What Marketers Can Learn from Amazon Freight’s Approach to Lead Operations скачать в хорошем качестве

What Marketers Can Learn from Amazon Freight’s Approach to Lead Operations

In this episode of Martechify, host Ekaterina Konovalova sits down with Carolyn Raleigh, Senior Manager of Lead Operations at Amazon Freight, to unpack what modern marketing operations really look like at enterprise scale. Carolyn shares her career journey from being handed a Marketo instance as an intern to leading funnel strategy inside one of the most data-driven organizations in the world. Together, they explore how Amazon Freight operates behind the scenes, how sales and marketing alignment is achieved through data, and why processes matter more than tools—even in an AI-first world. You’ll also hear practical insights on: How Amazon Freight uses AI responsibly (and avoids hallucinations) Why clean data is the foundation of good AI decisions How internal AI agents and knowledge bases improve efficiency What other companies can learn from Amazon’s approach to scale, strategy, and alignment Whether you’re a marketer, ops leader, or martech enthusiast, this conversation offers real-world lessons on building systems that actually work. 00:00 – Welcome to Martechify 00:19 – Meet Carolyn Raleigh, Senior Manager at Amazon Freight 00:32 – Carolyn’s career journey into marketing operations 01:06 – What lead operations looks like at Amazon Freight 01:29 – What Amazon Freight actually does (beyond packages) 02:38 – How Amazon’s scale changed Carolyn’s approach to ops 04:36 – Is Amazon Freight still a startup? 04:58 – What other companies can learn from Amazon Freight 06:07 – AI tools Amazon Freight uses in marketing operations 07:12 – AI hallucinations, guardrails, and data quality 09:58 – Internal AI agents, knowledge bases, and prompts 12:20 – What matters more: tools or processes? 13:17 – Aligning sales and marketing through data 14:48 – Storytelling with data: the LTL campaign example 17:34 – Early results and growth opportunities 18:10 – The scale of Amazon Freight’s workforce 18:46 – Final thoughts and wrap-up #Martechify #MarketingOperations #MarTech #AIinMarketing #AmazonFreight #B2BMarketing #SalesAndMarketing #DataDrivenMarketing #AI #MarketingLeadership #RevenueOperations #FunnelOptimization #MarketingStrategy #DigitalMarketing