Market Operations (MO) function has emerged due to the need for a more transparent, efficient, and accountable view of marketing. Its growth was initially driven by the proliferation of marketing technology and increased pressure from the C-Suite to prove the value of marketing and contribute to the revenue. The purpose of marketing operations is to increase marketing efficiency and organizational agility. Agile Marketing organizations are able to adapt their marketing efforts, quickly and successfully, in response to changing customer behavior, market conditions and business direction to the benefit of improved market share or customer value.