The Rise of Marketing Operations in Japan

For years, marketing operations (MOps) was an overlooked function in Japan. While companies in the US and Europe had well-defined marketing operations teams managing technology, processes, and data-driven decision-making, Japanese businesses traditionally focused on brand-building, sales-driven strategies, and agency-led execution. However, with the rapid adoption of digital tools and data-driven marketing, this is changing. Japanese companies are beginning to recognize the strategic value of marketing operations, making it a crucial function for modern business growth.

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Why Marketing Operations Was Overlooked in Japan

Historically, marketing in Japan has been shaped by a unique set of practices that deprioritized operational efficiency:

• Generalist Marketing Teams: Most marketing teams consisted of generalists handling campaign planning, branding, events, and creative work, with little specialization.
• Agency-Driven Execution: Many companies outsourced execution to advertising agencies, reducing the need for in-house operational expertise.
• Limited Use of Data & Technology: Marketing was traditionally not seen as a technology- or data-driven function, relying instead on intuition and relationship-building.
• Siloed Structures: Marketing, sales, and IT departments often operated independently, leading to inefficiencies in lead management and MarTech adoption.

As a result, marketing operations was neither a formalized function nor considered a strategic priority in most organizations.‍

‍How Technology is Driving Change

‍The rise of digital marketing, automation, and data analytics has forced Japanese companies to rethink their approach. Tools like CRM, marketing automation, and AI-driven analytics have transformed how businesses engage with customers, making marketing operations indispensable.

However, these technologies require specialized expertise to manage effectively. Without a dedicated marketing operations team, businesses struggle with fragmented data, inefficient workflows, and underutilized MarTech investments. This realization is leading to a shift in mindset—companies now understand that marketing operations is not just about managing tools, but about building a scalable, efficient marketing function.

‍The Growing Recognition of Marketing Operations

‍Forward-thinking Japanese companies are starting to embrace marketing operations as a strategic function, focusing on:

• Optimizing MarTech Stacks: Ensuring CRM, automation, and analytics platforms are properly integrated and fully utilized.
• Aligning Marketing and Sales: Improving lead handoff, pipeline visibility, and overall conversion rates.
• Data-Driven Decision Making: Moving from intuition-based marketing to measurable, performance-driven strategies.
• Improving Operational Efficiency: Automating workflows, eliminating redundant tasks, and enabling teams to focus on strategy.

‍The Rise of Dedicated Marketing Operations Teams

‍Recognizing these benefits, some Japanese companies have begun forming dedicated marketing operations teams. These teams take ownership of:

• MarTech Management: Overseeing CRM, automation, and analytics platforms to ensure seamless operation.
• Campaign Execution & Workflow Optimization: Defining processes to improve efficiency and execution speed.
• Data Governance & Performance Analytics: Standardizing data practices to enhance reporting, insights, and decision-making.
• Cross-Department Alignment: Bridging the gap between marketing, sales, and customer success for better collaboration.

This shift represents a fundamental change in Japan’s marketing landscape. Traditionally hierarchical and agency-dependent structures are evolving into more agile, collaborative, and data-driven models.

‍Opportunities for Further Growth

‍While progress is being made, the majority of Japanese companies are still in the early stages of adopting structured marketing operations. This presents a significant opportunity for businesses that want to stay ahead of the curve. The rise of marketing operations in Japan signals a broader shift toward data-driven, technology-enabled marketing. As more organizations recognize its strategic value, investment in dedicated teams, training, and MarTech adoption will continue to grow.

For global companies entering Japan, understanding the evolving role of marketing operations will be key to long-term success. Those that integrate marketing operations from the start will be better positioned to navigate Japan’s unique business environment, drive efficiency, and scale effectively in this rapidly changing market.

Marketing operations is no longer just a back-office function—it’s a game-changer for business growth in Japan.