Secure Your Spot at the Ultimate Marketing Ops Event

Kelly Jo Horton is currently the Head of Lifecycle Marketing Operations at Atlassian, and has been a well-known and respected figure in the MOPs community for over a decade. She is a systems architect at heart and loves a messy, challenging tech stack that needs some love. She is often asked if she prefers “Kelly Jo,” or “Kelly,” and she’ll tell you she has no preference, and you can also call her “KJ.” Currently a globetrotting polyglot, caffeine achiever, living in Ballard (Seattle).

Have you ever walked into a new job, discovered a multitude of issues with the platforms you were hired to manage, and found that none of the technology ecosystem was documented? How can you diagnose 10,000 API errors in the MAP when every API connection is using the same API user?

How do you even figure out which systems are connected, how they are connected, and what data they are pushing back and forth? Do you even know where the single source of truth is in your stack?

This is a very common scenario!

In this workshop you will learn how to map out a mystery tech stack from scratch, and you will learn how to control and lead a vendor demo as a prospective customer.

In the first half of this workshop you will:

• Map a mystery tech stack by interviewing “current employees” to see what they know (you will either be playing a new employee or a current employee at the company)
• You will attempt to identify the key stakeholders in each department (Demand Gen, IT, MOPs, SOPs, etc.)
• You will draw out the tech stack based on what you find out from each person you interview, and we will compare it to the actual tech stack to see how close you are.

In the second part of the workshop you will learn how to vet a new vendor:

• Learn how to prepare for a vendor demo
• Learn how to control the demo instead of just sitting through a shiny-object demo
• Learn how to negotiate like a procurement professional

One or two people will play the sales rep at the vendor. The rest of the class will practice controlling the demo

Key Takeaways (3 to 5 is ideal):
You will leave this workshop with:

• Many sample lead and data flow tech stack diagrams
• The confidence to control the narrative of a vendor demo
• A sample vendor vetting worksheet
• Skills you can use the minute you get back to work

We had so much fun last year in this workshop, and I had multiple students contact me afterwards about how they went back to work and used all of the skills they learned immediately.

AJ has 25 years’ experience in the world of design, digital marketing and marketing technology, having worked as a consultant and in-house for organizations like Adobe, Polycom, Smartsheet, and Ford Motor Company. He’s successfully worked to rationalize tech stacks, implement new marketing automation platforms and migrate old systems, learning what works and what doesn’t.

He holds multiple certifications and his teams have been honored by Oracle as a finalist for Best Lead Nurturing Program and as a “Stackie” winner by Scott Brinker and the Martech Conference.

Over the past several years, AJ has enjoyed sharing his experiences to help others at MOps-Apalooza, MOpsCon, and Adobe Experience Makers Live, and on the OpsCast podcast, covering topics such as campaign operations, marketing technology management, evolving data practices and marketing automation platform migration.

How do you calculate the true ROI of a tech proposal? How do you estimate its benefits and measure its impact? These aren’t just questions—they’re challenges every leader in marketing, marketing ops, and revenue ops face. In this workshop, you’ll learn how to turn concepts into data, and data into a story for your organization.

This is an interactive session that goes beyond slides. We’ll dive into real business scenarios through role-play and customized exercises that fit your unique challenges. Whether you’re in B2B or B2C, an executive or a junior-level MO Pro, this workshop will empower you with the practical insights and confidence you need to advocate for your tech stack!

Key Takeaways:

• How to translate technology concepts into practical functionality
• Ways to connect functionality to costs and opportunities
• Aspects to consider beyond tech subscription costs
• Methods for communicating the numbers and the stories

Agenda:

• Introduction and Workshop Goals

  • Importance of Return on Technology Investment
  • Trends from the State of the Marketing Operations Professional report
  • Challenges in estimating and measuring ROTI
  • • Goals:
    • Introduce common concepts in tech evaluation and ROI storytelling.
    • Help participants approach this practice for their unique circumstances.

• Understanding Key Components to Tech Evaluation

  • Cost Factors (direct/indirect, one-time/recurring, etc.)
  • Beyond the pricing page: Total Cost of Ownership
  • Value Factors (efficiency gains, revenue-generating capabilities, etc.)
  • Quantifying the Qualitative

• Storytelling for the C-Suite

  • Aligning tech stack decisions with business objectives
  • Common pitfalls of managing technologies and the overall stack
  • Considering organizational differences (B2B/B2C, startup/mature, etc.)
  • Ingredients of successful business cases
  • True stories of “running the gauntlet” with leadership

• Interactive Exercises – Participants will:

  • Apply concepts to plan ROTI approaches for example business scenarios
  • Play the role of CFO in evaluating ROTI plans

• Wrap-Up and Key Takeaways

  • Checklist for evaluating and presenting ROTI
  • Evaluating tech investment in your organization, and the next
  • Q&A, final discussion

Nish is a serial go-to-market operator and entrepreneur who has the vision and execution mindset to turn ideas and untapped potential into successful businesses. He knows how to find product-market fit and then scale profitability. His approach has led to multiple exits in diverse industries such as SaaS, Marketing Communications, and Data Analytics.

