Marketing Operations and Transformation Forum

I. WELCOME & INTRODUCTION (11:00 – 11:10a.m. ET) 

II. ROUNDTABLE DISCUSSION: THE FUTURE OF MARKETING OPERATIONS (11:10 – 11:45a.m. ET)
In 2023, our first year of the Marketing Operations and Transformation Forum, we tackled issues at the core of marketing operations: governance, agile marketing implementation, martech, and partnership with planning. As we look ahead to 2024, we are putting a spotlight on the challenges and opportunities of today’s marketing operations leaders. Come prepared with your questions and a list of topics you’re eager to discuss with the forum this year. Our roundtable discussion will be led by our forum chair, Kim Beal from Grant Thornton. 

III. SECURIAN FINANCIAL: MARKETING OPERATIONS AS THE ENGINE OF INTERNAL PROCESS OPTIMIZATION (11:45a.m. – 12:20p.m. ET) 
At Securian Financial, the heartbeat of enterprise marketing is their marketing operations team, which has built an operational framework that allows marketing to deliver over 4,000 assets annually. To manage bandwidth and maintain quality, the marketing operations team partnered with their internal agency to develop a tiered project management approach, a detailed restructuring of their SLAs, and training of internal and external staff to clearly understand the new process. Thomas Barntsen, marketing operations leader, and his staff of seven operations professionals are responsible for harmoniously combining people, process and technology for optimal results. 

Speaker: 
Thomas Barntsen, Marketing Operations Manager – Securian Financial 

IV. BREAK (12:20 – 12:25p.m. ET) 

V. MARKETING OPERATIONS' HIDDEN SUPERPOWER: BRIDGE THE GAP IN MARKETING ANALYTICS (12:25 – 1:00p.m. ET)
As a marketing operations leader, the ability to transform marketing data into revenue-boosting insights can make the difference for your organization. This is the hidden superpower of marketing operations: to bridge the gap of understanding in marketing analytics. From building a glossary of shared terminology, to regular touchpoints with analysts, and a focus on regular reporting, Brooke Bartos of EngageSmart will share critical strategies that can instantly make an impact. 

Speaker:
Brooke Bartos, Director of Marketing Operations and Analytics, Enterprise Solutions – EngageSmart