MarTech: Why the future of marketing depends on a smarter MOps function

Technology is transforming MOps into a strategic powerhouse. Learn what this means for your team and organization.

This article was written by Greg Kihlström for MarTech. Read the full article here.

Marketing operations (MOps) has evolved far beyond its early role of managing spreadsheets, technical integrations and last-minute fire drills. As enterprises double down on marketing technology, big data and artificial intelligence, MOps is now a strategic function of marketing.

The shift from monthly reports and quarterly reviews to real-time insights and cross-functional coordination is driven by powerful forces: the rise of agentic and generative AI, predictive analytics, the push for omnichannel customer experiences and the growing need for data democratization. In response, MOps professionals are navigating significant opportunities and complex challenges. 

This article was written by Greg Kihlström for MarTech. Read the full article here.