Podcast Summary: B2B Agility™ with Greg Kihlström — Episode #37: Marketing Operations as a Driver of Growth with Mike Rizzo

Introduction

In episode #37 of B2B Agility™ with Greg Kihlström, host Greg engages with Mike Rizzo, founder of MarketingOps.com, to delve into the pivotal role of marketing operations in driving B2B growth. Released on February 4, 2025, this episode centers around the insights from the 2024 State of the Marketing Operations Professional Report, which surveyed over 600 marketing operations professionals to uncover trends, challenges, and opportunities within the field.

Guest Introduction and Background

Timestamp: 02:08 - 04:32

Mike Rizzo kicks off the conversation by sharing his journey into marketing operations. Starting in marketing Martech and ad tech, Mike developed a proficiency in HTML and coding, which paved the way for his transition into demand generation and marketing operations roles within B2B SaaS startups around 2017. Based in Orange County, California, Mike has built a vibrant community through MarketingOps.com, expanding from a solitary role to a network of over 6,300 professionals on Slack. He emphasizes the transformation of marketing operations from isolated teams to a thriving community that leverages collective knowledge to drive strategic initiatives.

Notable Quote:

"Now you can go from a team of one to a team of a thousand pretty quickly." – Mike Rizzo [04:32]

Evolution and Transformation of Marketing Operations

Timestamp: 04:59 - 08:00

Greg and Mike discuss the evolution of marketing operations, highlighting its origins in B2B SaaS compared to the longer-standing presence of marketing technologists in B2C sectors. Mike notes that marketing operations has matured from merely executing tasks like sending emails to adopting a strategic role that aligns closely with business goals.

Notable Quote:

"We're reaching a new tipping point where it's about the strategy and the opportunity for marketing operations." – Mike Rizzo [07:41]

Insights from the 2024 Marketing Operations Report

Timestamp: 08:00 - 15:04

Mike elaborates on the key findings from the 2024 State of the Marketing Operations Professional Report. A significant statistic revealed that 37% of marketing operations professionals feel they have a strategic voice in decision-making. While this indicates progress, Mike acknowledges there's ample room for growth in elevating the role's strategic importance.

The discussion also touches on employee engagement metrics, where challenges such as compensation, role clarity, and feeling valued are prevalent. Mike advises that establishing clear definitions of success and fostering trust through reliable data are crucial steps for leaders to better engage their marketing operations teams.

Notable Quote:

"If you're looking at a report and you're questioning whether or not that is a valid statement or fact... it's probably time for you to bring in your marketing operations team." – Mike Rizzo [11:26]

Addressing Employee Engagement and Valuation

Timestamp: 15:37 - 23:02

The conversation shifts to addressing employee engagement within marketing operations teams. Mike underscores the importance of marketing operations professionals advocating for a clear product roadmap aligned with business goals. By demonstrating their impact on pipeline enrichment and utilizing feedback loops, these professionals can earn greater trust and feel more valued within their organizations.

For leaders, Mike emphasizes recognizing the strategic contributions of marketing operations—such as building comprehensive tech stacks and optimizing go-to-market strategies—to ensure teams feel appreciated and integral to achieving business outcomes.

Notable Quote:

"Marketing operations often... act as the strategists in a lot of ways." – Mike Rizzo [17:47]

Investing in Training and Upskilling Marketing Operations Teams

Timestamp: 23:02 - 33:32

Addressing the report's findings on insufficient training opportunities, Mike provides actionable advice for leaders looking to upskill their marketing operations teams. He advocates for participation in communities, obtaining certifications across various Martech platforms, and embracing foundational marketing principles. By fostering a culture of continuous learning and enabling professionals to explore diverse technologies and methodologies, organizations can enhance the strategic capacity of their marketing operations teams.

Mike also highlights the value of a diverse background within marketing operations, noting that many professionals come from fields like psychology and education, bringing unique perspectives that enrich their problem-solving capabilities.

Notable Quote:

"The more that they can understand the broader landscape of technology, the more they can enable the business." – Mike Rizzo [20:21]

Leveraging Data and AI in Marketing Operations

Timestamp: 33:32 - 34:45

Data-driven initiatives are paramount in today's marketing operations landscape, with 88% of respondents in the report investing or planning to invest in such initiatives. Mike discusses the critical role of data quality in powering AI-driven strategies, emphasizing that effective data management is foundational to leveraging AI's full potential.

