THE NEW WAVE OF OPS
THE OPS MOVEMENT The Ops trend isn’t new. DevOps and Marketing Ops are both mature concepts that permeate the development and marketing functions, respectively. In early 2007, DevOps formalized as a significant influencer in the software development process when developers and IT professionals had separate, competing objectives. A discussion about the drawbacks of Agile between two developers, Andrew Clay Shafer and Patrick Debois, resulted in DevOps as we know it today – a blend of agile philosophy with lean thinking around processes and tools that unite every team involved in the project. DevOps represents a logical change in approach to age-old problems in IT. Likewise, Marketing Ops can be tied back to Peter Drucker’s vision of tightly integrating customer insights and analysis from the 1970s. More recently, Gary Katz published the first article citing Marketing Ops on MarketingProfs. While the average organization uses over ninety cloud services, Marketing Ops ensures these tools work together to reach critical goals, encompassing everything from planning and processes to technology and resource allocation. As we consider DevOps the software core of Tech Ops and Marketing Ops at the front of the funnel, we realize the benefits of new technologies, automation, analytics, governance, and enablement from an Ops perspective throughout digital domain touchpoints across the entire customer journey and lifecycle. The growing collaboration and coordination across these Ops domains enable companies to adapt to market and customer shifts more quickly by building on the data, tool, and process domains within their digital business.
PICKING UP STEAM If DevOps and Marketing Ops signify “Wave 1” of the operational trend, we’re currently in the midst of “Wave 2” – and it’s about to get interesting! Many organizations are starting to pick up speed with DataOps, Product Ops, and RevOps.
The tides of business are turning towards more operationalization across departments– are you prepared for what’s next? THE NEW WAVE OFOPS
Let’s start with some definitions. 1) DataOps
Data Operations (DataOps) brings together DevOps teams with data engineer and data scientist roles to provide the tools, processes, and organizational structures to, in many cases, provide data as a product in a more consistent and consumable manner across the enterprise.
2) ProductOps Product Operations (ProductOps) is an
operational function that supports and accelerates the intersection of product, engineering, and customer success, by building and supporting more data-driven product management teams. 3) RevOps Revenue Operations (RevOps) describes the shift in B2B organizations to align sales, marketing, and customer support teams better to sustain and accelerate growth. The landscape in this area is still nascent – we see companies shift their focus to DataOps to mature data management in the organization. Every department depends on reliable data – and, more importantly, turning that data into usable information. DataOps takes an agile approach, prioritizing data automation and continuous analytic insight to satisfy customers internally and externally. Likewise, Product Ops is a related approach, where product management aims to equip the organization with relevant data for decision- makers and automate time-consuming tasks. The entire focus is to build products that delight customers. It’s no surprise that organizations are turning to this discipline as they seek to be product companies. The New Wave of Ops | 21
BY: ERIC CARR CHIEF DELIVERY OFFICER AT CONCORD
R egardless of industry, many companies aim to become more product- or data- driven companies. It’s no surprise that data is king. But how do companies achieve this goal? Automation. The movement from art to science is taking hold in every aspect of operations in big companies and startups alike. With the rise of cloud, data, and the tooling to support it, there are more opportunities than ever to create efficiencies, automate workflows, and manage functional areas with greater precision via automation. More companies are adopting this mindset – undoubtedly, you’ve heard of DevOps and Marketing Ops – but how about DataOps? PeopleOps? ProductOps? Business-supporting strategies continue to evolve, and a large part of that future is Ops. To understand the trend, let’s look back at how it all started.
Marketing Ops
Dev Ops
TECH OPS
BUSINESS OPS
20 | The New Wave of Ops
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