Marketing Automation is Engineering - Marketing Operations is DevOps

Isaac Wyatt, Marketing Ops

Marketing Automation is Engineering

DevOps is MarkOps

2

Isaac Wyatt

2

Sales + Marketing

Alignment

Marketing

Technology

Marketing

Automation

Marketing

Analytics

@IsaacWyat

Evolution of Marketing Ops

Traditional Marketing Marketing Ops Marketing Engineer

Marketing Automationis Engineering

Typical Marketing Automation Flow

New Relic Insights

Thinking Like an EngineerIn Marketing Automation In Pseudo Code

for(MktoLead lead in leads[]){

if (!lead.email.contains(@newrelic.com) &

lead.mktoOwnerID = “005400000025zP6” &

lead.source = “Website Live Chat”){

if(lead.routingReason.isempty()){

lead.routingReason = “Website Chat”

}

lead.ChangeOwner(“Queue: SDR Queue”)

}

}

Defining Marketing Engineering

Marketer’s

Goals

Customer

ValueGoals & Value

DevOps is MarkOps

“DevOps just means stop saying whose job it

is. Start saying what the job is, and align the

right people, tools, and activities to get it done.”

~Adam Lathers, Citrix Systems

“The Fox knows many things, but the Hedgehog knows one big thing.”

- Archilochus

Guardian of Process

Slayer of Inconsistency

Hedgehogs

Photo source: fastcoexist.com

Destroyer of Bureaucracy

Chief Innovator

Foxes

Photo source: wired.com

Marketing Ops balances

creating stability and

scalability with enabling

innovation and creativity

“Dev-[Marketing] Ops is ultimately a series

of stories, big and small, about repeatedly

re-discovering the sacred amidst seemingly

profane change.”

~Venkatesh Rao, Ribbonfarm

How do we find

the Sacred?

Customer-Orientation:

Being focused on the customer

will help find the

sacred within the profane

Focus on people,

technology and the

activities required to

accomplish business goals.

“Never mistake activity

for achievement.”

~ John Wooden

Modified photo used with permission, courtesy of: www.thenext28days.com

@IsaacWyatt