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Justin Dunham, @jwyattd
Marketing Ops is a Philosophy, not a Department
Justin Dunham Lead, Marketing Technology Urban Airship
Justin Dunham, @jwyattd
What we mean by “Marketing Ops”
Justin Dunham, @jwyattd
Data & Systems
Analytics & Reporting
What we mean by “Marketing Ops”
Justin Dunham, @jwyattd
Data & Systems
Analytics & Reporting
What we mean by “Marketing Ops”
Justin Dunham, @jwyattd
Content Marketing
Marketing Ops and other departments
Justin Dunham, @jwyattd
Content Marketing
Marketing Ops and other departments
● What content performs best? ● What’s been the most effective paid media
campaign? ● Please get this up on the site / deploy this in
email. ● Can we give Sales a template to follow up with
event attendees?
Justin Dunham, @jwyattd
Product Marketing
Marketing Ops and other departments
Justin Dunham, @jwyattd
Product Marketing
● Who’s visiting the site? ● Where are they coming from? ● What assets are Sales using? ● Help us build an ROI calculator. ● Help us understand who’s in the database.
Marketing Ops and other departments
Justin Dunham, @jwyattd
Demand Gen
Marketing Ops and other departments
Justin Dunham, @jwyattd
Demand Gen
● How much revenue does a lead from AdWords generate?
● What technologies can we use on the website to shorten our forms?
● Help us decrease page loading time so we can rank better on Google.
● Can you suggest some A/B testing ideas to us?
Marketing Ops and other departments
Justin Dunham, @jwyattd
Prioritization Synchronization Execution
What we mean by “Marketing Ops”
Justin Dunham, @jwyattd
CMO
Marketing Ops
Customer Acquisition
Customer Retention
Product Marketing
Content Marketing
A marketing org chart
Justin Dunham, @jwyattd
CMO
Marketing Ops
Growth Brand Customer Content
A marketing org chart
Justin Dunham, @jwyattd
Marketing ops is the operating system for marketing
Justin Dunham, @jwyattd
Marketing ops is the operating system for marketing
Justin Dunham, @jwyattd
Collaboration
What we mean by “Marketing Ops”
Justin Dunham, @jwyattd
Some principles
Justin Dunham, @jwyattd
urbanairship.com
Justin Dunham, @jwyattd
Principle 1: Accountability through data
Justin Dunham, @jwyattd
Principle 1: Accountability through data
Justin Dunham, @jwyattd
Principle 1: Accountability through data
Justin Dunham, @jwyattd
Principle 1: Accountability through data
Justin Dunham, @jwyattd
Principle 1: Accountability through data
Justin Dunham, @jwyattd
Principle 2: Test and learn
Justin Dunham, @jwyattd
Principle 2: Test and learn
Justin Dunham, @jwyattd
Principle 2: Test and learn
Justin Dunham, @jwyattd
Principle 3: Technology as a competitive advantage
Justin Dunham, @jwyattd
Principle 3: Technology as a competitive advantage
4,000 Marketing Technology Solutions
Justin Dunham, @jwyattd
Principle 3: Technology as a competitive advantage
APIs
+
Justin Dunham, @jwyattd
Principle 3: Technology as a competitive advantage
Justin Dunham, @jwyattd
Principle 4: Use workflows and process to go faster
Justin Dunham, @jwyattd
Principle 4: Use workflows and process to go faster
Justin Dunham, @jwyattd
Principle 4: Use workflows and process to go faster
Justin Dunham, @jwyattd
Results
Justin Dunham, @jwyattd
Data & Systems
Analytics & Reporting
What we mean by “Marketing Ops”
Justin Dunham, @jwyattd
Collaboration
What we mean by “Marketing Ops”
Justin Dunham, @jwyattd
The lesson from DevOps
Justin Dunham, @jwyattd
The lesson from DevOps
Justin Dunham, @jwyattd
The lesson from DevOps
Justin Dunham, @jwyattd
DevOps principles Measurement Iteration Collaboration Systems orientation Automation
Justin Dunham, @jwyattd
DevOps results 24x faster recovery from failures 200x faster deployments 3x lower change failure rate 2.2x employee recommendations Source: Puppet Labs, State of DevOps Report 2016
Justin Dunham, @jwyattd
Getting started
Justin Dunham, @jwyattd
A call to action
Justin Dunham, @jwyattd
Thank you!
Justin Dunham www.justindunham.net www.urbanairship.com
@jwyattd
www.martechconf.com
