing faster, but I don't trust it for strategic content."
These concerns often stem from unclear internal frameworks. Without defined roles, metrics, or AI usage guidelines, many teams are left experimenting in silos rather than operationalizing AI as a core capability.
The Takeaway: Beyond tactical use, leading teams treat AI as a capability to operationalize through clear governance and strategic integration. Teams that invest in this foundation will be better positioned to unlock long-term value as AI capabilities continue to evolve.
The divide between high-performing and average marketing teams is real, but it's not insurmountable. Here's how to start closing the gap:
You can't improve what you don't measure. Take Fratzke’s Digital Maturity Assessment to understand where your organization stands and identify specific areas for improvement.
Use the five areas outlined in this article as a diagnostic framework. Where does your team struggle most? Strategy clarity? Execution consistency? Strategic infrastructure? Recognize areas of strength while addressing the gaps.
Don't just chase the latest channel or tactic. Build the foundational capabilities: analytics, insights, measurement, and CX strategy to give your organization a solid foundation to work from.
Document processes, define ownership, establish measurement frameworks, and ensure your strategy is clear enough that everyone understands their role in achieving it.
The right external partners can provide specialized expertise, strategic perspective, and execution speed that's difficult to build in-house. Look for collaborators who elevate your thinking, not just your output.
Marketing operations maturity is what separates teams that scale from teams that stall. It can determine whether new AI tools or outside agencies become competitive advantages or expensive distractions.
As the marketing landscape becomes increasingly complex, operational excellence becomes your sustainable competitive advantage. You can't out-spend your way to the top, but you can out-execute your competition by building the operational foundation that enables consistent, measurable results.
At Fratzke, we help marketing teams operationalize these five capabilities. From strategy clarity to execution structure to AI governance, we're built for in-house teams who need to move faster and smarter.
We've spent 35+ years working with top brands including Disney, Walmart, Patagonia, and Dollar Tree. Now we bring that expertise to mid-sized businesses and enterprises looking to scale, grow, and outpace their competition. We combine experience with leading brands, extensive industry knowledge, and data-fueled insights to supercharge your brand growth and set your team up for success.
Ready to close your operational gaps?
What defines efficient marketing operations?
High-performing, efficient marketing operations refers to how well a marketing organization executes strategically through aligned processes, clear ownership, data-driven decision-making, and effective cross-functional collaboration. It's measured by a team’s ability to consistently execute and deliver measurable business outcomes.
How is marketing operations different from marketing strategy?
Marketing strategy defines what a team wants to achieve and why. Marketing operations is how well the team executes their strategy consistently and efficiently. It encompasses the systems, processes, team structure, and operational discipline that turn strategic plans into measurable results.
What are the most common marketing operations challenges?
Based on new data, the most common marketing operations challenges include: lack of strategic clarity (only 44% have "very clear" strategy), inconsistent execution (only 39% execute "very well"), insufficient investment in strategic infrastructure like analytics and insights, unclear processes and ownership, and difficulty integrating new technologies like AI strategically rather than just tactically.
How can I improve my team's marketing operations quickly?
Start with clarity. Ensure your strategy is crystal clear and everyone understands their role in executing it. Then focus on one operational area where you're struggling most, whether that's measurement and analytics, process documentation, or external partnerships. Small improvements in operational discipline compound quickly. Consider bringing in strategic partners who can provide expertise and accelerate progress.
What role does AI play in marketing operations?
AI is becoming essential to marketing operations, but how you use it matters. High-maturity teams are 2x more likely to use AI for strategic activities like campaign analysis and performance optimization, not just tactical content creation. The key is establishing governance frameworks, clear use cases, and integrating AI into decision-making processes rather than treating it as just a productivity tool.
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