Nish’s latest venture is Thinking With AI, co-founded with Matt Fischer. Since realizing the game-changing power of AI on November 30, 2022, they have conducted thousands of experiments, developing principles and methods to codify how to effectively command AI and unleash an exponential competitive advantage.

You already keep the marketing engine running — the tech stack, the data, the campaigns, the chaos.
 But you’re not always in the room where strategy gets made.

This 3-hour, hands-on workshop is designed to change that — by helping you use AI not just as a tool, but as a thinking partner.

This isn’t about writing better prompts.
It’s about learning how to delegate, direct, and co-create with AI the way a strategic operator would with a high-performing team member.

You’ll learn how to feed AI the right context, frame the right asks, and drive toward business-relevant outcomes — all while building real outputs inside the session.

You’ll leave with something you created — ready to send to your team or leadership — that earns the kind of response every MOps pro deserves:

“This is the kind of strategic thinking and execution we need more of.”

Key Takeaways

• Learn how to think with AI — not just prompt it
• Master the art of delegating to AI like a strategist, not just an executor
• Build a real, leadership-ready asset live during the session
• Understand how to give AI the right context, framing, and constraints
• Shift from doing the work to driving the strategy — and get noticed for it

Jessica has been an award wining thought leader in the Marketing Operations and Martech space for more than a decade. Currently, she is the Director of B2B GTM Transformation at Adobe advising executives at some of the largest global companies on successfully navigating the changing landscape in Martech while maximizing their tech investments. Prior to joining Adobe she was a Senior Director of Marketing Operations and Martech at Cloudflare and F5. Her work has earned industry recognition, including Adobe’s Experience Maker Award for Digital Transformation and is a frequent speaker.

In the age of ai MOPs has the opportunity to demonstrate more than ever how it can be the strategic partner to your company to lead through the AI transformation. MOPs is best suited to tackle this technically demanding role but it also requires discipline, change management, and reskilling at a faster pace than ever before.

In this hands-on workshop, we’ll walk through practical frameworks for prioritizing work, identifying the right use cases, aligning with business priorities, and developing a phased plan that sets your team up for success. You’ll learn the skills to create a compelling vision, build a strategic roadmap, and develop a framework for securing budget and resources.

Key Takeaways

• How to build a clear, actionable AI first roadmap that positions MOPS as a strategic partner and lead through changes
• How to evaluate and prioritize AI use cases that align with business goals (not just the latest shiny tool)
• How to communicate your roadmap upward and outward to gain buy-in, funding, and cross-functional advocacy

Frans Riemersma is a leading Martech expert, researcher, and speaker. Founder of MartechTribe, he helps brands optimize technology stacks. He co-authored key Martech reports on composability and GenAI. A lecturer at Nyenrode and Beeckestijn, he shapes industry insights through research, consulting, and speaking at global events.

One skill with three powerful outcomes.

• One for MarketingOps: You will Master stack optimization based on company value. It does not get more compelling than that.
• One for Marketing: You will master ‘stack follows strategy’. Everyone knows, but nobody knows how.
• For IT: Align with IT without friction, delays. Cut waste. Save time. Save resources.

As the creator of the Bowtie Funnel Newsletter and an AI Revenue Systems Architect, I help executives and growth leaders integrate AI-driven strategies to optimize customer acquisition, retention, and expansion. With a strong focus on digital transformation, I specialize in the strategic execution of Go-to-Market systems across global organizations.

With extensive experience scaling unicorn companies and digitally transforming enterprise Marketing Technology stacks, my expertise spans Microsoft Dynamics, Salesforce (12+ years as an admin, developer, and architect), HubSpot, Pardot, and Marketo, including agency experience. I have successfully transformed a global Pardot instance, optimizing it for scalability and functionality.

In addition to my startup experience, I have worked in global digital transformation companies such as Capgemini, where I honed a solution-oriented mindset and the ability to drive cross-functional collaboration among stakeholders. This unique combination allows me to bridge innovation, execution, and strategy to transform Go-to-Market systems at scale.

