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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to an inside look at the world of Marketing Operations, inspired by the NTM Growth Marketing Podcast’s conversation with Mike Rizzo, CEO and founder of MarketingOps.com. In this lengthy, practical guide, we’ll explore the real, behind-the-scenes work of marketing ops, why branding matters (even down to wall stickers), what keeps these unsung pros up at night, and how the job is changing in the era of AI and rapid digital transformation.
Pull up a seat and join in — whether you’re a seasoned marketing ops pro, a CMO figuring out why marketing automation matters, or someone who just wants to peek behind the digital marketing curtain.
Let’s kick things off with a little background. If you’re picturing a stiff CEO in a suit, think again. When Mike Rizzo hops on a Zoom call, you’ll spot not just an energetic attitude but a huge “MarketingOps” sticker proudly stuck above his stylish shelves at home. That’s branding — and a subtle bit of fun that tells you a lot about both Mike and his approach.
Who is Mike?
In Mike’s own words:
“None of this would have happened without the community guiding us towards what it all means and what we should be doing together — how to make it better for everybody.”
Mike’s journey started in a now-familiar way: “Back when I was launching… MarketingOps.com, I was like, well, what could I do that could be kind of fun and interesting because we’re in this virtual world right now? So, I bought a giant vinyl sticker and stuck it on my wall.” Even his wife had input — and ended up liking it for the branding boost it gave his setup.
“Why the MarketingOps sticker?” might seem like a random question, but it opens the door into a cornerstone of how modern marketing — and especially marketing operations — works.
The story:
When Mike was getting MarketingOps.com off the ground, he wanted to put a memorable, fun touch into his video setup. Enter the MarketingOps.com sticker, smack above some beautiful shelves (his wife’s handiwork).
Was it a risk?
Sure. Even his wife was like, “Are you sure you want that there?” But, as Mike points out, these small, quirky touches get people talking and help brand identity stick.
“I think branding in general is important—regardless of the inability to track branding, it’s an important thing. Subtle touches really work.”
Takeaway:
Whether it’s a sticker, a pair of signature glowing headphones (another of Mike’s tricks!), or a unique virtual background, small consistent branding details become your signature. Folks remember the headphones and ask about them. Maybe they even buy their own.
Lesson for marketers:
Don’t underestimate the power of a little fun, creativity, or style in your workspace, especially in a world where most meetings are virtual. It’s memorable. It’s you.
Let’s break it down, because “marketing operations” (aka “marketing ops” or “MOps”) often gets mixed up, misunderstood, or even ignored within broader marketing teams.
Mike describes MarketingOps.com as:
With thousands of members chatting, venting, and problem-solving together, it’s a place for both seasoned pros and brand-new practitioners.
Here’s Mike’s definition:
“Marketing operations is the practice of taking people, understanding what the business is trying to do from a go-to-market perspective, and working to align those people to a process to enable that go-to-market — often through technology. And it’s always in that order: people, process, technology.”
What does that mean in practice?
It’s a role about orchestrating all three.
Pro tip:
Marketing ops is not just about buying cool tools or running the shiniest automation platform. All that comes at the end – after you know who’s using the tool and why.
Most teams make mistakes here, especially when they get dazzled by a new MarTech product. As Mike puts it:
“Often, we see companies and teams invest in a product before they ever think about who manages the tool, or who’s interacting with it…”
Remember:
Marketing ops is basically managing a go-to-market product (your tech stack). That means knowing your “users,” setting up repeatable processes, and letting that strategy drive your tech choices — not the other way around.
You might wonder: With so many marketing communities out there, what makes MarketingOps.com unique?
It’s about solving for a very real problem:
That’s a recipe for confusion, stress, and sometimes a sense of isolation.
“We’re trying to establish the guardrails of what it truly means to be in marketing operations.”
With executives, practitioners, and newbies all in the same space, the community provides guidance, resources, and a place to talk shop (and, sometimes, just vent).
Who it’s for:
Let’s get real: the life of a marketing operations professional isn’t all flowcharts and MarTech roundups.
So what actually keeps these folks up at night?
Mike shares a story about his own spouse learning the ropes of marketing automation:
“She was laying in bed one night, and it was 11:30, and she hit me on the shoulder and said, ‘Honey, I don’t know if I scheduled that email right.’”
Sound familiar? The basics can be surprisingly stressful:
All those little details matter — and slipping up means sending the wrong info to the wrong people, or even breaking the law.
“You know, someone says, ‘Hey, can I send an email campaign to the customers?’ The answer is, ‘Yeah, but which customers?’”
