Marketing Ops Community

Head of Training and Certification

Indeed.com

Director of Marketing Strategy and Operations

MarTech Alliance

I am the lead instructor for a brand new 8 week course on all things Marketing Operations! Visit Martech Alliance online for more details.

Course Instructor

Amazon Web Services (AWS)

Global Marketing Operations Leader

Hitwise

Leads the marketing and demand generation teams in the Americas and APAC. 

- Oversee the planning and direction of marketing programs
- Partner and support sales to execute strategy for winning clients and upselling existing clients
- Report on key business metrics, campaign results, and drive optimization
- Development of Marketing ROI reporting and analytics 
- Lead nurturing, drip campaigns, lead scoring, sales and marketing alignment
- Oversees sponsorships, paid advertising, and online media spend
- Development and execution of campaigns across paid search and social, online advertising, webinars, events and content marketing
- Marketing automation and Salesforce implementation

Director, Global Marketing

American Marketing Association

Leads content marketing and communications strategy across all channels. 

Oversees communications and social media teams.

Manages writers and content producers for blogs, eBooks, and advertisements.

Director Of Communications

Leaf Group

Responsible for marketing and demand generation programs including marketing automation, lead nurturing, email marketing, messaging, sales enablement, and alignment across paid, content marketing, and event marketing programs. 

Leads and manages team of demand generation professionals.

Passionately implementing unified Marketo, Salesforce, Facebook Advertising and content marketing B2B programs. Marketo Certified Expert.

- Database Hygiene 
- Database Migration 
- De-duplication 
- Data Standardization and Data Normalization

Senior Marketing Manager

Trumpia

Drove 500% growth of new marketing platform through partner marketing and relentless adoption programs for AT&T Mobility’s 1,500+ business sales force. 

Established webinar lead generation program accounting for over 80% of marketing qualified leads 
Instrumental in product marketing, pricing, packaging, business development and go-to-market strategies. 

Online marketing including Google analytics, website and landing page optimization, marketing automation using Pardot, email marketing, collateral development and copywriting. 

Led event marketing team to successfully execute AT&T new product roadshow and events in 15 major US markets.

Digital Marketing 
Marketing Automation 
Google Analytics and Adwords 
Product Marketing
Customer Marketing 
Channel Marketing

Marketing Manager

Independent

Small business marketing consulting including: 

Digital Marketing 
Email Marketing 
Marketing Automation 
Social Media Marketing 
Online Marketing 
Website Design 
SEO/SEM

Marketing Consultant

Director of Marketing Strategy & Operations | Martech Leader | Speaker

Author and speaker. Co-host of the Humans of Martech Podcast.

Subscribe to the Marketing Operations Leader newsletter for MOPs strategies and insights every week: https://darrellalfonso.substack.com/

Highlights: 
- Ranked as one of the Top Marketers in the US by Propolis 2022
- Named one of the "Top Martech Marketers to Follow" 2020 by Martech Alliance 
- Keynote speaker for Martech Conference and Get Stacked B2B Marketing Conference 2021
- Awarded Fearless Marketer 2018 
- Marketo Champion 2018 and 2019 
- VP of Communications American Marketing Association - 2017-2019
- Marketo User Group Leader 2017-2019
- Leading Program Manager for Connect@Amazon (35,000 member Amazon organization)
- Frequent Martech Speaker and Author 
- Marketo and Salesforce Certified 

Posts are my own and do not reflect the views of my current or former employers.

Darrell Alfonso

Revenue leaders need both broad and deep data & insights to make better decisions.

Here are the 9 crucial reports that Chief Revenue Officers rely on to drive predictable, scalable growth—and how to turn insights into action.

1️⃣ Revenue & Pipeline Forecast
Expected revenue is how much in sales you expect to make in a given time period, while pipeline is the dollar amount of open opportunities in the same time period.

2️⃣ Revenue Contribution Breakdown
This report breaks down the proportion of revenue from new business, renewals, and expansions, as well as the split between marketing-sourced and sales-sourced revenue.

