Tag: Strategy

Marketing Envy Case Study: Riskified: Marketing Operations

See how Riskified utilized Marketing Envy’s RevOps department to achieve B2B Marketing success. As Riskified’s team grows globally, the demand to support them increases as well. And one of the challenges is to be able to support them in the most efficient and quick way.

When they initially looked to partner with an agency, they really looked for someone who can help them both on the strategic level as well as the tactical level. They wanted someone to kind of come in and be able to be a strategic consultant to look into their marketing automation system help them to think about how to structure is how to build the right architecture and basically, build it in a scalable way.

They also needed help with the tactical side. They wanted to have someone who can come in and help them produce campaigns in a variety of initiatives, including events, digital campaigns, ABM, etc. Most recently, they changed our entire nurturing flows to align with their ABM strategy. Marketing Envy helped us to think about the best way to build the right infrastructure, as well as to actually do the implementation and the QA.

They built something that is scalable, that they can later on build on top of and reduced the time to actually bring it to life. It really feels like we’re this one cohesive team and it allows us to have the flexibility that we need.

The Role of a CMO

When you think about the evolution of marketing operations, it’s helpful to use the metaphor of ships. Our captain needs to navigate the many different conditions of the sea – shifting currents, winds, tides. If the CMO is our captain, these challenges can be likened to the pressures that our CMO has to face; delivering leads, delivering MQLs, pipeline, revenue, ABM, demand generation – it all keeps changing all the time.

Just like the captain relies on the crew to manage the ship, the CMO relies on the operations team. If the marketing operations person of five years ago had to master the automation system, the CRM, and its integration with the automation system and maybe the website and some landing pages – that landscape has now expanded to involve a lot more variables in that.

With 100s, 1000s of integrations, data coming from a multitude of sources, the marketing operations person is suddenly not just someone who needs to know one or two systems and understand the data of the organization. They need to master a full gamut of technologies, systems, and variables that just become more and more complex every day.

In order to provide the insights that our CMO needs in order to make better decisions, marketing operations today need to master much more advanced reporting and business intelligence tools than ever before.

At Marketing Envy, we train our marketing operations team to be not just specialists in one system, but really to master all the different elements of running marketing operations.