A marketing ops team should stop just supporting attribution tools and start owning lead routing, lead scoring, and content enrichment. Control the product roadmap and technology stack instead of letting customers dictate them.
Instead of being a team that supports an attribution tool, what you are, are a team that supports lead routing, lead scoring, content enrichment, the functions or the products of marketing operations. And those are the roadmaps that you manage with your customers. They're the products that you control. And your team is responsible for aligning what the right technology is in the background. It's not dictated by your customers.
