{"id":88937,"date":"2025-06-19T23:30:30","date_gmt":"2025-06-20T06:30:30","guid":{"rendered":"https:\/\/rightwave.com\/rwi\/?p=88937"},"modified":"2025-07-01T04:03:38","modified_gmt":"2025-07-01T11:03:38","slug":"webinar-roundup-making-ai-work-in-marketing-ops","status":"publish","type":"post","link":"https:\/\/rightwave.com\/rwi\/webinar-roundup-making-ai-work-in-marketing-ops","title":{"rendered":"Webinar Roundup &#8211; Making AI Work in Marketing Ops"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"88937\" class=\"elementor elementor-88937\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5d7c0653 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5d7c0653\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-274212e4\" data-id=\"274212e4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-33cdbe5c elementor-widget elementor-widget-text-editor\" data-id=\"33cdbe5c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t\n<h2 class=\"wp-block-heading\"><\/h2>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4909487 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4909487\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0d91260\" data-id=\"0d91260\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a2e4266 elementor-widget elementor-widget-text-editor\" data-id=\"a2e4266\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"192\" data-end=\"513\">On May 22, 2025, RightWave hosted a power-packed webinar with three Marketing Operations leaders\u2014<strong data-start=\"289\" data-end=\"306\">Deirdre Mahon<\/strong> (VP Marketing, Super{set}), <strong data-start=\"335\" data-end=\"350\">Tarun Arora<\/strong> (CEO, RevCrew), and <strong data-start=\"371\" data-end=\"387\">Sanjiv Verma<\/strong> (Strategic MarTech &amp; Ops Leader, Juniper Networks) and Moderated by RightWave CEO &#8211; Anurag Khemka \u2014to demystify what it really takes to make AI work in Marketing Operations.<\/p>\n<p data-start=\"515\" data-end=\"564\">Here\u2019s a round-up of the most valuable takeaways:<\/p>\n<hr data-start=\"566\" data-end=\"569\" \/>\n<h3 data-start=\"571\" data-end=\"613\">1. <strong data-start=\"578\" data-end=\"613\">AI is Only as Good as Your Data<\/strong><\/h3>\n<p data-start=\"615\" data-end=\"970\">Sanjiv and Tarun emphasized a universal truth: <em data-start=\"662\" data-end=\"687\">bad data kills AI value<\/em>. Whether you\u2019re using AI for content, segmentation, or personalization, poor data quality will lead to poor decisions and misfired campaigns. If your systems are riddled with duplicates, inconsistent scoring, or incomplete ICP fields, AI will accelerate inefficiencies\u2014not fix them.<\/p>\n<blockquote data-start=\"972\" data-end=\"1116\">\n<p data-start=\"974\" data-end=\"1116\"><strong data-start=\"974\" data-end=\"994\">Sanjiv\u2019s advice:<\/strong> \u201cAI is not a magic wand. You need clean, structured, and unified data foundations before implementing anything advanced.\u201d<\/p>\n<\/blockquote>\n<hr data-start=\"1118\" data-end=\"1121\" \/>\n<h3 data-start=\"1123\" data-end=\"1170\">2. <strong data-start=\"1130\" data-end=\"1170\">Start with the Problem, Not the Tool<\/strong><\/h3>\n<p data-start=\"1172\" data-end=\"1415\">Deirdre offered a clear mantra: <em data-start=\"1204\" data-end=\"1280\">\u201cDon\u2019t start with the AI tool. Start with your team\u2019s biggest pain point.\u201d<\/em> Whether it&#8217;s cleaning your CRM, scaling campaign execution, or improving attribution\u2014solve a business problem, not just chase AI hype.<\/p>\n<blockquote data-start=\"1417\" data-end=\"1539\">\n<p data-start=\"1419\" data-end=\"1539\"><strong data-start=\"1419\" data-end=\"1440\">Deirdre\u2019s advice:<\/strong> \u201cDocument a use case, show results, and brag about them internally. It helps get org-wide buy-in.