In this episode of The Marketing Millennials podcast, Daniel Murray interviews Kelly Jo Horton, Head of Lifecycle Marketing Ops at Atlassian, about the role of marketing operations. Kelly Jo shares her accidental journey into marketing ops and emphasizes that the role has evolved beyond just email management to encompass technology, data, and lead flow. They discuss the broad knowledge base required for marketing ops, the importance of understanding the entire marketing and sales funnel, and how to effectively work with marketing ops teams by providing complete and well-thought-out requests. Kelly Jo also highlights the need for structure and process within marketing ops, recommending tools like JIRA and Confluence to manage requests and capacity, and explores how AI can streamline tasks like list cleaning and answering common questions. She advocates for an independent marketing ops organization to avoid biased prioritization and concludes by challenging the traditional MQL metric, suggesting a shift towards focusing on buying groups rather than individual leads.
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