The Art of Marketing Operations (Taylor)

Why should you communicate with your tech stack administrator? How do you track attribution consistently across sales and marketing? Is an NPS even useful? 
Look no further—we have answers for you. 
In this episode, I interview Jasmine Carnell , Sales Operations Senior Analyst at Lessonly about the pitfalls and triumphs of revenue operations, marketing, sales, and how they all feed into one another. 
Join us as we discuss:
- The intricacies of revenue operations
- Challenges in marketing operations
- The uses for an NPS (Net Promoter Score)
- Best tools for marketing operations  
Keep connected with us by subscribing on Apple Podcasts , Spotify , or your favorite podcast player. Check out our website at Taylor.com.  
Listening on a desktop & can’t see the links? Just search for The Art of Marketing Operations in your favorite podcast player.

An important part of the sales process that rarely gets brought to the marketing side is objection handling.
It’s the perfect opportunity to a) show sales that you’re willing to go the extra mile to collaborate and b) tell a story that will stick with customers forever.
In this episode, I interview Drew Smith, Director of Growth, Revenue Operations at Directive, about how marketing operations should collaborate with sales and revops.
Join us as we discuss:
Why “show, don’t tell” always stays fresh
What marketing can do to understand sales better
The trifecta of sales operations, marketing operations, and revenue operations
Collaborative problem solving across departments


Keep connected with us by subscribing on Apple Podcasts, Spotify, or your favorite podcast player. Check out our website at Taylor.com.
Listening on a desktop & can’t see the links? Just search for The Art of Marketing Operations in your favorite podcast player.

It can be easy in marketing operations to get distracted from the broader picture: the strategic landscape central to all successful marketing campaigns.
We work on tight deadlines, have many demands from multiple corners of the company and are intent on delivering results. But remaining focused and thinking like a CEO is essential.
Today’s guest, Chris Musk, Manager Marketing Operations, Buffini & Company, stopped by to chat with us about the importance of resisting silos and something that marketers should never lose sight of: revenue.
Join us as Chris discusses:
When to leverage partnerships to deliver where you can’t
The value of marketing on dark social
How to level up in your marketing operations career trajectory


Keep connected with us by subscribing on Apple Podcasts, Spotify, or anywhere you get podcasts. Check out our website at Taylor.com

The more data that is out there, the more data people want. We can use data to our advantage… or to our disadvantage.
Ask the right questions to use your data well.
In this episode, I interview Robert Holmes, Marketing Data Operations and Analytics Manager at Couchbase, about what questions to ask your data, as well as how the future of data in marketing operations will look.
Join us as we discuss:
The three phases of interrogating your data
The evolving world of data privacy
Qualities of a good martech platform
The top three traits of a great martech team member


Keep connected with us by subscribing on Apple Podcasts, Spotify, or your favorite podcast player. Check out our website at Taylor.com.
Listening on a desktop & can’t see the links? Just search for The Art of Marketing Operations in your favorite podcast player.

Data is the number one ingredient in nearly every successful marketing campaign. But it’s not just capturing the information; you need to process that data, translate it into actionable marketing tactics, and spread it across a variety of channels.
Today’s guest, Lauren Teixeira, Senior Manager of Demand Generation at Highspot, has been experimenting and fine tuning some of these key concepts for years. She stopped by to highlight :
Customizing your customer experience without being “spooky”
Data and integrating strategy across all your channels
Maximizing your product level information


Keep connected with us by subscribing on Apple Podcasts, Spotify, or anywhere you get podcasts. Check out our website at Taylor.com

Data is the number one ingredient in nearly every successful marketing campaign. But it’s not just capturing the information; you need to process that data, translate it into actionable marketing tactics, and spread it across a variety of channels.
Today’s guest, Lauren Teixeira, Senior Manager of Demand Generation at Highspot, has been experimenting and fine tuning some of these key concepts for years. She stopped by to highlight :
Customizing your customer experience without being “spooky”
Data and integrating strategy across all your channels
Maximizing your product level information


Keep connected with us by subscribing on Apple Podcasts, Spotify, or anywhere you get podcasts. Check out our website at Taylor.com

Gone are the days when you would just pop over to your colleague’s desk to ask for a missing piece of copy, or run into them to chat about that brief for your next meeting. Marketing technology is a rapidly changing industry, but workflow platforms are arguably the most important tech space for an operations team in our new remote work lives.
Heather Carl, Marketing Operations Manager at Missouri Employers Mutual, the largest worker's compensation provider in the state. She knows that the bar is very high when you are making a real impact on helping companies prevent injuries and reduce insurance claims. She takes us through what works for her team, and how they reassess their marketing needs to reflect larger business goals.
Join us as Glenn and Heather discuss:
Tips for increasing your volume without sacrificing consistency
Measuring your work by how you dealt with the unexpected
Reinvigorating your brand standard creative work (hint- it’s not all on your creative staff)

There is no shortage of opinions on building reliable systems. But when does it make sense to rebuild versus improve?  
A lot of thought goes into creating a comprehensive structure for juggling multiple customer types—and not to mention filtering the “noisy data” of different use cases. 
In this episode, I interview Brandon Goldstein , Senior Manager, Marketing Operations at Evolve Vacation Rental , about the difference between improving or building processes, CDPs, and day-to-day aspects of working across multiple consumer channels. 
Join us as we discuss:
- Building new vs improved processes
- Customer data platforms (CDPs)
- New technologies in marketing operations
- Strategies for getting “lifts” 
Keep connected with us by subscribing on Apple Podcasts , Spotify , or your favorite podcast player. Check out our website at Taylor.com . 
Listening on a desktop & can’t see the links? Just search for The Art of Marketing Operations in your favorite podcast player.

