Demystifying The Disconnect Between Marketing Ops & Revenue
Getting a Seat at the Revenue Table
Marketing operations people are really good at building processes, improving efficiency, and making the technology work. But how does any of that actually impact revenue? Raja Walia and Andrea Lechner-Becker dig into the disconnect between the work marketing ops does every day and the thing the rest of the business ultimately cares about: whether that work is helping the company make money.
They get into bad data, attribution, vanity metrics, sales and marketing alignment, and why optimizing for leads or conversions doesn’t mean much if those leads never become customers. Instead of getting buried in processes and reports, they argue that marketing ops has a unique opportunity to follow campaigns all the way through to revenue, work backward from closed deals, and ask whether the things marketing is doing are actually producing the outcomes the business needs.
But not everything that matters fits neatly into a report. Andrea and Raja also talk about events, brand, buying timelines, and the danger of assuming that something has no value just because it’s difficult to track. For marketing ops professionals who want a more strategic role, their message is pretty simple: understand the bigger picture, understand what the rest of marketing is doing, and start looking at your work through the lens of revenue.
