How Kelly Greenwalt of Epicor Balances Today's Martech Stack with the AI Future

In this episode, we sit down with Kelly Greenwalt, a veteran marketing operations leader who’s navigated two decades of tool explosions and AI’s rapid rise at brands like National Instruments and Epicor (where she is currently the Sr. Director of Marketing Operations). Kelly shares her playbook for turning a sprawling tech stack into a strategic growth engine and evolving the MOPs function from a technical back office to a critical business partner.In this episode, you'll discover:The Composable Stack Framework: How to build a modern marketing engine with a data lake as the reliable center and agile point solutions as the spokes.An ROI-First Vendor Playbook: Kelly’s process for evaluating new tools, using an enablement function to drive adoption, and spotting hidden pricing traps in seat-based vs. usage-based models.AI That Actually Delivers: A look at conversational AI that acts as a top-performing virtual BDR, booking meetings and reviving dormant leads, without the hype.The MOPs Role in M&A: Why marketing operations is a secret weapon in M&A, essential for aligning budgets, messaging, and growth targets long before a deal is announced.How to Level-Up Your MOPs Career: Actionable advice on shifting from "making things work" to owning the data story, and which skills (like email programming) to retire in favor of strategy.If your stack feels complicated and your AI roadmap is noisy, this conversation offers the clarity and frameworks you need to move forward.More Rewired Content:Catch up on all the episodes on our Tech Marketing Rewired pageWatch full episodes on YouTubeRead key takeaways on our SubstackI am always looking for ways to improve. Send me a text and let me know your thoughts! - Kevin🎧 Tech Marketing Rewired is hosted by Kevin Kerner, founder of Mighty & True.New episodes drop regularly with unfiltered conversations from the frontlines of B2B and tech marketing.Catch the video version of the podcast on our YouTube channel.👉 Catch all our episodes at www.techmarketingrewired.com📩 Got a guest idea or question? Email us at [email protected]🔗 Follow Kevin on LinkedIn for more insights and behind-the-scenes takes.📰 Subscribe to Kevin's Substack at:  Subscribe to Kevin's Substack at:  https://kevinkerner.substack.com/📰 Want more tech marketing insights? Subscribe to the Drag & Drop newsletter for fresh thinking, real talk, and tools that make your job easier.www.mightyandtrue.com