What has changed in high-level digital marketing since the worldwide launch of the iPhone?
In such a rapidly evolving industry, sometimes you need to take a step back and reflect on the years past to uncover the insights you need to tackle the changes and challenges of today — and those waiting on the horizon.
Today’s guest, Jeff Campbell, President of aiCommerce, who has gathered a wealth of such insights managing superstar global clients like Apple — and seeing other brands rise and fall — over the years. He shares his advice for marketers in the digital commerce space, along with some surprising tips from more traditional platforms.
In this conversation, Jeff explains:
How to balance branding with direct response and ROI
The overlap in consumer experience and marketing operations from B2C to B2B
How offline marketing impacts the digital sphere


Keep connected with us by subscribing on Apple Podcasts, Spotify, or anywhere you get podcasts. Check out our website at Taylor.com

In today’s job market many are taking advantage of the “great resignation” to make a job change. What does this look like for a marketing operations professional who is now moving to a whole new culture and set of problems to solve?
Debra Schad, Senior Manager at Indeed.com, has just transitioned to a new role at the tech company after 15 years at Adidas. She knows she is coming in with a solid foundation, but more importantly, she is coming in with a fresh perspective on the marking operations puzzle.
Join us as Glenn and Debra discuss:
Data paralysis- how to avoid it and what your leaderships needs to know
Bringing an eye for sustainability into a new workplace
Making sure physical marketing is clever and not wasteful

A large part of marketing is about driving growth, but what good is scaling any business without the right processes to navigate that expansion? That’s why a growth mindset, rooted in prioritization and adaptability, is a must.
Our guest, Matthew Guerrieri, Chief Marketing Officer at Medical Guardian, has risen through the ranks of marketing not only by his entrepreneurial prowess, but because he is consistently adapting to change. He stopped by our show to discuss:
His regime of staying focused, on task and growing his skills alongside company growth
Why marketing professionals have leverage when moving into leadership roles
Development of Medical Guardian’s smartwatch for seniors and the specifics of the rollout


Keep connected with us by subscribing on Apple Podcasts, Spotify, or anywhere you get podcasts. Check out our website at Taylor.com

Promoting a major motion picture in the entertainment industry has its own specific marketing needs and challenges, but there are distinct lessons for the wider marketing community.
On this episode Ross Necessary, Senior Vice President of Global Marketing Operations and Exhibitor Relations at Lionsgate, joins us to share how some of our favorite films get promoted and distributed.
In this insightful discussion with Ross, we’ll explore:
What are some of the key steps in movie marketing
Global and domestic differences in marketing approaches
Leveraging creative efficiency in marketing products and operations


Keep connected with us by subscribing on Apple Podcasts, Spotify, or anywhere you get podcasts. Check out our website at Taylor.com.

A complex sales environment can be a challenge for marketing operations professionals, but it is also a premier setting for experimentation and innovation. When this is your day-to-day at a start-up, you have the added opportunity to test for scalability during rapid growth.
Jaclyn Adams knows this landscape well. As the Senior Marketing Manager at Papa, she is working across B2B and B2C audiences to tailor her marketing operations for growth.
Join us as Glenn and Jaclyn discuss:
The value of integrating physical assets with a strong digital presence
Marketing Ops start-up life as an opportunity to step-back and build seamless processes that drive rapid growth
When A/B testing works best in your pipeline and when it doesn’t

Destination marketing is selling the experience of traveling to a location. It should be safe and seamless, even though the marketers rely wholly on partners to deliver the experience they sell.
The only ways to succeed are to communicate with intentionality and strengthen ties among the industry and community.
In this episode, I interview Melvin Tennant II, CEO at Meet Minneapolis, about the ins and outs of destination marketing after the tough year of 2020 and the emerging year of 2021.
Join us as we discuss:
The little-known discipline of destination marketing
Combining creativity with the data side of the business
Intentional communication with partners and with customers
How to deliver a seamless customer travel experience 


Keep connected with us by subscribing on Apple Podcasts, Spotify, or your favorite podcast player. Check out our website at Taylor.com.
Listening on a desktop & can’t see the links? Just search for The Art of Marketing Operations in your favorite podcast player.

You could do it alone, but you shouldn’t. Marketing is most effective when paired with intentional and consistent collaboration with the sales team. Together, you create clear objectives and customer journeys.
In this episode, I interview Josh Druck, Sr. Manager, Digital Marketing + Operations at Signify Health, about the wildly effective team-up between sales and marketing and the ever-green relevance of multi-touch attribution.
Join us as we discuss:
The significance of multi-touch attribution
Common denominators across customer journeys
The benefits of sales and marketing working together
Why the customer experience is still paramount


Keep connected with us by subscribing on Apple Podcasts, Spotify, or your favorite podcast player. Check out our website at Taylor.com.
Listening on a desktop & can’t see the links? Just search for The Art of Marketing Operations in your favorite podcast player.

If, as marketers, you have passion for your product and can relay that through any medium, you will be truly effective at sharing your differentiator with the healthcare community. 
Hear our conversation with Francisco "Paco" Gonzaba, Executive Director of Business Operations at Gonzaba Medical Group:
Bringing systems and processes to a new marketing department
What is unique about the field marketer’s mindset
Passion for product and compassion for target demographic  


More information about Paco and today’s topics:
LinkedIn Profile: https://www.linkedin.com/in/francisco-paco-gonzaba/  
Company Website: https://www.gonzaba.com/   


Keep connected with us by subscribing on Apple Podcasts , Spotify , or anywhere you get podcasts. Check out our website at Taylor.com. 

Marketing operations is different in every industry. That’s no less true for healthcare, a space notorious for stringent conditions on compliance. Of course, that adds a very important layer to consider when developing a robust strategy.
Good thing there are people like Mark Clark, Senior Manager Marketing Operations at Indivior, who get the value of cross-collaboration and breaking down barriers within a company. Mark has been in the sales field, marketing, and marketing operations his whole career. But he’s also worked in compliance-heavy industries that whole time, making him uniquely qualified to bring all parties to the table to mitigate risk in profound ways.
Join us as we discuss:
Developing a “big picture” mindset for the whole company
The intersection of risk management, revenue, and operations
Managing the evolving field of marketing operations

When it comes to balancing between utilizing and protecting personal data, there is probably no area more fraught for marketing professionals than the healthcare industry. With changes to regulations protecting personal data, digital experiences can struggle to keep pace with in-person patient care.
Christ Dufresne, VP of Digital Products and Marketing Technology at Allina Health , is working to streamline the modern digital experience for everyone in the healthcare industry. He sees value in leveraging what retail and other industries have fine tuned already to make our digital healthcare more efficient and in-tune with patient needs.
Join us as Glenn and Chris discuss:
How to be good stewards of healthcare data and driving robust marketing agendas that are in compliance with new government regulations
Personalizing the healthcare experience to protect data, but still use digital and marketing technology to benefit the patient experience
Apart from protecting personal data, understanding the need to be less… creepy when it comes to targeted marketing regarding health matters.

