Skip to main content
Must Contain Podcast

Must Contain Podcast Season 1

The podcast where we break down one industry buzzword or hot topic in each episode.

About Must Contain

Must Contain Podcast: The Podcast for Marketing Misanthropes

Join Marketing Ops Nerds, Kristin Crowe (OGK), and Kristin Carideo (KAC) to break down a marketing or corporate buzzword, hot topic, or anything else Etumos clients are talking about. They’ll investigate what that concept actually means – sometimes amongst themselves, and occasionally with a resident “expert.” Got a topic you want to hear us cover? Pitch us!

If you are known as incredulous and are a self-proclaimed skeptic when it comes to the latest marketing jargon–then you have found your people. Welcome.

Meet Your Hosts

Kristin Crowe

Known as OGK, she is the Etumos Platform Operations Director and a Marketo Certified Solutions Architect with over ten years of marketing experience. OGK is passionate about helping marketers work smarter, not harder. OGK is a perpetual morning person and coffee connoisseur–leaving her plenty of time in the day for world domination.


Kristin Carideo

A self-designated skeptic of trendy marketing jargon, Kristin Carideo (KAC) is the VP of Revenue and Client Results here at Etumos. KAC brings 14 years of marketing experience and six years leading a global marketing ops org to the role. She works tirelessly to ensure Etumos’ clients get the most out of their engagement. When she isn’t raising an eyebrow at words like “synergy,” she’s usually baking or basking in the California sunshine.


Season 1

In this final episode of season 1, KAC joins OGK and guest host, Rusty Hall to talk capital-F Funnel. Not the beer funnel you might have been familiar with in college, but the visual funnel representation of the buyer’s journey. Spoiler alert: she hates it. But there’s good reason and you definitely want to hear it.

Too busy for small talk? Skip ahead to 20:33 for the three things you need to know about the funnel.


With just two episodes left this season of the Must Contain podcast, one of our hosts Kristin Crowe is now in the hot seat. Guest host Rusty Hall will be joining Kristin and Kristin to discuss MOPs – the people, the processes, and the tech. Tune in to learn where MOPs should sit within an org., get a breakdown of the profession, required skills, and the future of MOPs.

Need more time for self-care that doesn’t involve buzzwords? Skip to 22:35 for the three things you need to know about Marketing Operations.


In this episode of Must Contain, Kristin and Kristin are joined by Alysha Khan to discuss excellence – hers, ours, and centers of. Tune in to learn what a COE is, how it works, what not to do, and the importance of QA.

Not into the witty banter today? Skip to 20:15 for the three things you need to know about Centers of Excellence.


New year, new episodes. Season 1 of Must Contain continues with Amanda Thomas, Senior Marketing Operations Consultant at Etumos, joining Kristin and Kristin to talk nurture. A long-running marketing topic favorite, you might think you know all there is, but you might also learn something new: the actual difference between drip and nurture, strategizing backward, and you never know what other tidbits you might glean.

Short on time? Skip to 19:00 to hear our 3 takeaways on nurture.


Resident compliance expert, Keith Nyberg, starts off 2022 with a bang talking about all things compliance. Join Kristin and Kristin to learn what compliance means for MOPs, best practices for managing the various components, and how you can support your org.

If you’re short on time, start at 23:55 to get a quick rundown of the three things you need to know.


Our first non Etumote guest, Alex Long, joins Kristin and Kristin to talk about the reality of chatbots. Join in to find out if they are truly useful or just a creepy pop-up in your browser. We also talk about strategies for using a chatbot and the key players in the space.

If you’re short on time, skip to 19:44 to hear the three things you need to know about chatbots.


Derek Gunn, Marketing Intelligence guru, sits down with OGK to talk all things dashboards. Are they more than pretty pictures? Take a listen to find out how to get started on the right path with accurate and available data that provides answers to the specific questions your marketing executives are asking?

Want the quick fix? Start at 16:42 for the top 3 things you need to know.


Christine Selvaggio, Manager of Operations Consulting with Etumos, joins Kristin and Kristin to talk about the elusive perfect world of sales and marketing alignment. In perfect timing with the upcoming holidays, learn how marketers and MOPs professionals can come to the table and enjoy their time with their sales and SOPs counterparts. Hint, it involves a bit of altruism combined with some KPI planning.


Join Kristin and Kristin to talk CDP with Vinny Sosa, Head of DevMOPs at Etumos. They talk what CDP really means, who plays in the space, how to know if you need a CDP as part of your tech stack, and if so, how to get started and to make sure you don’t flub it.


In this inaugural episode of Must Contain, we’re talking ABM with Kelly Jo Horton, Senior Client Partner at Etumos. We discuss what ABM isn’t, common mistakes people make when implementing an ABM strategy, examples of how to execute successfully, and the ever-important measurement discussion. For your added enjoyment, we’ll also be sharing our favorite wrong explanations for what ABM actually is.


We want to hear from you

Have a great buzzword or topic that really makes your bull run? Let us know!

Submit My Episode Idea