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Secrets & Strategies from Top Marketing Ops Game Changers

By Triniti Burton

March 21, 2017

From my view, it’s safe to say that Marketing Operations is the most challenging discipline within marketing today. Not only are the pros in these roles expected to leverage tech, processes and data to create efficiencies and drive results – but they’re being increasingly relied upon to develop a strategy that will help reach the company vision AND be masters of change management to ensure all hands are on deck to execute that strategy. That’s a tall order. But there’s are a number of marketing ops leaders rising to the occasion.

We recently announced the Top 33 Marketing Ops Game Changers, a group of best-in-class marketing operations innovators leaving an indelible impact on their organizations and shaping the future of marketing ops. Over the last several weeks, we’ve had the privilege of working closely with these pros to uncover tips & tactics to help you:

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Webinar: Winning Marketing Ops Strategies for Your Playbook

By Triniti Burton

Integrate and Heinz Marketing recently recognized 33 Marketing Ops Game Changers. The purpose was to identify the folks who are driving their organizations forward and to surface insights that will help other ops practitioners while advancing the industry. Over the last several weeks, we’ve been working closely with this group of pros to understand the challenges they’re facing, the solutions they’re implementing to overcome those challenges and the outcomes received as a result of their prescriptive approaches.

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33 Marketing Ops Pros Who Are Driving the Industry Forward

By Triniti Burton

February 15, 2017

Marketing operations is arguably the most challenging discipline within B2B marketing today. It’s a constant back and forth between big picture strategy and in-the-weeds execution. Ops leaders must balance people, processes, data and technology in order to make micro- and macro-improvements that will prove instrumental in reaching business goals.

Integrate and Heinz Marketing recently set out to uncover the marketing ops professionals who aren't only rising to this challenge, but leaving indelible impact on their organizations. We conducted a similar program last year to recognize demand marketers. That process worked well and resulted in some helpful content being used by many demand marketing leaders to shape and evolve their strategies. So we followed a similar process to acknowledge ops leaders who are driving their organizations, and the industry at large, forward.

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Marketing Ops Focus: A Little Less Tech & A Little More Data

By Triniti Burton

January 17, 2017

David Raab is Founder of CDP (Customer Data Platform) Institute and Principal of Raab Associates. With nearly 30 years of experience analyzing marketing trends, tech and data, Raab is one of the most trusted resources for practical advice that helps advance today’s marketing organizations. This year, he joins an esteemed panel of judges to help identify  33 Marketing Ops Game Changers who are driving their oranizations forward.  

Raab recently took some time to share his views on the Marketing Operations role. It seems perhaps many ops pros are so inundated with implementing marketing technology and building complex workflows that they’re not able to full exercise their data-driven and analytical talents.

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Marketing Operations Pros Are Putting on Their Big Kids Pants

By Scott Vaughan

January 5, 2017

John Donlon is Research Director for Marketing Operations Strategies at Sirius Decisions. He works with Marketing Ops pros and teams every day. He is one of the six judges for the Marketing Ops Game Changers program which is recognizing the top 33 Marketing Ops leaders in B2B for breakthrough work.

We caught up with John to get his scoop on the past, present and future of Marketing Ops – a profession that has progressed from the “island of misfit toys” and an informal function to today being a trusted counselor to the CMO.

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Are There Silent Killers Lurking in Your Demand Marketing Process?

By Kate Athmer

With all the progress that's been made around demand orchestration – from technology to enable ABM and predictive, to top-of-funnel automation, to advanced Pipeline analytics – marketers have more power to influence revenue than ever before.

But interestingly, this technology doesn’t always show us the way, at least not at first. Instead, it often uncovers a murky mess of bad data, or a tangle of workaround processes. Much has been written about the consequences of dirty data or time wasted manually processing spreadsheets, but those are just two of the most blatant, deadly problems marketers face.

The reality is, we still have a lot silent killers lurking out there, threatening to drag down our marketing results. So how do you identify and weed them out before they do real damage?

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Lead Integrity Checklist: Demand Gen Tool to Improve B2B Data Quality

By David Crane

If you’re reading this, chances are you’re a B2B marketer working in demand generation or marketing operations. The odds further suggest that you or someone you work with has spent grueling time pouring over spreadsheets to get leads ready for your marketing automation and/or CRM system.

It’s a taxing, time-consuming process that eats away at resources (not to mention team morale…no one goes to college to scrub and format leads). But it’s necessary.

And in the throes of such tedium, it’s easy to overlook an erroneous email here and an untargeted job title there, allowing bad data to get into the all-important customer database. This “dirty data” skews performance measurement and hinders your ability to optimize programs effectively.

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Call for Nominations: Who Are The Best Marketing Ops Game Changers?

By Triniti Burton

November 3, 2016

Earlier this year, we had the privilege of working with Heinz Marketing to highlight 40 demand marketers who are taking their organizations to the next level. Through collaborative work with these Demand Marketing Game Changers, we unearthed leading-edge B2B marketing strategies and tactics that are setting the pace for demand generation and marketing ops pros. 

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6 Skills Marketing Ops Leaders Can Master to Change the Game

By Triniti Burton

November 1, 2016

Marketing operations has become the epicenter of marketing activity. Businesses look to their ops team to align people, processes and technology in ways that create maximum business value. These leaders wear many hats, move at the speed of light, and constantly strive for both macro- and micro- improvements that will impact the organization.  

While there are some valuable resources to help marketing ops professionals refine their strategies, great ops work goes beyond copying someone else’s playbook. If you really want to advance your ops career, you first want to understand the traits that make ops leaders invaluable and then integrate those traits into your marketing DNA.

After working closely with some of the best ops pros in the industry, we’ve boiled game-changing marketing ops work down into six core traits.  These are the skills up and coming operations professionals want to master.

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40 Demand Marketers Who Are Changing the Game

By Triniti Burton

We talk about it all the time. Marketing is changing. Marketers own more of the customer lifecycle than ever before. And they’re being charged with creating exceptional experiences to engage those customers while driving ever-increasing contributions to pipeline and revenue. They’re building demand centers.

The demand marketers powering those centers face new challenges every day. It’s a tough job and many have a hard time keeping up with the pace, let alone innovating. But there are definitely some standout pros rising to new heights and changing the game of what it means to be a demand marketer.

Recently, Integrate and Heinz Marketing set out to recognize 40 demand marketers who are accomplishing big things within their organizations.

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