How to Avoid the Marketing vs. Sales Trap

Kevin Mulrane

How to Avoid a Toxic Culture Most of us have had the misfortune of living through a tumultuous sales and marketing relationship. Whether it’s the blame game at the end of every rough quarter or only meeting to argue over MQLs, the same symptoms crop up across organizations.

3 Tactics That Position MOPs as a Strategic Partner

Darrell Alfonso

01 Get On the Hook for Analytics It’s easy to get panicked by an enormous backlog and spend your days on system improvement and process. However, Darrell noticed that taking responsibility for crucial reports naturally led to more strategic thinking and, eventually, the ear of the executive team. “I always recommend that people try to […]

B2B Marketing’s Role Reexamined

Ruth Stevens

Tailor Your Message, But Be Practical We’ve said it many times before. The buyer journey in B2B is not linear. People move in and out of different stages as they acquire budget, lose budget, and get a change in priorities from executive leadership. We also see several people involved in the decision-making process.

6 Things We Learned From 2020

What 2020 Taught Us

2020 has been… Well, it’s been a bit of a dumpster fire. We kicked the year off with Australia literally on fire and somehow managed to continue to spiral. Even the 2020 Word of the Year award didn’t go as expected. The Oxford English Dictionary selected dozens. Doomscrolling, blursday, quarantini, and covidiots all made the […]

A Shallow Pipeline Wave on the Horizon

shallow pipeline

Pipeline creation is a team sport. As a Salesperson, I wanted to share my point of view on current happenings with Marketing, in hopes we can better achieve our current and future goals – together.   The New Norm: Questions We’re Asking Ourselves We’re all feeling a bit of what’s happening on this Kubler-Ross Model professionally, and […]

Announcing the New MasterOps Community


Back in the Day Remembering back when I was a marketing intern (before “Marketing Ops” or “Revenue Ops” existed), we had two big systems to manage:   Customer Relation Management (CRM) Marketing Automation Platform (MAP)   Somehow, I got put in charge to administer both and was promoted to a Marketing Specialist. I remember sending […]

How Marketing Ops Can (and Should) Be Seen as a Strategic Partner

Scott Merselis

Building Business Acumen in a Marketing Operations Role Business acumen is crucial for any marketer, regardless of their area of expertise. Being able to know the business, speak about it, and make strategic decisions to grow it is something that can bring visibility to marketing operations teams and truly make them stand out.

Mastering Your Data Strategy to Support a Shared Revenue Goal

paul mckay

Sales and Marketing Move Toward a Common Goal: Revenue It was a new revenue-focused CMO joining the team that prompted Visier’s marketing team to reassess its KPIs. The logic plays out pretty simply: if what matters most to the business is revenue, what matters most to Sales is revenue. Since Marketing is a key player […]

We All Suck At Revenue Forecasting and Here’s Why

inherent bias

You own the revenue number for the company. So — when I say there lurks a revenue sucker in your company do your ears perk up? It’s the kind that shows itself clearly, but manages to elude the questioning glare from the board and the executive team year after year.  It breaks our backs right as our […]

Account Engagement: What Sales and Marketing Teams Really Need

Moni Oloyede Fidelis

Moni, who has a background in cybersecurity and over a decade of marketing expertise under her belt, shares how she tackles these common problems in a complex marketing and sales environment:  When a complicated product suite meets a large buying committee How to help your sales team understand account activity in an actionable way True alignment […]