Debbie Qaqish, Chief Strategy Officer at Pedowitz Group, highlights MarOps’ critical role in AI adoption in B2B marketing and four behaviors demonstrating MarOps leadership in AI implementation and innovation strategic.
I’ve noticed a worrying trend in the B2B marketing landscape. In my interactions with many companies, it is striking to see individuals from almost every marketing domain, except MarOps, spearheading the early adoption and practical implementation of intelligence artificial.
This development leaves me perplexed. My initial hypothesis was that starting November 30, 2022, MarOps would naturally take the lead in AI leadership, positioning itself as the central force for strategic and tactical innovation.
In my work with many MarOps groups, I have identified six crucial behaviors that move MarOps from tactical to strategic. I’ve modified these behaviors slightly to provide a guide to why MarOps is well-positioned to be a leader in AI.
Let’s look at each behavior and how it naturally fits into MarOps’ AI marketing transformation.
From button pusher to business leader and 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 necessary for marketing success. They know how to align new technologies, such as AI, with broader business goals, ensuring that initiatives support the company’s marketing goals and strategies.
2. Change management and training
MarOps is typically responsible for managing change within the marketing department and providing training on new technologies and associated workflows. This role is essential during the integration
With its in-depth understanding of regulatory and compliance issues, MarOps is well-positioned to oversee the ethical considerations of AI use, particularly as they relate to data privacy and use.
See more : Achieving digital agility through change management
From tech geek to digital visionary
1. A central role in the integration of marketing technologies
MarOps teams are typically the gatekeepers of a company’s marketing technology stack. As such, they also set the benchmark for integration with other martech stacks in the company. They fully understand how different technologies interact and can strategically integrate AI tools within the existing technology ecosystem to optimize marketing efforts.
2. Foresight on 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 an ever-evolving technology, MarOps is in the ideal position to predict future trends and innovations.
This foresight positions them to lead AI implementation, ensuring marketing strategies are current and future-proof. By leveraging AI, MarOps can predict market changes, personalize customer experiences at scale, and run innovative campaigns that keep the business at the forefront of digital marketing evolution.
From data management to obsession with customer information
1. Expertise in data management
MarOps has a deep understanding of data collection, management and analysis. Data is fundamentally the lifeblood of AI technologies, and MarOps teams are best positioned to ensure that the data powering these AI systems is high quality and relevant. Their expertise in managing large data sets makes them essential to the success of AI initiatives. Data management is essential to optimize customer knowledge.
2. Measurement and analysis skills
These teams specialize in setting up metrics and KPIs and are skilled in interpreting complex data sets. This skill set is essential for measuring the effectiveness of AI-driven initiatives and making data-driven decisions that improve marketing strategies.
From Single Trick Pony to Process Engineer and Cross-Functional Facilitator
1. Experience in process optimization
MarOps is an expert in streamlining processes and improving efficiency. Their involvement in AI initiatives ensures that these technologies are implemented in a way that optimizes marketing workflows, improves productivity, and drives better results.
2. Transversal coordination
MarOps often serves as a bridge between different departments, such as IT, sales and marketing. Their ability to collaborate across functions is crucial to successful adoption and implementation of AI in marketing, ensuring all departments are aligned and working towards common goals.
I often call MarOps Switzerland. MarOps intersects with business 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 objectives, operationalized effectively and leveraged to their full potential.
What steps has your workplace taken to unlock the power of MarOps for AI leadership? Let us know on Facebook, XAnd LinkedIn. We would love to hear from you!
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