What’s up everyone, today we have the pleasure of sitting down with Vish Gupta, Marketing Operations Manager at Databricks. Summary: This episode with Vish is jam packed with advice for marketers making their way through the martech galaxy. We touch on the pitfalls of Frankenstein stacks and the perks of self-service martech. Vish explains why martech isn't just for engineers and highlights the efficiency of customized Asana intake forms. We also tackle the dangers of over-specialization for senior leaders. Additionally, we explore the intersection of martech and large language models (LLMs), providing insights on how to stay ahead in the evolving landscape.About VishVish started started her career as a Business Analyst in sales ops at Riverbed, a network management companyShe later joined Redis Labs – a real time data platform – as a Marketing Coordinator and got her first taste of analytics and reporting covering social, paid and eventsShe had a short contract at Brocade where she was Marketing Ops specialist and worked closely with their data science team to develop marketing reporting using BIShe then joined VMware, the popular virtualization software giant just before they were acquired by Broadcom. She was both a marketing analyst and later shifted to Growth Analyst where she focused more on Go to market strategyToday Vish is Marketing Operations Manager at Databricks, a leader in data and AI tech valued at more than 40BInfluences from a Tech-Infused ChildhoodVish’s upbringing in a tech-savvy household shaped her career path significantly. Her parents, immigrants from India, transitioned into tech for better opportunities, despite initial dreams of cricket and architecture. This drive for a better lifestyle through technology was a core narrative in her family.Interestingly, Vish initially rebelled against this tech-centric world. She pursued psychology, striving to carve out her unique path. However, practicality led her back to tech, aligning her career with her desired lifestyle. This shift wasn't romantic but highlighted her adaptability and strategic thinking.Her parents' relentless upskilling and enthusiasm for technology left a lasting impression. Their constant engagement with new tools and innovations inspired Vish to embrace learning and staying current with tech trends. This mindset proved invaluable in her role at Databricks, where technological adeptness is key.Growing up in Silicon Valley provided Vish with a unique network and role models in tech. This environment, combined with her parents' stories and actions, underscored the importance of tech as a vehicle for advancement and success.Key takeaway: Vish's tech-centric upbringing, driven by her immigrant parents' pursuit of better opportunities, significantly shaped her career. Despite initially rebelling by studying psychology, practicality led her back to tech, showcasing her adaptability. Her parents' continuous upskilling inspired her commitment to learning, crucial in her role at Databricks.Why Your Frankenstein Martech Stack is Sabotaging Your SuccessA Frankenstein martech stack is like a tech monster stitched together from mismatched parts, always on the brink of chaos. Avoiding the creation of a Frankenstein stack is challenging for any marketing operations team who is trying to stay on top of new tools. Vish’s mantra is that tools are not problem-solvers on their own; people and processes are the real drivers of solutions.She’s a big proponent of understanding the role each tool plays within the organization. It's crucial to ask, "What is this tool doing?" If a tool isn't effectively serving a business purpose or hasn't been adopted well, it might be time to retire it. Simplification is key before automation. An overly complex or constantly changing process isn't a good candidate for automation.Vish points out a common misconception: the belief that automating everything is the ultimate solution. In reality, automating a clunky or inefficient process can exacerbate issues rather than resolve them. The focus should be on simplifying processes first. Only after streamlining should organizations consider tools that enhance efficiency.In practice, this means critically assessing each tool's contribution to the business. If a tool no longer serves its purpose or complicates processes, it's time to reconsider its place in the stack. Automation should follow simplification, ensuring that processes are as straightforward as possible before adding layers of technology.Key takeaway: Simplification should precede automation. Marketers must critically evaluate their tools and processes, focusing on streamlining before leveraging automation. This approach prevents the creation of a cumbersome, Frankenstein-like martech stack—a tech monster stitched together from mismatched parts, always on the brink of chaos.Empowering Campaign Ops with Self-Serve ModelsSetting up self-service models for campaigns is like to an ...
