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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Only 11% of CMOs say they have achieved digital transformation goals
Skill shortages, incompatible technologies and inadequate data are biggest roadblocks to success
Is A/B testing dead?
A/B testing is still valuable, but marketers should take advantage of its next evolution.
Why the business automation market is poised to explode
Automation can lower costs, improve customer experience and build a lot of agility into marketing organizations.
Good morning: Add another layer to your stack
With new technologies flooding the space, a tech stack is never finished. But we'd like to know more about yours.
How to establish a new martech role
Getting colleagues familiar with your new martech position is no easy task.
Navigating the evolving martech landscape
Change is inevitable across the marketing technology industry. Here's how to stay ahead of the game when it comes to managing your martech stack.
Ultimate marketing automation platform comparison & vendor list
Marketing automation platforms offer numerous benefits by streamlining manual B2B marketing tasks, including lead management, email campaign development and landing page creation.
5 big obstacles to overcome to succeed in agile marketing
Understanding the agile mindset and where you’re headed will help you avoid common pitfalls.
The cost of bad communication is skyrocketing — what CMOs need to know
New research reveals what’s hindering collaboration and productivity in the era of hybrid work—and what marketers need to know for success.
How to explain marketing operations at different levels: From children to experts
Starting with a child and finishing with an expert, how to explain what marketing ops is and why it's important.
Real Story on MarTech: Most important vendor selection tips
Important lessons to keep in mind when choosing technology.
Good morning: There’s more to MOps than marketing automation
If you don't meet your customers where they are (and that includes B2B buyers), they might not come looking for you.
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.