I bet many of you reading this article are stumped by the question, “What does your marketing operations training program …
Breaking Tradition: Re-defining the Modern Sales Team
I recently spoke with a marketing leader who was lamenting the static nature of sales leadership in her company. The …
Should Marketing Ops Be Centralized, Field-Based or Distributed?
There is a bit of a tug-o-war going on in terms of where the MO function should sit in large …
Is Your Marketing Operations Team Leading the Customer Journey?
Mapping and operationalizing the customer journey are critical activities for today’s B2B marketer. As more companies turn away from product-centric …
How to Stop Your MO Group from Regressing
Two kinds of MO groups exist today – those who are innovating and growing and those who are regressing. Since …
Rise of the Revenue Analyst in Marketing Operations
Sometimes I feel like Colombo. For the Gen Xers, Millennials and Gen Zs reading this article, Columbo was a frumpy, …
The Role of the Datanista on the Customer Journey: How to Harness Psychic Prowess for Competitive Advantage
I once heard an honest marketer say he would rather stand in a cold shower tearing up $100 bills than …
The Wrong Way to Buy MarTech
I remember the very first time I met with a director of a marketing operations (MO) group. It was in …
Core Organizational Ingredients of the Ever-Expanding Marketing Operations Function
While I am not an organizational change expert, I do have a front row view into how companies organize various …
How Marketing Ops Runs Marketing Like a Business
Two basic principles of running an effective business include efficiency (doing things right) and effectiveness (doing the right things). This …
How Marketing Operations Affects Marketing Accountability
Describing the role of marketing today is complex. Just think about it. What do you call yourself? What do you …
The Right Time for the Millennial Marketer
A few years ago I was invited to speak to a global B2B marketing team on the topic of Revenue …