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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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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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MOPs Team Evolutions

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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