He advises teams to focus on clear definitions, alignment, and ensuring that data pipelines are robust and integrated. By doing so, organizations can better harness AI tools to drive intelligent decision-making and optimize marketing outcomes.

Notable Quote:

"AI is absolutely a corporate core, part of the conversation. It is only going to be as good as the data that you feed it." – Mike Rizzo [23:49]

Enhancing Cross-Functional Collaboration

Timestamp: 27:38 - 31:48

Mike and Greg explore the dynamics of collaboration between marketing operations and other departments such as sales, revenue operations (Rev Ops), and IT. Mike identifies the primary barriers as a lack of understanding and shared language between teams. He recommends fostering a culture of mutual understanding and defining shared success metrics to bridge these gaps.

Marketing operations professionals are encouraged to act as problem solvers and facilitators, translating business needs into technical solutions that align with organizational goals. Mike asserts that marketing operations should serve as the gateway to making cross-functional collaboration seamless and efficient.

Notable Quote:

"Marketing operations often... need to be the gateway to make it happen. They're more of the art of the possible people." – Mike Rizzo [30:58]

Future of Marketing Operations and Final Advice

Timestamp: 33:32 - 34:45

Looking ahead, Mike expresses excitement about the integration of AI in marketing operations, likening current AI advancements to traditional practices like lead scoring but on a much faster and scalable level. He urges professionals to embrace these technologies, ask critical questions, and develop a strategic AI roadmap to stay ahead in the rapidly evolving landscape.

Mike also highlights the importance of community participation, encouraging marketing operations professionals to engage in workshops and discussions to continuously adapt and innovate.

Notable Quote:

"Leverage this sort of new era that we're in and make sure that those data pipelines that you're... are feeding into some sort of system that allows you to create those queries." – Mike Rizzo [33:32]

Conclusion

Greg wraps up the episode by thanking Mike Rizzo for his invaluable insights into marketing operations as a strategic driver of growth in the B2B sector. Listeners are encouraged to subscribe to the B2B Agility™ podcast, explore additional resources at www.b2bagility.com, and check out Greg's best-selling Agile Brand guides for further learning.

Key Takeaways

• Strategic Role of Marketing Operations: Transition from tactical tasks to strategic initiatives that align with business goals.
• Employee Engagement: Clear communication, trust in data, and recognizing the strategic value of marketing operations are essential for team engagement.
• Data and AI Integration: High-quality data is fundamental for leveraging AI effectively in marketing operations.
• Cross-Functional Collaboration: Foster understanding and shared language between departments to enhance collaboration and drive collective success.
• Continuous Learning: Invest in training and upskilling to keep marketing operations teams competent and adaptable in a changing technological landscape.

Notable Quotes with Timestamps:

• Mike Rizzo: "Now you can go from a team of one to a team of a thousand pretty quickly." [04:32]
• Mike Rizzo: "We're reaching a new tipping point where it's about the strategy and the opportunity for marketing operations." [07:41]
• Mike Rizzo: "If you're looking at a report and you're questioning whether or not that is a valid statement or fact... it's probably time for you to bring in your marketing operations team." [11:26]
• Mike Rizzo: "Marketing operations often... act as the strategists in a lot of ways." [17:47]
• Mike Rizzo: "The more that they can understand the broader landscape of technology, the more they can enable the business." [20:21]
• Mike Rizzo: "AI is absolutely a corporate core, part of the conversation. It is only going to be as good as the data that you feed it." [23:49]
• Mike Rizzo: "Marketing operations often... need to be the gateway to make it happen. They're more of the art of the possible people." [30:58]
• Mike Rizzo: "Leverage this sort of new era that we're in and make sure that those data pipelines that you're... are feeding into some sort of system that allows you to create those queries." [33:32]

This comprehensive discussion between Greg Kilstrom and Mike Rizzo underscores the indispensable role of marketing operations in modern B2B marketing strategies, emphasizing the need for strategic alignment, robust data management, and cross-functional collaboration to drive sustained business growth.