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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, bumbling detective on a late ‘60s TV show. The modus operandi of the detective was that he was very observant and asked obvious questions. As a result, he was often perceived as not being “in the know” or not that bright. Ironically, he always solved the crime. As I carefully observe the ever-changing landscape of the marketing operations (MO) function, I must ask the most obvious question: Why doesn’t…