The first ever full-scale live event for marketing operations professionals, MOps-Apalooza, brought out over 320 MOps mavens with 600 or more joining online. The occasion was also marked by the launch of the 2023 edition of “The State of the Marketing Operations Professional,” a survey based on 553 responses. The report highlighted the profession’s growing maturity and the potential for smaller teams, with almost 90% of businesses with over $10 million in annual revenue having some kind of marketing operations team. It also identified major challenges and opportunities, such as the death of the cookie, privacy and compliance management, demand for product-led growth, consumerization of B2B Data and AI and ML across the tech stack.
Chief martec Scott Brinker discussed the importance of composability for martech stacks, with apps becoming increasingly composable and non-technical users being able to put them together from existing features. He also pointed to the likely impact of generative AI on MOps, with AI being used for lower level tasks, leading to significant time-savings.
Two varieties of complexity emerged from conversations at the event, both potentially disabling. The first is the booming complexity of the martech landscape, currently at 11,038 solutions, with the danger of “paralyzing” businesses. The second lies in the way marketing ops teams are configured within organizations, with no settled place for the teams yet.
M.H. Lines, co-founder of Stack Moxie and Natalie Furness, founder of RevOps Automated, both agreed that MOps-Apalooza was a great opportunity to meet people they had had virtual relationships with in real life and was “nerdier than marketers”. Mike Rizzo, founder of MO Pros and one of the guiding lights of the event, was also pleased with the event, with the soft goal number of 350 people in-person having been exceeded.
Overall, MOps-Apalooza was a great success, with the event bringing out the best of the marketing operations professionals and highlighting the challenges and opportunities facing the profession. The report also provided valuable insights into the profession’s growth and the need for businesses to confront the changing martech landscape.
Originally reported by Martech: https://martech.org/the-state-of-mops-apalooza/
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