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Fast Company
29-05-2025
- Business
- Fast Company
From stack to sync: The rise of the marketing operating system
Marketing today isn't suffering from a lack of tools—it's drowning in them. Between campaign platforms, analytics dashboards, CMSs, CDPs, DAMs, and automation engines, marketers are cobbling together fragmented tech stacks with duct tape and good intentions. Enter: the marketing operating system (MOS). Yes, another acronym. But before you roll your eyes, consider this: What if the MOS isn't just another buzzword, but a fundamental rethinking of how modern brands operate? At its core, the marketing operating system is a unifying framework that reimagines how marketing functions. It transforms the traditional tech stack into a synchronized, composable ecosystem. It's the connective tissue that brings together siloed technologies, teams, and touchpoints into a living, breathing system—designed to deliver real-time engagement, personalization at scale, and measurable business growth. In other words, the MOS isn't just about managing tools. It's about orchestrating them around the customer. And in doing so, it creates the conditions for AI to operate meaningfully, woven across platforms, data, and workflows to accelerate everything. Let's break down the four key transformations the MOS enables. 1. FROM EXPERIENCE DELIVERY TO EXPERIENCE ORCHESTRATION This is not your legacy DXP—and it's definitely not just another tool. It's a philosophy. A system. A new way of working. A DXP is essential for managing content and delivering experiences across channels. But even the best DXPs often function as glorified content management systems, with limited orchestration across the full marketing lifecycle. A marketing operating system takes a broader, more strategic view, seamlessly connecting your DXP with your data layer. It synchronizes with engagement tools across email, web, mobile, and social. It also integrates AI and automation to drive personalization, real-time decisioning and continuous optimization. A DXP helps you build experiences. A MOS makes sure they're intelligent, connected, and aligned with outcomes. 2. POWERING RELEVANCE, CREATIVITY, AND SCALE Today's audiences aren't waiting for your next campaign drop. They're navigating ecosystems. They expect relevance in real time, tailored content, and seamless, frictionless journeys. This is where the MOS becomes mission-critical: • It makes personalization real. With AI baked into your MOS, you're potentially speaking to individuals—not segments—based on behavior, context, and intent. • It connects content with conversion. The MOS ties asset creation to performance data with which can allow AI to drive iteration. • It frees your talent. Automation doesn't replace creativity—it removes the friction around it. AI accelerates tagging, versioning, and even ideation, so teams can focus on the ideas that move people. • It embeds agile governance. A modern MOS builds in smart guardrails to protect the brand while scaling content globally. AI can flag risks, enforce voice, and ensure compliance in real time. The takeaway? AI doesn't work in isolation—it thrives when connected. And the MOS makes that connection possible. 3. BUILD THE SYSTEM, WIN THE CULTURE You don't buy a marketing operating system off a shelf—you architect it, and then build culture around it. Even if you're leveraging leaders like Adobe Experience Cloud or Optimizely, a MOS must be intentionally designed—with composable tech, cross-functional alignment, and AI embedded where it drives value (full disclosure: Rightpoint is a partner of both Adobe and Optimizely). This marks the shift from campaign-centric to systems-centric thinking. But even the most sophisticated system will fail without people. That's where experience-driven change management becomes essential, ensuring lasting adoption of both the tools and the mindset. Because this isn't just a tech transformation—it's a cultural one. It's about helping every function—from creative to data science—see themselves as part of a synchronized, customer-centric system. And when teams trust the system, they're more willing to trust AI as a true partner in their work. 4. DESIGNING YOUR MOS: A STEP-BY-STEP ROADMAP Building your MOS starts with a few key moves: 1. Audit your stack. Identify overlaps, gaps, and data silos. 2. Define what you need to orchestrate. Use your customer journey as a blueprint. 3. Choose composable, AI-ready tools. Modular platforms that integrate cleanly—and can scale with intelligence—are essential. 4. Align teams early. Bring marketing, content, data, and ops together around shared KPIs and workflows. 5. Lead with enablement. Train your teams not just on the tech, but also on how to work with AI so that it becomes a creative accelerant, not a black box. A well-designed MOS doesn't just scale marketing—it synchronizes it around the customer and across the enterprise. THE FUTURE ISN'T STACKED—IT'S SYNCED In a world where expectations evolve in real time, brands don't need more tools—they need orchestration. They need systems that turn noise into nuance, complexity into clarity, and creativity into impact. And the result isn't just launching campaigns—it's building intelligent, adaptive, always-on experiences. The marketing operating system isn't about infrastructure—it's about customer intimacy. It empowers brands to show up for consumers where they are, when it matters most, with the message that fits the moment. Not someday or eventually, but in real time, with relevance. While AI makes those experiences scalable, the MOS makes them possible.
Associated Press
15-05-2025
- Business
- Associated Press
New B2B Local Leads Platform by Targetron Streamlines Sales Prospecting With Verified Business Data
05/15/2025, Anchorage, AK // PRODIGY: Feature Story // Targetron has officially launched its new B2B Local Leads Directory, a practical and time-saving tool built to help sales and marketing teams find verified business leads in specific cities and regions — all in just a few clicks. Finding reliable, up-to-date B2B contact information is one of the biggest pain points in outbound sales. That's exactly what Targetron set out to solve. The new platform offers instant access to thousands of local business contacts, complete with key details like industry category, address, phone number, and website. It's designed for anyone looking to save time and focus on connecting with the right prospects — not hunting down data. Whether you're targeting a specific city, region, or country, the platform makes it easy to filter by location and business type, so your lead lists are always relevant to your campaign. It's perfect for agencies, B2B startups, sales reps, and marketing teams that want to scale faster without getting bogged down in data sourcing. Here's what users get with the new platform: What makes Targetron's directory different is its focus on local targeting. Instead of sifting through generic lead databases, users can build highly specific lists tailored to new markets or regions they're trying to break into. The platform is live now and available to businesses globally. It's already helping companies across industries like consulting, marketing, software, logistics, and more streamline their prospecting workflows and get in front of the right people, faster. To learn more or start exploring leads, visit Targetron's website. About Targetron Targetron is a data platform that helps sales and marketing teams access verified business leads for smarter, faster prospecting. With simple tools and location-based filtering, Targetron makes it easy to find the right contacts and focus on what matters most — growing your business. Contact Info: Name: Kate Spake Email: [email protected] Company the release is about: Targetron, Inc Source published by Submit Press Release >> New B2B Local Leads Platform by Targetron Streamlines Sales Prospecting With Verified Business Data