Focusing on your customer first may seem like the best strategy in marketing, but so much can get lost in the process before you ever even get to your customer.
While marketing is a very creative field, we sometimes forget that the analysis of data is the real driver of success — and what all creative assets rely on. Without proper testing and reporting of critical data, we’re left with ineffective campaigns and processes that don’t serve us.
Tim Parkin, President of Parkin Consulting, has worked with global companies and sees the biggest gap in marketing departments is that they fail to double down on process.
Join us as Glenn and Tim discuss:
Identifying “waste” in your internal processes and how to reduce it (stop focusing on what Tim calls ‘vanity metrics’)
Reporting and analysis as the foundation of any marketing strategy
Don’t forget an integrated strategy- yes, we are in a digital world, but in B2B we still need to integrate physical marketing assets

Tailoring your message to different audiences can be both a challenge and an opportunity. Especially when that message can be a sensitive and tricky subject like providing health care coverage for fertility services.
Erik Eaton is Director of Marketing Operations at Carrot Fertility, a company whose mission is to meet the growing demand for employee fertility benefits. For him, messaging to multiple audiences, with a wide variety of different needs, centers around inclusivity. After that, it’s all how you personalize the messaging.
Join us as we discuss:
How to keep messaging central to diversity, equity and inclusion model
Direct mail marketing can work without elaborate tricks or swag- if the messaging is authentic
Dealing with sensitive customer data information
What parts of an B2B operational campaign can be carried over to B2C?

A strong marketing strategy in 2022 has to look at social media influencers. It just does.
But knowing when to jump into the influencer market isn’t always so clear. A lot of questions need to be answered first, like where are we at with our brand recognition and how do we set expectations within that relationship?
Here, Chelsea Johns, Director of Marketing, at Swoon, gives the inside scoop on what makes an influencer great and the metrics you should look at to be successful.
Join us as we discuss:
What makes influencer marketing so successful
When to know if you’re ready for an influencer strategy
What you can expect to pay during an influencer marketing campaign     


Keep connected with us by subscribing on Apple Podcasts, Spotify, or anywhere you get podcasts. Check out our website at Taylor.com.

Ben and Jerry’s is a worldwide brand that is trusted and loved by many. What does it take to support and grow a brand of this size?
Today, Rebecca Robinson, Head of Marketing Operations for North America at Ben and Jerry’s joins us to share the unique journey the company has embarked on and how they keep growing and maintaining their unique, equitable brand.
In this fun and delightful conversation with Rebecca, we get to hear about the culture at Ben and Jerry’s and discuss:
Nurturing relationships with a broad variety of customers
Knowing not only how to reach your customer, but also understanding where your brand stands in it’s own lifecycle
Why authenticity and honesty are critical to brand equity


Keep connected with us by subscribing on Apple Podcasts, Spotify, or anywhere you get podcasts. Check out our website at Taylor.com

Are you wasting resources on the wrong technology for your team? Think about it. Measuring efficiency isn't only about the people–it’s about the software they have at their fingertips.
In this episode, I interview Neha Dadbhawala, Director of Digital Marketing Operations at McAfee, about the process of helping customers choose your brand and why it all starts with solid systems.
Join us as we discuss:
Structuring teams efficiently
Evaluating workflows
Finding the right technology for your team
Helping customers choose you


Keep connected with us by subscribing on Apple Podcasts, Spotify, or your favorite podcast player. Check out our website at Taylor.com.
Listening on a desktop & can’t see the links? Just search for The Art of Marketing Operations in your favorite podcast player.

Collaboration means more than just working together. It’s determining the strengths and needs of every person on your team to make a cohesive plan for success.
In this episode Alesha Strycharz, director of marketing operations at Bozzuto, shares her insights into reducing friction for client facing interactions and how to recognize and maintain a growth period for your business.
Join us as Glenn and Alesha discuss:
Personalizing automated processes
Managing multiple brands with CRM
Balancing the needs of stakeholders

There’s always a burning fire in marketing operations.
Our guest uses his passion for data to understand why, and how to use that heat to blow past his goals.
In our conversation with Ryker Morgan, the vibrant and inquisitive Director of Marketing Operations & Analytics, Sprinklr, we’ll dive into:
His fascinating career path from social media to demand gen to analytics
Dealing with marketing’s particular hiring challenges
How documentation is absolutely critical in marketing ops
Optimizing your customer data platforms


More information about Darrell and today’s topics:
LinkedIn Profile: https://www.linkedin.com/in/rykermorgan/
Company Website: https://www.sprinklr.com/


Keep connected with us by subscribing on Apple Podcasts, Spotify, or anywhere you get podcasts. Check out our website at Taylor.com.

A solid and detailed process is always going to be critical to scalability. But you can’t hone in on your process and refine anything if you are not mapping your process and paying attention to the small details. This is equally true for the process of creating physical or digital marketing assets.
Julie Volpi, Director of Marketing Operations at Tractor Supply Co., knows she needs to lean into change when leading her team.
Join us as we discuss:
Investing in a true process mapping for marketing ops
Changing customer habits- don’t assume they never shift
Leading a team that understands change

Nobody really likes change, but the ability to adapt to it is not only a necessity in life, it’s also essential in fine-tuning your work flow.
Today’s guest,Jason Knaggs, Manager Marketing Operations at BECU, shares stories from his experience that highlight the true benefits of adapting to agile principles, and turning failure into fruition.
Join us as Jason discusses:
What exactly agile processes are and how to leverage them for marketing
Learning a process that lends itself to maximizing the creative process
Stars Wars references that bring not only humor, but the perspective needed to get your team on-board


