How Kelly Greenwalt of Epicor Balances Today's Martech Stack with the AI Future

Oct 20, 2025

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In this episode, we sit down with Kelly Greenwalt, a veteran marketing operations leader who’s navigated two decades of tool explosions and AI’s rapid rise at brands like National Instruments and Epicor (where she is currently the Sr. Director of Marketing Operations).

Kelly shares her playbook for turning a sprawling tech stack into a strategic growth engine and evolving the MOPs function from a technical back office to a critical business partner.

In this episode, you'll discover:

The Composable Stack Framework: How to build a modern marketing engine with a data lake as the reliable center and agile point solutions as the spokes.
An ROI-First Vendor Playbook: Kelly’s process for evaluating new tools, using an enablement function to drive adoption, and spotting hidden pricing traps in seat-based vs. usage-based models.
AI That Actually Delivers: A look at conversational AI that acts as a top-performing virtual BDR, booking meetings and reviving dormant leads, without the hype.
The MOPs Role in M&A: Why marketing operations is a secret weapon in M&A, essential for aligning budgets, messaging, and growth targets long before a deal is announced.
How to Level-Up Your MOPs Career: Actionable advice on shifting from "making things work" to owning the data story, and which skills (like email programming) to retire in favor of strategy.

If your stack feels complicated and your AI roadmap is noisy, this conversation offers the clarity and frameworks you need to move forward.

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