At Sojourn, we’re regularly asked by clients to help define roles and responsibilities within the Marketing Operations function -...

If your Marketing Operations strategy hasn’t had a serious overhaul since Stranger Things Season 1… we have a problem. Because while the tech has sprinted ahead - hello AI, intent data, predictive modeling - the strategy holding it all together is still wearing skinny jeans and quoting "best practices" from 2017.

Most companies are trying to implement AI before they’ve done the basics. They haven’t mapped their processes. Their data is messy. No one knows who owns what. And yet… they’re plugging in AI like it’s going to fix everything.

Somewhere inside your organization is a marketing technology stack that’s bigger, messier, and more haunted than anyone wants to admit.

If your "personalization" is just dropping a first name into a generic email template, you're not nurturing leads - you're nurturing your unsubscribe rate.

When used right, AI can absolutely help scale and sharpen your operations. But if you’re using it to dodge strategy, skip hard decisions, or chase shiny things - it’s going to hurt.

MOPs might not have the sex appeal of a brand refresh. But when the boardroom heat is on, they’re the coolest asset you’ve got.

By embracing sustainable marketing, B2B companies don’t just help the planet - they future-proof their business.

Redundant tools, underutilized platforms, and inefficient processes quietly drain budgets, whilst there's pressure to justify every dollar.

Let's break down the strengths, weaknesses, and financial impact of each approach to help you determine which strategy aligns best with your

Account-Based Marketing flips the traditional model on its head by prioritizing engagement at the account level rather than single leads

Many Marketing Operations teams are struggling to keep up with the technical expertise required to fully leverage AI technologies.

Keeping up with MarTech advancements is both a necessity and a challenge!

Here are the top five tips to ensure seamless team alignment for a successful ABM strategy.

why proving Marketing Operations value is so challenging and why it is so vital to business success!

Without alignment, even the best ABM strategies will falter. In this article, we’ll delve deeply into the importance of team alignment.

Are MQLs still the gold standard for marketing measurement, or is it time for a shift?

As new technologies emerge and consumer expectations evolve, businesses must ask: Are MAPs still relevant in modern and future MarTech?

What will define Marketing Operations in 2025? Let’s explore key trends and look at our predictions for what will shape the year ahead.

Without their buy-in, even the most promising ideas risk being shelved.