Ownership of Measurement: Marketing, Ops, or Both?

Nikhat I. · 2025-10-10 09:22:06.643333+00

Hey folks, I have a quick question: Who actually owns measurement in your org: is it Marketing, Ops, or both? How’s that working?

Ownership of Measurement: Marketing, Ops, or Both? | RevGenius

5 comments

· Sorted by Oldest

Margherita d.
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what measurement are we talking about? if you mean deal velocity, pipeline hygiene, pipeline quality, nRR, conversion in the lifecycle stages is Rev Ops. However i must say that depending on the size of the companies there is some metrics that could be tracked from different departments (example: event attribution, ROI on marketing events could be given from marketing team if you do not have a marketing operation centralized in rev ops team)
Nikhat I.
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That’s a great point! The definition of “measurement” really sets the context. I was thinking less about individual metrics and more about the ownership of the overall measurement framework i.e., how attribution, funnel conversion, forecasting inputs, and ROI are stitched together to inform GTM decisions. In many orgs, RevOps owns the instrumentation (like you mentioned velocity, hygiene, pipeline quality), but the strategic architecture of the framework often sits in a gray zone. If in your experience, Marketing ever steps in to shape the overarching model, or if RevOps typically drives both strategy and execution?
Nikhat I.
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Also, one can centralize the implementation under ops and different digital marketing teams, but the CMO/Head of Marketing needs to own the measurement framework. They can get inputs from other places but it needs to be owned by the person who owns the budget across the individual marketing teams. Since they are responsible for the spend, the strategy, how different channels and aspects of marketing are driving the buyer journey.
Margherita d.
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If you have marketing operation centralized under rev ops umbrella function, then the rev ops cna be functionally aligned with marketing and drive strategy and execution.
Margherita d.
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for what concerns the budget of different digital marketing teams, I believe that you are more than right to say that should be the CMO owning it, however is still crossfunctional with rev ops if revenue operations are involved budgeting, headcount planning with finance
🙌1

Margherita d.
·
·
what measurement are we talking about? if you mean deal velocity, pipeline hygiene, pipeline quality, nRR, conversion in the lifecycle stages is Rev Ops. However i must say that depending on the size of the companies there is some metrics that could be tracked from different departments (example: event attribution, ROI on marketing events could be given from marketing team if you do not have a marketing operation centralized in rev ops team)
Nikhat I.
·
·
That’s a great point! The definition of “measurement” really sets the context. I was thinking less about individual metrics and more about the ownership of the overall measurement framework i.e., how attribution, funnel conversion, forecasting inputs, and ROI are stitched together to inform GTM decisions. In many orgs, RevOps owns the instrumentation (like you mentioned velocity, hygiene, pipeline quality), but the strategic architecture of the framework often sits in a gray zone. If in your experience, Marketing ever steps in to shape the overarching model, or if RevOps typically drives both strategy and execution?
Nikhat I.
·
·
Also, one can centralize the implementation under ops and different digital marketing teams, but the CMO/Head of Marketing needs to own the measurement framework. They can get inputs from other places but it needs to be owned by the person who owns the budget across the individual marketing teams. Since they are responsible for the spend, the strategy, how different channels and aspects of marketing are driving the buyer journey.
Margherita d.
·
·
If you have marketing operation centralized under rev ops umbrella function, then the rev ops cna be functionally aligned with marketing and drive strategy and execution.
Margherita d.
·
·
for what concerns the budget of different digital marketing teams, I believe that you are more than right to say that should be the CMO owning it, however is still crossfunctional with rev ops if revenue operations are involved budgeting, headcount planning with finance
🙌1