Even with “yes” answers, there’s always a caveat:
Quick anecdote:
It’s not uncommon for marketers to wake up in a cold sweat, remembering an email blast still labeled “Test” going out to 10,000 customers or realizing they’ve sent “Hi, FIRSTNAME” to the C-suite.
Why join a professional community? For marketing ops folks — especially those working solo or on tiny teams — it’s about way more than just swapping war stories.
Mike sums it up well:
“Much like any other community, it really just boils down to camaraderie and a sense of kinship… you go from being a team of one to now you’re a team of, call it, 5400.”
Standout quote:
“It’s pretty special to be able to go to somebody and say, ‘Hey, I’m encountering this strange thing with this product or this process I’m building out. Has anybody encountered this before? How have you tackled this challenge?’”
The feeling? Relief — realizing you’re never actually alone.
Digital marketing pivots at lightning speed. Not long ago, TikTok was pegged as a “dance platform for teenagers.” Now? Multi-billion dollar marketing channel.
If marketing platforms change so quickly, what about the pros who manage the tech, processes, and people behind successful campaigns?
Old school:
Marketing ops started with a heavy focus on platforms — think “I run the HubSpot/Salesforce/Marketo” shop.
Now:
The shift is toward being strategic go-to-market enablers and product leaders.
Originally, industry leaders mapped out four “core responsibilities” for MOps pros. Now, the focus has widened:
Example:
If your exec wants to expand into the EMEA region, it’s not just about running ads. Legal, compliance, list building, data structure, and technical integrations all need to slot perfectly into place.
“This marketing ops role is really evolving to be a product leader in that space and a strategist.”
Analogy:
Today’s marketing ops pro is a little like a CTO, CIO, and operations chief all rolled into one — thinking about the ripple effects of every field, workflow, or campaign.
Role evolution takeaway:
MOps pros now have to anticipate the second and third order effects of their decisions (and explain them to everyone else).
As AI and outsourcing become increasingly common, the best way for marketing ops professionals to stay relevant is to:
Mike puts it plainly:
“Offshoring and AI aren’t going anywhere. But what’s really special about the MOps role is that, as a strategist who understands how tools work together, you’re uniquely equipped to leverage AI — not get replaced by it.”
AI is the fear (and opportunity) on every marketer’s mind. So, is marketing ops at risk of becoming obsolete?
The answer: No. If anything, it’s becoming more critical.
Paul Wilson, a thought-leader in the MOps space, popularizes this point. As Mike summarizes:
“We’ve been doing this AI thing for a while… Lead scoring, modeling go-to-market strategies, surfacing insights — all AI-adjacent activities.”
What’s changed?
So what’s the real job?
Say you want to automate a complex email sequence:
“Build me a seven-step email campaign that automatically puts leads on one of three branches, based on location or industry data.”AI can handle the build — if you know what to ask, and if the underlying data is clean and accessible.
“AI will be super helpful for the mundane stuff that we don’t necessarily love to do anymore — bulk workflow builds, custom branches, etc. But someone still has to do the work, manage the inputs, and make strategic decisions.”
AI doesn’t know your specific business inside and out, not yet — and probably never as well as a human.
“I don’t think we’re getting replaced by AI. Not anytime soon.”
After so much “tech talk,” you might expect the big, bold prediction for 2024 to be about the next giant CRM or social platform. But for Mike, it’s simpler — and more human:
“The thing that makes it special is that we’re creating an experience that connects people to our brand, our brand to people, and people to people… I’m most excited about seeing how businesses leverage relationships and bring it back to people.”
As companies look to expand and try new go-to-market strategies, the magic happens where relationships meet brand. Even the most wizardly MOps pro or Ai-powered tool can’t fake real connection:
So, what should MOps pros focus on in 2024?
If you want to dig deeper, join the community, or simply follow Mike and his crew, here’s how:
Website:
https://marketingops.com
Whether you’re already living that late-night-marketing-automation life, or just curious about how the digital sausage is made, marketing operations sits at the heart of every modern marketing engine. With the combo of smart people, solid processes, and the right technology (and, yes, the occasional AI bot), MOps pros can enable the possible — and connect the dots between brand, systems, and relationships.
If you take just one thing from Mike Rizzo’s journey and the MarketingOps.com community, let it be this:
“At the end of the day, the thing that makes this as special as it is, is that we’re creating an experience that connects people to our brand and our brand to people, and people to people.”
Ready to step up your marketing ops game? Start branding boldly, connect with your community, and keep your people — not just your pixels — at the center.
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