iCustomer Decision Intelligence – The future of Marketing Ops – 2025 Edition [Video]

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Marketing ops is evolving into a broader GTM role, encompassing the entire unified funnel and tech stack
Complexity has increased in systems (multi-platform), data management, and performance metrics (revenue responsibility)
Traditional audience segmentation is failing; a more dynamic, individualized approach to ICP (Ideal Customer Profile) is needed
Data ownership and warehouse-first approaches are crucial for adaptability in changing GTM strategies

Evolution of Marketing Ops to GTM
Started with marketing automation (e.g., HubSpot) a decade ago
Progressed to marketing ops connecting CRM and automation systems
Now evolving into GTM roles, unifying marketing, sales, and customer success
Emergence of “GTM engineer” role to manage complex data and system integrations
Focus on entire unified funnel, from website visits to customer retention
Increasing Complexity in Marketing Ops

Systems: From single-platform (e.g., Marketo) to multi-platform “tech stack”
Data: Managing larger volumes, multiple sources, and data quality issues
Metrics: Expanded from MQLs to revenue responsibility, conversion rates, and account quality

Skills: Growing need for technical abilities (e.g., data warehousing, coding)
Changing Approach to Audience Targeting
Traditional segmentation becoming less effective (e.g., election predictions)
Shift from broad demographics to individualized, dynamic profiling
Focus on Total Relevant Market (TRM) or Serviceable Addressable Market (SAM)
Continuous monitoring and refinement of ICPs based on real-time signals
Need for broader initial audience selection with subsequent precision targeting

Data Ownership and Strategy
Importance of a “warehouse-first” approach for data control and flexibility
Avoiding vendor lock-in by owning data and intelligence
Adapting tech stack to fit strategy, not vice versa
Continuous monitoring of signals for dynamic ICP refinement