Salesforce Winter ’27 points to a bigger shift than another round of product updates. AI agents are moving from helping people with individual tasks to running complete workflows. They can now qualify pipeline, build audiences, activate campaigns, support service teams, schedule appointments and work across multiple enterprise systems. For Marketing Operations teams, that changes the…
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Marketing Operations teams are often under pressure to improve something immediately. Reporting is unreliable. Leads are not flowing correctly. Campaign setup takes too long. Teams complain about the CRM. Someone believes another platform will solve everything. The natural reaction is to start fixing. At RightWave, we believe that is often where the problem begins. Before…
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Companies often approach Revenue Operations as if it were an implementation project. Hire a RevOps leader, clean up the CRM, define the stages, build dashboards, introduce forecasting and perhaps add some AI. In reality, the hard part usually starts after all of that. That came through clearly in a recent OpsCast from MarketingOps.com, hosted by…
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Marketing teams have spent years adding workflows, lists, properties, reports, forms, integrations and automations to their martech stacks. The problem is that very little ever gets removed. Over time, what started as a carefully designed marketing operations environment can turn into hundreds of workflows nobody wants to touch, duplicate reports measuring slightly different things, properties…
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For the last couple of years, most conversations about AI in marketing have revolved around content generation: writing emails, creating images, summarizing meetings or producing social posts. That is now changing. AI is beginning to move deeper into the marketing technology stack and into the day-to-day work of Marketing Operations. A recent practitioner session on…
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Marketing teams have more technology than ever: CRM, marketing automation, intent platforms, enrichment tools, ABM platforms, analytics, AI assistants and more. Each promises greater productivity. But Marketing Operations teams should ask a more important question: how much work has the stack actually eliminated? That question is at the heart of a recent MarTech article, “Is…
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AI generated content is becoming easier to create. The next challenge is going to be knowing where it came from, what happened to it before publication, and who ultimately takes responsibility for it. Anthropic has now taken a significant step in that direction. The company has signed the EU AI Act Article 50(2) Code of…
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For years, marketing teams have relied on a familiar set of signals to understand whether their programs are working. Website traffic, campaign clicks, form fills, conversion rates, and source attribution have all played a central role in how marketing performance is measured. AI is beginning to challenge that model. A growing share of buyer discovery…
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Email collection is one of the most important—and surprisingly fragile—moments in a digital customer journey. Whether someone is registering for a webinar, downloading content, subscribing to a newsletter, creating an account, or requesting a product demo, the email address often becomes the primary identifier connecting that person to the rest of the marketing and revenue…
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In a recent article on MarTech, Constantine von Hoffman, Senior Editor at MarTech, writes that HubSpot’s acquisition of Warmly shows how CRM platforms are evolving “from customer databases into AI systems that identify buying intent and take action.” That line captures the shift Marketing Operations professionals need to pay close attention to. For years, CRM…
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