Technology: A Marketing Ops Tool but Not the End Game
Gary Katz, Co-Founder of ClearAction Value Exchange
Technology is seen as the “Holy Grail” for streamlining marketing functions. Not so fast… Although Marketing Ops professionals recognize technology as a means to automate time-consuming processes and tasks crucial to running successful marketing programs, realistically it’s only part of the solution. Companies that have deployed technology without investing in a marketing operations function to optimize it have discovered this reality the hard way. So assuming your company has taken the critical first step of establishing a dedicated MO function, what does the team need to do to optimize technology to enable a more efficient and effective business?