Through the Bowtie Funnel approach, I’ve helped organizations reduce acquisition costs, accelerate sales cycles, improve retention rates, and maximize customer lifetime value—creating sustainable competitive advantage in today’s rapidly evolving digital landscape.

This hands-on workshop equips B2B leaders with practical frameworks to identify, evaluate, and implement AI agents across your customer journey. Using the Bowtie Funnel model, you’ll map your specific business pain points to AI solutions that create measurable value. Through collaborative exercises and guided planning, you’ll develop an implementation roadmap for your highest-priority AI opportunity and practice communicating its value to key stakeholders. Skip the theory—this is about practical application that drives immediate business impact.

Key Takeaways:

• An initial AI opportunity assessment matching your specific business challenges to appropriate AI agent solutions
• A framework for calculating and communicating the ROI of AI implementations across cost, time, revenue, and customer experience dimensions
• A starter implementation plan identifying required data sources, trigger events, success metrics, and first action steps
• A stakeholder communication template tailored to different audiences in your organization
• One concrete action item to advance your AI initiative within the next week

Melissa McCready is a 25+ year veteran, thought leader, speaker, and customer advocate for all things revenue/growth operations – Sales, Marketing, Customer Success, Channel/Ecosystem, Enablement, Data, Analytics. Her focus is helping organizations strategize, translate, and implement customer journey processes, capturing accurate data, driving and translating analytics, and building out predictive modeling to increase and accelerate revenue.

Melissa has helped numerous Fortune 500s, mid-market, and start-ups in B2B and B2C across various industries and companies like Adobe, Logitech, GE, Microsoft, Glassdoor, Lacework, etc. She resides in Southern California where she enjoys spending time with her family, hanging out with their three rescue supermutts, cooking, decorating, as well as volunteering in the community.

We’ll dig into the tactical side of go-to-market operations—from defining your ICP to aligning sales and marketing, and everything in between. Through group discussions, practical exercises, and expert insights, you’ll walk away with a clearer, actionable vision for scaling your ops strategy.

Whether you’re building your first playbook or refining an existing one, this session is all about making the complex feel doable—while meeting others in the trenches who get what you do.

What You’ll Walk Away With:

• Clarity on Your GTM Strategy: Understand what makes a strong GTM plan—and how to build one that actually drives impact.
• Templates That Work: Get access to plug-and-play formats for project charters, KPIs, budgeting, and more.
• Roles That Make Sense: Learn how to define and document team responsibilities using a RASCI model.
• A Real-World Playbook Framework: See what great looks like—and start building your own.
• Data-Driven Alignment: Learn how to bridge the gap between sales and marketing with shared goals and metrics.
• Community Insights: Collaborate in small groups, share ideas, and learn from fellow MO Pros.
• Event-Led GTM Tactics: Explore different GTM motions (like PLG, inbound, and community-led) and how to activate them.
• Inspiration + Next Steps: Leave with new connections, clear takeaways, and a roadmap to refine your ops game.

This is more than just a workshop—it’s your chance to level up your GTM operations strategy with the MarketingOps.com community by your side.

Mike Simmons is a seasoned coach and leadership strategist with over 22 years of experience in high-growth tech companies. He helps founders and business leaders find clarity, stop second-guessing their decisions, and take fearless, strategic action.

Mike has worked with industry giants like Intel, MIT, Microsoft, and early-stage startups alike. His focus on enabling leadership, simplifying execution, and aligning revenue operations has helped hundreds of clients drive results that matter.

This session is built for operators, especially in marketing and RevOps, who often feel misunderstood or underutilized inside their organizations. You’ll learn how to shift from being seen as just a tactical executor to being viewed as a strategic leader — someone who drives alignment, solves real business problems, and earns a seat at the table.

We’ll explore a simple yet powerful model for leadership: starting with mindset, then moving into the core skills of communication, problem solving, and execution. You’ll leave with practical tools to guide conversations, clarify organizational impact, and lead with empathy — even in the most process-fatigued environments.

This session isn’t just theory. It’s a hands-on guide to showing up like a leader, solving real problems, and building influence where it matters most.

Key Takeaways

• Learn why leadership starts with self-awareness — and how to practice it
• Develop communication strategies that build trust and alignment across teams
• Apply practical frameworks for problem solving, decision making, and execution
• Shift from reactive operations to proactive, strategic influence
• Understand how to speak the language of the business to create real traction

Ian is the founder and principal consultant of Kintsugi Marketing. He helps B2B SaaS revenue and marketing leaders improve their Go-To-Market (GTM) operations. As a seasoned marketing leader, I transform GTM strategies by fostering collaboration, leveraging AI tools, and equipping teams with actionable data insights. My ability to simplify complex processes and technology has consistently enabled double-digit revenue growth and competitive advantages at private equity and VC-backed B2B SaaS organizations.