3️⃣ Net Recurring Revenue Over Time
NRR tells you if you are growing steadily, or if customers are cancelling/churning so quickly that it impacts your total business growth.

4️⃣ Pipeline Analysis & Breakdown
Total pipeline is the sum of all opportunities in a given time period. Weighted pipeline is the dollar amount of the opportunities that have a high probability of closing. Healthy pipeline is the dollar amount of the minimum amount opportunities needed to close to hit revenue targets. 

5️⃣ Average Deal Size by Segment
This shows the mean sale price by customer bucket. 

6️⃣ Win Rate by Segment
Win rate is the percentage of deals you close versus lose in a given time period. This report shows win rate by various customer buckets.

7️⃣ Conversion Funnel Breakdown
 This visualizes lead progression through MQLs, SQLs, opportunities, and closed-won deals. A significant drop-off at any stage signals inefficiencies in lead qualification, sales execution, or marketing and sales alignment.

8️⃣ Renewal Rate Over Time
This tracks renewal percentage trends throughout the year. A declining renewal rate highlights potential issues with customer satisfaction, competitive pressures, or pricing misalignment.

9️⃣ Revenue Efficiency Metrics
A low LTV:CAC ratio indicates inefficient acquisition costs. A declining demo-to-close rate suggests qualification or sales execution gaps. A longer average time to close points to deal cycle inefficiencies that slow revenue growth.

This is the foundation for revenue leadership that delivers results.

Which reports do you agree with? What would you add?

This diagram was created by me and the Revops genius, Jeff Ignacio.

Big thanks to the revenue leaders who gave us direction on this diagram - Connor Fee Multi-CRO, Tess Baldwin CRO at SixFifty, Robert Livada CRO, and Steven Dunston CRO at StackMoxie. 

NOTE: This initially started with more marketing-related reports, however, we only included the top 9 in this exercise.

Make sure to subscribe to our weekly newsletters to keep leveling up your knowledge, search RevOps Impact Newsletter on Google for Jeff’s newsletter, and The Marketing Operations Leader for my newsletter. 

#marketing #martech #marketingoperations #revops #CRO

Over a year ago, I predicted the future of ops would be conversational. 

I knew the large marketing automation players wouldn't be able to do it. 

But I knew someone else would. 

I was invited to beta-test Knak's AI campaign creation capabilities, and my take is: it's ready. 

William Gibson said, "The future is already here, it's just not evenly distributed." 

And that's what I think about marketing. The future is already here, but not everyone is taking advantage of it.

Make sure to attend Knak's AI campaign creation launch event this week. Details in the comments via Nick Donaldson

#marketing #martech #marketingoperations #ai

Brand partnership • VP of Marketing Ops and Martech, Speaker

Sorry late notice everyone! 

We have an amazing marketing ops town hall where we'll dive into practical AI use cases for marketing ops. 

We'll have Lindsay Rothlisberger, Jomar Ebalida, Mike Rizzo and myself cover some awesome use cases, and we'll also open it up to the group to share what they've learned. 

See you all there, link in the comments to sign up to join us for free.

#marketing #martech #marketingoperations #ai

★ Human-Centered Operations Leader, Instructional Design, Instructor, Author, Speaker, Education and Lifelong Learning Advocate. Dedicated to Advancing Women in Leadership ★

Short summary:
My work involves creating and delivering educational experiences to help people grow their careers and businesses using the lessons I learned from building an agency from the ground up as employee #1. I also create plans, processes, and programs such as a knowledge management program, an award-winning comprehensive employee onboarding program, and an award-winning referral partner program that generated 45% of company revenue. I am currently creating courses for Maven, Teachable, and HubSpot Academy. I am also writing a book on RevOps to combine a love of research, writing, and lifelong learning.


