{"id":8358,"date":"2024-08-06T15:18:20","date_gmt":"2024-08-06T15:18:20","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/mops-is-you-is-or-is-you-aint-marketing\/"},"modified":"2024-08-06T15:18:20","modified_gmt":"2024-08-06T15:18:20","slug":"mops-is-you-is-or-is-you-aint-marketing","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/mops-is-you-is-or-is-you-aint-marketing\/","title":{"rendered":"MOps: Is you is or is you ain\u2019t marketing?"},"content":{"rendered":"


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Not long before I joined MarTech, I worked in the New York office of a well-known British publisher. There were marketers in the office, devising campaigns to promote not just our websites and print publications, but also our countless events and awards shows. <\/p>\n

There was also this guy who was an ace at managing the email lists, determining which segments to hit with promotions and scheduling everything out. He didn\u2019t plan the campaigns or create content; he executed them, which was crucial.<\/p>\n

I can\u2019t recall what his title was back then, but I just looked him up. He\u2019s on the west coast now with a different organization and he\u2019s director, marketing operations. That sounds about right.<\/p>\n

One more story and you\u2019ll see where I\u2019m going with this. Last November, I was in Anaheim, California, for an event called MOps-Apalooza. I go to plenty of conferences for marketers, but this was for marketing operations professionals. Yes, they work with marketers, but they think differently, talk differently and \u2014 for the most part \u2014 talk about the marketing organization as if it\u2019s a client.<\/p>\n

The founder of the event, as well as MarketingOps.com and the MO Pros community, was Mike Rizzo (he\u2019s doing it again later this year<\/a>). The same Mike Rizzo just kicked off a debate on LinkedIn<\/a> with this short post:<\/p>\n<\/p>\n

My thought is simply this: It depends what you mean. And not to wear my philosopher\u2019s hat (which means that\u2019s exactly what I\u2019m doing) the key term in Mike\u2019s post is neither \u201cmarketing ops\u201d nor \u201cmarketing.\u201d It\u2019s that tricky little word (of earth-shattering importance) \u201cis.\u201d What does it mean for MOps to be \u2014 or not be \u2014 marketing.<\/p>\n

The thread that followed (80 comments and counting) reflects confusion about this. Let me put it in a nutshell. There are many versions of this comment in the thread:<\/p>\n

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Good marketing operations professionals understand marketing and marketing strategy and make recommendation to the marketing team.<\/p>\n<\/blockquote>\n

Which leads to back and forth exchanges between people who think this means that MOps is indeed part of marketing and those who think it means precisely the opposite. Because nobody has determined what \u201cis\u201d or \u201cisn\u2019t\u201d means in this context.<\/p>\n

For example, let\u2019s say MOps is marketing if it fulfils at least two of these conditions:<\/p>\n