For Dash Solutions, marketing is more than sending campaigns. It's about driving measurable impact in a competitive healthcare disbursements market. Despite a solid Account-Based Selling (ABS) foundation, the company was facing a familiar challenge: Marketing and sales often targeted the same accounts independently, account prioritization was inconsistent, and pipeline attribution was limited. Teams were spread thin, chasing the same prospects, and struggling to understand wh

Marketing Operations leaders occupy one of the most challenging roles in modern marketing. They are the glue that holds strategy, technology, and execution together, responsible for ensuring campaigns run smoothly, data flows accurately, and the marketing engine generates measurable impact. But today, MOPs leaders face a unique pressure that feels almost relentless: The pace of innovation.

Demandbase has spent the last decade turning intent into something you can operate against: Account-level signals, real-time activation and a growing set of integrations that let marketing and sales act in unison.

But let’s be honest, most teams saying they do ABM are running wildly different programs. One company’s “ABM” might be five named accounts and a stack of handwritten notes; another’s could be 5,000 accounts in a programmatic ad engine that auto-inserts the company name into a banner ad and calls it “personalisation.”

I never set out to become a Marketing Operations professional. Somewhere along the line, between a love for data and a desire to make marketers’ lives easier, I found myself buried in dashboards, drowning in workflows, and relentlessly answering questions that seemed to have no answer. And somehow, the world still expects me to smile through it.

When your Marketing Operations span multiple business units, consistency and visibility can make or break performance. One of our finance clients felt that complexity had grown quietly over time, until reporting felt fragmented, deliverability checks were reactive, and simple absences could throw campaign schedules off balance.

Sojourn Solutions spends its days in the messiest rooms of modern Marketing. We see teams with solid strategies, ambitious leadership, and stacks of tech that cost a fortune. Yet, time and again, Marketing Operations is expected to be the brain of the organisation while being treated like the underpaid assistant...

Oracle’s closing out the year with a release that quietly packs a punch. Eloqua 25D isn’t full of flashy headlines, but it does deliver real impact, smarter AI tools, stronger governance options, and some integration changes you really shouldn’t ignore.

Let’s start with a harsh truth: If your enterprise marketing team is still blasting generic emails, hoping for clicks, and “throwing stuff at the wall” to see what sticks, you’re doing it wrong. The old way of marketing - spray and pray - is basically a luxury you can’t afford anymore. Every wasted impression, every mis-targeted ad... well that's money slipping out the door. And worse, it’s annoying the very people you’re trying to woo.

HubSpot’s version of all-in-one is a different animal. It’s not about cramming every possible feature under one roof. It’s about forcing collaboration. It’s the architectural equivalent of locking your feuding sales and marketing teams in the same room until they figure it out. And guess what? That’s exactly what most organisations need.

A CDP can unify fragmented data, orchestrate personalised experiences, and generate actionable insights. But like a tightrope act without a safety net, it only works when the right foundation is in place, the people, processes, and data that make the whole show run smoothly.

Migrating marketing automation platforms can feel like stepping straight into a horror film. There will be scares, there will be stress, and there may even be a few jump-out-of-your-chair moments when a campaign suddenly vanishes into thin air. But with the right preparation, pacing, people and consultancy, you don’t have to be the character who gets picked off early. You can be the survivor... the one who makes it out stronger, smarter, and ready for whatever comes next.

Marketing Automation amplifies whatever you already have. If your processes and data are solid, automation will scale them beautifully. If they’re broken, automation will just make the cracks appear faster, louder, and more expensively.

B2B likes to imagine it’s somehow immune from the privacy storm. After all, we’re not selling sneakers or retargeting people’s TikTok habits. But here’s the reality: A “business lead” is still a human being. If your database contains names, emails, job titles, behavioural signals... regulators consider that personal data.

Every few years, Marketing Ops gets handed a shiny new “game-changer” that promises to solve all our problems. This time, it’s AI.

Marketing Ops is broken. You broke it. But we can fix it. If we’re honest enough to start now.

All this AI in in Marketing Operations speak... but what if YOU were are an AI inMarketing Operations...

Marketing Operations isn’t being upgraded. It’s being rewritten. Teams that cling to comfort, dashboards, and incremental automation are setting themselves up for redundancy. Those who embrace strategy, oversight, and the human judgment AI cannot replicate... they will thrive.

Remember when we published our “Marketing Operations in 2025: Top Trends & Predictions” article back in January? We had big ideas, bold predictions, and a touch of wishful thinking. Fast forward to now: Mid-year. Time to see what actually stuck, what faceplanted, and what new forces are reshaping the game.

If you haven’t run a MarTech audit in over a year, you’re haemorrhaging money. You’re handing over 25% of your entire marketing budget to stuff that’s mostly idle.