B2B and B2C marketers alike are in early stages with generative AI (genAI) in marketing technology (martech). The most common use cases are content generation, natural language interfaces, and application assistants. Advancing genAI in martech to more complex use cases requires coordinating people and teams, following a process to incorporate genAI, deciding on an implementation plan, and measuring efficacy. This report helps marketers understand in detail the four aspects of people, process, implementation, and measurement required for operationalizing genAI use cases in martech.