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The Evolution of Marketing Resource Management

Marketers have an undeserved reputation for just “making things pretty” when really we…

Why use marketing playbooks?

This blog was adapted from BrandMaker’s: “Marketing Ops Now” podcast. Each installment discusses…

Unplanning and Agility: The New Approach to Marketing Plans

How do you measure the success of a marketing plan? Many marketers (and…

Three marketing ops trends to watch

This blog was adapted from BrandMaker’s: “MarketingOps Now” podcast. Each installment discusses valuable…

The marketing ops skills set

This blog was adapted from BrandMaker’s: “Marketing Ops Now” podcast. Each installment discusses…

The KPI framework as a driver of marketing ops

This blog was adapted from BrandMaker’s: “Marketing Ops Now” podcast. Each installment discusses…

The importance of monitoring Martech maturity

This blog was adapted from BrandMaker’s: “Marketing Ops Now” podcast. Each installment discusses…

The importance of marketing performance

This blog was adapted from BrandMaker’s: “Marketing Ops Now” podcast. Each installment discusses…

Martech adoption

This blog was adapted from BrandMaker’s: “Marketing Ops Now” podcast. Each installment discusses…

Marketing ops’ role in strategy execution

This blog was adapted from BrandMaker’s: “Marketing Ops Now” podcast. Each installment discusses…

Marketing ops represents a major enterprise opportunity

This blog was adapted from BrandMaker’s: “MarketingOps Now” podcast. Each installment discusses valuable…

Marketing ops & maturity

This blog was adapted from BrandMaker’s: “Marketing Ops Now” podcast. Each installment discusses…

Marketing ops is your secret weapon

This blog was adapted from BrandMaker’s: “Marketing Ops Now” podcast. Each installment presents…

How to navigate martech

However, one might argue there is a consolidation happening on the Consolidation of platforms in the sense of that some core pieces are often used as the foundation of stacks. A relatively small set of platforms act as  technological foundation. Beyond that platform marketers start looking at more specialized capabilities in specialized solutions.

How to create a marketing playbook

That playbook is rarely used. It is used only when stakes are high. For instance, in a food company, when glass particles are found in baby food. Or when the br of a car are malfunctioning. In those cases every second counts. Every critical step in the process is properly documented for every role and mandate involved. Brand value is in immediate danger. There is an immediate need to respond.

Defining marketing ops

We know it is critical to marketing success, but to manage and refine it, to dramatically increase its efficiency, we need to set clear boundaries that enable us to cater to short-term requests while hardening the long term infrastructure.
In our exploration we find that there are two key focal points of marketing ops.

Debunking 11 Martech myths

When talking about Martech solutions and stacks, we notice there are many myths out there. As a marketing operations manager, you’ll probably be able to share a handful of myths of your own.

Data as a competitive advantage

Data is the foundation for companies for all customer experiences. And as a consequence, data is at the basis of all the sophisticated tactics you can think of, whether it is analytics, personalization, campaign operations, performance measurement, or journey orchestration.

The CRM “Lead” Conundrum: Why Did They Have to Get it So Wrong?

When it comes to marketing and CRM systems, we have gotten the term “lead” wrong for decades, causing a great deal of problems for many organizations.

5 Key Takeaways on Marketing Planning from “Plan, Pivot, & Repeat” Part 1

Marketing planning has changed dramatically in the last few years. It’s more evident…

The State of Martech: Data, Innovation, and Endless Opportunities

as discussed in our recent 2022 Marketing Ops Now podcast with Scott and Frans Riemersma, is that things in the martech world are certainly not slowing down.

Darrell Alfonso on Marketing Ops

Recently, we had a special opportunity to sit down with Darrell Alfonso to get his take on issues central to marketing ops.

