The MOps conduit: 7 keys for aligning business with tech

Fast Company

01-08-2025

As a marketing operations (MOps) professional, you'll know you've made it when you can successfully use technology to translate the language of the business into the art of the possible. But that's not as simple as it may sound. If you want to be the indispensable conduit between a business and its tech, here are seven foundational areas you need to master.
1. MARKET SEGMENTATION AND TARGETING
When the marketing team is building its strategies, you should serve as an advisor when it comes to segmentation and narrowing down a targeted customer persona's qualities. This is because you can understand data architecture and availability, which can differ according to a business' operational model. So once the marketing team has come up with campaign ideas, you can support refinement by identifying opportunities to enhance campaigns.
Because audience targeting requires the right information, you'll need access to clean, connected data across platforms. Technologies like CDPs, CRMs, and marketing automation systems allow you to better identify meaningful audience attributes, track behavior, and enable real-time segmentation. Without strong tech underpinnings, segmentation is just guesswork.
2. VALUE PROPOSITION DEVELOPMENT
A value proposition is the scaffolding for many efforts, so it must be developed properly. However, it's easy for MOps professionals to blur the lines between supporting a value proposition strategy and owning it. While you're not responsible for creating the value proposition itself, you're a crucial part of validating and optimizing it. A compelling value proposition needs to clearly address customer needs, and you can ensure those messages are tested, measured, and refined based on performance data.
Another issue with value proposition development is struggling to align it with business goals. That often happens when value props are created in silos, with little input from data or customer feedback loops. You can add value here by surfacing performance insights that improve messaging over time. Operationalizing analytics tools, A/B testing infrastructure, or AI -driven optimization will support you and the marketing team with elevating value propositions based on real-world feedback and performance.
3. THE MARKETING FUNNEL AND CUSTOMER JOURNEY
You know the stages of the marketing funnel: awareness, discovery, consideration, conversion, retention, and advocacy. But do you know how to map customer touchpoints to enhance the journey? Can you make recommendations that improve conversions at each stage? Without clear insight into how buyers progress and where they drop off, you can't improve the journey.
Mapping tools, behavioral analytics, and campaign tracking platforms help you visualize and optimize how people move through your funnel. The entire process should be seamless, with efforts directly connected to buyer needs at every phase. By configuring and maintaining integrated martech systems, you can help the team personalize content, trigger next-best actions, and enhance handoffs between teams. This ultimately leads to a smoother, more-effective customer experience.
4. CAMPAIGN PLANNING AND EXECUTION
To be an exceptional MOps leader, you must be an expert in enabling and operationalizing multichannel campaign execution, from infrastructure to workflows to measurement. Of course, this starts with an overarching strategy that ties your tactics and approaches to larger organizational goals. You must support this cause-and-effect relationship with data models and automation logic that you design and maintain. Project management tools can also be key to ensuring campaign timelines and resources stay on track.
5. GO-TO-MARKET (GTM) MOTIONS
Typically, GTM motions follow the tenets of account-based marketing, account-based experience, demand generation, or inbound marketing. Some teams choose to borrow and implement pieces from two or more strategic approaches. However your current organization chooses to do it, you must understand the nuances of each motion and its greater implications.
That includes owning the configuration and maintenance of CRM and MAP systems so you can support GTM strategies, align lead scoring models, and operationalize sales-marketing handoffs. Without the right technology, even the best GTM motion will stall due to poor data sharing, inconsistent lead flow, or unclear attribution.
6. PERFORMANCE MEASUREMENT
Data is an enormous asset, but only if you know how to gather, interpret, and apply it. Get familiar with KPIs like awareness, engagement, conversion, and retention metrics. You should also know how to measure ROI for marketing activities so you can justify spend later on.
Analytics platforms like Google Analytics, Power BI, and Tableau can be an important aspect of your management strategy. Scalable, self-service dashboards help translate findings into operational recommendations that drive business decisions.
7. INTEGRATION OF MARKETING CHANNELS
If you want to maximize your results, you need the infrastructure to support integrated, multichannel campaigns. It's your responsibility to ensure the right data flows to the right systems, and that messaging stays aligned across touchpoints. So you'll want to build and manage the automation workflows, data connections, and backend systems that allow marketers to execute cohesive campaigns across online and offline channels. In this area of MOps work, technological fluency is essential. With the right skills, you can unify disconnected tools, ensure data hygiene across platforms, and create truly omnichannel experiences that reflect how people research and buy today.
Becoming an expert and making great strides in MOps can set you up for a bright future. To get there, you have to invest in learning all you can about these seven foundational areas. They form the operational backbone of modern marketing organizations and everything you're responsible for as a MOps leader. Once you master these areas, you'll be well on your way to becoming a true conduit between the business and its technology—which is the holy grail of MOps success.