Operations teams bring immense value to the entire sales and marketing machine. They minimize effort for their colleagues by making sure MarTech tools work effectively. They support the lead generation, scoring, and nurture that generates revenue. And they ensure fine-tuned segmentation and personalization aren't just aspirations, but an everyday reality.
When you work in Operations, if you're doing your job well, nobody knows you exist—everything just works.
But MarTech stacks can be insanely complicated. CRMs, marketing automation tools, and content management platforms rarely speak the same language. It takes a spaghetti of backend integrations (and a whole lot of IT time) to get everything to work together.
Then there are the various manual workarounds that different teams use to get things done, piling more complexity on top of the tech.
When you're under pressure to keep things running smoothly across numerous siloed platforms, all this complexity makes it incredibly difficult.
For example, when marketing teams want to deliver high-impact, personalized content at scale (and everybody needs it by yesterday), tech complexity can slow everything down. But with automation across your MarTech stack—and throughout the content production lifecycle—things start to get much simpler.