Humans of Martech

167: Moni Oloyede: The marketing ops identity paradox, why attribution is a waste of time and why GTM engineering is just sales ops

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Apr 29, 2025
Moni Oloyede, founder of MO Martech, is a veteran in marketing operations with a passion for teaching. She discusses the flawed nature of attribution systems, emphasizing that buyers often forget why they purchased. Moni advocates for understanding content performance over tracking random touchpoints and argues that marketing efforts need not always be tied to revenue. Additionally, she critiques job title inflation in GTM engineering and explores the balance between digital strategies and in-person events, all while sharing her love for teaching.
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INSIGHT

The Attribution Model Flaw

  • Traditional marketing attribution models assume arbitrary credit distribution across touchpoints.
  • Evaluating each content piece by its specific role in the buyer's journey yields more meaningful insights.
ANECDOTE

Growing Up With Martech

  • Moni started her career in cybersecurity marketing at Sourcefire, a close Eloqua partner.
  • She experienced firsthand the birth of martech and marketing operations with novel concepts like lead scoring.
INSIGHT

Martech Stacks Are Imperfect

  • Bigger companies often have more fragile and duct-taped tech stacks.
  • No marketing tech stack is flawless; everyone is just trying to get by.
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