\u201d<\/p>\n<\/blockquote>\n<hr data-start=\"1541\" data-end=\"1544\" \/>\n<h3 data-start=\"1546\" data-end=\"1576\">3. <strong data-start=\"1553\" data-end=\"1576\">Use Cases That Work<\/strong><\/h3>\n<p data-start=\"1578\" data-end=\"1641\">The speakers shared real-world examples of AI delivering value:<\/p>\n<ul data-start=\"1642\" data-end=\"2107\">\n<li data-start=\"1642\" data-end=\"1755\">\n<p data-start=\"1644\" data-end=\"1755\"><strong data-start=\"1644\" data-end=\"1666\">Content Generation<\/strong>: Rapid drafting of email copy, social posts, and SEO content\u2014when guided by brand voice.<\/p>\n<\/li>\n<li data-start=\"1756\" data-end=\"1866\">\n<p data-start=\"1758\" data-end=\"1866\"><strong data-start=\"1758\" data-end=\"1785\">Campaign Ops Automation<\/strong>: AI-powered agents managing campaign planning, execution, and response analysis.<\/p>\n<\/li>\n<li data-start=\"1867\" data-end=\"1973\">\n<p data-start=\"1869\" data-end=\"1973\"><strong data-start=\"1869\" data-end=\"1898\">Email Response Management<\/strong>: Filtering replies to identify high-intent leads and unsubscribe requests.<\/p>\n<\/li>\n<li data-start=\"1974\" data-end=\"2104\">\n<p data-start=\"1976\" data-end=\"2104\"><strong data-start=\"1976\" data-end=\"2011\">Data Enrichment &amp; Normalization<\/strong>: Using AI to automatically categorize job titles, clean junk data, and deduplicate contacts.<\/p>\n<\/li>\n<\/ul>\n<blockquote data-start=\"2108\" data-end=\"2239\">\n<p data-start=\"2110\" data-end=\"2239\"><strong data-start=\"2110\" data-end=\"2130\">Tarun\u2019s insight:<\/strong> \u201cAI agents can now handle end-to-end campaign workflows. That\u2019s the busy work your team shouldn\u2019t be doing.\u201d<\/p>\n<\/blockquote>\n<hr data-start=\"2241\" data-end=\"2244\" \/>\n<h3 data-start=\"2246\" data-end=\"2274\">4. <strong data-start=\"2253\" data-end=\"2274\">Pitfalls to Avoid<\/strong><\/h3>\n<ul data-start=\"2276\" data-end=\"2547\">\n<li data-start=\"2276\" data-end=\"2341\">\n<p data-start=\"2278\" data-end=\"2341\">Deploying AI without a clear process or change management plan.<\/p>\n<\/li>\n<li data-start=\"2342\" data-end=\"2395\">\n<p data-start=\"2344\" data-end=\"2395\">Ignoring data readiness before launching AI pilots.<\/p>\n<\/li>\n<li data-start=\"2396\" data-end=\"2479\">\n<p data-start=\"2398\" data-end=\"2479\">Over-relying on content tools without preserving human tone or brand consistency.<\/p>\n<\/li>\n<li data-start=\"2480\" data-end=\"2547\">\n<p data-start=\"2482\" data-end=\"2547\">Experimenting without governance\u2014especially risky in large teams.<\/p>\n<\/li>\n<\/ul>\n<blockquote data-start=\"2549\" data-end=\"2685\">\n<p data-start=\"2551\" data-end=\"2685\"><strong data-start=\"2551\" data-end=\"2573\">Deirdre cautioned:<\/strong> \u201cRandom experimentation with LLMs across teams can lead to shadow IT, cost overruns, and inconsistent outputs.\u201d<\/p>\n<\/blockquote>\n<hr data-start=\"2687\" data-end=\"2690\" \/>\n<h3 data-start=\"2692\" data-end=\"2755\">5. <strong data-start=\"2699\" data-end=\"2755\">Centralize Oversight, Encourage Bottom-Up Innovation<\/strong><\/h3>\n<p data-start=\"2757\" data-end=\"3005\">Sanjiv recommends a <em data-start=\"2777\" data-end=\"2804\">centralized AI task force<\/em>, especially in enterprise settings, to handle risk, ethics, and integration. Tarun, meanwhile, suggests balancing that with <em data-start=\"2929\" data-end=\"2952\">bottom-up experiments<\/em>\u2014letting team members run micro-tests and share wins.