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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Susan Ferrari’s recent Martech article (link shared below) talks about a benchmark in the AI world called Humanity’s Last Exam. It was designed to be nearly impossible for AI models. When it launched in early 2025, the best models could barely scratch it. Eighteen months later, the leading model clears more than half of it.…
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Moni Oloyede’s recent MarTech article, “When AI runs the workflows, what happens to MOps?”, raises a very relevant question for every marketing operations team today. If AI can increasingly manage workflows, lead scoring, enrichment, orchestration, and even parts of CRM hygiene, what happens to the people who have traditionally owned all of this? It is…
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For many B2B marketing teams, lead scoring started as a simple promise: give sales a clearer way to prioritize follow-up. Over time, however, that promise has become harder to keep. As databases grow, buying journeys become more complex, product usage becomes part of the demand signal, and sales teams ask for more explainability, traditional lead…
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A recent conversation among marketing operations practitioners captured something many teams are quietly discovering. A marketer had a set of HubSpot marketing emails already written in a document. The ask was simple: take the approved copy, header banner, and formatting direction, and turn them into HubSpot marketing emails. An AI browser assistant was used to…
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For two years now, the bulk sender requirements from Google and Yahoo have been quietly reshaping who gets to land in the inbox. Microsoft fell in line in 2025. And as of mid-2026, the rules are evolving again — with DMARC parameter changes and new plain-language reporting inside Google Postmaster Tools. Most experienced email teams…
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There’s a conversation happening in every marketing leadership meeting right now, and it goes something like this: “We’ve run six AI pilots this year. What do we have to show for it?” Usually, the honest answer is: activity. Lots of activity. Not much value. Gartner’s Nicole Greene recently made this point in a piece for…
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When the CEO of HubSpot talks about what’s holding companies back with AI, marketing operations leaders should pay attention. In a recent LinkedIn post, Yamini Rangan shared that nearly every customer conversation she has about AI eventually circles back to one thing: data. Her argument is simple and, in our experience, completely correct. Messy data…
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HubSpot’s May 2026 release is one of the densest in recent memory — AI everywhere, campaign attribution fixes, native data cleanup, and a long list of admin and governance improvements. But as anyone who runs marketing operations knows, “new features” and “value realized” are two very different things. At RightWave, we’ve spent two decades helping…
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For years, Marketing Operations support meant one thing: campaign execution. Build the emails. Create the landing pages. Clean the lists. Fix the forms. Keep Marketo, HubSpot, or Salesforce running without breaking anything. That work still matters — more than ever, actually. But the role of MOps has grown way beyond getting campaigns out the door.…
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