What does it mean when MOps goes mainstream?

I recently took part in the 2024 edition of MOps-Apalooza, a three-day event in Anaheim, California, that brought together several hundred marketing and revenue operations professionals.

Was I in my element?

You bet!

I spent three busy days with my marketing operations peers, talking to as many people as I could and attending sessions on topics like “Selecting technology with intention” and “AI for marketing operations.”

I came away energized by the realization that MOps – marketing operations – has come into its own in the last few years. It has gone from being an optional accessory to a must-have tool for a growing number of companies.

And the more people I talked to, the more I came to realize that MOps going mainstream is shaking up marketing in some interesting ways.

Here are some examples:

1. MOps is becoming the cornerstone of marketing

Marketing operations is, at its most basic, a framework for managing the processes, people, data and technologies that support a business’s marketing department. (Here’s a good definition from Adobe.)

In other words, it’s a way of managing the marketing department so that it runs efficiently and with maximum impact – instead of just letting things happen without purpose or direction.

Until now, MOps has always been something brand-new. In fact, in my past, I’ve had to spend time convincing people it’s a real thing!

No more. Everywhere I looked at MOps-Apalooza, I was able to see that marketing operations is becoming the absolute foundation of a large number of marketing departments.

Everyone’s doing it; you can’t get by without it anymore.

2. Talented MOps people are getting snapped up

Because MOps is new, and because so many companies are now setting up marketing operations teams, there is a rush for talent.

The small number of people with serious MOps experience are getting snapped up. People who a few years ago were marketing operations consultants, or working for small firms, are being hired by some of the biggest companies on the planet.

This is a big change from just a few years ago, as more and more companies are making the MOps team the very foundation of their marketing department.

3. New talent is coming in

With marketing operations now on the radar of more and more people in marketing, there’s a growing interest in marketing operations as a career.

As a result, the sector has begun attracting a lot of new talent.

At MOps-Apalooza, I met a lot of young people looking to get into the field. They can see the opportunities.

4. Marketing itself is leveling up

As more and more companies use MOps teams to manage their processes, people, data and technology, marketing is leveling up. The bar for success is getting higher; the quality of marketing is improving; and the pace of marketing is speeding up.

Think of what the arrival of computers did for office efficiency in the 1980s. This is the kind of leveling-up marketing operations will bring to marketing in the next few years.

5. Efficiency is improving

Along with a leveling-up of marketing, I think we can soon expect to see improved efficiencies as best practices in marketing operations get implemented.

For example, marketing teams are now able to evaluate the tools being used for marketing initiatives to make sure the tools are being used correctly. There seems to be a shift to using best-of-breed technologies for what they are best at.

Overall, there will be fewer wasted initiatives.

Then there’s artificial intelligence.

The message at MOps-Apalooza is that AI is going to make MOps a lot more productive; some jobs that took a whole day will be able to be completed in seconds.

That will leave marketers time to figure out how to be more strategic and productive in their role.

6. The customer experience is improving

As marketing tools become better, and as marketing practices become more efficient, the customer experience will inevitably improve.

How?

Pre-MOps, marketing teams often put out what I call ‘random acts of marketing.’ One example would be an email blast sent out indiscriminately to an entire customer base, giving hundreds or even thousands of people content that was irrelevant to them.

Supported by MOps, the marketing department is now able to focus marketing initiatives more tightly. Instead of sending indiscriminate blasts, they are able to send targeted messages that customers will find more useful – and allow companies to perform better.

I’m getting really excited!

For much of my career, I felt a bit lonely as a MOps professional. There were not too many people doing what I was doing or thinking about marketing the way I do.

I’m not lonely anymore.

In fact, I’m very excited to see what’s happening in marketing as MOps goes mainstream.

I look forward to more marketing jobs, better marketing, and improved efficiencies.

And more learning, too.

The MOps community has always been willing to share its knowledge so that others can learn.

Our continued ability to teach others and learn from one other will help us be better at what we do.

And that makes me even more excited for the future!