Tips to “Do More with Less” in Marketing Ops with Colton Slauson

In the ever-evolving world of marketing, efficiency and optimization are the cornerstones of a successful marketing operations (Marketing Ops) strategy. Our recent podcast episode with Colton Slauson, the Senior Marketing Operations Manager at Sendoso, sheds light on how to master these elements to achieve a high-functioning marketing department.

Colton’s career journey is a testament to the power of evolution within the marketing operations field. Starting as an intern who amusingly mispronounced “Marketo,” he has climbed the ladder to become an expert in his field. His experience with marketing operations agencies and consultancy, along with his entrepreneurial stint in web design, provides him with a well-rounded perspective on the importance of simplification and efficiency in marketing operations.

During the episode, Colton emphasizes the significance of automation in marketing ops. Automation not only saves time but also ensures consistency and accuracy in repetitive tasks. However, the key is to avoid overcomplication. It’s common to get carried away with the possibilities of automation, but the end goal should always be to streamline processes and make them more manageable for everyone involved.

The recent merger of Sendoso and Alice presented an opportunity to discuss the dynamics of working within a small, yet robust marketing operations team. Colton highlights the challenges of navigating through such significant organizational changes and how they impact the marketing technology stack. Integrating systems post-merger and streamlining tools is crucial to maintain a seamless operation and ensure continued success.

Another critical aspect that Colton touches on is the prioritization of projects. In marketing ops, one must balance the demands of external customers with internal stakeholder needs. The episode reveals how communication with sales leaders and understanding their priorities can help make informed decisions about which projects should take precedence. An interesting anecdote about a VP’s request for content notifications exemplifies the power of asking the right questions to unravel complex situations.

The conversation also ventures into the often-overlooked area of documentation. In marketing ops, staying compliant with privacy laws and keeping the team on the same page is vital. Documentation might seem mundane, but it’s essential for maintaining data hygiene and process clarity. Regular updates to documentation, prompted by calendar reminders, can save a lot of headaches down the line.

Finally, Colton advises on the importance of a curious mindset and the value of staying connected with the marketing operations community. Continuous learning and networking are invaluable for personal growth and staying ahead of the curve in this fast-paced industry.

In conclusion, the podcast episode with Colton Slosson provides a wealth of knowledge for marketing professionals looking to optimize their operations. By embracing simplification, prioritizing effectively, managing technology stacks wisely, maintaining documentation, and fostering a culture of curiosity, one can achieve marketing ops success. These insights not only serve as valuable lessons but also inspire listeners to apply these principles to their own marketing endeavors.