Keep connected with us by subscribing on Apple Podcasts, Spotify, or anywhere you get podcasts. Check out our website at Taylor.com

The name “marketing automation” tends to refer to things like automating email marketing initiatives. The name “marketing operations,” however, speaks to the collaborative value that team members bring to a highly creative role.
Today’s guest made the internal rebrand — with stellar results.
In this episode, I interview Dana Weeks, Senior Manager, Marketing Operations at Crain Communications, about how curiosity and grit fuel her high-velocity (and newly renamed) marketing operations team.
Listen in as we discuss:
How marketing exercises both right-brain and left-brain thinking
The motives behind renaming marketing automation
Why curiosity and grit are essential traits for marketers
Making marketing operations a strategic partner to the rest of the marketing team
Strategic moments for being hyper targeted


Keep connected with us by subscribing on Apple Podcasts, Spotify, or your favorite podcast player. Check out our website at Taylor.com.
Listening on a desktop & can’t see the links? Just search for The Art of Marketing Operations in your favorite podcast player.

Highly detailed website performance data tracking allows you to test and pivot in a continuous cycle of self-improvement.
The data makes a little bit of failure okay because it provides important analytics into what’s working and what isn’t.
In this episode, I interview Chris Panebianco, CMO at Bankers Healthcare Group, about the necessity for analytics and creatives to work in tandem to deliver marketing that always iterates.
Join us as we discuss:
The artistry behind marketing
Building continuous learning into team mindsets
Organizational structure, communication cadences, and pods
The essential role of data and analytics in dynamic marketing
Metrics that Chris checks every single day  


Keep connected with us by subscribing on Apple Podcasts, Spotify, or your favorite podcast player. Check out our website at Taylor.com.
Listening on a desktop & can’t see the links? Just search for The Art of Marketing Operations in your favorite podcast player.

You run another report that you suspect nobody reads. This begs the question, “Why are we even doing this?” 
It’s a question worth asking. Simplification is the core of marketing ops. 
Colton Slauson, Marketing Operations Manager at Watermark, joins the show to discuss why simplification matters so much and whether the MQL really is the Holy Grail of marketing. 
Join us as we discuss:
Identifying whether your potential customer even wants your marketing
Simplifying everything from tech stack to messaging
What the value of the MQL really is
How marketing ops will change in the future 


Keep connected with us by subscribing on Apple Podcasts,Spotify , or anywhere you get podcasts. Check out our website at Taylor.com.

What should always stay top of mind for marketing operations?  
One is that businesses die without revenue and two is that happy customers make all the difference. 
Hear our conversation with Darrell Alfonso , Global Marketing Operations at AWS:
Why marketing operations should care deeply about revenue
The urgent need for transferable skills for marops problem solving
Translation, tech, and the customer’s hierarchy of needs  


More information about Darrell and today’s topics:
LinkedIn Profile: https://www.linkedin.com/in/darrellalfonso/  
Company Website: https://aws.amazon.com/  
Darrell’s blog: https://www.darrellalfonso.com/  


Keep connected with us by subscribing on Apple Podcasts, Spotify, or anywhere you get podcasts. Check out our website at Taylor.com .

What if your manager took the time to learn your strengths, goals, and work ethic?  
Even better, what if they valued those specifics and helped you leverage your strengths to achieve your goals and support that work ethic?  
When someone feels heard and understood in their work, the results speak for themselves; better systems, relevant KPIs, and increased productivity.  
In this episode, I interview Joy Martinez , Director, Marketing Operations at Waystar (now S enior Director of Marketing Operations at CS2 Marketing), and Brian Morris , Marketing Operations Manager at Waystar , about the ever-relevant objective of humanizing the workplace.. 
Join us as we discuss:
- Telling a story with data 
- Staying curious (and why curiosity doesn’t equal mistrust)
- Advocating for operational support
- Leveraging strengths in teams 
Resources mentioned:  
- DiSC Assessment 
- Myers Briggs 
- Clifton Strengths Assessments (Joy’s favorite!) 
Keep connected with us by subscribing on Apple Podcasts , Spotify, or your favorite podcast player. Check out our website at Taylor.com. 
Listening on a desktop & can’t see the links? Just search for The Art of Marketing Operations in your favorite podcast player.

Coffee is a competitive market these days and leveling up your game in the industry puts you against some big players who have deep brand loyalty. So how can your brand stand out in crowded markets?
Erin Newkirk, Chief Brand and Marketing Officer at Caribou Coffee, talks about brand marketing strategies that start with a deep understanding, and solution, to a human need. And most importantly leaning on the authenticity consumers crave today.
Join us as Glenn and Erin discuss:
Co-creation in brand marketing
How to ensure your marketing team is using the right Martech stack
B2C brand marketing tips for small businesses up to established brands

Data can be the marketing operations leader’s greatest weakness and greatest strength. Who owns it? Who secures it? Who interprets it? All this contributes to how — and how well — data is used in your org.
In this episode, I interview Danielle Balestra, VP of Marketing Operations at CIT, about the delicate role of data in marketing operations, as well as how martech stacks handle sensitive data.
Join us as we discuss:
Selecting technology — and being willing to switch
Martech stacks and data privacy
The difference between brand and marketing operations
How to do email marketing right
What traits to look for in hiring marketing operations team members  


Check out this resource we mentioned:
Purple Cow by Seth Godin  


Keep connected with us by subscribing on Apple Podcasts, Spotify, or your favorite podcast player. Check out our website at Taylor.com.
Listening on a desktop & can’t see the links? Just search for The Art of Marketing Operations in your favorite podcast player.

One of the most formidable challenges for marketers in the weight loss industry is consumer distrust. It takes us marketers back to what has always worked best: approaching marketing from a personal perspective.
In this episode, I speak with Brooke Fitts, CMO at Profile by Sanford, about marketing to people who don’t care about, know about, or even trust your brand.
Join us as we discuss:
A brand’s responsibility to educate consumers on industry topics
Overcoming consumer distrust
How to bring cross-industry marketing experience to solve challenges
A profile of an extensive brand awareness campaign
How marketers adapt and adjust to guardrails like HIPAA


Keep connected with us by subscribing on Apple Podcasts, Spotify, or your favorite podcast player. Check out our website at Taylor.com.
Listening on a desktop & can’t see the links? Just search for The Art of Marketing Operations in your favorite podcast player.

