Ops Cast What Would It Look Like If Marketing Gets Embedded Throughout the Organization?
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In this episode of Ops Cast, hosted by Michael Hartmann and powered by MarketingOps.com, Michael is joined by Ivelisse Arroyo, Marketing Operations Leader and Executive Advisor on Go-To-Market Operations. Ivelisse brings a business-first perspective shaped by a background in accounting and deep experience across manufacturing and healthcare insurance.
Her work focuses on connecting Marketing Ops, RevOps, and Business Operations into a single, cohesive system that supports revenue, efficiency, and customer outcomes. The discussion explores what happens when marketing is embedded across the business instead of being treated as a standalone service function.
Ivelisse shares why operational disconnects often explain underperforming marketing, how regulated industries expose these gaps faster, and why executives are paying closer attention to GTM operations than ever before.
In this episode, you will learn:
- Why marketing struggles when it is isolated from business operations
- How embedding marketing into revenue, finance, and delivery changes outcomes
- What Marketing Ops professionals can learn from Business Ops and finance
- Why starting with revenue and cost impact resonates with executive leadership
- How modern technology and AI are reshaping Ops career paths
This episode is ideal for Marketing Ops, RevOps, and GTM leaders who want to expand their influence beyond marketing, align more closely with the business, and help organizations operate as one connected system.
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MarketingOps.com is curating the GTM Ops Track at Demand & Expand (May 19-20, San Francisco) - the premier B2B marketing event featuring 600+ practitioners sharing real solutions to real problems. Use code MOPS20 for 20% off tickets, or get 35-50% off as a MarketingOps.com member. Learn more at demandandexpand.com.