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