Inventors and entrepreneurs start with a product- usually one they are passionate about. But just because you have a product doesn’t mean you have a brand. Successful entrepreneurs turn products into powerful brands and most importantly, brands that tell a story.
Allen Iov, CEO at Brands 10x, is a serial entrepreneur in the e- commerce space. He is constantly creating new products from the ideation stage through to the creation, marketing production, and then ultimately building a brand.
Join us as Glenn and Allen discuss:
How to be successful when you are moving into multiple distribution channels - not just Amazon, but brick and mortar stores
Why the physical packaging of any product is important to brand identity
Retail is still king

Marketing Ops is about synthesis and bringing together ideas, or disparate knowledge to create effective strategies that solve problems. This is especially true when you are coming in and reconfiguring an existing process or working to bring digital and physical asset teams together.
Our guest today is Amy Strickland, Director of Marketing Operations Consulting at Cella. Her diverse background at many top brands in marketing operations — Walmart, Athleta, Sam’s Club — makes her an ideal advisor to a wide variety of in-house agencies and creative teams. She stopped by to share the top lessons she has learned in over 15 years of operations leadership with both marketing and creative teams.
Join us as Glenn and Amy discuss:
The value of metrics in operations is undeniable and you need to measure everything — even if you think you don’t need it now, you will in the future.
Unique challenges for marketing operations in an omni channel retail industry
What companies miss out on by not having a marketing operations team

Systems can be an ally or a saboteur. It all comes back to how you implement new tools, track your data, and personalize your content. Each component affects the results of your campaigns and the impact of your reach.
In this episode, I interview Britney Young, Marketing Operations at McKesson, about the constant juggling act that is marketing operations.
Join us as we discuss:
Personalized email marketing via data
Key characteristics of an operations marketer
The difference between small vs large companies
Critical components to consider when adjusting systems


Keep connected with us by subscribing on Apple Podcasts, Spotify, or your favorite podcast player. Check out our website at Taylor.com.
Listening on a desktop & can’t see the links? Just search for The Art of Marketing Operations in your favorite podcast player.

If you’re planning your strategy for 2022 and Marketing Ops doesn’t have a seat at the table…
Then you don’t have a strategy.
That simple truth is why we’re so excited to welcome Kaitlyn Foley, Marketing Operations Manager at Twilio, as our first guest. Not only have we rarely heard it phrased so effectively and succinctly, but we can think of no one better than Kaitlyn at educating on the why — and, perhaps most importantly, the how — behind it.
In this episode, we discuss:
Why Marketing Ops needs to have a seat at the table
The most important qualities for a successful Marketing Ops career
The future of Marketing Ops  


Keep connected with us by subscribing on Apple Podcasts , Spotify , or your favorite podcast player. Check out our website at Taylor.com
Listening on a desktop & can’t see the links? Just search for The Art of Marketing Operations in your favorite podcast player.

Knowledge is one of the greatest assets you can have, especially when you find you and your marketing operations team positioned at the intersection between growth and efficiency.


We’ve created a place for you to learn the peaks and valleys, triumphs and failures of passionate marketing leaders.


In this trailer episode of The Art of Marketing Operations, producer Rita Richa interviews host Glenn Bottomly, CMO at Taylor, about what listeners should expect from the podcast.


Join Glenn and Rita to learn about:

Our guests: marketing leaders with stories and knowledge to share
Our themes: strategy, optimization, software, speed to market, and more
Our audience: anyone across the entire marketing function
Our name: marketing is, after all, an art form



Keep connected with us by subscribing on Apple Podcasts, Spotify, or your favorite podcast player. Check out our website at Taylor.com 


Listening on a desktop & can’t see the links? Just search for The Art of Marketing Operations in your favorite podcast player.

The power of marketing operations comes from consistency and diligence—from curating tech stacks to providing insights to auditing existing processes, intentionality is critical. 
What if you join a company that has never had someone in the marketing operations role before? Where do you start? 
In this episode, I interview Chloe Pott , Senior Marketing Operations Manager at Lokalise , to hear her insights on starting from scratch, building out martech stacks, and collaborating with other departments. 
Join us as we discuss:
Starting from scratch in marketing operations
Building a martech stack
Tracking attribution (and which type is the most relevant today)
Life cycle models and scoring leads
Content analysis
Deploying campaigns multinationally  


Take a peek at the book Chloe recommended: 
The Culture Map by Erin Meyer  


Keep connected with us by subscribing on Apple Podcasts , Spotify , or your favorite podcast player. Check out our website at Taylor.com . 
Listening on a desktop & can’t see the links? Just search for The Art of Marketing Operations in your favorite podcast player.

Company mergers are a good time for taking stock of what works and what needs improvement. But the path is not always smooth.
That’s why Jessica Meyers, Director of Marketing Operations and Technology at PatientPop, Inc, really honed her ability to identify useful mistakes that helped her with multiple facets of Martech.
In this insightful discussion with Jessica, we’ll explore:
Why marketing mistakes may be painful (and often VERY public), but are necessary for progress
How to balance Martech needs and wants realistically during a merger, with examples from her own recent experience
How to create a seamless transition from marketing to sales
The best marketing operations communities for more learning


Keep connected with us by subscribing on Apple Podcasts, Spotify, or anywhere you get podcasts. Check out our website at Taylor.com

The path to marketing expertise can take some unlikely twists and turns.
A new father, proud husband, and highly technical metal drummer, our guest today has had a wild ride — from working in the retail trenches to thought leadership in software marketing.
In this fascinating and humorous discussion with Rick Siegfried, the multitalented Director of Marketing Operations at Farmer's Business Network, we’ll explore:
Growing and learning at one of the top marketing automation firms
The hunger you need to succeed
Industry challenges and changes
Balancing martech needs and wants realistically


More information about Rick and today’s topics:
LinkedIn Profile: https://www.linkedin.com/in/ricksiegfried/
Company Website: https://www.fbn.com/


Keep connected with us by subscribing on Apple Podcasts, Spotify, or anywhere you get podcasts. Check out our website at Taylor.com

Open AI has been given a big boost with the launch of programs like ChatGPT and everyone is buzzing (or complaining) about its potential. But just how the new technology will shape the future of marketing operations is largely up to how we in the industry harness it. Our host, Glenn Bottomly, Chief Marketing Officer at Taylor, breaks down the opportunities that Open AI can have for marketing teams everywhere.

