Indeed.com

Director of Marketing Strategy and Operations

MarTech Alliance

I am the lead instructor for a brand new 8 week course on all things Marketing Operations! Visit Martech Alliance online for more details.

Course Instructor

Amazon Web Services (AWS)

Global Marketing Operations Leader

Hitwise

Leads the marketing and demand generation teams in the Americas and APAC. 

- Oversee the planning and direction of marketing programs
- Partner and support sales to execute strategy for winning clients and upselling existing clients
- Report on key business metrics, campaign results, and drive optimization
- Development of Marketing ROI reporting and analytics 
- Lead nurturing, drip campaigns, lead scoring, sales and marketing alignment
- Oversees sponsorships, paid advertising, and online media spend
- Development and execution of campaigns across paid search and social, online advertising, webinars, events and content marketing
- Marketing automation and Salesforce implementation

Director, Global Marketing

American Marketing Association

Leads content marketing and communications strategy across all channels. 

Oversees communications and social media teams.

Manages writers and content producers for blogs, eBooks, and advertisements.

Director Of Communications

Leaf Group

Responsible for marketing and demand generation programs including marketing automation, lead nurturing, email marketing, messaging, sales enablement, and alignment across paid, content marketing, and event marketing programs. 

Leads and manages team of demand generation professionals.

Passionately implementing unified Marketo, Salesforce, Facebook Advertising and content marketing B2B programs. Marketo Certified Expert.

- Database Hygiene 
- Database Migration 
- De-duplication 
- Data Standardization and Data Normalization

Senior Marketing Manager

Trumpia

Drove 500% growth of new marketing platform through partner marketing and relentless adoption programs for AT&T Mobility’s 1,500+ business sales force. 

Established webinar lead generation program accounting for over 80% of marketing qualified leads 
Instrumental in product marketing, pricing, packaging, business development and go-to-market strategies. 

Online marketing including Google analytics, website and landing page optimization, marketing automation using Pardot, email marketing, collateral development and copywriting. 

Led event marketing team to successfully execute AT&T new product roadshow and events in 15 major US markets.

Digital Marketing 
Marketing Automation 
Google Analytics and Adwords 
Product Marketing
Customer Marketing 
Channel Marketing

Marketing Manager

Independent

Small business marketing consulting including: 

Digital Marketing 
Email Marketing 
Marketing Automation 
Social Media Marketing 
Online Marketing 
Website Design 
SEO/SEM

Marketing Consultant

Director of Marketing Strategy & Operations | Martech Leader | Speaker

Author of “The Martech Handbook” published by Kogan Page. 

Subscribe to the Marketing Operations Leader newsletter for MOPs strategies and insights every 2 weeks: https://darrellalfonso.substack.com/

Follow me on Twitter @DemandDarrell.

Highlights: 
- Ranked as one of the Top Marketers in the US by Propolis 2022
- Named one of the "Top Martech Marketers to Follow" 2020 by Martech Alliance 
- Keynote speaker for Martech Conference and Get Stacked B2B Marketing Conference 2021
- Awarded Fearless Marketer 2018 
- Marketo Champion 2018 and 2019 
- VP of Communications American Marketing Association - 2017-2019
- Marketo User Group Leader 2017-2019
- Leading Program Manager for Connect@Amazon (35,000 member Amazon organization)
- Frequent Martech Speaker and Author 
- Marketo and Salesforce Certified 

I'm excited to announce the industry's first, premium Marketing Operations Course! This is an intensive, 8+ week live + on-demand sessions with yours truly as the instructor. Check it out below: 

https://www.martechalliance.com/training-courses/elearning-marketing-operations

Posts are my own and do not reflect the views of my current or former employers.

When I started working at Indeed, I was nervous about my first meeting with my boss.

Before I could say anything, she said, “I want you to know - you already have my trust.”

She said, “You went through a tough interview process, and we selected you. I don’t need you to show me 50-page slide decks to prove yourself.”

“You are here to lead and solve problems. When we meet, I want to know how I can help you do that.”

I took that to heart and never looked back.

I was amazed to see how quickly teams could drive results when they operated with the SPEED OF TRUST.

I also saw firsthand how much work slowed down when trust was lacking and how much extra, unnecessary work was created because people doubted each other’s motives.

So whenever I get the opportunity, I tell my people, “I trust you to make the right decision. I’m going to share my perspective because I think it will make you successful, but know that you have my support in how you think we can best achieve our mission.”

Many people try to drive efficiencies by saving time or automating processes (which is great) - but they often forget that demonstrating and keeping trust is probably the biggest productivity hack of all.

