Marketing operations, building a MarTech stack, and ensuring data visibility and security in a growing startup :: with Kelly Jo Horton and Sol Cates
In this episode of Ventures, my guests Kelly Jo Horton (https://www.linkedin.com/in/kellyjohorton/), Sol Cates (https://www.linkedin.com/in/sol-cates-649736/) and I discuss marketing operations from a startup and enterprise perspective. We dive into Kelly Jo’s story entering the space, the need for a marketing operations expert as early as possible in a startup, how to avoid technical debt with your MarTech stack, why to setup a centralized command center, and how/why to retool a broken MarTech data infrastructure.
In this episode we cover the following:
1:47 - Sol tee-up and introduction of Kelly Jo
2:58 - Kelly Jo personal intro, background, brief career story, tech history, and overview of marketing operations.
8:04 - What was the career path that Kelly Jo thought she was going on in the early days and how/why it pivoted.
14:47 - Where did in Kelly Jo’s career did she turn toward data and marketing operations?
17:48 - In the hypothetical example of a 3-person team (technical, business, and creative), how should they think about setting themselves up for success to learn from their data.
20:32 - Until the archetypal founder team has the money to hire a senior marketing operations expert, what should be the foundational work that the team should do in order to not rack up too much technical debt with their data.
23:01 - Does Kelly Jo have a recommended MarTech stack for early stage founders?
26:44 - Valuing a marketing operations expert. More discussion about an ideal stack from an enterprise angle for B2B work.
35:15 - Comments about the quantity of strong female leaders in marketing operations.
35:43 - From an enterprise angle, what are the common problems that Sol sees on the marketing operations side of things?
37:40 - The importance of having a centralized command center, at least the admin functions.
41:02 - Identifying yet another hole in startup capabilities (tech/marketing).
42:55 - Customers buy business outcomes
43:38 - Resetting the marketing operations team/stack, what is Kelly Jo’s experience of retooling a marketing operations team and associated software tooling?
46:02 - Yet another “type of CMO to hire” in startup land.