Marketing ops and agile budgeting

This blog was adapted from Uptempo’s “Marketing Ops Now” podcast. Each installment discusses…

Connected Marketing Operations: Planning to Performance

Over the years, the amount of tools, tactics, and data marketers have the…

Why Spreadsheets Still Aren’t Great for Marketing Management

When it comes to a remote environment and shifting budgets in particular, spreadsheets aren’t the most useful tool for organization; it’s easy for data to get lost in the shuffle. Instead, marketing leaders need one single source of truth

Modernizing Marketing Operations With Marketing Business Acceleration 

You wouldn’t put a go-kart engine in a sports car, would you? So…

It’s Time to Elevate the Marketing Ops Role

Elevating the marketing operations role is not a purpose in itself; it’s a way to drive company value. There are three main ways that marketing ops can drive value

How Mature Is Your Marketing Organization?

With so much data at our fingertips, it’s easy to get distracted by the smaller marketing metrics and miss seeing the big picture. A mature marketing department has soared above giving disproportionate attention to activity metrics and looks to what really influences revenue.

The Martech Stack That Drives Successful Data-Driven Marketing

Data-driven marketing requires technology. Without the right marketing technology stack, you’ll face an uphill battle trying to collect the data you need.

Marketing Departments: Just Say No to Spreadsheets

Spreadsheets fall short when it comes to measuring and reporting on marketing performance. Time to ditch the spreadsheet and embrace automation.

How to Use Analytics to Make Your Marketing More Human

Data, something that feels about as dry and without personality as you can get, can actually be a powerful tool for helping marketers make a more human connection with prospects.

Are You Measuring Marketing Performance or Activity Output?

Measuring marketing performance and productivity is hard, but businesses that pull it off make a convincing case to the C-suite about marketing’s value.

Six Reasons Marketers Should Stop Relying on Spreadsheets

Whether you’re an Excel friend investigating potential new ways to go about managing your marketing data or an Excel foe who’s had enough and wants to do away with spreadsheets once and for all, here are six reasons you should consider making the move.

Marketing Ops Needs More Support—How Can You Help?

Marketing ops folks are looking to feel more understood at their organization, not get bogged down with time-consuming tasks, and break down silos that are hindering alignment.

What Is Performance Marketing?

All marketers want to be high-performing. Who doesn’t want that gold star of success? But, the challenge is, what exactly is marketing performance, and what does success look like?

What’s Missing from Your Martech Stack? Q&A with Scott Brinker

Martech on the brain? Us too. As part of Uptempo’s Marketing Acceleration series, this blog covers highlights from a conversation with our CMO Jim Williams and Scott Brinker, editor at Chiefmartec and VP of platform ecosystem at Hubspot.

The Pros and Cons of Nine Marketing Attribution Models

Revenue attribution may not be actively deployed in every marketing organization yet, but it’s increasingly in use by the ones that really care about tracking ROI.

3 Tips to Master Performance-Based Marketing Planning

“What’s the ROI on that?” If that question makes you panic, you’re not the only one. Here’s some advice on mastering performance-based planning.

7 Key Takeaways on Planning Processes from Hyland, ON24, & WEKA

For better or worse, COVID accelerated everything when it came to marketing planning. Learn how marketing vets at Hyland, ON24, and WEKA handled it.

Growth Hacking: Can You do it Without Marketing & Finance Alignment?

High-growth organizations are three times more likely to have collaborative marketing and finance teams. What’s holding you back? 

3 Ways to Make Finance a Trusted Partner

Did you know that high-growth organizations are three times more likely to have collaborative marketing and finance teams? Partnering with finance is the smart move for a marketer, and we’re here to show you how.

Is marketing ops the driving force behind agile marketing?

This blog was adapted from BrandMaker’s: “Marketing Ops Now” podcast. Each installment discusses…

4 marketing ops challenges: Marketing Tech Monitor 2021

Whether you’re an Excel friend investigating potential new ways to go about managing your marketing data or an Excel foe who’s had enough and wants to do away with spreadsheets once and for all, here are six reasons you should consider making the move.