Join us as Glenn gets into:

• Microsoft’s plans to incorporate ChatGPT into its products
• Leveraging AI in physical marketing tactics
• Finding ways to reduce costs and reallocate resources with AI

One major sign of a successful triumvirate of data processing systems: scalability. Without data analysis and metrics, you can’t succeed. But the systems and processes that will lead to progress will vary depending on your business size, industry and stage. It isn’t until your processing systems have stood the test of time and grown with you that they can truly prove success.According to our latest guest, Matt Lauer, Marketing Operations Manager at Alloy, data is the key to making any impactful decision in marketing ops and beyond.

Join us as Glenn and Matt discuss:

• Importance of data and metrics in determining success
• Navigating learning curves in marketing ops amidst competition, regardless of industry
• The power of pairing adaptability, change and data-driven decision making

In healthcare, your tech stack should serve your patients — not strain your patience.

From martech delivering a unified user experience, how do you ensure you’re selecting the right technology for your business when the choices seem endless?

In this episode, Rich Phillips, Managing Director at Huron, shares how he cut through the noise to integrate technology seamlessly to serve both the business and its patients.

We discuss:

• Why creating connections across your whole organization is the key to healthy marketing ops
• Overcoming the complexity of technology
• Collaborating with technology teams to deliver the best results for your users

If you’re a content marketer, video is the most powerful tool in your arsenal. But video is not what it used to be — AI, another equally powerful tool, promises to redefine content marketing.

Does it live up to the hype?

In this episode, Augie Johnston, Founder of Vidchops, shares how to get the most out of your video content and decodes the mysteries of AI’s role in shaping the future of content.

Join us as we discuss:

• The secrets to exploding your reach with video content
• How AI can help you create video content faster than ever before
• Whether AI lacks the emotional depth to compete with human-generated content and why it’s vital to keep up-to-date with the latest advancements

Why did we start a podcast?

It wasn’t just because it’s fun (even though it is).

We did it because it works.And it can work for you, too.

In this episode, Lindsay Tjepkema CEO & Co-Founder at Casted, shares why podcasts are such effective tools for marketers and the secrets to finding success with one in your business.

Join us as we discuss:

• How podcasts help establish credibility and build trust with your audience
• The B2B podcast maturity curve and why it’s essential to understand before you launch
• Why Marketing Ops leaders need to prioritize activities based on the business model and customer motivations

Marketing Ops is a fantastic, stable career path and hiring for its essential skills is something every business should be doing.

So, why is imposter syndrome endemic in the profession?

More importantly, what can be done about it?

In this episode, Naomi Liu, Director, Global Marketing Operations at EFI, joins to honestly examine the causes, symptoms and cures for imposter syndrome in Marketing Ops.

We discuss:

• The challenge of staying relevant in such a rapidly evolving industry
• Why the essential skills for Marketing Ops are essential skills for every business
• The vital skill of translating technical concepts to non-technical audiences

These days, Martech provides marketers with plenty of time-saving tools that promise to free them up to spend more time on the human aspects of their job.

The problem is: If you aren’t careful, Martec may as well translate to “doing it wrong, faster.”

And that’s where Laura Patterson, best-selling author and President at VisionEdge Marketing, says Marketing Ops can step up to help. She joins the show to dissect this and other crucial roles Marketing Ops plays in modern business.

We cover:

• How Marketing Ops can help make your marketing more efficient without sacrificing effectiveness
• Brand authenticity and the importance of understanding the entire customer journey
• The strategic role Marketing Ops plays and the challenges it faces in today’s environment

Imagining everyone in their underwear at a meeting is a thing of the past. When your team is flustered or afraid, how do you help them to overcome their fears to put their best foot forward?

Minimization of fear (and much more) can help a team form strong connections, leading to the next groundbreaking idea. Today we speak with Cate Hollowitsch, Chief Marketing Officer at Nesnah Ventures — the person with the plan of action to move your company past fear and toward success.

Join us as we discuss:

• Empowering your team to abolish fear and promoting confidence
• The one page marketing plan — viewing your work through the lens of minimalism
• Creating bonds with team members as a result of a fearless, minimalist atmosphere

Operationally excellent functions can supercharge your business, launching teams towards efficiency and distinction. Unfortunately, this rhythm of strong practices with plans, goals, measurements and systems is lacking across marketing teams.

We met with Peter Mahoney, CEO & Founder at Plannuh, to discuss exactly why most marketing teams lack this vital alignment, and how you can build a strategy to gain operational excellence. Also the host of the podcast, The Next CMO, and author of a book by the same title, we speak with Peter about tried-and-true, actionable strategies you can implement today.

Join us as we discuss:

• Understanding the financial component of marketing ops is essential for excellence
• Translating marketing outcomes into executive language
• Essential thought leadership strategy and how to build your own

For years, influencers have been breaking into industry after industry. While they were once found promoting products like viral leggings and health drinks, the influencer marketing trend has spread, with niche leaders emerging across diverse B2C and B2B worlds.

But there’s a big difference between influencers and content creators, according to our latest guest Alessandro Bogliari, Co-Founder & CEO at The Influencer Marketing Factory. Knowing the difference between each and how you can leverage them across different platforms and industries will be key to marketing success in the coming years.

Join us as we discuss:

• Differences between influencers and content creators
• Variability in influencer marketing techniques across audiences and mediums
• Balancing measuring the right metrics, building trust with influencers, and incorporating physical marketing for organic, well-rounded success

Also don't forget to listen to Alessandro's podcast The Influence Factor

Every marketing move should come with a distinctly measurable outcome that ties directly to ROI — this popular mindset stifles creativity, and ultimately, decreases the power and leverage of your marketing team.

