Marketing Ops Confessions

Like the center position in American football, marketing operations is ensuring plays and programs are launching according to plan and analyzing ways to improve. While often underrated or unnoticed, they understand the importance of their work. Daniel Zacks talks about how to enable sales with data from multiple funnels, his preferred method of upselling freemium models, why product usage is the best sign of intent, and the growing MOPs community in Israel.

Marketing technology has changed the role of marketing and has fully enabled marketing in brand new ways. Dr. Debbie Qaqish explains how a strategic marketing operations organization can support marketing to deliver on that promise of being a revenue driver by using technology to make a business impact.Follow Dr. Debbie on LinkedIn.Download a copy of her book From Backroom to Boardroom.Download's The Pedowitz Group's report The RevOps Difference.

It's important to have your operations and demand generation teams in lockstep to facilitate alignment and to understand what's working for your GTM motions. According to Ben Pollack, the operations team is fueling these data-informed decisions. He shares how ops supports automated vs. targeted approaches and helps marketing and sales speak to various pains at scale.Connect with Ben on LinkedIn.

The MOPs landscape is constantly changing, as well as constraints on the MOPs world. Over the last ten years, Chris Rodriguez has worked with a diverse group of companies with very different go-to-markets. He explains how to apply the lessons he learned through experiencing these paradigm shifts.Find Chris on LinkedIn or his website.

Many organizations do not have an intentional motion around data. This leaves GTM teams in situations where they're sometimes not able use to their data to make decisions. Drew Smith discusses how to create a plan for building a data architecture and developing a measurement strategy.

Why is product-led sales so challenging? Are you really doing a product-led growth motion or just looking at different reports?Listen to this discussion between Sam Levan and Sasha Samoilov as they discuss how MOPs can utilize a maturity model to align teams, drive change, and combine meaningful insights from product and sales.

We brought together a panel of popular past speakers to play Family Feud. But it wasn't all fun and games (actually it was a lot of fun) they shared some insights and introspection on how MOPs professionals can improve alignment across the company, what metrics matter most, and what makes some teams easier to work with than others. We even had a hot take on why we shouldn't have hot takes!

In this episode we talk with Monique Lemieux, Head of Marketing Ops at Drift about scaling an ops team and how to go from being viewed as a service organization to a strategic partner. She shares how to build a roadmap for a growing MOPs team, ways to create a business case showing your impact, and how to get face time with leadership

In this episode, Angela Cirrone, Senior Director, Marketing Operations, at Sauce Labs, talks about how to confidently grow your Marketing Ops career - from participating in communities, building internal relationships, and determining what's essential. She shares how participating in communities can build your confidence, proving your value while empowering your teams,10 key things MOPs professionals should know.

In this episode, Vish Gupta, Marketing Operations Manager at Databricks, talks about the project management side of MOPs and how to successfully implement a new tool. She shares three takeaways for successfully implementing a new tool, how she built a streamlined intake process that solves for multiple stakeholder needs, and the benefits of adding contractors to your team.

Sam Lee gives us an inside look at a few of the projects he's supported at DocSend including enabling his marketing team to use their MAP and report on data, using integrations to enable data actionability and data exploration, and MOPs role during the DocSend Dropbox acquisition. He also shares why the most difficult skill a MOPs professional can learn is knowing when to say "no," why RevOps should not be just another way to define SalesOps, and the role of MOPs in a PLG motion.

In this episode we talk to David Kreitter, Head of Makrketing Operations at Workato, about structuring systems architecture and teams. He talks about the potential of a master data management system, the optimal organization of people, processes, and technology, and centralizing operations.

In this episode we talk to Maria Velasquez, Director of Demand Gen at Feroot Security about sales and marketing alignment. She shares what to consider when looking for a new role, the importance of SLAs in marketing (they're not just for sales!), and actually getting sales buy-in.

In this episode Robbie Whetzel, shares why MOPs is all about supporting your teams. We discuss MOPs as internal Customer Success, the importance of knowledge transfer, using documentation and learning from your team to level-up. He also challenges if you really need all those certifications.

In this episode we talk to Jake Levinger about his experiences building a tech stack for PLG motions and the lessons he's learned from his sales team along the way. He shares the important of getting buy-in from your end users, the tools he uses for implementing a product lifecycle campaign, and why Retool is consolidating OPs roles to bring more customer value.

Have you been thinking about moving into consulting? Or maybe you're interested in outsourcing your MOPs support? In this episode we talk with Courtney McAra about the different approaches to hiring MOPs, how to manage clients and projects, and where operations support is most requested.

In this episode with Jan Aclan,we discuss the importance and value of MOPs being cross-functional. He shares how to build cross-functional relationships, his move from demand gen to marketing operations, and being accountable to the funnel.

In this episode we talk to the one and only Chris Walker, CEO of Refine Labs. We talk about measurement, marketing supporting revenue, and so much more! He shares key insights about alignment vs. collaboration, marketing contributing to revenue, MOPs as a critical function, and why every deal is marketing influenced.

In this episode, we talk with Toby Murdock about why he created Highway Education, a digital marketing training program. Toby shares why it's important to learn marketing fundamentals before tech, the demand vs. the current supply of qualified MOPs professionals, and if Ops should own no-code tools?

In this episode we chat with Chris Willis about the importance of building out the MOPs professional funnel. He dives into the qualities & skill sets needed in a MOPs role, how managers should train new MOPs hires, and mental health for MOPs professionals.

