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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Marketing operations and technology shouldn’t ignore the web
While talking about marketing automation. CRMs and CDPs, don't forget the web channel, especially as a space for experimentation.
Secrets of marketing agency success
New CallRail report reveals highlights from 2021 — and 2022.
Bye, bye Marketo Sky: What matters in Marketo’s January 2022 release
This release adds new features from sales empowerment to blocking unwanted form fills.
The marketing black box: Why radical transparency is key
Marketing teams must operate more transparently, both internally and externally, to realize their full potential.
3 social media trends impacting marketing in 2022
The social media landscape has changed drastically. Here's how marketers can prepare for the latest trends.
Do marketers need their own agile framework?
Historical experience from agile marketing leaders may or may not help take the guesswork out of everything.
Good morning: It’s not all about revenue
Focusing on revenue as the key business outcome actually may not be the best way to drive growth.
Is martech in a revenue bubble and how soon will it burst?
Revenue goals are important, but when they take over, customer experience, product and brand can get left behind.
Customer relationship management (CRM)
What is customer relationship management (CRM) and how does it support marketing?
A marketers' guide to CRM and its relationship-building capabilities.
Why marketing automation is crucial to your success
Learn how it makes your campaigns more effective and drives sales
24 questions to ask account-based marketing vendors during a demo
By working with one or more of the many ABM tool vendors, marketers can better navigate the rapidly evolving B2B landscape.
Real Story on MarTech: Beware of vendor bullying
Empower your team to push back and avoid long-term consequences of making bad technology decisions.
Real Story on MarTech: Where is the puck going in 2022?
No one really knows where martech is headed, but careful diligence can uncover whether that vendor is skating at a pace and direction that works for you.
Real Story on MarTech: Is that vendor a zombie?
If left unaddressed, marketing technology zombies can create an increasing drain on your resources—and staff morale.
Marketo: A marketers guide to Adobe Marketo Engage
This guide will walk you through some of the key capabilities of Marketo, one of the cornerstone platforms in the marketing automation space.
A marketer’s glossary to essential agile marketing terms
Scrum master? Story points? Daily huddle? These are key concepts if you want to build agility into your marketing framework.
RevOps teams struggle with integration and alignment
A new survey suggests the majority of RevOps teams are not confident about alignment, data onboarding and lead scoring.
How to use display ads to build your sales pipeline
Display ads can help brands improve their sales pipeline with creative, persona-based strategies.
Not all B2B and B2C categorizations are alike
From a marketing and marketing operations perspective, the harder you look at the B2C/B2B distinction the fuzzier it seems.
Why brands must embrace responsible marketing practices
Responsible marketing practices are necessary to build customer trust and ensure long-term success.
Good morning: A good time to be in marketing ops
It's a great job market and businesses are now taking marketing operations seriously.
6 key marketing ops predictions for 2022
Marketing operations is finally having its moment in the spotlight and it's not going to give it up any time soon.
6 reasons why marketing operations is foundational to successful campaigns
Brands that neglect marketing ops will find more than a few problems with their campaigns.
How brands can succeed in digital asset management
Assessing your brand's relationship with digital technologies is foundational to campaign success.
Release Notes: Wrike beefs up AI to predict if your project will succeed or fail
The company also said the AI will make recommendations when it spots red flags in order to help get your projects back on track.
What the CDP Institute learned from dozens of use cases
An analysis of how CDP users plan to use the platforms finds that requirements differ greatly.
Does your organization need a headless or hybrid content management system (CMS)?
Use the following questions to gauge your organization’s business needs, staff capabilities, management support and financial resources for a Headless or Hybrid CMS:
How agile is transforming modern marketing
Learn why agile is becoming the new foundation for marketing going forward.
5 key themes shaping the future of marketing
From NFTs to first-party data and everything in between, these are some of the most engaging themes that marketers can’t afford to ignore.
How to build a successful marketing technology roadmap
Courtney Trudeau of Merkle shows how marketers can adopt new technologies without disrupting their organizations.
Good morning: Back to basics with MOPs
Facing a crunch or a slowdown, getting back to basics can make a lot of sense.
What it means to be an empowered marketer in today’s digital landscape
How marketers can empower their operations in a digital-first landscape.
How to build feedback into your agile marketing workflow
It is important to constantly inspect and adapt and make little tweaks along the way, this chapter from the e-book "MarTech's agile marketing for teams" shows.
MOPs Rundown: Maximize your resources during a time of peak capacity
Here are some actionable best practices if you're facing crunch time — or a slow down.
Use this assessment to gauge team alignment with agile marketing values
This survey will help you to find out how they feel your company is currently doing in relation to these principles.
How ABM strategies bring marketing and sales together
Expert says personalized communications is one way to help bridge the marketing and sales divide.
Finding tech solutions for departments outside marketing
What happens when other departments piggyback on the marketing tech stack and marketing decides to make a change?
What is Scrum, the project management framework agile teams rely on?
A Scrum team brings that product from an idea to delivery using the Scrum framework as a guide for transparency, inspection, and adaptation.
Agile marketing sometimes means deciding what you’re not going to do
The best agile marketing teams have bigger goals that allow them to work on the right work at the right time.
Lost SEO traffic in 2021? Here are 3 potential reasons why (and how to recover your rankings heading into 2022)
From site speed to link spam, here is how to recover lost traffic in 2022.