What exactly will be left for Marketing Ops to do once Agentic AI gets ‘Full Self Driving’?

Why Marketing Operations is the last line of defense (and offense).

Let’s be blunt: even the best email strategy in the world isn’t worth much if your emails never make it to the inbox. You can have beautifully crafted subject lines, laser-focused targeting, and the best AI-driven segmentation MarTech money can buy - but if your deliverability is off, you’re shouting into the void.

The Rise of the Prompt People: How the future of Marketing Ops belongs to those who ask better questions.

At Sojourn, we’re regularly asked by clients to help define roles and responsibilities within the Marketing Operations function -...

We’re proud to collaborate with technology partners like Demandbase who don’t just follow the industry - they push it forward. Congratulations to the entire team on this well-deserved honor. Here’s to even more impact ahead!

Marketing Operations today is not what it was even three years ago. The tech stack is fatter. The acronyms are more confusing. And now - because the gods clearly thought we weren’t juggling enough - AI is in the mix, rewriting the rules faster than most of us can update our dashboards.

Oracle has just done something rare in enterprise software: It gave something valuable away for free. As of June 2025, every Eloqua customer can access its Advanced Intelligence suite - including both Classic and Generative AI features - at no additional cost.

Why Marketing Operations teams need to think differently about AI - and how to do it without the noise, panic, or perfectionism.

According to a recent Gartner’s MarTech Survey, average MarTech utilisation has dropped to just 33%, down from 58% in 2020. That means two-thirds of the platforms and tools marketing teams are investing in are sitting idle or underused.

Change fatigue is real. It’s happening. And if you’re a B2B leader responsible for Marketing Operations, integration, or strategy - you probably feel it in your bones. Let’s dig into why this is happening, what it’s doing to your team, and what you can actually do about it.

Mergers and acquisitions are high-stakes moves designed to unlock growth, expand market share, or streamline operations. But buried under the headlines and handshake photos is the unglamorous reality: data chaos.

Mergers and acquisitions are a special kind of chaos. MarTech teams often find themselves in the eye of the storm, trying to stitch together two (or more) wildly different tech stacks while maintaining business continuity, data integrity, and some semblance of sanity. In recent years, AI has been hailed as a silver bullet that can magically solve the complexity of stack integration. Spoiler: it’s not.

Mergers can feel like a tidal wave. But they’re also one of the only moments when you get a mandate to change everything - and build something better. As a MOPs leader, you’re not just keeping the lights on. You’re rebuilding the engine, in real time, while the car is still moving.

When two companies merge, most of the headlines talk about market share, valuations, and synergies. Maybe there’s a stock bump. Maybe there’s a press release with the word “transformational” used at least four times. But behind the scenes - usually just out of earshot from the boardroom - there’s a group of people quietly hyperventilating. They’re the ones staring down two overlapping, bloated, often contradictory MarTech stacks and wondering: how the hell are we going to

Too many CDP rollouts start with “let’s integrate everything,” instead of “let’s integrate what matters.” The result? Frankenstein stacks, overwhelmed marketers, and AI models trying to read tea leaves made of glitter.

Firstly, let’s get something out of the way: Not everything that claims to be AI is 

A leader in digital experience and business application solutions, sought to enhance their 6Sense investment to better align with their Account-Based Marketing (ABM) strategy.

For years, Marketing Ops has quietly kept the machine humming. But agentic AI changes the game. When your ops team can launch campaigns, fix processes, optimize spend, and scale governance - without needing a task list from above - they become strategic power players.

These aren’t just isolated wins. Together, they paint a picture of what smart, agile Marketing Operations can look like when strategy meets execution. Sojourn didn’t just bring tools. We brought structure, clarity, and momentum to complex enterprise challenges. And Citeline’s team? They delivered every step of the way.