Have you ever wondered why marketing doesn’t have its own operating system (OS)? The first computer bundled with an operating system was in 1964 through IBM’s mainframe computers.

How about issues related to the lack of operating systems in marketing departments? Why does marketing not have an OS? What changes in marketing warrant an operating system? What features can developers include to create the ideal marketing OS?

Operating systems are critical for supporting a computer’s essential functions. Similarly, search engine optimisation (SEO) specialists like Digital Spotlight can help improve your company’s rankings in Google Search results.

This article discusses how marketers can benefit from an OS, recent industry changes that warrant a marketing OS, including teams, tools, and channels, and why marketing is among the few departments that don’t have an OS.

How Marketing Can Benefit From an OS

Marketing had changed dramatically during the past decade when the industry often considered business-to-business (B2B) marketers to be sales support. However, marketing’s role has changed significantly, with equal accountability to produce actual results.

In addition, the digital evolution has shifted B2B marketing from cost-focused to profit-focused. Hence, marketing teams are often responsible for the entire sales funnel. 

Benefits of OS for Departments

Operating systems can provide several benefits to users, including the following:

Computing source: An OS is an interface between a user and the hardware. It permits users to conduct various tasks, including:

• Inputting data
• Processing the operation
• Accessing output

Users can communicate with computers to conduct different functions like calculations.

Resource sharing: Operating systems permit resource sharing. OS shares data and information with other users with equipment like printers and modems. Networks allow sharing of information and data from the PC to other devices using the OS.

No coding lines: Following the invention of a graphical user interface or GUI, operating systems can access hardware without creating programs.

Multitasking: Operating systems can simultaneously handle multiple tasks.

User-friendly interface: The Windows operating system was innovative as GUI, helping users comprehend, interact, and communicate with computer machines.

Software updates: Operating systems require updates to meet the users’ requirements in everyday life. Automatic software updates can be critical.

Safeguarded data: Today, we can already store more data on computers. An operating system helps maintain safety and security for secure data management. 

Why Marketing Does Not Have an OS

You can classify applications of business information technology into two broad categories:

• Point solutions solving a specific issue
• Operating systems (OSs) that coordinate several functions

An example of a point solution is web chat software for a company’s customer support. Meanwhile, an OS has a broader function. It optimises performance by controlling computer tasks and managing system resources.

Many departments have an OS to coordinate executive tasks and projects. Some of the departments that have OSs include: 

• Sales
• Product and engineering
• Customer support
• Human resources
• Finance and accounting

Each department uses an OS that manages a team’s work and function. However, marketing is a significant exception.

How about marketing automation? The primary functions include:

• Managing an email channel: This function is tactical.
• Managing lead scoring: This function is very strategic.

Marketing automation software streamlines companies’ marketing processes to support digital marketing campaigns. Examples can include:

• Campaign management
• Audience segmentation
• Behavioural analysis
• Website monitoring
• Lead scoring

Marketing automation is defined as the system of record for leads. However, lead management functionality doesn’t mean that marketing automation is an OS. One key factor to consider is a significantly lower percentage of departments that use OSs than automation software.

Here are some other potential drawbacks of marketing automation software:

Costs: A primary drawback of marketing automation is the cost of implementing the technology.

Depersonalising brand: If you don’t use personalisation features effectively, you can send the same message to your entire target audience.

Over-messaging: It’s possible to go overboard when using the software by communicating with prospective customers too often.

Recent Industry Changes That Warrant an OS

During the digital age, three critical dimensions have changed: 

Teams: in the recent past, a few teams operated marketing, such as product marketing and communications. Today, most marketing organisations work internally rather than via agencies across specialised teams, such as social media.

Tools: A decade ago, the marketing industry began experimenting with email marketing tools. Today, a standard marketing organisation uses dozens of tools, such as web analytics, marketing automation, and social media management.

Channels: In recent years, marketing focused on ads, sales channels, and events. Now, B2B marketing organisations manage a constantly-growing set of channels, including:

• Video
• Blogs
• Webinars
• Social platforms

Final Thoughts

Marketers contribute significantly to the business world. So they arguably deserve a marketing operating system to manage B2B content through each stage of the content lifecycle.

Another key benefit is that marketing leaders must view their department’s plans and progress.

A marketing OS can allow every marketing function, including content creation and marketing ops. Team members can then focus on being outstanding B2B marketers.