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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Driving marketing at scale: People, processes, platforms and programs
Expect to make trade-offs between these four key elements of the new model.
Why collaboration and teamwork are essential in agile marketing
In order to build a high-performing team, you must have a shared purpose for working together, as this section from "MarTech's agile marketing for teams" e-book shows
Driving marketing at scale: Moving from a decentralized to centralized model
The classic conundrum of when to centralize or decentralize marketing functions continues to challenge marketing leaders, especially those in fast growth companies.
Customer journey orchestration
What automation looks like in marketing operations today
Automation is taking on new forms in modern marketing operations.
Infographic: Story splitting for marketing teams
This agile marketing technique can help your team deliver bite-sized chunks of value.
How marketing ops improves ROI through campaign performance and budget management
James Delande from BrandMaker talks optimization at our recent MarTech conference.
Real Story on MarTech: “But Will It Scale?”
That question might mean many different things, but it's a critical question businesses must ask when evaluating marketing tech.
Introducing MarTech’s guide to agile marketing for teams
This free e-book explains why the best agile marketing teams don’t just tackle a process, but adopt principles and values of agile that lead to culture change.
Whatever happened to marketing clouds and Frankenstacks?: Thursday’s Daily Brief
Plus case studies from Samsung and Discovery Plus.
The Real Story on MarTech: Is platforms vs. products replacing suites vs. best of breed?
Thinking of solutions as sitting on a spectrum between platforms and products will help clarify your business and operations models.
Why automation is the future of lead management (and RevOps)
RevOps is trending toward low-code automation that closes software gaps and solves fundamental marketing and sales challenges.
What is marketing work management and how do these platforms support agile marketing?
There is a heightened need for marketing work management software, which documents and optimizes the processes, workflows and projects undertaken by digital marketers.
Universal scenarios: The key to comparing personalization technologies
Why scenario analysis is a sound foundation for making vendor and technology decisions.
Perkuto acquired by MERGE
The marketing ops consultancy joins the storytelling and technology platform.
Open season on CRMs?: Friday’s Daily Brief
From a savvy approach to marketing tech procurement to the mission of stomping out bad CRM data.
Marketing ops shouldn’t perform procurement
Marketing operations should absolutely be involved in the procurement of marketing tech. But it shouldn't be running the buying process.
Real Story on MarTech: Avoid these five vendor selection pitfalls
Some common mistakes made when evaluating and choosing solutions and how to avoid them.
The greatest hidden cost to marketing success: Ineffective communication
Amid ongoing transformation, effective communication is the most important investment CMOs can make to adapt and grow this year and beyond
What clients need from your marketing agency today
Learn where SMBs want agencies to step in and help – and why they're willing to pay agencies more.
Though marketers wanted to save on cost, better features drove 2021 technology replacements
MarTech Replacement Survey finds teams wanted to indeed save money during the pandemic, but they wanted better capabilities even more.
Digital asset management (DAM)
Real Story on MarTech: Getting to DAM 3.0
There are three stages of maturity in the digital asset management space.
Two MarTech keynotes: Thursday’s Daily Brief
Plus advertising news from Reddit.
Why marketing ops professionals are on the front lines of marketing
Marketing ops is critical to the most important things marketing organizations do today.
One day away from MarTech: Monday’s Daily Brief
Plus news from Salesforce and Facebook.
The Real Story on MarTech: A holistic personalization technology strategy
Your personalization strategies will require several adjacent capabilities beyond simple targeting logic.
Let’s go for a sprint: Thursday’s Daily Brief
Plus a glimpse of the new marketing org chart with a critical marketing ops role.
Automation, email, CRM among major marketing tools replaced in the past year
Our data showed that marketing organizations replaced a large range of tools, some very central to marketing activities.
Cleaning up the confusion in marketing ops job postings
The marketing ops space needs clearer distinctions and a consistent vocabulary.
The Real Story on MarTech: The case for Digital Asset Management
How do you know if your organization needs Digital Asset Management? Here's a checklist.
More downtime for Salesforce
Users experienced outages or lag in loading for much of today.
The Real Story on MarTech: Where should personalization reside in your new stack?
This first of three articles on personalization at scale explores the right place for personalization services in your marketing technology stack
The big picture — and the details: Tuesday’s Daily Brief
Plus news from Comscore and Seismic.
MOPs Rundown: What matters in Marketo and Bizible’s Q3 releases
Marketo’s Executable Campaign Nesting and Bizible’s new Cohort Waterfall Journey Dashboard.
Marketing ops today: Who are these people?
A new report takes a deep dive into the present of marketing operations and draws lessons for its future.
Google updates policies on targeting minors: Wednesday’s Daily Brief
Plus the future of marketing automation and why Shopify isn't a snowboard company.
Crossing the line on creepy: Tuesday’s Daily Brief
Plus product roles in marketing tech acquisition and Toluna's expanded offering.
Will the promise of true marketing automation finally be realized?
We should all be very excited about Integration Platform as a Service.
Understanding different product roles in marketing technology acquisition
Evaluating, deploying, managing and owning marketing technology requires a range of different skills.
The Real Story on MarTech: Ask the Right Reference Questions
Before evaluating a martech solution, be ready with a methodical approach and a set of key questions.