Frighteningly, after 26 years, the MTV reality series The Real World still exists as a TV show. Even when it started, it wasn’t very “real” but these Marketing Operations scenarios are. Here’s a little dose of reality on how to solve real-world problems for Marketing Ops—with a lot less drama: Episode 1: Pulling a List […]
Not long ago, a prospect mentioned that their primary need was to normalize job titles and that he’d been searching online for a solution to do this. While I understood the goal, this wasn’t, in fact, the right thing to do. His problem was this: With so many unique job titles, it was really hard […]
Common wisdom and best practice in marketing a dime a dozen. Many of them sound perfectly logical and intuitive, but the results often don’t validate the hypothesis. The data often tells a different story. Today we will discuss one of these “best practice,” the use of picklists on marketing sign up forms. The “Best Practice” […]
I’m no Excel wizard. Before I joined Openprise, if someone had asked me to put together data from four different spreadsheets into a single resource by joining data, I would have been baffled as to how to even start. Over the last few months, I’ve been learning how to use Openprise. As both an exercise […]
If ABM is the next thing on the agenda at your company, you’re either deeply involved in the selection of accounts for the initiative or you’re waiting to hear what those accounts will be. While many would expect the hard parts to be selecting the accounts and then creating the campaigns, there’s a large project […]
Too often Marketing Operations professionals are seen as the “plumbers” of the team. Their work is invisible until the shower backs up and then their colleagues only see them as fixers. When everything is running smoothly, their work goes unnoticed. It’s time for Marketing Operations to present itself as what it actually is —the foundation of the building, not the plumbing for the house.
As the implementation date for GDPR (General Data Protection Regulation, the EU’s digital privacy requirements) on May 25th nears, many companies are making efforts to ensure they’re compliant. Others are still wondering what they need to do or have decided it’s not important. While most marketers are in the know, I’ve heard a few stories […]