Hyper personalization and targeting get a lot of attention these days, and for highly competitive markets, they're probably what's needed to stand out. But for the rest of us, just showing up with the basics is often enough. There's a brewery near me that
Seth Godin just wrote a post that I think should be required reading for anyone in marketing, particularly marketing ops. It boils down to three principles of data: "First, don’t collect data unless it has a non-zero chance of changing your actions." It's easy to
I often say marketing ops best friend ought to be their counterpart in sales ops. And that's true for a lot of reasons. But one practical example: sales ops can save your hide when it comes to navigating the nuance of reporting data. Suppose you're trying
When you have a young puppy, like I do right now, you learn a lot about habit forming. Puppies learn from positive reinforcement and play. But most of all, they from repetition. It takes a puppy weeks to learn commands and house training. Weeks of scheduled repetition. Incentives and rewards.
People like to criticize the northwest whenever we get any amount of snow accumulation. We rarely see more than 2-3" of snow, and yet it tends to shut cities down for days when it happens. Why? While the northwest doesn't often see the volume of snow as
When marketing teams find out sales teams have been writing and been sending out their own email marketing, it's usually followed by groans of despair. "Is it full of a bunch of typos?" "I bet they used our brand in the incorrect possessive tense."
I keep seeing articles highlighting the talent gap in marketing ops and with specific marketing automation tools. These tools are mostly walled gardens, where you really only get access to them if you're a paying customer. Now with more companies demanding qualified talent, it's a bit
I often hear teams complain about their current technology investments, wishing they were using tools better suited for their business, but trapped in long term contracts. They say they're too invested to change at this point. Or that they'll make a change once their contract is
I imagine most marketing ops pros I know would attest that one of the most frustrating aspects of starting a new role is the sheer lack of documentation on systems and processes. But it should be no surprise why documentation is overlooked: 1. When you're a small marketing
I can always tell that a new altMBA cohort is about to start, because I start getting daily emails from Medium letting me know of all the views of my altMBA posts. I didn't know it when I wrote them, but these posts have turned into some of
I started using Marketo back in 2010, before the age of programs. I used to describe those days as ones where everything had to be built backwards. You couldn't build the campaign until you built the landing page. You couldn't build the landing page until you
When snow accumulates on a rooftop, it builds up in huge, thick piles. If it snows enough, it makes the roof start to look comically large. But at some point, the pile can't get any bigger. And just a bit more snow is all it takes to cause