Marketing Operations isn’t just about tools, it’s about strategy, people & process!
In this episode of Couch Confidentials, I sit down with Odd Morten Sørensen, Marketing Operations Consultant at PlayMOps, to talk about the real challenges of Martech implementation. But before we even got into that, we had an unexpected personal connection—turns out we had a mutual friend in the Norwegian Navy! I shared a short clip of that moment yesterday, but the full conversation is even better.
What we covered in this episode:
•The SOPP framework: Strategy, Organization, People, Process
• Why marketing strategy should never exist in isolation from the business strategy
•The biggest reasons Martech investments fail (hint: it’s usually not the tech!)
• The problem with cross-department misalignment and “the whisper game” effect
• Why KPIs often work against collaboration instead of supporting it
Too many companies think a new tool will fix everything, but as Odd puts it, “What gets measured gets delivered”—and if your org isn’t measuring the right things, the tech won’t save you. We also talk about how to break down silos, get leadership buy-in, and ensure Martech is actually delivering business value.
This one is packed with insights for Marketing Ops leaders, CMOs, and anyone frustrated by tech that doesn’t live up to its promise. Hit play and let’s dive in!
Timestamps:
0:00 - Welcome & Intro
1:30 - The Norwegian Navy story (how we realized we had a mutual friend!)
4:45 - Why SOPP (Strategy, Organization, People, Process) matters more than the latest tool
12:15 - How cross-functional silos kill Martech success
19:30 - What KPIs should actually measure
26:40 - Leadership buy-in and the future of Marketing Ops
Member discussion