Webinars

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webinar (9)

Marketing Operations Leadership Series

Marketing Operations Leadership Series Darrell Alfonso Director of Marketing Strategy & Operations Thao…

The Rising Role of Marketing Chief of Staff

Over the last few years, the marketing Chief of Staff (CoS) role has become more prevalent, both in B2B and B2C companies. And there’s good reason for it.

5 Tips to Transform Your Marketing Operations

Uptempo’s guest speakers, Forrester Senior Analyst Jessica Liu and Jackie Massmann, Marketing Budgeting Planning Analyst at Land O’Lakes, share best practices for creating better visibility, velocity, and agility through connected marketing operations.

Modernizing Marketing Operations with Bret Sanford-Chung

As part of Uptempo’s Marketing Acceleration series, our CMO Jim Williams sat down with Bret Sanford-Chung, Managing Director, Marketing Consulting at KPMG. They discuss how we’re modernizing marketing operations with marketing business acceleration, the new operating model for enterprise marketers.

The Golden Age of Marketing Ops with Frans Riemersma

As part of Uptempo’s Marketing Acceleration series, our CMO Jim Williams sat down with Frans Riemersma, founder of Martech Tribe. They discuss what needs to be done to take the business of marketing to the next level and why we are entering the golden age of marketing operations.

Martech Stagnation and Innovation with Scott Brinker

As part of Uptempo’s Marketing Acceleration series, our CMO Jim Williams sat down with Scott Brinker, editor at chiefmartec and VP of Platform Ecosystem at Hubspot. They discuss the explosion of martech over the last 10 years and what’s been missed: the digitization of the business of marketing itself.

Proving Business Impact Through Connected Marketing Operations 

Forrester’s Katie Linford and Cisco’s Thomas Gunter will share best practices for creating visibility, velocity, and agility through connected marketing operations.

A Shared Experience: How the Pandemic Changed Planning, Creation, and Dissemination

In a webinar with Reuters Events, learn how some of the world’s biggest brands thrived throughout the pandemic.

Plan, Pivot & Repeat

Six marketing leaders share planning advice in our two-part, on-demand webinar series with Visa, Cisco, NSF, Hyland, ON24, and Weka.

Case studies

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How BRITA manages its global marketing assets with Uptempo

By gaining central access to global marketing materials, BRITA can efficiently master the increasing demands of marketing.

How GE Digital doubled ROMI in one year

With Uptempo’s Allocadia platform, GE Digital is showing the impact marketing has on the overall business.

How Commvault Built a Closed-Loop Integrated Tech Stack, Saving Marketers Time

We interviewed the Senior Marketing Manager at Commvault about changes they made to optimize marketing performace with Allocadia.

Podcasts

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podcast (26)

Effective marketing is all about the data

Data is at the basis of all the sophisticated marketing tactics you can…

Measuring marketing performance: How the North Star method can help

More than 87% of marketing teams say they are not able to measure…

Current B2B marketing challenges, according to Scott Vaughan

Vaughan’s last position enabled him to see current B2B marketing challenges, how that puts extra pressure on CMOs, and how that has a rippling effect on marketing operations and martech. 

Marketing playbooks with Ralf Strauss

Unlike other departments, marketing is not really familiar with playbooks. But it definitely helps bring discipline to a team by describing all the important definitions and processes.

Four major marketing ops challenges, according to Marketing Tech Monitor

Marketing Tech Monitor is an annual benchmark study of marketing technology and strategy…

Three trends you should be watching in marketing ops

Marketing ops is here to stay.  Nearly 50% of marketers surveyed have a…

What skills do marketing ops leaders need?

Hear more about the three marketing ops functions from Scott Brinker and Frans Riemersma.

Why the marketing ops role is your organization’s secret weapon

Frans Riemersma chats with Anita Brearton, who is very active in the Boston…

Marketing ops: a major enterprise opportunity?

