From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: Marketing Automation Is Engineering, Marketing Operations Is Devops. PRESENTATION: Marketing Automation is Engineering - Marketing Operations is DevOps - Given by Isaac Wyatt, @isaacwyatt - New Relic, Manager, Marketing Ops

1. Isaac Wyatt, Marketing Ops
Marketing Automation is Engineering
DevOps is MarkOps

2. 2
Isaac Wyatt
2
Sales + Marketing
Alignment
Marketing
Technology
Marketing
Automation
Marketing
Analytics
@IsaacWyat

3. Evolution of Marketing Ops
Traditional Marketing Marketing Ops Marketing Engineer

4. Marketing Automation
is Engineering

5. Typical Marketing Automation Flow

7. New Relic Insights

8. 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”)
}
}

9. Defining Marketing Engineering
Marketer’s
Goals
Customer
Value
Goals & Value

10. DevOps is MarkOps

11. “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

12. “The Fox knows many things, but
the Hedgehog knows one big thing.”
- Archilochus

13.  Guardian of Process
 Slayer of Inconsistency
Hedgehogs
Photo source: fastcoexist.com

14.  Destroyer of Bureaucracy
 Chief Innovator
Foxes
Photo source: wired.com

15. Marketing Ops balances
creating stability and
scalability with enabling
innovation and creativity

17. “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

18. How do we find
the Sacred?

19. Customer-Orientation:
Being focused on the customer
will help find the
sacred within the profane

20. Focus on people,
technology and the
activities required to
accomplish business goals.

21. “Never mistake activity
for achievement.”
~ John Wooden
Modified photo used with permission, courtesy of: www.thenext28days.com

22. @IsaacWyatt