Where Is MarOps Leadership in AI?
Learn how MarOps can lead AI transformation in B2B marketing from tactical to strategic.
Debbie Qaqish, chief strategy officer at Pedowitz Group, highlights MarOps’ vital role in driving AI adoption in B2B marketing and four behaviors showcasing MarOps’ leadership in AI implementation and strategic innovation.
I’ve noticed a concerning pattern in the B2B marketing landscape. In my interactions with numerous companies, it’s striking to see individuals from nearly every marketing area, except MarOps, spearheading artificial intelligence’s early adoption and practical implementation.
This development is perplexing to me. My initial assumption was that starting November 30, 2022, MarOps would naturally take the helm in AI leadership, positioning themselves as the pivotal force for strategic and tactical innovation.
In my work with many MarOps groups, I identified six crucial behaviors that move MarOps from tactical to strategic. I have slightly modified these behaviors to provide a guide for why MarOps is well-positioned to be an AI leader.
Let’s look at each behavior and how it naturally fits into MarOps’ leading AI marketing transformation.
From Button Pusher to Business Leader & Change Agent
1. A unique view
The MarOps team has a unique view of marketing (and other complementary departments) that encompasses the strategic and tactical elements required for marketing success. They are adept at aligning new technologies, such as AI, with broader business objectives, ensuring that initiatives support company goals and marketing strategies.
2. Change management and training
MarOps is typically responsible for managing change within the marketing department and providing training on new technology and the associated new workflows. This role is critical when integrating AI into marketing practices, as it often requires significant shifts in processes and workflows.
3. Compliance and ethical governance
With their comprehensive understanding of regulatory and compliance issues, MarOps is well-suited to oversee AI usage’s ethical considerations, particularly regarding data privacy and usage.
See More: Achieving Digital Agility Through Change Management
From Tech Geek to Digital Visionary
1. A central role in marketing technology integration
MarOps teams are typically the gatekeepers of a company’s marketing technology stack. As such, they are also the go-to for integration with other martech stacks in the company. They comprehensively understand how different technologies interact and can strategically integrate AI tools within the existing tech ecosystem to optimize marketing efforts.
2. Foresight in emerging technologies and trends
A key role for MarOps professionals is that of a digital visionary who stays ahead of emerging trends in marketing technology. As AI is a constantly evolving technology, MarOps is in the perfect position to foresee upcoming trends and innovations.
This foresight positions them to lead AI implementation, ensuring that marketing strategies are current and o future-proof. By harnessing AI, MarOps can predict market changes, personalize customer experiences at scale, and drive innovative campaigns that keep the company at the forefront of digital marketing evolution.
From Data Driven to Customer Insights Obsessed
1. Expertise in data management
MarOps possesses a deep understanding of data collection, management, and analysis. Data fundamentally drives AI technologies, and MarOps teams are best positioned to ensure that the data feeding into these AI systems is of high quality and relevant. Their expertise in handling large datasets makes them crucial for the success of AI initiatives. Data management is essential to optimizing customer insights.
2. Measurement and analytics proficiency
These teams specialize in setting up metrics and KPIs and are skilled in interpreting complex data sets. This skill set is essential for measuring AI-driven initiatives’ effectiveness and making data-driven decisions that enhance marketing strategies.
From Single Trick Pony to Process Engineer & Cross-Functional Facilitator
1. Experience in process optimization
MarOps are experts in streamlining processes and improving efficiencies. Their involvement in AI initiatives ensures that these technologies are implemented in a way that optimizes marketing workflows, enhances productivity, and drives better results.
2. Cross-functional coordination
MarOps often acts as a bridge between various departments, such as IT, sales, and marketing. Their ability to collaborate across functions is crucial for successfully adopting and implementing AI in marketing, ensuring all departments are aligned and working towards common objectives.
I often refer to MarOps as Switzerland. MarOps intersects company and departmental goals, data optimization, customer insights, analytics, and performance. Their involvement ensures that AI tools are integrated effectively, aligned with the company’s strategic goals, operationalized efficiently, and leveraged to their fullest potential.
What steps has your workplace taken to unlock the power of MarOps in AI leadership? Let us know on Facebook, X, and LinkedIn. We’d love to hear from you!
Image Source: Shutterstock
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