In this episode of Marketing Ops Now, Scott Brinker and Frans Riemersma discuss how the marketing ops team “makes marketing happen.”

Marketing tech stack maturity with Scott Brinker

Hear more about the different dimensions of martech maturity from Scott Brinker and Frans Riemersma in this episode of Marketing Ops Now.

Marketing tech stack maturity with Ralf Strauss

In this episode of Marketing Ops Now, Frans Riemersma chats with Ralf Strauss to discover the many myths out there about martech solutions and stacks.

What defines a strong marketing ops leader?

Finance skills are often overlooked in the marketing operations role. In this podcast, Frans Riemersma talks with Informa Markets’ Michael Hartmann, who heads up marketing ops but has a background in finance. Learn more about the importance of finance knowledge, in addition to more commonly seen skills, to the success of those in the role. 

Marketing playbooks with Scott Brinker

Learn from Scott Brinker and Frans Riemersma why well-adopted playbooks can help marketers to prevent poor marketing execution.

Solving the riddle of tying marketing performance to strategy

Using real-life examples, Ralf and Frans describe how companies solved the riddle of linking marketing performance to strategy.

The agile marketing manifesto

Agile marketing is an incremental, iterative, test-and-learn process. It originates from agile software…

How to succeed in the ever-expanding martech world

Martech has been eating marketing’s lunch for the past decade. Looking at the explosion of martech—from 150 solutions in 2011 to well over 8,000 solutions in 2020—marketers need a plan to deal with this expanding landscape. Listen to Scott Brinker, a real martech pioneer, to find out what marketing capabilities you need to succeed.

Why can’t you execute on your marketing ops strategy?

There is no marketing leader on the planet without a strategy or plan, yet there are many marketers leaders struggling with execution.

How to navigate the growing spread martech

“Buy first, think later” is often marketers’ approach for acquiring new martech solutions. But over the last decade, as the number of martech solutions has exploded, marketers need to find a way to get the most value out of their stack.

Martech trends for 2022

What’s new in the ever-changing martech landscape? Get the lowdown with Scott Brinker.

What makes a good maturity model in marketing?

In this episode, Scott and Frans discuss how maturity models show, in a structured way, which disciplines to develop.

Bridging the gap between marketing strategy and CX

Marketing operations isn’t just tech-driven—it’s also business- and goal-driven. Ralf Strauss and Frans…

Is a KPI framework the driver of marketing ops?

One could argue that marketing ops originated from KPI frameworks. In this episode, we discuss how marketing ops can help the CMO defining the right framework, including benchmarking against past performance or competitive performance in the industry.

Defining marketing ops territory

The concept of “marketing ops” is on everyone’s radar, but what is it exactly? Sometimes it seems like amoeba with a constantly shifting shape. In this episode of Marketing Ops Now, we discuss why marketing ops is critical to marketing success, and how you can manage and refine it to dramatically increase its efficiency.

3 tips for setting up marketing ops for success

Leslie Alore from Ivanti offers three helpful tips for better enabling marketing operations and providing the tools they need to succeed

How to avoid common martech rollout pitfalls

What are the most common pitfalls in martech stack implementation? Offering tips for a fast, easy, and efficient marketing software rollout, Frans Riemersma talks with Ralf Strauss to go over the most important things to focus on before you begin your implementation.

How to elevate the marketing ops role

What role should marketing ops play in marketing strategy and execution? Frans Riemersma and Scott Brinker discuss how the marketing operations role can contribute to strategic plans right from the start, rather than just at the operational execution level. 

Videos

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CMO Beth: Is one marketing operations platform a pipe dream for Beth?

Beth dreams of having one view of her marketing operations. But building it internally is quickly becoming a nightmare.

CMO Beth: Could marketing reporting get any worse for Beth?

Marketing reporting is always a scramble to find all the right spreadsheets. Will Beth be ready for the board meeting?

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