MOpza Session Spotlight: Tuning your marketing antenna for the right market signals

Marketing budgets are tightening, but the pressure to deliver results hasn’t let up. So how do you generate impact without throwing more money out? 

At MOps-Apalooza, Ali Rastiello, VP of RevOps at Health Catalyst took the stage to break down how marketing and RevOps teams can work smarter, not harder.

Ali’s been in the trenches, running campaigns, leading Ops teams, and navigating massive budget cuts while still delivering results. Ryan’s seen firsthand how Ops pros can drive real efficiency when they have the right data and processes in place.

This session wasn’t just a history lesson on marketing tactics. It was an unfiltered conversation on:

• Why traditional lead gen models are broken
• How to make sure your sales and marketing teams actually work together (and not just fight for credit)
• The must-have playbooks for running efficient campaigns that drive real revenue

If you’re tired of burning cash on inefficient tactics and want actionable insights on doing more with less, this blog is for you. Or watch the full session—The Next GTM Transformation: Tuning Your Marketing Antenna For The Right Market Signals— on demand!

The old playbook doesn’t cut it

The standard marketing approach was to always cast a wide net, bring in as many leads as possible, and pass them off to sales. As Ali pointed this out, this model is outdated and expensive.

“[If] I’m just going to spray and pray a message, there is no alignment; no partnership. It’s never going to work and you’re going to spend tons of money and burn cash and good will. You’ve got to be in it to win it together, and you’ve got to have a strategy that really works with your sales team.” – Ali Rastiello

So what’s the better approach?

• Don’t throw money into Google Ads or LinkedIn without a strategy
• Focus on account-based marketing (ABM) instead of mass lead generation
• Align marketing, sales, RevOps, and partner teams to ensure quality leads

Instead of focusing on volume, today’s best marketers focus on the right people, at the right time, with the right message.

It’s not sales vs. marketing – it’s one aligned team

One of the biggest drags on efficiency is sales and marketing not being on the same page.

“Marketing is a team sport. Marketing cannot exist in a silo…You need to be number one with your sales team. That’s your biggest stakeholder.”

So how do you fix an alignment issue? You can:

1. Build an Ops council dream team: Ali shared how her team meets once or twice a week with what she calls “MOPs, SOPs, and POPs” marketing ops, sales ops, and partner ops) to ensure alignment. If your internal teams aren’t talking, neither are your go-to-market teams.
2. Include marketing in sales meetings: Make meetings more than just numbers. Instead of only sharing metrics, include real sales calls so that marketing can create content and messaging that really resonates.
3. Share playbooks and data: Give your sales teams the ammo they need: call scripts, email templates, and battle cards so they can keep the conversation going.

This ensures that marketing’s hard work doesn’t go to waste!

When sales and marketing work as one, everyone wins, especially your pipeline. Align your teams, break down silos, and create a true partnership where marketing fuels sales and sales amplifies marketing. Because at the end of the day, it’s not this team vs. that team—it’s one powerhouse driving revenue together. 

The playbook for doing more with less

We’ve all been riding the budget tightrope for a while now. So how do you squeeze the most out of every dollar without spending more? Here’s your ultimate checklist for campaigns and strategies that actually move the needle.

• Focus on intent data, not just titles: Ali emphasized that knowing who is in your buying group is more important than targeting job titles.

“You have to understand everybody that’s in your buying group and what they care about, and then you really personalize those messages, whether through targeted advertising…or putting them in messaging tracks via your nurture campaigns or sales outreach. It’s so important, and I think that it gets skipped in a lot of places.”

Tip: Use intent signals from tools like Demandbase or Bombora to identify accounts showing buying behavior before they even fill out a form.

• Retarget the right way: Stop wasting budget chasing visitors who don’t convert. Instead, focus on high-intent accounts and keep them engaged.

Tip: Set up custom audiences in LinkedIn and display ads to re-engage accounts with active buying signals that match your ICP.

• Prioritize those in the pipeline: Filling the funnel is great, but focus on moving deals through it faster.

Tip:

• Run ABM campaigns targeting in-pipeline deals
• Arm sales with one-to-one email templates and content
• Host webinars and virtual events to engage mid-funnel accounts

At the end of the day, you don’t need a bigger budget, you just need a better strategy. By leveraging data, refining retargeting, and accelerating pipeline movement, you can do more with less and drive $$$!

How to measure success (without fighting for street cred)

Sales and marketing are chasing the same goal, driving revenue. Success isn’t just about who gets the credit, but also about alignment.

“It is getting your sales team on board, your marketing team on board and sometimes your product team, depending on how involved they are, especially if you have more of a product-led buying process. There are different teams within your organization that will have input on the overall go-to-market strategy and making sure that everybody’s got a seat at the table.”

So how do you measure success without turning it into a turf war? Ditch metrics and focus on shared KPIs:

• Pipeline influence: What percentage of closed deals had marketing’s fingerprints on them?(If marketing is driving real engagement, it should show up in pipeline numbers.
• Sales cycle acceleration: Is marketing helping move deals faster? Track how campaigns, content, and enablement efforts are shortening the time from first touch to closed-won.
• Conversion rates by channel: It’s not just about MQLs—it’s about quality. Which channels are bringing in prospects that actually convert, and where should you double down?

When everyone agrees on what success looks like, you don’t need to fight for credit—you prove your impact.

The final and most important takeaway: data rules over everything

At the core of every successful marketing and sales strategy is clean, actionable data. Without it, even the best campaigns will fail.

“Data is always king. [Without it] you’re never going to be able to get ahead of the curve. You’re just going to be fighting your systems, fighting your lack of intelligence around your performance or who you should be targeting.”

Messy, siloed, or unreliable data forces teams to spend more time fixing problems than executing strategies that drive revenue. To truly do more with less, investing in data quality is the most important step toward scalable, efficient growth.

Want to make your data work smarter for you? Openprise automates data quality for modern RevOps teams.

Watch the full session.

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