More context:
I spent several years learning executive leadership skills in my operations career at Remotish, a RevOps agency serving B2B SaaS companies using HubSpot, which also aligned with my purpose of advancing women in leadership (Remotish is women-owned-and-led).

I have very diverse career experience, which helps me see the big picture, quickly thinking many steps and scenarios ahead, while being detail-oriented. Creative problem-solving and clarity are my superpowers – I can generate surprising ideas with an unconventional perspective, and clearly explain the steps to make those ideas into reality. 

Career Journey: 
1. Graphic designer / art director, mostly magazines, with an art & journalism degree 
2. Photography piqued my interest while directing photoshoots, which led back to school 
3. Career 2 was a photographer and entrepreneur  
4. My favorite part of running the business was marketing, inspiring a career change
5. MBA in digital marketing to help my career move further and faster
6. Starting at Chief Martech Officer (Remotish) in a client-facing role that led to the fast track to management
7. Discovering part of what I was doing my whole career was Operations 
8. Creating educational content to help others learn these operations & career lessons faster than I did (internal training programs, on-demand and live cohort courses, templates, workbooks, and more)


Resources for finding your superpowers and purpose: 
1. howtofascinate.com (My advantages: prestige, innovation, and passion) 
2. 16personalities.com has an eerily accurate personality test (INTJ Architect) 
3. startwithwhy.com first helped me find “what” I enjoy: creating, improving, or discovering/exploring

Jen Bergren, MBA

At #MOpsApalooza, Marketing Ops Community leaders Mike Rizzo and Audrey Harze ✨ gave the opening remarks with a theme of MOps (marketing operations) Reloaded like the Matrix Reloaded movie.

We’re at a turning point.
AI is not an experiment, it’s an expectation.
But how SHOULD we use it responsibly?

Act 1: Welcome to the system
Slow down to see the system, code, & how to make it work.
AI without MOps is chaos.
AI with MOps can scale.
We're being asked to implement AI with no direction from execs.
Hype is everywhere, but adoption is messy.
More than seeing tools, we need to see the entire system.

Companies are reacting, not leading.
Without leadership, AI takes over like Agent Smith.
Without governance, the systems start to run the company instead of the company running the systems.
But AI isn’t the villain; the lack of leadership is.

Act 2: Seeing the System
Zooming out to influence strategy.
Zooming in to make it scale.

AI tools are coming down from the peak hype cycle of inflated expectations to the trough of disillusionment.
Zoom out by remembering the tech adoption chasm, the journey from hype to habit.
How do we get there?
Mapping it.
In every new tech wave there is a gap/chasm between innovators and others.
Marketing ops bridges that gap.
Turning potential into process.
Turning hype into habit where measurable value lives.

Act 3: The weight of connection
Every bridge has 2 connections, to balance, distribute the pressure, and hold the weight.
MOps is that bridge, connecting the vision of the business with the capabilities of technology.
We’re carrying and distributing the weight of people, systems, and processes that keeps the company flowing.
MOps makes what leadership imagines possible, so you can cross the chasm and reach the next stage or new lands.
You’re designing how it all works.

Success isn’t measured by pipeline anymore, its measured by progress.
We’re not support.
We’re architects of scale.
We’re not a revenue team.
We’re an infrastructure team that enables revenue at scale.
We’re not GTM engineers.
We’re GTM architects.
Every engineer needs an architect.

Act 4: You are the one(s)
We’ve seen this martech movie before, this is the sequel.
Companies buy first and plan later.
It’s what gave birth to MOps.
We’re at the same crossroads.
We can design what comes next.
Executives need people who understand systems end to end.
People who have seen martech explode over years.
You are the best person to prove the tech stack can achieve ROI.
Run the stack like a product.
MOps is the leadership companies need to write that next chapter.

Act 4.4: The human experience
AI can’t see around corners.
Only people can.
AI trains on public info.
It sees success stories.
It doesn’t see what didn’t work, the trial and error.
Only humans can apply it with integrity, nuance, and purpose.
AI doesn't change the game.
MOps does.
We don't adopt the future.
We design it.
By building the bridge that every business needs.

