When AI breaks things, the provider may be accountable for parts of compliance, depending on their role. The deployer is accountable for how it is used in their organisation. Regulators and stakeholders will not accept “the tool did it” as a defence, especially where transparency, oversight, and monitoring were expected.  Inside the company, Marketing Ops is rarely the legal owner of the risk, but it is often the operational owner of whether the business can prove it is acti

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

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

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

Many marketing professionals fear that these innovations will render their roles redundant, creating a divide...

Explore emerging trends and how marketing operations is poised to shape the future of marketing.

Marketing Operations goes far beyond the Marketing Automation Platform, so it needs to have an effective way to manage marketing projects.

Marketing Operations and Operational Process blog series Series introduction: Marketing Operations is a complex mixture of people,...

Marketing Operations and Operational Process blog series Series introduction: Marketing Operations is a complex mixture of people,...

Operational Processes are one of the three enablers that drive the core functions Marketing Operations focuses on...