124: Angela Cirrone: How to pick between similar martech solutions and master platform migrations

Humans of Martech

What’s up everyone, today we have the pleasure of sitting down with Angela Cirrone, Senior Director, Marketing Operations at Optimizely.

Summary: Angela brings a fresh perspective to marketing operations, a key theme throughout the conversation is curiosity and how it helps boost your confidence and be a key lego block to a successful career. What makes her a unique leader is her experience being part of over a dozen acquisitions which came with over a hundred platform migrations and integrations. She’s developed a framework for platform migrations and a knack for evaluating software and building a stack with martech minimization in mind. We also navigated the convergence of martech and analytics in MOPs and pondered whether MOPs should report into GTM?

About Angela

• Angela started her career as a dental assistant before moving to academic advisory and then trying out dental sales
• She moved over to marketing – playing social media and community roles for various companies
• Eventually she found her way into Marketing Ops at Skill-soft where she learned Marketo and got her certification
• She later freelanced at CS2
• She then joined a proposal automation software company that would later get acquired by Upland Software, a portfolio of 25+ cloud apps, where she would eventually get promoted to Director of Marketing Operations
• She later took on the role of Senior Director of Marketing Ops and Demand Gen at Sauce Labs, a continuous test and error solution where she transformed the Ops function for enhanced efficiency and alignment with sales and GTM
• Today she’s Senior Director of Marketing Operations at Optimizely, an enterprise digital experience platform

Boosting Confidence by Embracing Curiosity

Angela reflects on her initial days at Optimizely, surrounded by experts in marketing operations. She didn't start out knowing all the answers. Instead, she focused on moving challenges forward, a method she credits for easing her entry into a field filled with experienced professionals. Angela quickly realized the power of not knowing everything but having the skills to find out.

She champions the idea of empowerment through curiosity within her team. This approach shifts the emphasis from having instant solutions to developing the ability to explore and tackle problems efficiently. Angela believes that when a marketer faces a new issue, the goal shouldn't be to solve it immediately but to start unraveling it bit by bit.

Angela suggests that anyone can build confidence by being inquisitive and resourceful. This means enhancing one’s skills in using tools like AI and Google, and tapping into a network of knowledgeable peers. This skillset turns daunting challenges into a series of smaller, more manageable tasks.

She openly shares her moments of doubt, reassuring us that even seasoned professionals feel uncertain at times. What matters is how they handle these moments—by seeking solutions and learning from the process.

Key takeaway: Angela's journey teaches us that true confidence in marketing operations comes from cultivating curiosity and resourcefulness. Marketers can future-proof their careers by learning to decompose complex issues and steadily work through them, which not only builds individual confidence but also enriches team dynamics.

The Challenges and Opportunities of Numerous Migrations and Integrations

When Angela joined Upland Software, she found herself right in the middle of a tidal wave of acquisitions—14 in total during her time there. Each of these mergers, including one with her former company Kubity, thrust her into a role that tested her skills and confidence. Her task was to merge different technologies and operational cultures into Upland’s existing framework, and in some cases she had just six months to make it happen. This period marked a significant leap in her career, filled with both challenges and substantial learning.

Angela's experience at Upland was filled with managing logistics but it also presented an opportunity to shape the company’s future. With no formal marketing ops team in place and the function previously outsourced to an agency, Angela saw a gap. She proposed and established a dedicated team, shifting the company's approach from external reliance to internal strength. This move was about building a foundation that was robust and could handle the complexities of future growth.

Each acquisition brought different practices and technologies to the table. Angela emphasized the importance of understanding the reasons behind each company’s methods. She saw this as more than just integrating new tools into Upland’s tech stack but a chance to think critically about what improvements these new elements could bring to the company.

Reflecting on her time at Upland, Angela highlights the formation of the marketing ops team as a key achievement. Her approach shows how tackling immediate challenges with a strategic mindset can lead to lasting advancements within a company.

Key takeaway: Dealing with acquisitions in martech requires strategic foresight and the courage to drive change. By viewing each migration and integration project as a stepping stone for improvement, marketers can capitalize on the opportunities these changes bring.

Architecting a Framework for Platform Migrations

We asked Angela to unpack how her first few integration projects looked liked compared to her 13th and 14th acquisitions. She started by sharing details on the evolution of the process for merging data from new acquisitions into existing systems. Initially, the process was somewhat indiscriminate, with an emphasis on transferring as much data as possible, regardless of its immediate value or relevance.

Over time, Angela and her team developed a more nuanced strategy, likening it to "packing a suitcase, not the whole house." This approach meant being selective about which data and tech assets to integrate, focusing on quality and relevance rather than quantity. They established clear criteria for what to include, such as activity levels and the strategic value of certain accounts or campaigns. This method allowed them to streamline the integration process and avoid cluttering their system with unnecessary data.

Naturally, when two companies merge, two tech stacks also need to merge. A key part of refining their approach involved making tough decisions about existing contracts and technologies. Angela encountered scenarios where newly acquired companies had recently entered into multi-year contracts for technologies that were not part of her company’s preferred tech stack. Deciding whether to honor these contracts, transition to preferred technologies immediately, or find a middle ground was a complex challenge that required strategic thinking and careful negotiation.

By the time of the later acquisitions, Angela’s strategy had matured significantly. The team had moved from a lenient approach to a more standardized method, focusing on aligning new acquisitions closely with operational standards. This shift not only improved the efficiency of the integrations but also ensured that new additions could seamlessly contribute to the company’s overall strategy.

Key takeaway: By focusing on what truly adds value and aligning new assets with established standards, marketers can enhance the efficiency and effectiveness of their tech stacks and data strategies. This strategic integration ensures smoother transitions during acquisitions and can significantly boost a company’s capabilities in the competitive martech landscape.

How to Pick Between Similar Martech Solutions?

Angela often faced a common scenario: deciding whether ...