marketing automation is engineering - marketing operations is devops
TRANSCRIPT
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Isaac Wyatt, Marketing Ops
Marketing Automation is Engineering
DevOps is MarkOps
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2
Isaac Wyatt
2
Sales + Marketing
Alignment
Marketing
Technology
Marketing
Automation
Marketing
Analytics
@IsaacWyat
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Evolution of Marketing Ops
Traditional Marketing Marketing Ops Marketing Engineer
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Marketing Automationis Engineering
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Typical Marketing Automation Flow
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New Relic Insights
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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”)
}
}
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Defining Marketing Engineering
Marketer’s
Goals
Customer
ValueGoals & Value
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DevOps is MarkOps
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“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
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“The Fox knows many things, but the Hedgehog knows one big thing.”
- Archilochus
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Guardian of Process
Slayer of Inconsistency
Hedgehogs
Photo source: fastcoexist.com
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Destroyer of Bureaucracy
Chief Innovator
Foxes
Photo source: wired.com
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Marketing Ops balances
creating stability and
scalability with enabling
innovation and creativity
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“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
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How do we find
the Sacred?
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Customer-Orientation:
Being focused on the customer
will help find the
sacred within the profane
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Focus on people,
technology and the
activities required to
accomplish business goals.
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“Never mistake activity
for achievement.”
~ John Wooden
Modified photo used with permission, courtesy of: www.thenext28days.com
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@IsaacWyatt
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