Some Key Trends from MOps-Apalooza 2025

AI Is Everywhere. But Strategic Application Is Still Evolving.

AI was a massive recurring theme at MOps-Apalooza this year (unsurprisingly, given how prolific AI is in general right now). Nearly every session touched on AI in some capacity, covering everything from AI agents to workflow automation tactics.

But the thing is, while interest in AI is prominent, the industry is still in a critical learning phase.

For many organizations, there is still a gap between enthusiasm and strategic application. They are still working through how AI implementation can lead to measurable business value. And this is completely natural when it comes to any emerging technology; the learning curve is steep, and the best practices are still being established in real-time.

With that said, there were some very valuable discussions about where AI truly adds strategic value. One standout session explored building AI-powered prospecting workflows with limited resources, focusing on practical questions like: Where should we automate traditionally? Where does AI make the most impact? How do we scale intelligently within our constraints?

We’re happy to see that organizations are excited about AI, and it’s great that many are starting to move past “AI for AI’s sake” towards harder questions about ROI, resource allocation, and genuine business transformation.

The Rise of Model Context Protocol (MCP)

For those unfamiliar, MCP provides a standardized way to connect AI models with various data sources and tools. It essentially creates a bridge between AI capabilities and your MarTech stack.

And there was definitely some buzz around MCP at the event this year. RP’s own Lucas Gonçalves (VP of AI & Automation) had a session on “How to build your own MOPs Assistant using MCP,” which had a great turnout!

With MCP on the rise, and new platforms like OpenAI’s Agent Builder taking advantage of it (we wrote a piece on that here), there is a shift toward more integrated, intelligent tools that can help marketers do their best work ever. The real goal is for AI to be a fundamental layer of connectivity and automation instead of a bolt-on feature. And we think MCP is a big part of enabling that going forward.

Data Architecture: Moving Toward Data Warehouse-First Strategies

Another idea that we saw from Darrell Alfonso was the need to rethink data architecture. The traditional approach—where every platform maintains its own copy of customer data—is becoming increasingly untenable.

The emerging idea is “data warehouse-first”. This means establishing a central repository that activates across channels rather than duplicating data across systems. This approach, exemplified by platforms like Marketing Cloud Account Engagement with Data Cloud, addresses fundamental challenges around data consistency, governance, and activation speed.

Marketing operations is growing more complex, and data privacy regulations continue to tighten (especially with AI in the mix now). So we really think this architectural shift isn’t just a nice-to-have. It will become essential infrastructure for organizations.

Professionalizing MOPs: Beyond Tool Certifications

Another very thought-provoking session this year explored the future of marketing operations certifications.

While industries like HR and project management have established professional certifications for skillsets, MOPs professionals have relied largely on tool-specific credentials. Marketo Certified Expert, Salesforce Administrator, and so on.

The discussion centered on creating certifications that validate the practice of marketing operations itself, not just proficiency with individual platforms. This is a major step in the field’s evolution from tactical execution to strategic leadership.

In line with this conversation, Amanda Song from Coursera traced her six-year journey from MOPs manager to director, which beautifully highlighted how MOPs roles increasingly demand business acumen, financial literacy, and strategic thinking. All skills that extend far beyond technical platform knowledge.