Marketing Ops. Sales Ops. RevOps. DevOps. Ops roles are blossoming everywhere, as the architects and orchestrators of digital business. They're leading a shift from "Big Data" to "Big Ops" — the systems, processes, and organisational structures that harness the hundreds of agents, algorithms, apps, and automations, all running simultaneously in the modern firm. Operations is the foundation upon which marketing and customer experience is now being built. Marketing leaders must understand these new capabilities, and how to develop and apply them, in order to deliver on the promise of delighting customers in a complex digital world.