In this episode of Ventures, my guests Kelly Jo Horton ( Sol Cates ( and I discuss marketing operations from a startup and enterprise perspective. We dive into Kelly Jo’s story entering the space, the need for a marketing operations expert as early as possible in a startup, how to avoid technical debt with your MarTech stack, why to setup a centralized command center, and how/why to retool a broken MarTech data infrastructure.
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In this episode we cover the following:
1: 47 – Sol tee-up and introduction of Kelly Jo
2: 58 – Kelly Jo personal intro, background, brief career story, tech history, and overview of marketing operations.
8: 04 – What was the career path that Kelly Jo thought she was going on in the early days and how/why it pivoted.
14: 47 – Where did in Kelly Jo’s career did she turn toward data and marketing operations?
17: 48 – In the hypothetical example of a 3-person team (technical, business, and creative), how should they think about setting themselves up for success to learn from their data.
20: 32 – Until the archetypal founder team has the money to hire a senior marketing operations expert, what should be the foundational work that the team should do in order to not rack up too much technical debt with their data.
23: 01 – Does Kelly Jo have a recommended MarTech stack for early stage founders?
26: 44 – Valuing a marketing operations expert. More discussion about an ideal stack from an enterprise angle for B2B work.
35: 15 – Comments about the quantity of strong female leaders in marketing operations.
35: 43 – From an enterprise angle, what are the common problems that Sol sees on the marketing operations side of things?
37: 40 – The importance of having a centralized command center, at least the admin functions.
41: 02 – Identifying yet another hole in startup capabilities (tech/marketing).
42: 55 – Customers buy business outcomes
43: 38 – Resetting the marketing operations team/stack, what is Kelly Jo’s experience of retooling a marketing operations team and associated software tooling?
46: 02 – Yet another “type of CMO to hire” in startup land.
46: 33 – Where can people find Kelly Jo and Sol online? https://www.mopspros.com/mopstalks, /