Transform your go-to-market strategy in this hands-on workshop by designing a revenue architecture that aligns teams, simplifies HubSpot automation, and enables sustainable revenue growth. With guidance and equipped with templates, you’ll map your customer journey, define lifecycle stages, and create a unified framework, inspired by the art of kintsugi.

Key Takeaways

• Visual customer journey map to create great experiences
• Defined lifecycle stages with clear criteria for seamless team handoffs
• HubSpot automation strategies to streamline processes and boost efficiency
• Unified revenue framework for data-driven insights

Rachel Squire is the Founder and Principal Consultant of MOBI Solutions, a marketing operations agency focused on helping B2B SaaS companies get more from their MarTech stacks.

As a certified partner for both Marketo and HubSpot, she partners with marketing leaders to turn chaotic systems into revenue-driving machines. Her work has supported startups and scaling companies alike, and she’s known for her practical, no-fluff approach to strategy, automation, and attribution.

Key Learning Outcomes:

• Understand the common pitfalls of attribution models (and how to avoid them)
• Build a lightweight but effective attribution framework using the tools you already have
• Communicate attribution insights in a way that resonates with leadership

As a previous mechanical engineer turned to the dark side of marketing ops, I now fancy myself as a full-stack marketer capable of designing websites, writing SEO-optimized content, and doing all the tracking and automation on the backend.

That being said, my bread and butter is marketing operations and I love to get down and dirty with APIs, Python, Zapier, and Google Scripts.

The power of AI for code generation means that anyone can write a script once they can clearly prompt what they are looking for, however, people from non-coding backgrounds then don’t know how to run, debug, and then host this code to get it up and running. This crash course aims to give users the foundation they need in Python programming so that they can then work alongside an AI tool like ChatGPT to create scripts to build RevOPs solutions.

Learn how to:

• Install and setup a coding environment on your personal laptop to run, test, and debug your first Python script
• Harness the power of APIs to connect with online platforms and use their functionality within your scripts.
• Write and debug code using AI
• How to host your code so it can run when you need it

Drew is the founder and CEO of Attributa, a consulting firm that specializes in B2B marketing attribution, reporting, data and analytics. Drew has 20+ years of experience in marketing with a focus on marketing reporting and marketing operations.

You shouldn’t do Attribution, you should do MMM!! You shouldn’t do MMM, you should do Incrementality!! We’ve seen all of the proclamations on LInkedIn. What’s real? Which one do you need? And, how do you figure out which one is right for you? That’s what we’ll discuss in this session.

Key Takeaways:

• A clear understanding of the measurement strategies and the value each offers
• A framework to help your business (or client) decide on the right approach
• Confidence in challenging the “experts” who tell you it has to be one way vs another
• A new skill set to build your career in MOps and GTM systems

John Muehling is Founder and CEO of Datagence, a pioneering Data Quality as a Service company redefining data reliability for the AI era. With 25+ years in B2B marketing and revenue operations, John has served as a trusted advisor to major enterprises, architecting data-driven go-to-market strategies and implementing cutting-edge automation platforms. A Salesforce and Marketo Certified Expert, Trainer, and Certified SCRUM Master, he bridges technical implementation with business strategy. Under his leadership, Datagence is emerging as a data quality leader leveraging its patent-pending Polus™ technology, which democratizes reliable data access for mid-market companies lacking in-house data teams.

AI is here, there is no doubt. And, as revenue and marketing ops pros, we are all being asked, “how do we use it?” There’s only one problem. The data is still dirty. Everyone knows, “garbage in = garbage out.” So let’s flip the script.

This hands-on session equips revenue and marketing operations professionals with practical strategies to transform messy, siloed data into a clean, accessible asset that maximizes the value of AI-enabled marketing tools.

Workshop Key Takeaways (3 to 5):

• Data quality is the multiplier for AI success
• Start small, think systematically, measure impact
• Your 90-day plan is your roadmap to AI-ready data

Most AI used today in GTM motions is still stuck in low-risk pilots that will never scale. In this workshop, Ed King shares how to bridge the gap between early experiments and enterprise-grade AI orchestration that delivers measurable ROI.

You’ll learn how to:

• Cut through the noise: Demystify how LLMs work, spot their limits, and know exactly
  when not to use them.
• Orchestrate for trust: Build AI workflows that mitigate hallucinations, measure performance, and integrate securely into your tech stack.
• Scale what works: Apply proven GTM data automation and orchestration use cases to maximize impact and deliver scalable, predictable results.