Isaac Wyatt, Marketing Ops

Marketing Automation is EngineeringDevOps is MarkOps

2

Isaac Wyatt

2

Sales + Marketing Alignment

MarketingTechnolog

y

MarketingAutomation

MarketingAnalytics

@IsaacWyatt

Evolution of Marketing Ops

Traditional Marketing

Marketing Ops Marketing Engineer

Marketing Automation

is 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 toaccomplish business goals.

“Never mistake activity

for achievement.”~ John Wooden

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

@IsaacWyatt