Openprise at Mops-Apalooza

When it comes to revenue acceleration, speed to lead isn’t optional—it’s everything. But for most teams, manual list loading and fragmented enrichment workflows slow things down before sales ever gets a chance to act.In this session, learn how Palo Alto Networks tackled the challenge head-on with automated list loading, smarter enrichment workflows, and a sharp focus on ROI.

We’ll cover:

• How they automated list ingestion from multiple sources to dramatically cut time-to-lead
• Best practices for enrichment vendor evaluation—how to measure and assess ROI, transparency, and scalability
• How Palo Alto Networks tracks enrichment ROI, from cost per match to conversion impact
• Reporting on ROI metrics that matter—including conversion lift, pipeline velocity, and revenue growth
• The role of data lineage—how to map the flow of enrichment data from its source to its final destination and how it impacted revenue

If you’re looking to prove the value of your enrichment strategy and accelerate go-to-market execution, this session will show you how it’s done—fast, clean, and at scale.

When most of your internal RevOps tickets are just people asking for list uploads, it’s time to rethink your support processes.In this session, Rubrik’s Marketing Ops team will share how they scaled support across hundreds of sellers and marketers—going from a reactive ticket system to a proactive, AI-assisted operation. You’ll learn:

• How Rubrik built an internal chatbot powered by LLMs to field requests, automate ticket creation, and deflect repetitive asks
• What it takes to operationalize AI inside a marketing org, from defining use cases to aligning on inputs, outputs, and success metrics
• How their ops team built sustainable workflows that keep pace with GTM growth—while improving response time and internal satisfaction

If you’re drowning in Asana tickets, running ops through Slack DMs, or trying to support a massive GTM team with a tiny MOps crew—this is the blueprint you’ve been waiting for.

When Joe Giacalone joined Teladoc Health in early 2023, lead routing was a painstakingly manual process: one queue, a couple of spreadsheets, and a rotating cast of people making judgment calls. With multiple business units and separate Salesforce instances already in play, it wasn’t just inefficient—it was unsustainable.Fast forward to today, and Teladoc Health’s lead-to-account (L2A) matching and routing workflows are 99% automated, intelligently directing leads to the right reps across a complex GTM structure. In this session, Joe will walk through the evolution of that transformation, from building the business case and managing multi-CRM complexity to standing up automated swim lanes for different lead types and business units. You’ll learn:

• How Teladoc Health replaced manual lead queues with dynamic routing logic that scales across teams and CRMs
• Why splitting high-priority leads from lower-priority ones helped drive better follow-up
• The role of Openprise in enabling L2A matching, data flow control, and downstream CRM coordination

Whether you're drowning in routing rules or trying to unify ops across siloed teams, this session will show you what’s possible when you stop triaging and start orchestrating.

In today’s economic climate, vendor sprawl and shrinking budgets are forcing revenue teams to rethink their tech stack and processes. Nutanix took on this challenge, tackling data chaos and streamlining operations with Openprise.Join this session to hear how the MOps and SOps teams at Nutanix built a seamless, scalable, and self-sufficient data engine to eliminate manual work and reduce cross-functional bottlenecks. You’ll learn how they:

• Created a “holding tank” for leads and contacts, using enrichment, scoring, and segmentation to prepare records for intelligent lead routing
• Automated territory management, so staffing changes trigger real-time updates—no spreadsheets, no ticket queues

If you’re struggling with account misalignment, vendor sprawl, or slow-moving territory changes, this session offers a blueprint for transformation—no duct tape required.

With the rise of AI-powered tools, the question isn’t if AI can support go-to-market teams; it’s how much of the human element can realistically be replaced. Can AI fully take over SDR outreach? Can it personalize engagement without oversight? Today’s reality suggests otherwise. AI still struggles with hallucinations, fabricating details that could make outbound messaging ineffective or even embarrassing. The “lights-off” dream, where AI operates without human intervention, remains out of reach due to these accuracy gaps and the need for human sanity checks.In this session, a team of GTM practitioners will dig into the hard truths about scaling AI in GTM. You’ll learn where AI excels, where it stumbles, and how to build systems that keep human intelligence in the loop. We’ll cover:

• Data quality – Why AI is only as good as the data it’s fed, and how bad data breaks automation.
• Prompt engineering – How getting value from AI means mastering the inputs, not just relying on outputs.
• Risk management – Where AI can augment the GTM teams, and where replacing humans can backfire.

Walk away with a clearer view of what’s hype, what’s real, and how to responsibly scale AI across your GTM motion. (Hint: And we’ll send you home with an AI Prompt Engineering Handbook!)