Our latest guest, Doug Zarkin, CMO at Pearle Vision, didn’t find himself Brandweek’s Marketer of the Next Generation and Crain’s NY Notables in Marketing by carefully calculating each and every marketing move as it relates to ROI. Instead, he embraces a human approach. By moving away from data-driven marketing to focusing on the actual customer experience, Doug places high value on culture and authenticity.

Join us as we discuss:

• Embracing ‘thinking human’ in marketing to build authentic connections
• Hiring for passion and purpose, celebrating progress and creating a learning culture
• Impact of AI on CX and the value of physical marketing in a digital age

Your business is constantly looking for solutions to problems. Inefficiencies leave your team spending far too much valuable time on tasks that can be solved by Martech tools.

But when you evaluate potential software, you find thousands of options, each with its own potential to solve your problem or alternatively, leave you struggling with more challenges.

So do you decide which problems need to be addressed and by which tool while also avoiding creating a tech stack too jumbled for actual application? Danielle Balestra, Marketing Operations Executive, Head of Digital Marketing at Goodwin has learned through real-time, modern experience. In this episode, she shares the roadmap to optimized vendor selection for ultimate company success. Join us as we discuss:

• Recognizing, pursuing and implementing Martech opportunities in alignment with the company trajectory
• How to select and integrate the ideal vendor
• Addressing onboarding challenges for a refined experience

The best marketing teams view all of their processes through the lens of the consumer.

What takes the consumer’s experience from just satisfied to absolutely blown away? At the top of Cassie Tucker’s list is keeping communication concise while making the consumer the number one priority. Wearing many hats as the Marketing Strategist at Camm Media, as well as a Copywriter, Podcast Host and Former Disney Cast Member, Cassie welcomes change and embraces innovation, a skillset that is prioritized as high as Mickey Mouse himself.

Join us as we discuss:

• Clear communication across multiple channels and mediums
• The customer’s experience is always right
• Staying current with ever-evolving trends and technologies

You have to make quality use of every single part of the marketing budget buffalo.

Stretching each dollar, in both for-profit and nonprofit environments, creates optimized marketing strategies — and formulating a strong, simple direction for campaigns is step one. Alissa Nixon, Head of Vertical Operations and Marketing at Siemens USA, Low Carbon Tech Board Member and World Affairs Council YP Executive Member, believes you should be able to convey what you are selling in six words or less. Utilizing the integrated marketing strategy and incorporating physical marketing tools will squeeze the value out of every dollar and, in turn, every initiative.

Join us as we discuss:

• Organic consistency: the integrated marketing mix
• Events and physical marketing incorporation
• Adapting to new environments and organizational contexts

People will always function well in environments they trust — customers and marketers are no exception.

Chopping ambitious goals into manageable pieces with well-defined action items creates a more cohesive terrain for growth and feeds into authentic trust between customer and marketer, as well as marketer and company. Zach Shelley, Senior Director of Marketing & Operations at Uncommon Sports Group, Consultant, and Trainer, believes product success starts with clear directives and authenticity. Taking the time to determine the ideal approach for different content types and audiences allows for high-impact content and clear-headed creativity, leading to measurable outcomes.

Join us as we discuss:

• How simplifying strategies supports high-impact content
• The role authenticity plays in building trust
• Why clickbait damages customer/marketer relationships

You have the key to creating a synergistic strategy across multiple mediums, and it's not all online.

The days of commercials may seem far behind us, but in truth, they still have ample power when it comes to brand legitimacy and recognition. Elena Hengel, VP of Marketing at Marketing Architects, believes TV advertisement is the ultimate support for social media and direct mail marketing. Using TV to create stronger ties across multiple verticals continues to earn consistent results.

Join us as we discuss:

• How TV supports multiple mediums
• Challenges in using TV commercials
• The value of contextual marketing

Want to eliminate the guesswork in marketing? Stop believing everything you think. Your predispositions, previous experiences and knowledge may actually be holding you back from your best messaging and positioning.

This is the mindset embraced by this episode’s guest, Patrick Strother, Founder and Chief Marketing Officer of Strother Communications Group. The more experience you have, the more tempting it is to borrow from a past success or assume you know the intricacies of the existing market. The key to marketing success? Staying humble and giving the market respect by allowing it to guide your approach.

Join us as we discuss:

• The importance of staying grounded in market insights and buyer behavior
• Building trust, differentiating and standing out in a competitive market
• Balancing the art and science of marketing

Marketing operations is often the center of organizational excellence — it’s essential for driving other marketing functions.

When you can upskill your marketing team by making them more efficient at what they do and upscale that team by applying those newly learned or refined skills, your marketing team can become a force multiplier, increasing overall business performance.

We’re joined by Pedrum Khosravi, Global Marketing Operations Leader at Convera, who shares his passion for the ideas of upskilling and upscaling, and how they work together for marketing operations teams.

Join us as we discuss:

• How to upskill and upscale marketing ops teams (and what kind of tools to use)
• Leading marketing operations as internal consultants, emphasizing best practices and excellence
• The importance of integrating physical and digital marketing

In a world where every company is shifting to digital marketing, the only way to stand out amongst the crowd may be a reassessment of the value of physical marketing.

This does not mean you have to sell your website domain and only utilize mailers and billboards. Building a bridge between physical touchpoints and digital tools can make your brand shine above the rest. Kymm Martinez, Chief Marketing Officer at the American Cancer Society joins us to discuss universal marketing truths, integrating physical and digital marketing and more.

Join us as we discuss:

• Marketing principles that ring true across all companies and industries
• Creating a marketing operations team with a vision
• Physical marketing that enhances digital presence

Building a star-studded marketing strategy without fundamentally understanding your customer is impossible.

Getting to know your target demographic at a core level should be step one for every marketing strategy, so deeply ingrained into the culture that it is second nature. From there, building a strong, concise strategy is key. Retaining genuine human elements, such as physical marketing, is as important as building a top-tier digital campaign. Eric Townley, Chief Marketing Officer at Flamingo Theory, covers several crucial points in building the best marketing strategy and mindset.

