"We are expected to fuel business growth and innovation, yet to do so with constrained resources, increasing complexity and on faster timelines."
"For the first time in our annual research report, the top success measure for a marketing operations professional has now shifted from pipeline as a core measure and a KPI to our ability to create operational enablement and scalability,"
"AI is not the experiment anymore; it is the expectation."
Nearly 500 in-person attendees and roughly 200 online participants convened in Anaheim, Calif. Marketing operations measurement is shifting from pipeline KPIs toward operational enablement and scalability as the primary success metric. MOps professionals are increasingly accountable for empowering go-to-market teams to extract ROI from tech stacks and execute efficiently at scale. The role prioritizes building sustainable infrastructure that supports long-term growth rather than generating immediate outputs. Practitioners must deliver growth and innovation while managing constrained resources, rising complexity, and accelerated timelines. AI adoption has become an expectation, accelerating technology ahead of strategy, though AI cannot fully replace the nuanced judgment and enablement work of MOps teams.
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