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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HubSpot just made one of the boldest declarations we’ve seen from a major CRM vendor: not only should AI agents be able to run on HubSpot, they should be able to run HubSpot. In a recent blog post, Chief Product and Technology Officer Duncan Lennox laid out a vision of an open ecosystem where every…
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Every marketing team has the same question right now: how do we use AI? It’s the wrong question. The teams getting real value from AI in email marketing aren’t running more tools or writing better prompts. They’re the ones whose campaign operations, data hygiene, lifecycle logic, and segmentation discipline were already strong. AI just made…
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