Marketing operations
Also called: marketing ops, marketing operations for insurance agencies
Marketing operations is the work of running an agency's marketing as a system: campaigns, CRM, automation, compliance and reporting, done consistently every month.
Many agencies have marketing pieces (a website, a CRM, a list, some campaigns) but nobody running them together. Marketing operations connects the pieces so campaigns go out on time, leads get followed up and results are reported.
An agency can staff it internally or hand it to a specialist that runs it month to month.
Marketing that depends on someone finding time between sales calls stops every AEP. Operations keeps it running all year.
"We hand our marketing operations to a specialist, so campaigns keep running through AEP when every agent is selling."
Should an insurance agency outsource its marketing?
It depends on whether anyone inside can run campaigns, CRM and reporting every month. Agencies without that capacity often hand marketing operations to a specialist who runs it ongoing, while the agency keeps selling.