In this episode, we talked to Jenna Molby, Marketing Operations Manager at Dooly to discuss all things building a MOPs function from scratch. She discusses critical interview questions to ask the hiring manager, why Marketing Ops should be one of the first roles hired, and the challenges of being a team of one.

We talk with Peter Kirk and Stephanie Cameron at Lucid about how marketing ops and analytics teams can work together more effectively. Listen to learn how to utilize project briefs and turn user stories into tech specs to facilitate a better cross-functional relationship between marketing ops and data teams.

In this episode, we talk to Carolyn Hayashi, Senior Marketing Manager at Bill.com about experimenting with content to expand the top of the funnel when it comes to converting free trials, scrappy approaches for building campaigns, why data is important for setting yourself up for success, and working cross-functionally to engage with customers.

In this episode with Brad Couture, Marketing Operations Architect at Tulip, we discuss multi-layered lead source tracking, streamlining your campaign operations, and MOPs misconceptions.*Brad has some great examples of processes that he's created, so this is a great one to also watch.

In this episode, we talk with Power Duo Jesus Requena and Ben Lewinsky about the big issues when aggregating data, what are the big problems to solve when pushing data to marketing channels and sales efforts, and what is product telemetry?

In this episode, we talk to Jerine Erice from Reciprocity Labs about learning the RevOps side of the business. She provides insight into some of the things you'll be exposed to and how your thinking may change.

In this episode, we talk with Scott Brinker, VP of Platform Ecosystem at HubSpot and editor at Chief Martec, about expansion & consolidation of the MarTech stack and the top things to look for when bringing new tech into your stack.

In this episode, we talk with Chelsea (Kiko) Katich, Director, Marketing Operations at McGraw Hill about advocating for yourself AND your team, conquering imposter syndrome, managing your tech stack budget, and their unique and non traditional approach to lead management.

In this episode, we talk with Britney Young, Marketing Ops at McKesson about working in marketing ops at both small and large companies, aligning with sales, and empowering other marketers.

In this episode with Rosalyn Santa Elena, VP of Global Revenue Operations at Neo4j we discuss RevOps misconceptions, marketing ops reporting structure, and operational rigor.

In this episode we talk with Crissy Saunders, CEO at CS2 Marketing about how marketing ops is getting harder these days with an explosion of tech debt, why marketing ops still isn't always seen as a strategic partner & how to change that, and why marketing ops should own data & analytics.

In this episode with Ashley Zhang, Marketing Operations Manager at Asana we discuss how Ashley got into marketing ops what marketing ops looks like at Asana and how Ashley and her team think about MQLs and MQAs.

In this episode we speak with power due Be'Anka Ashaolu and Alex Mohring at Propel about how VPs and CMOs can meet in the middle and how they took a different approach to scoring.

In this episode with Jason Bilog, Data Operations Manager at Patreon we discuss working in marketing ops and the shift to data operations and building a business case for new tech.

In this episode, we talk with Marketo veteran and Sr. Marketing Operations Manager at Brandfolder, James Houser, about how to wrangle a cohesive #MarTech stack, how to create a solid marketing and sales environment focused on scalability, and his experience working at Marketo.

In this episode with Mike Rizzo, Founder at MO Pros, we discuss starting a marketing ops community, embracing mistakes, and MO Pros research!

In this episode, we talk with Liz Medlicott, Director of Marketing Ops at ModelN about how to set up successful processes in marketing ops and being a team of one.

In this episode, Brooke Bartos of InvoiceCloud shares how she accelerated her career growth in MOPs, attribution tips, driving alignment with sales and becoming a revenue generator instead of a cost-center.

In this episode, we talk with Neha Dadbhawala, Director of Digital Marketing Operations at McAfee about wow to build a resilient marketing ops team and what operational readiness looks like.

In this episode with Brandon Benjamin at Pager Duty we talk about how Brandon has navigated a career in Marketing ops, became a Marketo Champion, and his advice to others.

In this episode, we talk to Scott Hameed, Marketing Operations at Intercom, about how move from an inbound strategy to an outbound strategy and he shares his hot takes on scoring models, and predictive analytics.

In this episode with Abby Ryan, Head of Global Marketing Operations and Technology at Nexthink we discuss how do you align marketing ops with customer success and who should marketing ops report to?

In this episode, we talk with Katie Peters, Director of Marketing Ops at InVision, about marketing operations in a product-led world and communicating more effectively with leadership. Listen to learn how Katie shares information with her leadership team in a way that sticks.

Ryan Koonce speaks on the future of Marketing Ops in the context of tech, the best times to leverage external consultants, and best practices of visualizing Marketing Ops data.

In this episode, we talk with Sara McNamara, Marketing Operations at Slack, about how to elevate the role of marketing ops from donut-maker to strategic partner. Sara shares advice on when to look for when evaluating new positions and how to work more effectively with leadership.

In this episode, we talk with Jeff Ignacio, Head of Revenue and Growth Operations, at Upkeep, about how CMOs should measure their marketing ops teams and why it is essential to think about the business problem before tools or tech. Listen to Jeff's advice on marketing ops measurement and much more.

In this episode with Kimi Corrigan at Wiz we talk about how to build an awesome marketing ops team, being an effective leader, and inheriting a tech stack and making tech stack decisions.