In the 2019 MOPSCON Keynote, Edward Unthank takes on Marketing Operations as both an industry and profession. What is it, where is it heading and how do we operate within it effectively? Edward defines the 4 Pillars of Marketing Operations and what they mean for your organization.

1. The State of
Marketing
Operations
By Industry Maker - Edward Unthank

2. 2
INTRODUCTION
Edward Unthank
Founder of Etumos
•3x Marketo Champion
•Marketo Certified Expert
•Bootstrapping a premium marketing
technology consulting firm from the
ground-up

3. 3
ABOUTINFORMATICS
MarTech is changing and growing FAST.
Vendors are changing FAST.
● What do we, as MOPS, do?
● Where do we grow the profession?
● What’s your next career step?
● Is MOPs even a career?
● Is Chief-MOPs even a realistic goal?

4. MarTech
Marketing Technology.
1

5. What is Marketing Technology?
Marketing
Automation
(Marketing
System of Truth)
Complementary
MarTech
Complementary
MarTech
Complementary
MarTech
CRM
(Sales System of Truth)
5

6. Marketing Automation
● Person object!
● Reality-mirroring data models—
○ Persons, Accounts, Opportunities.
○ Random Cohort Testing
● New capabilities—
○ behavioral triggers, new channels, memory, and context
6

7. MOPs
Marketing Operations.
2

8. 8
FRONT:
Marketing Technology
(MarTech)
Marketing
Technology
MarTech
FRONT:
Marketing Technology
(MarTech)
Marketing
Operations
MOPs
MarTech & MOPs.
2 sides; 1 coin.

9. <#>
The Pillars of Marketing Operations
Platform
Operations
[POPs]
4
Campaign
Operations
[COPs]
Marketing
Intelligence
[MIOPs]
Development
[DevMOPs]

10. 10
Platform Operations Campaign Operations Marketing Intelligence Development
JOB DUTIES:
● Administration
● Architecture
● Governance
CHARACTERISTICS:
● Systems-Thinkers
● Coding exposure
● Creative problem solver
● Attention to detail
JOB TITLES (when specialized):
● POPs Manager
● POPs Architect
● POPs Admin
Marketing Operations Pillars
JOB DUTIES:
● Campaign Production
● Campaign Measurement
● Project Management
● SLA Tracking
CHARACTERISTICS:
● Attention to detail
● Responsiveness
JOB TITLES (when specialized):
● COPS Specialist
● COPS Manager
JOB DUTIES:
● Reporting
● Prescriptive Analytics
● Controlled Tests
CHARACTERISTICS:
● Data nerds
● Marketing exposure
JOB TITLES (when specialized):
● MIOPs Analyst
● MIOPs Database Admin
● MIOPs Data Scientist
JOB DUTIES:
● Pre-Sales Tools Dev
● Custom Integrations
● Web Design/Dev
● Email Design/Dev
CHARACTERISTICS:
● Inventor
● Creative problem solver
● Clean code obsession
JOB TITLES (when specialized):
● DevMOPs Engineer
● DevMOPs Developer

11. How?
Here’s how.
3

12. Marketing Operations (MOPs)
Team Evolutions
Stage 1:
MOPs FTE
Stage 2:
MOPs Team
Stage 3:
Specialized
Teams
12

13. STAGE 1—
First Hire: Marketing Operations Manager
Hire a “Marketing Operations Manager.”
• This person owns all of the Marketing Technology stack and Marketing Operations
including platform, campaigns, analytics, and integrations.
INDIVIDUAL CONTRIBUTOR
13

14. STAGE 2—
MOPs Team
Hire a “Marketing Operations Specialist.”
This person owns Campaign Operations and reporting
around marketing campaigns.
INDIVIDUAL CONTRIBUTOR
14

15. Platform Ops
Architecture,
admin, governance
Campaign Ops
Nurture revamps
Marketing Intelligence
Funnel reporting, scoring
optimization
Development
APIs, Velocity
Scripts
Platform Ops
Campaign Ops
Campaign execution
Marketing
Intelligence
Campaign Reports
Development
Emails
Marketing Operations Manager
Owns Platform, Marketing Intelligence, and
managing Developers as necessary.
Reports on Lifecycle Metrics.
Marketing Operations Specialist
Owns Campaign Operations, including
email and landing page production. Base
reporting on campaigns.
<#>

16. STAGE 3-
Team Specialties
MOPs Manager
Owns Platform.
Manages COPs
(Optional).
COPs Specialist
Campaign Execution, Testing,
and Reporting.
16
COPs Specialist
Campaign Execution, Testing,
and Reporting.

17. 17
Director, Development
Marketing Operations
Director, Platform
Operations
Director, Campaign
Operations
Director, Marketing
Intelligence
Architect 1
Architect 2
Architect 2
Architect 1
Architect 3
Architect 3
Architect 4
Architect 4
POPs Team
Module
Project Manager
Specialist 1
Specialist 2
Specialist 2
Project Manager
Specialist 1
Specialist 2
Specialist 2
COPs Team
Module
Analyst 1
Analyst 2
Analyst 2
Web Design/Dev
Email Design/Dev
Developer I
Developer II
Developer II
Data Scientist 1
Data Scientist 2
Data Scientist 2
VP, Marketing Operations

18. 1
8
MarketTrends&
Updates
Market Trends & Updates
● Centralized, decentralized or hybrid?
● Request Campaign or Add to List or Proxy
Field?
● Who runs marketing at your org?
○ Sales? PR? Demand Gen? Legal? Privacy? IT?
● ABM crescendos to… silence.
○ What happened? I just assume ABM is in
freefall back to earth.

19. <#>
CONTACT US
We would love to hear from you if you have
any questions or would like to schedule a
meeting.
GET IN
TOUCH
eunthank@etumos.com
206 - 745 - 9660
etumos.com

20. THANK YOU
ETUMOS