Ops Cast The Old Playbook Is Dead: MOps in the Age of AI with Jon Miller
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The traditional B2B marketing playbook is becoming irrelevant. At the same time, AI is fundamentally transforming how buyers research, evaluate, and purchase.
In this episode of Ops Cast, Michael Hartmann is joined by Naomi Liu and Mike Rizzo for a wide-ranging conversation with Jon Miller. Jon co-founded Marketo, helped define modern Marketing Operations, later co-founded Engagio, and is now the Co-Founder and CEO of a stealth AI startup focused on the future of buying behavior and revenue systems.
This conversation challenges long-held assumptions about campaigns, MQLs, attribution, and the systems Marketing Ops teams have relied on for over a decade.
Jon explains why rules-based automation is not sufficient now, how AI changes what marketing platforms must do, and what it means to move from campaigns to AI-orchestrated experiences.
The panel also explores buying groups, lifecycle orchestration across anonymous and known buyers, and how Marketing Ops can operationalize trust, brand, and customer experience in a world where AI filters much of what buyers see.
The topics that we covered include:
• Why the traditional B2B playbook is no longer working
• How AI shifts marketing from campaigns to orchestration
• What it really takes to operationalize buying groups
• Why MQLs and last-touch attribution are losing relevance
• How Marketing Ops can build infrastructure for modern buying behavior
• The evolving role of Marketing Ops in 2026 and beyond
• Where AI is genuinely useful today versus oversold
If you work in Marketing Ops, RevOps, or revenue leadership, this episode will push you to rethink the systems you are building and how artificial intelligence can transform them.
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