Building Strong Relationships in Marketing Operations with Stephanie Tran

GTM After Hours

In this conversation, Mark Bliss and Stephanie Tran discuss the importance of communication and collaboration between marketing operations (MOPs) and sales teams. They emphasize the need for MOPs professionals to spend time talking and listening to build strategic connections and alliances. Stephanie highlights the challenge of getting the sales team to acknowledge and address issues with lead management, and the importance of allowing them to come to that realization themselves. Mark emphasizes the need for MOPs professionals to set aside their ego and be open to admitting mistakes and learning from others. They also discuss the importance of asking the right questions, painting a clear picture, and telling a story to effectively communicate and solve problems. Finally, they play a game where they share lessons that go-to-market teams can learn from songs in Broadway musicals.
Takeaways

• Building strong relationships with sales and customer success teams is crucial for marketing operations professionals.
• Effective communication and collaboration between different departments is essential for success.
• Multi-touch attribution should be approached with a holistic mindset, giving credit to all contributing factors.
• Marketing operations professionals play a vital role in bridging the gap between creativity and data-driven decision-making. Building strategic connections and alliances through communication and collaboration is crucial for marketing operations professionals.
• Allowing the sales team to acknowledge and address issues themselves can lead to more productive collaboration and better outcomes.
• Setting aside ego and being open to admitting mistakes and learning from others is essential for success in marketing operations.
• Asking the right questions, painting a clear picture, and telling a story can effectively communicate and solve problems.

Sound Bites
"Marketing gets a seat at the table."
"Being flexible and being able to work across multiple spectrums of creativity and data and analytics."
"You spend a lot of time on calls, just talking and listening."
"Are the systems in place to successfully pass these MQLs over to our sales team?"
"It took me like five roundabout questions and 20, 30 extra minutes to just get them to say that themselves."
Support the show

Luvut

1. Building Strong Relationships in Marketing Operations with Stephanie Tran (00:00:00)

2. Building Strong Relationships with Sales and Customer Success (00:03:44)

3. Multi-Touch Attribution and Communication Challenges (00:07:52)

4. Marketing and Sales Alignment (00:13:36)

5. Empathy, Flexibility, and Strategic Thinking in Marketing Operations (00:22:02)

6. Building Transparent and Empathetic Cultures (00:36:07)

7. Lessons for Go-to-Market Teams from Broadway Musicals (00:45:36)