Attribution isn’t just about proving marketing’s impact. It’s the key to automating your entire funnel.In this session, Josh pulls back the curtain on his B2B attribution methodology. He will reveal proven frameworks and best practices that can be leveraged within any B2B organization to drive full-funnel marketing automation — from first touch to closed-won. You'll hear how his team built a flexible attribution framework that not only measures performance across every channel and stage, but also powers scoring, routing, segmentation, and reporting in real time.He’ll dig into:

• Why attribution isn’t a standalone reporting exercise—it’s the backbone of a fully automated funnel
• How Openprise helps B2B organizations with specific workflows and automation used to clean, enrich, and unify campaign and CRM data without manual intervention
• Lessons learned from scaling automation across marketing and sales ops, including time saved, systems streamlined, and how they proved ROI to leadership

Whether you're stuck in spreadsheet chaos or trying to convince leadership to invest in ops-led growth, this session will provide you with a blueprint to rethink your funnel and automate it.

Clean data alone won’t save your go-to-market strategy. The Marketing ops team at Health Catalyst inherited a “clean” data environment—only to discover blind spots in segmentation, intent accuracy, and operational scalability.In this session, you’ll learn how their team rebuilt a rock-solid data foundation and operationalized it with automation and real-time orchestration using Openprise to overcome common limitations in CRM and MAP systems. You’ll learn how to:

• Streamline lead segmentation for buyer persona and buying group alignment
• Power cross-sell/upsell paths and survey targeting using product data
• Organize data to power time-bound attribution models

You’ll leave with a playbook for turning “clean” data into real GTM results—plus a few sanity-saving tips on when to automate, when to simplify, and how to explain it all in a language the business actually understands.

Accurate TAM analysis begins with one thing: reliable data. In this session, Rupal Shah, Data Systems Manager at MNTN, will share how her team is building a scalable, phased data quality program that turns enrichment and validation into real revenue impact. Instead of boiling the ocean, MNTN takes a project-based approach— aligning stakeholders, testing vendors, and steadily raising data quality standards.Key Takeaways:

• How to structure data quality projects for quick wins and long-term scalability
• Lessons from failed approaches (like manual mining) and what to do instead
• How to validate data quality with multiple vendors and key identifiers (DUNS, FEIN, etc.)

If you’re responsible for delivering data that drives high-stakes business decisions, especially TAM analysis, you’ll walk away with a playbook for moving from scattered clean-up efforts to a repeatable, revenue-driving strategy.

For a product-led company like Vimeo, traditional marketing automation platforms couldn’t keep up with the complexity of their growth motion. Their freemium users often turn into high-value enterprise customers, but the systems meant to support that journey weren’t designed to recognize it. With users, buyers, and customers living in disconnected platforms, personalization and targeting broke down.So what happens when your marketing automation platform isn’t scaling to meet your PLG needs? For Vimeo, the answer was clear: build something smarter from what you already have.In this session, JD Nelson and Mitch Janning walk through Vimeo’s bold decision to rebuild their GTM tech stack with best-in-class tools like Openprise, MessageGears, and Salesforce—and how they navigated the process.You'll learn:

• Why Vimeo chose to build a composable MAP and how they architected a modular, PLG-ready stack to support flexibility and scale
• How they reshape their segmentation and targeting approach to identify “enterprise intent” in freemium users
• What it took to unify user, buyer, and contract data scattered across systems to identify buying groups

Whether you’re stuck with inherited tech or trying to scale PLG across siloed systems, this is the playbook for untangling complexity and modernizing your GTM motion.

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Every company has a different GTM puzzle: Different stage, different vertical, and a different strategy. What’s more, the AI hype cycle is in full swing, but not every operations workflow requires AI. Marketing Ops leaders can only succeed by adapting, rather than forcing a one-size-fits-all playbook.In this session, Jackson Mattox, Senior Marketing Operations Manager at Cockroach Labs, will share how his team balances AI experimentation with automation discipline to thrive in complex go-to-market environments. He’ll walk through frameworks for diagnosing messy tech stacks, highlight where AI can truly accelerate productivity (like activity summarization, custom insights and signals, and enhanced enrichment), and explain why human judgment remains the most valuable tool in tailoring ops to organizational maturity.You’ll learn:

• A framework for evaluating where to start when inheriting a messy tech stack
• How to adapt processes to fit unique GTM motions (enterprise vs. SMB, PLG vs. sales-led)
• How to thrive as the connector between sales, product, finance, and marketing
• How AI can accelerate the diagnostic phase (e.g., activity summarization, custom insights and signals, and enhanced enrichment), but why human judgment is still critical in tailoring ops to org maturity

Most AI used today in GTM motions is still stuck in low-risk pilots that will never scale. In this workshop, Ed King shares how to bridge the gap between early experiments and enterprise-grade AI orchestration that delivers measurable ROI.You'll learn:

• Cut through the noise: Demystify how LLMs work, spot their limits, and know exactly when not to use them
• Orchestrate for trust: Build AI workflows that mitigate hallucinations, measure performance, and integrate securely into your tech stack
• Scale what works: Apply proven GTM data automation and orchestration use cases to maximize impact and deliver scalable, predictable results.