#marketing #martech #marketingoperations #leadership

PS: Resources for you: 

Join us at marketing ops town hall: https://lnkd.in/gAwBUUgE

Subscribe to the marketing ops leader newsletter: https://lnkd.in/g_3YC7BZ

Darrell Alfonso

I've been obsessed with the concept of friction lately.  
 
"This takes 2 weeks for approval." Why?  
 
"This process is painful." Why?  
 
"It takes us five weeks to launch a campaign." Why?" 
 
I've come to realize when you come across a process that is clear, efficient, painless, and fast > guess what: someone with INCREDIBLY HIGH operations standards is behind it.  
 
Cheers to the marketing ops folks around the world who are removing friction and crushing it.  

NOTE: I am writing more about this in my upcoming newsletter. Subscribe to see the updates: https://lnkd.in/g_3YC7BZ
 
#marketing #martech #marketingoperations

What makes a process clear, efficient, painless, and fast?

What is the importance of removing friction in marketing operations?

Honestly, can you even call it a plan if there is no section for operations?  
 
𝗛𝗲𝗿𝗲’𝘀 𝘄𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗴𝗼 𝗶𝗻 𝘆𝗼𝘂𝗿 𝗼𝗽𝗲𝗿𝗮𝘁𝗶𝗼𝗻𝘀 𝘀𝗲𝗰𝘁𝗶𝗼𝗻 𝗼𝗳 𝘁𝗵𝗲 𝗽𝗹𝗮𝗻:  
 
- The budget for the work 
- The resources and tech needed 
- Who will do the work 
- Over what timeline 
- How success will be measured 
- What risks do we need to consider? 
 
Agree? What else needs to be included?  
 
PS: I’m writing about this concept in an upcoming edition of “The Marketing Ops Leader.” Subscribe to stay updated: https://lnkd.in/g_3YC7BZ  
 
#marketing #martech #marketingoperations

What are some best practices for budgeting in marketing operations?

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Great marketing ops professionals elevate the entire team.  
 
I would argue - they elevate the entire go-to-market function.  
 
Agree?  
 
#marketing #martech #marketingoperations 
 
PS: We'll talk more about this in the upcoming marketing ops town hall: https://lnkd.in/gAwBUUgE and in my bi-weekly newsletter: https://lnkd.in/g_3YC7BZ


What are the key responsibilities of marketing ops professionals?

How important is marketing in a company's go-to-market strategy?

What are some best practices for building a successful go-to-market function?

graphical user interface, text, application, letter

We answered some tough career questions in last week's marketing ops town hall: 

Q: When should I change jobs? Should I stay at this job or look for another? 
A: Ask yourself these questions - Am I still learning? Have you outgrown your role? Remember that you should have competitive pay, challenging problems to solve, and a respectful, positive culture. 

Q: What should I do if I am starting a senior marketing ops role at a new company? 
A: Be a sponge, assess the maturity of your team and company, and figure out the people dynamics before you make decisions. (My personal favorite from Mya James: “Listen like you’re wrong.”) 

Q: How do I keep developing myself if I feel like my career has stagnated? 
A: Start to get curious. Be curious about your customers, product, industry, and profession. Remember - your career isn’t where you hang your hat. Build your career of skills, experiences, and value and you can do anything. - Ronald Gaines. 

Q: How should we think of marketing operations given there are so many definitions? 
A: The job of marketing operations is to bring the CMO’s vision to life and to drive operational excellence throughout the GTM teams. Assess the biggest challenges your team is facing and match your skills to right solutions. Other advice is to create definitions, catalogs, and decks of marketing ops roles and responsibilities and shop those around to secure buy-in and support Danielle Worthman

What do you think of the above questions and answers? Anything else you would add to those questions? 

Join us next month in marketing ops town hall, link in the comments via Thao Ngo 💜 

#marketing #martech #marketingoperations


What are the key challenges of starting a senior marketing ops role?

What is the role of marketing operations?

I love the idea of a Martech refresh. Like spring cleaning your tech stack. 
 
Saves time and saves money on redundant tools. 
 
But many marketers don’t know where to start. 
  
Here are things you can do to kick off a Martech refresh:  
 
1 - Platform Audit: List out all of your tools by owner, purpose, cost, and team users. Consider tools like MoEngage, which can help reduce platform redundancy and siloes, streamlining your operations. 
 
2 - Data Health Review: Review samples of data to check for completeness and accuracy. Kick-off projects to resolve any discrepancies. 
 
3 - Marketer Survey: Survey internal marketers to understand their needs and pain points - ensure you have the right tools that match their requirements.  
 
4 - API Check: Review all API calls and connections to ensure smooth functionality and integration across your tech stack. 
 
5 - Financial Analysis: Take a deep dive into pricing for all tools to ensure you're maximizing ROI and optimizing your budget. 
 