Join us as we discuss:

• Knowing your customer and tailoring to the buyer
• An insightful marketing strategy as a surprising key to market success
• Integrating physical marketing with digital for a cohesive, seamless customer experience

The first person to touch your product isn’t a buyer — they’re a marketer.

Andrew Wagner, Chief Marketing Officer at Mighty Spark, says marketers are far more than advertisers — they’re more like general managers. Marketers play a role in every function of a business from product ideation to design, development, sourcing, manufacturing, distribution and beyond, meaning they must work with leaders across every team. When organizations can embrace this marketers-as-general managers mindset, a product’s true potential can be revealed.

Join us as we discuss:

• Marketing beyond advertising and how your team can leverage marketing to streamline growth and achieve success
• Why financial literacy in marketing is essential
• The importance of an integrated marketing approach leveraging both digital and physical initiatives

More often than not, sales and marketing teams are at odds with one another. Leaders position each team, looking for attribution — asking which team and initiatives lead to a closed sale.

According to our guest Xander Broeffle, Director of Marketing Operations at CS2, this mindset is not only inefficient and inaccurate but also dangerous. Building alignment between your sales and marketing teams will supercharge your initiatives and place value across the entire customer journey, where it belongs. But how do you create a synergy between both sales and marketing operations? With deep hands-on experience on both sides, Xander shares the roadmap to optimized sales and marketing with data at the heart of it.

Join us as we discuss:

• Shaping marketing operations as the bridge between teams to ensure data alignment, communication, and collaboration
• Shifting focus from initiative attribution to overall success
• Maintaining consistency across physical and digital marketing to enhance engagement

You have worked hard and invested endless time, talent and capital into developing the perfect product, business and marketing plan. But without one crucial component, all of that investment goes down the drain.

The customer experience has the power to make or break a business. Without a great customer experience, your business will flounder, no matter how well-planned it is or how great your product is. Ted Rodgers, Chief Marketing Officer at Digital River joins us to share how integrating customer-centricity throughout the entire buying process can supercharge your business, placing customers at the heart of the organization.

Join us as we discuss:

• Driving conversion by elevating the buying experience throughout marketing for a seamless, enjoyable buyer journey
• The evolution of the e-commerce environment and increasing focus on direct-to-consumer sales
• Leveraging data to design the perfect customer experience with balanced physical and digital integrated marketing campaigns

Accounting and marketing have a lot in common. The most important thing — they’re both about process.

Justin Noznesky, Chief Marketing & Strategy Officer at AtriCure, Inc. found his way into marketing by accident, beginning his career path in finance. This unique perspective has allowed him to effectively execute marketing in the highly regulated field of medicine. He shares lessons learned, translatable experience and the value of diverse perspectives that can be utilized across marketing in all industries.

Join us as we discuss:

• How unexpected career backgrounds can bring fresh perspectives to marketing operations
• Navigating highly regulated industries successfully by collaborating with cross-functional teams
• The pronounced importance of a physical and digital integrated marketing approach in healthcare.

Retailers are building their own, closed houses.

By offering a seamless digital and physical experience, brands are able to create brand loyalty like never before.

Dave Glaza, Founder and CEO of Digits Agency, believes that increasing the number of touchpoints and blending physical and digital is the new way of great marketing — through data. Join us as we discuss:

• Seamlessly blending physical and digital marketing
• Bridging the gap for customer loyalty
• Beyond retail: where data will be monetizable next

Odds are, you publish or share regular reporting. When was the last time you took a step back and asked yourself why?

Why this specific data? Why report this specific way? Why at this interval, in this format? According to Sowmya Kotha, Senior Marketing Manager at Planet, you can’t unlock true problem-solving creativity until you ask the big question: why? The world changes every single day. If you’re not reflecting and adapting occasionally, you risk being left behind, data and insights unrealized.

Join us as we discuss:

• Utilizing diverse perspectives and fostering a culture of curiosity
• Embracing a global mindset and cultural sensitivity in marketing operations
• Acknowledging the significance of marketing operations for organizational success

Diversification is now officially table stakes in any marketing strategy.

Jeff Campbell, President at aiCommerce, shares his experience navigating the current marketing terrain, detailing the imperative of holistic growth and diverse channel strategies for brands.

Understanding the essence of authenticity in content creation is no longer optional, especially if you want to appeal to younger generations.

Join us as we discuss:

• How marketing strategies are adapting to the nuances of Gen Z
• Strategies for brands to effectively navigate the diverse marketing channels available
• How is data privacy impacting advertising strategies?And what the future hold for retail sales in this evolving landscape

How can brands navigate the ever-shifting landscape of e-commerce and brick-and-mortar operations?

Kenji Gjovig, Founder and Managing Director at Bayfield Company, knows the intricate balance that brands must strike when transitioning from direct-to-consumer (DTC) to more traditional commerce. You cannot accomplish the move without a laser focus on content creation that grows opportunities and expands into various channels. Brands certainly need to master the art of content creation, product packaging and leveraging consumer reviews. Your most useful tool is social media, but where is the balance and how is trust best gained in such a crowded marketplace?

Join us as we discuss:

• The challenges and skills required for brands transitioning between e-commerce and brick-and-mortar operations
• Strategies employed by DTC brands to expand into different channels, fueling their continued growth
• Insights into the power of product packaging, consumer reviews, and social media in building brand trust and achieving success in today's competitive marketplace

Our health is extremely personal, so it makes sense that you would want your healthcare provider to emphasize the importance of understanding the lived experiences of patients to enhance the human dimension of healthcare. But how do we do this as marketing professionals?I

n this episode Jay Sivasailam, Chief Growth Officer at UCare, delves into the intricate realm of healthcare marketing and operations. He understands the unique blend of emotional and logical decision-making in healthcare and the need for personalized experiences that resonate with individuals.

Join us as Glenn and Jay discuss:Discussed in this episode:

• The pivotal role of patient-centric healthcare marketing and operations in delivering personalized experiences.
• Shifting the focus from episodic care to whole-person wellness, including addressing equity and access issues.
• Leveraging technology and patient data for personalized clinical engagement while maintaining trust and value exchange in healthcare marketing operations.