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201874 © Adobe, Inc.
There’s no MarTech without MOPs How to optimize your MarTech stack and the people that run it
NEW YORK
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Hi, I’m Sydney!
• Manager, Operations Consulting Services at Etumos
• linkedin.com/in/sydneymulligan/ • @sydney_mulligan on Twitter• 4x Marketo Champion, #Fearless50,
MCSA
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Please don’t take pictures of slides. It will stress both of us out.
www.etumos.com/roadshows
Special bonus content! Eric presenting on very cool advanced reporting at the Seattle Marketing Nation roadshow!
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MarTech + MOPs to Make Your Dreams Come True
• Top technical things to consider when adding a new technology to the mix
• How to organize your MOPs teams to handle new technology additions• Building process around your tools and people that can scale
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What is MarTech?
Marketing Automation(Marketing System of
Truth)
Complementary MarTech
Complementary MarTech
Complementary MarTech
CRM(Sales System of Truth)
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Mo’ MarTech, Mo’ Problems
• Shiny new toys can’t solve your problems• Internal knowledge to support• How does this fit in?• What does success look like?• Annual Konmari of your stack
Mo’ martech, mo’ problems
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2011
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2012
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201874 9© Adobe, Inc.
2014
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2016
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2019
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Organize your team: the 4 Pillars of MOPsPlatform Operations Campaign Operations Marketing Intelligence Development Operations
JOB DUTIES:● Administration● Architecture● Governance
CHARACTERISTICS:● Systems-Thinkers● Coding exposure● Creative problem solver● Attention to detail
JOB TITLES:● Marketing Operations
Manager● Marketing Operations
Architect● Marketing Automation
Manager
JOB DUTIES:● Campaign Production● Campaign Measurement● Project Management● SLA Tracking
CHARACTERISTICS:● Attention to detail● Responsiveness● Service-minded
JOB TITLES:● Campaign Operations
Manager● Campaign Specialist● Marketing Operations
Specialist● Marketing Operations
Associate
JOB DUTIES:● Reporting● Prescriptive Analytics● Controlled Tests
CHARACTERISTICS:● Data nerds● Visualization geeks● ”We should test that!”
JOB TITLES:● Marketing Analyst● Marketing Data Scientist● Marketing Intelligence
(MI) Analyst ● Marketing Intelligence
(MI) Data Scientist
JOB DUTIES:● Pre-Sales Tools Dev● Custom Integrations● Web Design/Dev● Email Design/Dev
CHARACTERISTICS:● Inventor● Creative problem solver● Clean code obsession
JOB TITLES:● Email Designer● Web Designer● Full Stack Developer● Front End Developer● Marketing Engineer● Marketing Developer● Marketing Operations
Developer
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Titles & What They Mean on the Job
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MOPs Team Evolutions
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MOPs Team Evolutions
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201874 16© Adobe, Inc.
MOPs Team Evolutions
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201874 17© Adobe, Inc.
SCRIMScalable - The solution will work equally well at 10x, 100x or 1000x the current volume.
Clear - The solution is clearly marked and what is happening can be easily understood by anyone in the system.
Robust - The solution can be tweaked or modified in the future as needs change without being entirely scrapped.
Intelligent - The solution reports on its own effectiveness with proactive exception reports and comprehensive logic.
Modular - The solution is broken down into smaller components that interact together, to future-proof the larger system and allow for reordering as needed.
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Tools MOPs Managers can use to move the business forward:
Tools to Empower MOPs
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Thank You