The Art of Marketing Operations

Company mergers are a good time for taking stock of what works and what needs improvement. But the path is not always smooth. That’s why Jessica Meyers, Director of Marketing Operations and Technology at PatientPop, Inc, really honed her ability to identify useful mistakes that helped her with multiple facets of Martech. In this insightful discussion with Jessica, we’ll explore: Why marketing mist...

The path to marketing expertise can take some unlikely twists and turns. A new father, proud husband, and highly technical metal drummer, our guest today has had a wild ride — from working in the retail trenches to thought leadership in software marketing. In this fascinating and humorous discussion with Rick Siegfried, the multitalented Director of Marketing Operations at Farmer's Business Networ...

There’s always a burning fire in marketing operations. Our guest uses his passion for data to understand why, and how to use that heat to blow past his goals. In our conversation with Ryker Morgan, the vibrant and inquisitive Director of Marketing Operations & Analytics, Sprinklr, we’ll dive into: His fascinating career path from social media to demand gen to analytics Dealing with marketing’s par...

What should always stay top of mind for marketing operations?   One is that businesses die without revenue and two is that happy customers make all the difference.  Hear our conversation with Darrell Alfonso , Global Marketing Operations at AWS: Why marketing operations should care deeply about revenue The urgent need for transferable skills for marops problem solving Translation, tech, and the cu...

If, as marketers, you have passion for your product and can relay that through any medium, you will be truly effective at sharing your differentiator with the healthcare community.  Hear our conversation with Francisco "Paco" Gonzaba, Executive Director of Business Operations at Gonzaba Medical Group: Bringing systems and processes to a new marketing department What is unique about the field marke...

You run another report that you suspect nobody reads. This begs the question, “Why are we even doing this?”  It’s a question worth asking. Simplification is the core of marketing ops.  Colton Slauson, Marketing Operations Manager at Watermark, joins the show to discuss why simplification matters so much and whether the MQL really is the Holy Grail of marketing.  Join us as we discuss: Identifying...

The power of marketing operations comes from consistency and diligence—from curating tech stacks to providing insights to auditing existing processes, intentionality is critical.  What if you join a company that has never had someone in the marketing operations role before? Where do you start?  In this episode, I interview Chloe Pott , Senior Marketing Operations Manager at Lokalise , to hear her...

What if your manager took the time to learn your strengths, goals, and work ethic?   Even better, what if they valued those specifics and helped you leverage your strengths to achieve your goals and support that work ethic?   When someone feels heard and understood in their work, the results speak for themselves; better systems, relevant KPIs, and increased productivity.   In this episode, I inter...

There is no shortage of opinions on building reliable systems. But when does it make sense to rebuild versus improve?   A lot of thought goes into creating a comprehensive structure for juggling multiple customer types—and not to mention filtering the “noisy data” of different use cases.  In this episode, I interview Brandon Goldstein , Senior Manager, Marketing Operations at Evolve Vacation Renta...

Why should you communicate with your tech stack administrator? How do you track attribution consistently across sales and marketing? Is an NPS even useful?  Look no further—we have answers for you.  In this episode, I interview Jasmine Carnell , Sales Operations Senior Analyst at Lessonly about the pitfalls and triumphs of revenue operations, marketing, sales, and how they all feed into one anothe...

Are you wasting resources on the wrong technology for your team? Think about it. Measuring efficiency isn't only about the people–it’s about the software they have at their fingertips. In this episode, I interview Neha Dadbhawala, Director of Digital Marketing Operations at McAfee, about the process of helping customers choose your brand and why it all starts with solid systems. Join us as we disc...

You could do it alone, but you shouldn’t. Marketing is most effective when paired with intentional and consistent collaboration with the sales team. Together, you create clear objectives and customer journeys. In this episode, I interview Josh Druck, Sr. Manager, Digital Marketing + Operations at Signify Health, about the wildly effective team-up between sales and marketing and the ever-green rele...

Systems can be an ally or a saboteur. It all comes back to how you implement new tools, track your data, and personalize your content. Each component affects the results of your campaigns and the impact of your reach. In this episode, I interview Britney Young, Marketing Operations at McKesson, about the constant juggling act that is marketing operations. Join us as we discuss: Personalized email...

Data can be the marketing operations leader’s greatest weakness and greatest strength. Who owns it? Who secures it? Who interprets it? All this contributes to how — and how well — data is used in your org. In this episode, I interview Danielle Balestra, VP of Marketing Operations at CIT, about the delicate role of data in marketing operations, as well as how martech stacks handle sensitive data. J...

An important part of the sales process that rarely gets brought to the marketing side is objection handling. It’s the perfect opportunity to a) show sales that you’re willing to go the extra mile to collaborate and b) tell a story that will stick with customers forever. In this episode, I interview Drew Smith, Director of Growth, Revenue Operations at Directive, about how marketing operations shou...

The more data that is out there, the more data people want. We can use data to our advantage… or to our disadvantage. Ask the right questions to use your data well. In this episode, I interview Robert Holmes, Marketing Data Operations and Analytics Manager at Couchbase, about what questions to ask your data, as well as how the future of data in marketing operations will look. Join us as we discuss...

One of the most formidable challenges for marketers in the weight loss industry is consumer distrust. It takes us marketers back to what has always worked best: approaching marketing from a personal perspective. In this episode, I speak with Brooke Fitts, CMO at Profile by Sanford, about marketing to people who don’t care about, know about, or even trust your brand. Join us as we discuss: A brand’...

The name “marketing automation” tends to refer to things like automating email marketing initiatives. The name “marketing operations,” however, speaks to the collaborative value that team members bring to a highly creative role. Today’s guest made the internal rebrand — with stellar results. In this episode, I interview Dana Weeks, Senior Manager, Marketing Operations at Crain Communications, abou...

Highly detailed website performance data tracking allows you to test and pivot in a continuous cycle of self-improvement. The data makes a little bit of failure okay because it provides important analytics into what’s working and what isn’t. In this episode, I interview Chris Panebianco, CMO at Bankers Healthcare Group, about the necessity for analytics and creatives to work in tandem to deliver m...

Destination marketing is selling the experience of traveling to a location. It should be safe and seamless, even though the marketers rely wholly on partners to deliver the experience they sell. The only ways to succeed are to communicate with intentionality and strengthen ties among the industry and community. In this episode, I interview Melvin Tennant II, CEO at Meet Minneapolis, about the ins...

If you’re planning your strategy for 2022 and Marketing Ops doesn’t have a seat at the table… Then you don’t have a strategy. That simple truth is why we’re so excited to welcome Kaitlyn Foley, Marketing Operations Manager at Twilio, as our first guest. Not only have we rarely heard it phrased so effectively and succinctly, but we can think of no one better than Kaitlyn at educating on the why — a...

Knowledge is one of the greatest assets you can have, especially when you find you and your marketing operations team positioned at the intersection between growth and efficiency. We’ve created a place for you to learn the peaks and valleys, triumphs and failures of passionate marketing leaders. In this trailer episode of The Art of Marketing Operations, producer Rita Richa interviews host Glenn B...