Optimizing your marketing operating model for scalable growth

Rethinking marketing execution: Where should your team focus? 

Your marketing organization operates at scale—delivering demand, driving revenue, and proving impact. But as priorities shift and budgets tighten, it’s critical to assess where your team’s time and resources are best spent. 

The Operating Model Transformation Framework helps you determine which marketing activities require strategic, high-value expertise and which can be executed more efficiently with scalable, specialized support. 

By reallocating execution-heavy functions, you ensure that your in-house team focuses on the strategic priorities that matter most, while maintaining operational excellence across all areas of marketing. 

Operating Model Transformation Framework

Part 1: Where should your team focus? 

Core competencies: Strategic priorities that drive business growth 

Your internal team should own the high-value functions that shape brand identity, customer experience, and revenue alignment. These include:

Brand, communications and thought leadership 

• Brand strategy 
• Internal and corporate communications 
• Social and community engagement 
• AR and PR strategy 

Product and customer-centric strategy 

• Product lifecycle and innovation 
• Pricing and portfolio management 
• Industry and solution marketing 
• Customer engagement strategy 
• Customer reference management 
• Customer event programs 

Marketing strategy and revenue alignment 

• Program and priority definition 
• Digital strategy and sales alignment 
• Target audience definition 
• Planning and budgeting 
• Organizational effectiveness and vendor management 
• Tech stack and named account strategy 

Demand generation and go-to-market leadership 

• Event strategy and channel partnerships 
• Stakeholder relationship management 
• Sales and marketing targeting alignment 
• Business unit contribution model 
• One-to-one, one-to-few, and one-to-many prioritization 

Why it matters: Your leadership team should focus on strategic decision-making that strengthens marketing’s contribution to the business—not get weighed down by execution. 

Part 2: What can be optimized and scaled? 

Standardized work: High-impact, execution-heavy functions that 2X optimizes 

For tasks that require high efficiency but don’t demand in-house ownership, 2X provides a scalable, AI-powered workforce that integrates seamlessly into your marketing ecosystem. 

Brand execution and content management 

• AR and PR execution 
• Brand activation 
• Social media management 
• Creative and promotional content production 
• Thought leadership content development 
• Competitive analysis 

Marketing campaigns and demand generation 

• Campaign strategy and execution 
• Multi-channel management (email, media, social, web) 
• SEO, SEM, and conversion rate optimization 
• ABX campaign plans, execution, and orchestration 
• Lead management and prospect research 

Customer engagement and marketing operations 

• Revenue enablement content 
• Customer marketing and advocacy programs 
• Case studies and awards 
• Event execution (webinars, conferences, field events) 
• Sales and BDR enablement 

Technology, analytics, and process optimization 

• Marketing ROI and performance analytics 
• Workflow and process management 
• Technology management and optimization 
• Intent scoring and lead routing 
• Reporting and data hygiene 

Why it matters: By shifting standardized work to 2X, you free your top talent to focus on strategy, innovation, and revenue growth—without increasing headcount. 

Expanding your partnership with 2X 

You already understand the value of scalable marketing execution. But is your operating model optimized for maximum efficiency? 

By reassessing the balance of strategic focus vs. execution-heavy work, many marketing leaders are unlocking additional bandwidth, accelerating campaign velocity, and driving greater marketing impact—without adding internal headcount. 

Let’s explore how to further optimize your marketing operating model. Schedule a strategic review to assess where 2X can provide additional support and streamline execution across your organization. 

Let’s talk strategy