Must Contain

In this previously recorded LIVE episode from MOPsCON 2022, Kristin and Kristin are joined by Etumos Founder, Edward Unthank to talk Customer Success Operations, CSOps. Catch this slightly lengthier but also interactive episode to learn more about customer success operations including why it should be part of Rev Ops, what a pilot program can do for your organization, and getting started with understanding your customer set. Jump to 44:08 to hear the three takeaways on CSOps. Hear previous ep...

This week Kristin and Kristin are joined by Amy Goldfine to talk The Four Pillars. Originally introduced and defined by Edward Unthank in 2019, the four pillars of marketing operations are the foundational components that create a functional team. Tune in to learn more about how Amy has used the pillars to create job descriptions and build her team and how you can do the same as a leader and an IC. To get your quick fix, skip to 25:44 for the three things you need about the four pillars. ...

Kristin and Kristin are joined this week by Kevin Dieny to talk marketing and it's relationship to college degrees. There's so much to talk about, which is why you might have noticed this episode is double the length. But we promise it's worth it. While you may not think of a college degree as a buzzword (buzz phrase?), you probably should. Take a listen to the discussion on whether or not a college degree is a requirement for a marketing job, what skills are most valuable to hiring managers ...

Kristin and Kristin are joined by our first-ever guest duo - Jon and Steve from Upcraft. In this episode, we talk email templates - the good, the bad, and the ugly. Listen in to learn more about the common template asks, how to migrate email templates from one marketing automation platform to another, and the joys of email rendering in Outlook.If you need to get right to the good stuff, skip to 17:01 for this episode's lessons.Need template help? Reach out to Jon and Steve at https://upcraft....

Guest, Beth Massura (she/her), joins Kristin and Kristin to talk accessibility and inclusivity. In the episode, learn more about how you and your fellow MOPs team members can work internally to create a more accessible and inclusive environment for employees, prospects, and customers. If you're looking for quick wins now, you can jump to 20:45. Diversity, equality, and inclusion is a broad reach topic and we can only cover so much in a 20 minute podcast. We hope you'll act on what you've lear...

Kristin and Kristin are back with Must Contain's first ever guest, Kelly Jo Horton. This time we're talking RevOps. We're breaking down what it is, what it isn't, how to structure a RevOps org (spoiler, it comes down to making friends over beers), and a bit about how to become a RevOps leader. Just want to skip to the beers? Fast forward to 25:44 for the three things you need to know about RevOps. Register for MOPsCON - mopscon.com/registerPrevious episodes available at etumos.com/m...

Summer is in full swing but be sure to download this episode of Must Contain for poolside reading, it's got all the makings of a great summer listen. Kristin and Kristin catch up with David Kreitter to talk iPaaS. This gem of an acronym (Integration Platform as a Service) has been around for ages but David offers an updated take on it as the tools move from IT only to Operations. Find out more on how you can tap into the capabilities of iPaaS without technical expertise (it's more than middle...

Join Kristin and Kristin as they talk attribution with Rachel Squire. Can you justify your existence? Rachel talks about how you can no matter your maturity.Learn how you can get started with attribution using the most basic tools, tips for aligning with sales on what success actually is, the variety of model shapes, and much more.Need a quick fix? Jump to 21:30 for the 3 things you need to know about attribution.Visit Must Contain online: https://etumos.com/must-containSubmit your idea...

Must Contain is back with season 2! Join Kristin and Kristin who are back and better than ever. This first episode covers some hot takes on MQL with Tara Robertson, Senior Manager of Demand Generation at Chili Piper. Is it M-Q-L or Mequel? Twitter says MQLs are dead, is it true? Why should sales care about MQLs? Why should marketing? Get answers to these questions and more. Short on time? Skip ahead to 17:22 to hear the three things you need to know about MQL in 2022.

In this final episode of season 1, KAC joins OGK and guest host, Rusty Hall to talk capital-F Funnel. Not the beer funnel you might have been familiar with in college, but the visual funnel representation of the buyer's journey. Spoiler alert: she hates it. But there's good reason and you definitely want to hear it. And there's more, Kristin provides an alternative shape to the funnel for more accurate buyer's journey measurement, talks a tiny bit about CDP (more on that later), and talks dre...