6 - Security Inspection: Ensure data storage is secure and compliant, safeguarding against unauthorized access and prioritizing customer data privacy. 
 
This work needs to be collaborative. To achieve the best possible outcome, bring in key partners from product, ops, marketing, and more. 
 
BONUS: The customer engagement experts at MoEngage are offering a free Dyson V8 to qualified marketers who participate in their Spring Cleaning consultation. Check it out!  
Link in the comments.  
 
#marketing #martech #marketingoperations 


How can MoEngage help reduce platform redundancy and siloes?

The best time to invest in marketing operations was 10+ years ago.  
 
The second best time is right now.  
 
This post was inspired by Liz Fosslien.  
 
I'm writing about how marketing operations can elevate your business in my upcoming newsletter, subscribe to stay updated - link in the comments. 
 
#marketing #martech #marketingoperations

What are some best practices for marketing operations?

How important is marketing for a business?

What topics will the upcoming newsletter cover?

Friction is present in so many areas of business and operations.  
 
Here, we see friction between people, technology, processes, information, skills, and customer experience.  
 
How do you address this?  
 
PEOPLE FRICTION - Slow down to speed up. Check alignment and buy-in of top goals, R&Rs, and timelines.  
 
TECH FRICTION - Put together a plan outlining how the right tools will be used in the right way. Set KPIs such as adoption rate, ideal platform usage, process time, time to value, and efficiency.  
 
PROCESS FRICTION - List all the steps of a sales or marketing process and create a Gantt chart based on how long each step takes. Find ways to shorten the longest steps and identify which steps can be completed concurrently.  
 
INFORMATION FRICTION - The goal is to easily surface the data and insights that sales and marketing need to make better decisions. Bonus - use solutions like Revlitix which proactively share funnel diagnostics and success patterns in your data without the need for your own data team or analyst team.  
 
SKILLS FRICTION - Create surveys and focus groups to rate your team’s proficiencies in all tools and processes. Kick off educational efforts (training, documents, recordings) to address underperforming areas.  
 
CUSTOMER EXPERIENCE FRICTION: Pretend you are a customer and mystery shop your sales and marketing processes. How long does it take to get a quote? To trial your service? To purchase? To hear from customer success? Document your experience and share it with the team.  
 
In short - you can level up your business on many fronts by removing friction.  
 
PS: If you enjoyed this post, check out the sponsor Revlitix, the one-stop analytics shop for GTM teams, link in the comments.  
 
#marketing #revenueoperations #martech #marketingoperations  


What are some strategies for addressing people friction?

Why is it important to address customer experience friction?

What should the single source of truth for data be for sales and marketing teams? 

Something else? Tell us in the comments! 

PS: We talk more about topics like this in the Revenue Rhythms podcast with Jeff Ignacio https://lnkd.in/gtCGryXN  and in my newsletter The Marketing Ops Leader: https://lnkd.in/g_3YC7BZ

#marketing #martech #marketingoperations

How can I access the Revenue Rhythms podcast?

How can I subscribe to The Marketing Ops Leader newsletter?

What should the single source of truth for data be for sales and marketing teams? 

Where do you build reports and dashboards for leadership? 

Something else? Tell us in the comments! 

PS: Jeff Ignacio and I talk all things revops and marketing ops on the Revenue Rhtyhm podcast, listen here: https://lnkd.in/gtCGryXN 

#marketing #martech #marketingoperations

Where do you build reports and dashboards for leadership? 

What is the best way to measure the success of campaigns? 

Something else? Leave it in the comments! 

I'm writing about this in an upcoming edition of the marketing operations leader newsletter: https://lnkd.in/g_3YC7BZ

#marketing #martech #marketingoperations

What is the best way to measure the effectiveness of campaigns? 

How many years of experience should a marketing operations manager have? For a mid-sized company, 500 to 1000 employees. 

Different thoughts? Leave it in the comments! 

I'll share my thoughts on the results in my upcoming newsletter, subscribe to stay updated: https://lnkd.in/g_3YC7BZ

#martech #marketing #marketingoperations

What are the key responsibilities of a marketing operations manager?

How many years of experience should a marketing operations manager have? For a mid-sized company, 500 to 1000 employees. 

Darrell Alfonso has expertly depicted how marketing ops can propel business results in this insightful image.


#martech #marketingops

Ran a poll in last week's marketing ops town hall.  
 
Not surprised by the results, what do you think?  
 
#marketing #martech #marketingoperations 
 
PS: Join us next month for marketing ops town hall, link in the comments.  
 
PPS: I'll be writing about my thoughts on this in my upcoming newsletter, subscribe in the comments. 

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