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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 Automation
is Engineering
Typical Marketing Automation Flow
New Relic Insights
Thinking Like an Engineer
In Marketing Automation In Pseudo Code
for(MktoLead lead in leads[]){
if (!lead.email.contains(@...
Defining Marketing Engineering
Marketer’s
Goals
Customer
Value
Goals & 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 activ...
“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 s...
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.thenext28day...
@IsaacWyatt
IsaacWyatt_NR_Martech_DH_031615_v4
IsaacWyatt_NR_Martech_DH_031615_v4
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IsaacWyatt_NR_Martech_DH_031615_v4

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IsaacWyatt_NR_Martech_DH_031615_v4

  1. 1. Isaac Wyatt, Marketing Ops Marketing Automation is Engineering DevOps is MarkOps
  2. 2. 2 Isaac Wyatt 2 Sales + Marketing Alignment Marketing Technology Marketing Automation Marketing Analytics @IsaacWyat
  3. 3. Evolution of Marketing Ops Traditional Marketing Marketing Ops Marketing Engineer
  4. 4. Marketing Automation is Engineering
  5. 5. Typical Marketing Automation Flow
  6. 6. New Relic Insights
  7. 7. Thinking Like an Engineer In 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”) } }
  8. 8. Defining Marketing Engineering Marketer’s Goals Customer Value Goals & Value
  9. 9. DevOps is MarkOps
  10. 10. “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
  11. 11. “The Fox knows many things, but the Hedgehog knows one big thing.” - Archilochus
  12. 12.  Guardian of Process  Slayer of Inconsistency Hedgehogs Photo source: fastcoexist.com
  13. 13.  Destroyer of Bureaucracy  Chief Innovator Foxes Photo source: wired.com
  14. 14. Marketing Ops balances creating stability and scalability with enabling innovation and creativity
  15. 15. “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
  16. 16. How do we find the Sacred?
  17. 17. Customer-Orientation: Being focused on the customer will help find the sacred within the profane
  18. 18. Focus on people, technology and the activities required to accomplish business goals.
  19. 19. “Never mistake activity for achievement.” ~ John Wooden Modified photo used with permission, courtesy of: www.thenext28days.com
  20. 20. @IsaacWyatt

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