Marketing operations (MOps)
MarTech is your source for marketing operations (MOps) content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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62% of B2B CMOs not ready to compete against AI-enabled companies: report
AI is breaking the old playbook for brand discovery, and most B2B CMOs admit they’re not ready for what comes next.
Marketing artificial intelligence (AI)
The AI gold rush is over, and it’s the orchestrators’ time to shine
AI’s 'wow' phase is ending, and 2026 will be all about proving what actually works across the stack.
Marketing artificial intelligence (AI)
5 ways AI changed marketing strategy in just one year
New data reveals how AI is reshaping everything from buyer behavior to marketing operations—and why last year’s strategies won’t cut it anymore.
Marketing artificial intelligence (AI)
Most AI agents fail without data and governance maturity
Learn why stacks, data and governance gaps are driving AI agent underperformance and how MOps can fix it.
Marketing artificial intelligence (AI)
Is your martech evaluation process still stuck in a pre-AI world?
AI is everywhere in martech — but if your vendor evaluation process hasn’t changed, you’re not ready to tell the difference between hype and real capability.
How MOps and CreativeOps can align to unlock operational excellence
Breaking down silos between marketing and creative operations leads to better planning, stronger insights and a more efficient end-to-end marketing lifecycle.
Optimization and personalization
The overlooked infrastructure problem holding personalization back
Personalization works only when operations do, powered by verified data, real-time signals and automated workflows.
MarketingOps redefines success for the age of AI
Overworked, overlooked and now expected to lead AI strategy? Here’s what MOps pros were saying at MOps-Apalooza 2025.
Five truths you need to know about martech, and what to do about them
A candid roundtable with martech leaders revealed five uncomfortable truths holding brands back — and the practical steps needed to finally move past them.
Marketing artificial intelligence (AI)
Salesforce buys AI startup to boost its enterprise search abilities
Doti AI technology boosts how tools find and use internal knowledge—and that could change how marketers work across teams.
Digital asset management (DAM)
When shadow DAMs become the real system of record
Shadow DAMs inside design tools and shared drives are changing how creative assets move — fast, flexible and outside IT’s control.
Marketing artificial intelligence (AI)
The AI oversight gap is marketing’s next governance test
Unvetted AI tools are driving costly breaches. Effective oversight is the safeguard marketing leaders can’t afford to ignore.
Marketing artificial intelligence (AI)
Building AI agents that move from conversation to conversion
Vertical AI agents are the next martech power players — built to know your brand, act with context and drive real results.
Marketing artificial intelligence (AI)
AI productivity gains, like vendors’ AI surcharges, are hard to find
AI is driving up software costs, but without clear returns, enterprise buyers are right to question whether the premium is worth paying.
Marketing artificial intelligence (AI)
How can workflow integration unlock the full value of AI for marketers?
Still using AI to write blog posts? You're missing out. Without deep integration, you lose the real value — speed, scale and smarter decisions.
How to measure your CreativeOps maturity to unlock performance
Benchmark your CreativeOps function and prioritize initiatives that accelerate performance, efficiency and martech value.
Marketing needs supply chain intelligence for manufacturers to win with customers
Manufacturers are losing deals to faster competitors, and AI is the only way to close the gap between marketing promises and operational delivery.
The martech refresh cycle is a myth
Vendors push unneeded upgrades, forcing marketing leaders into cycles of constant, costly replacements that solve nothing.
Marketing artificial intelligence (AI)
Marketers turn to AI for speed, while consumers turn away in distrust
Marketers are leaning on AI to meet rising demands, but while productivity climbs, consumer trust is sinking — and that gap could be marketing’s biggest risk.
5 ways MOps can stop order-taking and start driving strategy
Stuck in execution mode? Marketing ops can be more than firefighting. Here’s how to reclaim time and drive strategy.
Marketing artificial intelligence (AI)
Top ways to use Zapier MCP server and LLMs to boost marketing performance
Zapier’s MCP server connects LLMs to thousands of apps, making marketing automation smarter and more efficient.
GTM misreporting is a risk your company can’t afford to take
GTM spend isn’t harmless OpEx. Every dollar of CAC is debt, and misreporting it puts boards and executives at risk.
Marketing artificial intelligence (AI)
Operationalizing generative AI for marketing impact
Turn AI adoption into a strategic marketing advantage with streamlined workflows, connected systems, clear roles and measurable results.
Strong MOps is how marketing runs on time and at scale
Turn marketing chaos into consistent results with systems for execution, alignment and growth — from campaign planning to clean data to automation.
Clari and Salesloft merger ushers in the era of ‘autonomous revenue systems’
Clari and Salesloft are promising a new era, where AI meets action to boost alignment and growth. What does that mean for marketers and MOps pros?
CreativeOps can’t scale alone — fusion teams make it happen
Here’s a structural fix for what siloed martech and outdated org models fail to deliver: alignment, agility and scalable creative execution.
The hidden power of persona-driven UAT in martech success
Persona-based UAT tests real user journeys, not just individual channels — helping martech teams deliver seamless, customer-first experiences.
Marketing artificial intelligence (AI)
The secret to getting your marketing team to use AI
AI only works when your team trusts it. Transparency turns it from a black box into a reliable growth partner.
Marketing artificial intelligence (AI)
AI’s big bang effect means marketing must evolve or die
AI is reshaping the core of marketing. Staying competitive now means reengineering strategy, structure and leadership—fast.
Marketing artificial intelligence (AI)
3 ways to turn missed calls into conversions with AI Voice Assist
Turn unanswered calls into revenue. Capture, qualify, and convert every lead 24/7 while improving ROI, ad performance, and client satisfaction.
Why AI spending isn’t boosting marketing
A disconnect between leadership and marketing teams means AI investments aren't going to solve critical operational bottlenecks.
3 MOps bottlenecks killing your campaign velocity
Stakeholders, tech and process friction can silently kill campaign speed. Here’s how to spot and solve the top MOps bottlenecks.
Martech maestros focus on internal processes — and drive external success
Stack documentation, optimization and platform management impact the customer experience, sales efficiency, and even long-term innovation.
Data clean rooms: What you need to know
Data clean rooms are a great solution to privacy and data sharing issues -- if you find the right one.
An honest guide to smart martech modernization
Stop apologizing for your "outdated" stack. While competitors chase shiny new tools, you can build something lean, effective and profitable.
6 marketing team silos you need to break down, and how to do it
Tired of siloed teams and misaligned campaigns? Discover six hidden blockers to marketing performance — and how to break them down, step by step.
5 ways AI can save MOps hours every week
Use AI tools to streamline data, workflows and task management so you can focus on MOps strategy instead of busywork.
IAB releases draft digital advertising invoice API specifications
The rules aim to automate and standardize invoice processes, decreasing errors and increasing speed of payments. They are open to public comment until Aug. 11.
Why SaaS vendors must shift from transactions to embedded partnerships
Quick onboarding isn’t enough. SaaS platforms must embed into workflows and invest in professional services to win in creative operations.
HubSpot’s ChatGPT connector generates excitement and some concerns
The excitement online outweighs concern, but marketers need to make sure they evaluate risk before turning AI loose on customer data.