Ops Cast

MarketingOps.com

Ops Cast, by MarketingOps.com, is a podcast for Marketing Operations Pros by Marketing Ops Pros. Hosted by Michael Hartmann, Mike Rizzo & Naomi Liu

  1. 3D AGO

    Why 80% of ABM Programs Fail (and How to Build One That Works) with Mason Cosby

    Text us your thoughts on the episode or the show! In this episode of OpsCast, hosted by Michael Hartmann and powered by MarketingOps.com, Michael is joined by co-host Mike Rizzo for a candid conversation about why most Account-Based Marketing programs fail and how teams can fix them. Their guest is Mason Cosby, Founder and CEO of Scrappy ABM, a leading voice challenging conventional ABM thinking. Mason shares why roughly 80 percent of ABM programs launched in recent years have not delivered results, why most companies already have what they need to succeed, and how to build a scalable ABM program without buying new technology. The discussion cuts through hype to focus on fundamentals, targeting discipline, organizational alignment, and realistic execution. Mason breaks down his practical framework for identifying best customers, avoiding common ABM pitfalls, and rebuilding programs that are stuck in the messy middle. In this episode, you will learn: Why most ABM programs fail before they ever have a chance to workWhat the 70 to 75 percent of existing tools and data most companies already have actually looks likeHow to identify the best customers using simple, objective criteriaWhere ABM programs break down when alignment is missingHow to measure ABM success without overcomplicating the modelWhat role does AI really play in modern ABM effortsThis episode is ideal for Marketing Ops, RevOps, demand generation, and GTM leaders who want a practical, realistic approach to ABM that works at any stage without unnecessary complexity. Episode Brought to You By MO Pros The #1 Community for Marketing Operations Professionals Support the show

    44 min
  2. 12/22/2025

    From Campaigns to the Boardroom: Rethinking Marketing Ops with Lauren McCormack

    Text us your thoughts on the episode or the show! In this episode of OpsCast, hosted by Michael Hartmann and powered by MarketingOps.com, Michael is joined by co-hosts Mike Rizzo and Naomi Liu for a wide-ranging conversation with Lauren McCormack, Lead Strategist for the B2B Experience Platform at Kaiser Permanente. Lauren brings a rare perspective shaped by hands-on experience across Marketing Ops, RevOps, sales, paid media, and analytics. As a multi-time Marketo Champion and MOPsapalooza speaker, she has spent her career helping marketing teams move beyond activity metrics and earn real credibility with revenue leaders. The discussion focuses on what it takes for modern marketing teams to think and operate like business leaders. Lauren shares practical insights on alignment, attribution, financial literacy, and why many teams still struggle to connect their work to real business outcomes. In this episode, you will learn: How cross-functional experience changes the way Ops leaders think about impactWhy earning a seat at the revenue table requires more than good reportingThe right way to approach attribution without overengineering or blameWhy financial literacy is becoming non-negotiable for Marketing Ops leadersThe risks of continuing to market without clear measurement as 2026 approachesThis episode is ideal for Marketing Ops, RevOps, and demand leaders who want to elevate their influence, improve executive trust, and prepare their teams for the next phase of data-driven decision-making. Episode Brought to You By MO Pros The #1 Community for Marketing Operations Professionals Support the show

    44 min
  3. 12/18/2025

    From Chaos to Clarity: Fixing Event Data and Proving Revenue Impact with Aaron Karpaty

    Text us your thoughts on the episode or the show! In this episode of OpsCast, hosted by Michael Hartmann and powered by MarketingOps.com, Michael is joined by co-host Mike Rizzo to tackle events, which are one of the most persistent challenges in go-to-market execution. Events demand significant investment in time, budget, and coordination, yet many teams still struggle to prove their impact. Data is often fragmented, delayed, or incomplete, making ROI difficult to measure and even harder to trust. To discuss this problem, we are joined by Aaron Karpaty, Senior Director of Strategic Growth at Captello. Aaron works closely with revenue, marketing, and operations teams to modernize how event data is captured, connected, and activated across CRM, marketing automation, and sales workflows. The conversation explores where event programs break down operationally, why so much valuable interaction data never makes it into systems of record, and what a modern event operation needs to look like to drive real business outcomes. In this episode, you will learn: Why event and field marketing data remains fragmented across most organizationsThe most common data traps that prevent accurate event ROI measurementWhat interactions are typically lost during and after eventsHow to think about event value beyond basic lead captureWhat a well-run, integrated event operation looks like todayHow Marketing Ops, Revenue Ops, and Field Marketing can better alignThis episode is ideal for Marketing Ops, Revenue Ops, Field Marketing, and demand generation leaders who want to turn events from one-off activities into measurable revenue drivers. Episode Brought to You By MO Pros The #1 Community for Marketing Operations Professionals Support the show

    51 min
5
out of 5
11 Ratings

About

Ops Cast, by MarketingOps.com, is a podcast for Marketing Operations Pros by Marketing Ops Pros. Hosted by Michael Hartmann, Mike Rizzo & Naomi Liu

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