<\/p>\n<hr data-start=\"3007\" data-end=\"3010\" \/>\n<h3 data-start=\"3012\" data-end=\"3046\">6. <strong data-start=\"3019\" data-end=\"3046\">What\u2019s Next? Agentic AI<\/strong><\/h3>\n<p data-start=\"3048\" data-end=\"3309\">The panelists agreed: the future of AI in MOPS is <em data-start=\"3098\" data-end=\"3107\">agentic<\/em>. That means multi-step automation\u2014AI not just answering prompts, but taking actions across platforms. Think: launching a campaign, syncing leads, and generating a report\u2014all without human intervention.<\/p>\n<hr data-start=\"3311\" data-end=\"3314\" \/>\n<h3 data-start=\"3316\" data-end=\"3347\">Get AI-Ready with RightWave<\/h3>\n<p data-start=\"3349\" data-end=\"3462\">The webinar concluded with an overview of RightWave\u2019s <strong data-start=\"3403\" data-end=\"3430\">AI Readiness Assessment<\/strong>\u2014a structured audit to help you:<\/p>\n<ul data-start=\"3463\" data-end=\"3641\">\n<li data-start=\"3463\" data-end=\"3501\">\n<p data-start=\"3465\" data-end=\"3501\">Identify gaps in your data structure<\/p>\n<\/li>\n<li data-start=\"3502\" data-end=\"3552\">\n<p data-start=\"3504\" data-end=\"3552\">Evaluate segmentation and lead scoring practices<\/p>\n<\/li>\n<li data-start=\"3553\" data-end=\"3588\">\n<p data-start=\"3555\" data-end=\"3588\">Assess MAP\/CRM integration health<\/p>\n<\/li>\n<li data-start=\"3589\" data-end=\"3641\">\n<p data-start=\"3591\" data-end=\"3641\">Get a clear roadmap for making your stack AI-ready<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"3643\" data-end=\"3729\"><a class=\"\" href=\"https:\/\/rightwave.com\/rwi\/marketing-operations-ai-readiness-assessment\" target=\"_new\" rel=\"noopener\" data-start=\"3646\" data-end=\"3729\">Schedule a Consultation<\/a><\/p>\n<hr data-start=\"3731\" data-end=\"3734\" \/>\n<p data-start=\"3736\" data-end=\"3870\"><strong data-start=\"3736\" data-end=\"3766\">Want to Watch the Webinar?<\/strong><br data-start=\"3766\" data-end=\"3769\" \/><a class=\"cursor-pointer\" href=\"https:\/\/rightwave.com\/rwi\/webinar-making-ai-work-in-marketing-operations\" target=\"_new\" rel=\"noopener\" data-start=\"3769\" data-end=\"3870\">Access the Recording On-Demand<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>On May 22, 2025, RightWave hosted a power-packed webinar with three Marketing Operations leaders\u2014Deirdre Mahon (VP Marketing, Super{set}), Tarun Arora (CEO, RevCrew), and Sanjiv Verma (Strategic MarTech &amp; Ops Leader, Juniper Networks) and Moderated by RightWave CEO &#8211; Anurag Khemka \u2014to demystify what it really takes to make AI work in Marketing Operations. Here\u2019s a&hellip;<\/p>\n","protected":false},"author":45,"featured_media":89031,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-88937","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-welcome"],"_links":{"self":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts\/88937","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/users\/45"}],"replies":[{"embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/comments?post=88937"}],"version-history":[{"count":7,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts\/88937\/revisions"}],"predecessor-version":[{"id":89030,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/posts\/88937\/revisions\/89030"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/media\/89031"}],"wp:attachment":[{"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/media?parent=88937"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/categories?post=88937"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rightwave.com\/rwi\/wp-json\/wp\/v2\/tags?post=88937"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}