Marketing Ops Confessions

MOPs teams are expected to include members with a variety of backgrounds and skill sets to cover multiple responsibilities. Garrett Erny covers how to build teams with members who have different competencies, how to assess skill sets, building teams, and the best way to create realistic expectations with sprints and roadmaps.

Richard Wasylynchuk discusses the relationship between marketing ops and revenue ops and how to organize people, processes, and technologies to get the most out of a full GTM operations organization. He covers the importance of Ops pros facilitating communication, understanding the Ops charter to enable flexibility to redefine it, and having an open dialogue about the GTM strategy and the expected outcomes of campaigns and programs.

MOPs has the ability to enable progress by using a strategic approach of untangling and improving processes. Carissa McCall covers how to translate technology mind mapping to stakeholders, communicating the value of ops, simplifying complex concepts for your audience, and how to manage the balance of maintenance and innovation.

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!