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Must Contain Podcast

Must Contain Podcast

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.


Episodes Available

This week Kristin and Kristin are joined by Amy Goldfine to talk The Four Pillars. Originally introduced and defined by Edward Unthank in 2019, the four pillars of marketing operations are the foundational components that create a functional team. Tune in to learn more about how Amy has used the pillars to create job descriptions and build her team and how you can do the same as a leader and an IC. READ TRANSCRIPT

To get your quick fix, skip to 25:44 for the three things you need about the four pillars.

Kristin and Kristin are joined this week by Kevin Dieny to talk marketing and its relationship with college degrees. There’s so much to talk about, which is why you might have noticed this episode is double the length. But we promise it’s worth it. While you may not think of a college degree as a buzzword (buzz phrase?), you probably should. Take a listen to the discussion on whether or not a college degree is a requirement for a marketing job, what skills are most valuable to hiring managers (from the POV of the hosts), where you can gain skills and experience before you apply for your next job, and much more.  READ TRANSCRIPT

If you’re short on time, the takeaways this episode are our final thoughts. you can skip ahead to 46:01 for them.

Kristin and Kristin are joined by our first-ever guest duo – Jon and Steve from Upcraft. In this episode, we talk email templates – the good, the bad, and the ugly. Listen in to learn more about the common template asks, how to migrate email templates from one marketing automation platform to another, and the joys of email rendering in Outlook. READ TRANSCRIPT

If you need to get right to the good stuff, skip to 17:01 for this episode’s lessons.

Guest, Beth Massura (she/her), joins Kristin and Kristin to talk accessibility and inclusivity. In the episode, learn more about how you and your fellow MOPs team members can work internally to create a more accessible and inclusive environment for employees, prospects, and customers. READ TRANSCRIPT

If you’re looking for quick wins now, you can jump to 20:45.

Diversity, equality, and inclusion is a broad-reach topic and we can only cover so much in a 20-minute podcast. We hope you’ll act on what you’ve learned but we also encourage you to learn more on your own using the resources below. Remember, progress over perfection.

Kristin and Kristin are back with Must Contain’s first-ever guest, Kelly Jo Horton. This time we’re talking RevOps. We’re breaking down what it is, what it isn’t, how to structure a RevOps org (spoiler, it comes down to making friends over beers), and a bit about how to become a RevOps leader. READ TRANSCRIPT

Just want to skip to the beers? Fast forward to 25:44 for the three things you need to know about RevOps.

Summer is in full swing but be sure to download this episode of Must Contain for poolside reading, it’s got all the makings of a great summer listen. Kristin and Kristin catch up with David Kreitter to talk iPaaS. This gem of an acronym (Integration Platform as a Service) has been around for ages but David offers an updated take on it as the tools move from IT only to Operations.  READ TRANSCRIPT

Summer fun keeping you busy? Skip to 19:39 for the three things you need to know about iPaaS.

Join Kristin and Kristin as they talk attribution with Rachel Squire. Can you justify your existence? Rachel talks about how you can no matter your maturity. Learn how you can get started with attribution using the most basic tools, tips for aligning with sales on what success actually is, the variety of model shapes, and much more. READ TRANSCRIPT

Need a quick fix? Jump to 21:30 for the 3 things you need to know about attribution.

Must Contain is back with season 2! Join Kristin and Kristin who are back and better than ever. This first episode covers some hot takes on MQL with Tara Roberston, Senior Manager of Demand Generation at Chili Piper. Is it M-Q-L or Mequel? Twitter says MQLs are dead, is it true? Why should sales care about MQLs? Why should marketing? Get answers to these questions and more. READ TRANSCRIPT

Short on time? Skip ahead to 17:22 to hear the three things you need to know about MQL in 2022.

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. READ TRANSCRIPT

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. READ TRANSCRIPT

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. READ TRANSCRIPT

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. READ TRANSCRIPT

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. READ TRANSCRIPT

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. READ TRANSCRIPT

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? READ TRANSCRIPT

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. READ TRANSCRIPT

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. READ TRANSCRIPT

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. READ TRANSCRIPT

We want to hear from you

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

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