For years, the biggest bottleneck in Marketing Operations hasn’t been building campaigns. It’s making sure they’re right before they launch. Every experienced Marketo administrator has been there. You review the program one more time. You double check the subject line. You verify the sender information. You test links. You confirm tokens resolved correctly. You compare […]
Most marketing teams try to grow pipeline the same way people try to heat a cold house: they keep turning the thermostat higher instead of fixing the open window. The open window in revenue is velocity. Velocity is the rate at which opportunities move from first meaningful engagement to closed decision. Not activity. Not touches. […]
Marketing Operations people love to overcomplicate things. I say this as someone fully guilty of it. We love complex workflows, intricate scoring models, and automation that can theoretically handle every edge case under the sun. If it needs a flowchart and a legend, we’re intrigued. Complexity feels sophisticated. It looks impressive in screenshots. It gives […]
Most operational problems don’t start with bad strategy. They start with clutter that slowly turns into confusion.
Modern GTM teams are swimming in software. AI this. Intent that. Optimization everywhere. The problem isn’t ambition. It’s overlap.
Many of the “new” tools being pitched today are solving for:
A narrow slice of the funnel
A single channel
A single moment in the buyer journey
Most Business Development teams focus on inbound leads with a sprinkle of outbound responding to what Marketing warmed up. Yet we often see Business Development tucked under Sales by default, like a forgotten middle child in the GTM family tree. But if the BDR’s entire job is to convert Marketing-driven interest into conversations, pipeline, and […]
If your email metrics look too good to be true they probably are. Marketing teams everywhere are seeing inflated open and click rates thanks to security bots. These bots skim email content scan links and pre click URLs before a human ever sees the message leaving you with fake engagement misleading dashboards and campaigns that […]
Marketing Operations people love complexity. I am guilty of it too. We build elaborate workflows, intricate scoring models, and automation that can do everything. But complexity for complexity’s sake is a trap. The fanciest operational program will not generate pipeline. It will not help your BDRs hit their numbers. It will not turn a struggling […]
Keeping up with Marketing Operations (MOPs) and Revenue Operations (RevOps) is like running on a treadmill that will not stop speeding up. New tech, new processes, new platforms—every day feels like a scramble to catch up. But here is the thing: you do not have to do it alone. There are people out there sharing […]
We always say that Marketing (usually our Digital team) provides “air cover” for our BDR outreach. What do we mean? Digital runs paid ads as well as organic social around specific topics and to specific audiences befor and during BDR outreach to that same audience. When Marketing promotes a specific topic or content piece, BDRs […]