As marketers, we face a lot of challenges when we’re trying to scale our business and get it to the next step. We need fresh expertise to reach new markets and engage our database but, we are also tasked to keep costs—and sometimes hiring—down too. In this webinar, Digital Pi and Amy Goldfine from Iterable discuss how companies can exceed goals the right balance between internal teams and agency experts. We will cover: The differences between a centralized and decentralized approach to MOps, and the benefits of each Different ways to leverage marketing technologies, industry expertise and proven best practices while keeping overhead and costs down How Amy from Iterable was able to increase market share and reach goals without a huge (internal) team behind her Join Amy Goldfine, Iterable Senior Manager, Marketing Operations, and Jeff Coveney, Digital Pi CMO, for this unique view into MOps strategies.

1. © 2021 Merkle, Inc. All Rights Reserved. Confidential.
HOW TO STRATEGICALLY GROW
YOUR MOPS TEAM
STOP Stressing and Start Scaling

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HOUSEKEEPING • This session will be recorded and shared with all
attendees
• To ask questions, type into the Question box or
email hello@digitalpi.com

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Jeff Coveney
CMO
Digital Pi
@digitalpijeff
Amy Goldfine
Senior Manager, Marketing
Operations
Iterable
@goldfine
Introduction

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POLL

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AGENDA 1. APPROACH TO MOps– Centralized vs. Decentralized
1. CENTER OF EXCELLENCE – Pros and Cons
1. BUILDING THE RIGHT TEAM – Different approaches to building
the right team
1. THE ITERABLE APPROACH - Hybrid approach to MOps and
how it works for Iterable

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BACKGROUND

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How did we get here?

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Implementations and
Migrations Platform Ops
Campaign Operations
What is MOps
Anyway?
Custom Development

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THE MODEL MATTERS
Centralized vs. Decentralized

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The Centralized Approach
PROs
• Quality
• Better Quality Assurance
• Training Not Required for Remote
Offices
• Streamlined Operations Offers
Efficiencies
• Consistent KPIs
CONs
• Speed of Delivery
• Not as Flexible for the
Regions/Departments
Example of companies leveraging centralized expertise to drive
campaign and marketing success for the business users.

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The Decentralized Approach
PROs
• Speed
• Flexibility for the
Regions/Departments
• Ability to Work Independently
CONs
• More Room for Error
• Additional Training Required
• Compliance Risk
• Additional MOps Effort
• Additional Quality Assurance
• Required
• Knowledge Silos
• Inconsistent Insights

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Iterable’s Path
• Decentralized approach
• Unique situation with training and users
• Future growth/ plans for scale
• Balance of future customization, balancing complexity and speed

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POLL

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DEFINING THE MODELS
TO GET THE BEST TEAM
Internal Vs. External

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Different Approaches to Teams:
Agency
In-house
CONs
• Lack of Expertise
• Can’t Scale Fast Enough
• Time/ headcount Investment
PROs
• Control
• Data Security
• Intention
• Insights
• Experience
CONs
• Lack of Control
• Security
• Expense
PROs
• Expertise
• Scalability
• Flexibility
• Time to Market
• One-stop solution
• Proven Framework
Internal only Hybrid Agency

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THE HYBRID
APPROACH IN ACTION
Building Your Team

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4 Ways to Utilize a
Hybrid Approach
Implementation
Marketing/ Platform Ops
Campaign Ops
Custom Development

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Implementations and
Migrations

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Platform Ops
Ongoing management of marketing systems and processes.

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Campaign Operations
Building and executing campaigns.

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Custom Development
Getting the development team involved (APIs, web dev, etc)

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MEASURING SUCCESS
Realize results, and share them

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The Numbers
2x
doubled ability to get
emails out using FLEX
templates
67%
reduction in time from
demo request to
inbound team handoff
75%
build-time saved
during rebrand
(centralized
confirmation email)

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The “Other” Numbers/
Intangible Results
CX
Confidenc
e
Time!

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WRAP UP

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Something fabulous about how Iterable has
achieved goals leveraging Digital Pi services.

27. © 2021 Merkle, Inc. All Rights Reserved. Confidential.