#MOPZA #MOPZA25

Jen Bergren, MBA, M.Ed.

This week's newsletter of learning resources is ready for you! 📨

Featuring content from:
Kathleen Booth
Tracy Graziani
Kawaljeet (Kawal) Kour
Sophie Oberstein
Dale Zwizinski
Taylor Cromwell
Jill Felska
Courtney Sembler
Mike Rizzo
Tom McDowall
Ravi Rajani and Mike Simmons
Harry Siggins and Jeff Ignacio
and more!

Read and subscribe here: https://lnkd.in/gXFyraqD

#operations #ops #learning #learninganddevelopment #revops #strategy #communication #leadership #insights #crossfunctional #generalist

Open article: Weekly newsletter #150 by jenbergren.substack.com

Cory Huff spoke at #MOpsApalooza about ‘Build Your First AI Agent (without bugging an engineer).’

This was the one AI session I attended, to support #sandiego chapter leaders! 🙂

What is an AI agent?
A tool that acts autonomously once you set it up.
It needs a specific task and outcome.

Example: An agent to search 100s of daily Instagram DMs for testimonials. 
The agent logs into Instagram & finds phrases like ‘I love,’ ‘product name,’ or ‘thank you.’ Then it pastes those into a Google sheet with the account handle. 
This used to take a human 1 hour a day.
It took 2 hours to set up the agent.

More agent examples:
• Data Analyst that helps you write Python 
• Email Builder that integrates with automation platform, adds copy & images.
• Data cleaning agent that normalizes customer data
• Agent connected to Sharepoint – “go find all docs about X and summarize them”

Agent building tools:
-Chat GPT or Agent Mode
-User facing chatbots
-Back end agents with complex integrations

Another example: Coaching/therapy prep agent
Four agents doing discrete tasks used together instead of one agent doing 4 things.
1-Understands the question to direct to the right next agent
2-Self-rescue system: Agent walks through 4-step conversation to prep for a difficult conversation
3-What am I feeling? A mini agent trained to help users understand how they’re feeling
4-When the workflow ends, subscribe the user to an email list integrated with marketing automation platform

Agent Stages
Goal: Build the next mini-agent
Steps:
1 Define what the overall agent or agent cluster will do.
2 Communicate this test with marketing / IT/ in-house legal team
3 Build the MVP for the first mini-agent
4 Validate the outputs
5 Refine prompts, integrations, and access

Tell the agent to leave a part blank if there is no answer so it doesn’t invent information. Never ask an agent to make up what the answer should be. Give it a picklist to choose from.

Audience idea: Agent for quality checking (QA) emails

1. Design prompt
Ask AI to ‘help me design a prompt for an AI agent that performs email QA, I’m uploading a knowledge document that will define all the things that need to be checked.’

2. Copy the output (prompt template) into a Word doc and edit to improve it.

3. Put that prompt into a workflow creator that creates chatbots that integrate with LLMs, which processes info back and forth to LLMs to write the answers.

4. Add human check-in steps to make sure the agent can proceed to the next step without inventing information or confusion.

After you’re confident in the workflow, the human check in can be removed, maybe after 100 times running the workflow and iterating to fix issues during that time.

Chat GPT agent mode records videos of what the agent did so you can see where mistakes were made and where to tweak it.

To decide on a good first agent to build, look at what you are doing in your job that is repetitive and boring. How can you automate that? 

Thank you, Cory!
#MOPZA

Thank you to Patti M. Wilson (Myers) for this wonderful testimonial for my #documentation courses! ☺️ ❤️  It was a pleasure to chat with you in class!

Maven is running a sale this week on all my live classes - 25% off!

If you want to start 2026 with a system and support to prioritize, write, maintain, and adopt your process documentation, or simply improve your existing writing and other documentation skills, enroll today and save!

Find the full course and both workshops here: https://lnkd.in/g4d44D4b

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