Marketing Ops

Central command for marketing operations — routing questions, orchestrating campaigns, managing MarTech, and coordinating across all marketing functions.

Keywords
Quick Start
Skill Routing Matrix
Campaign Orchestration
MarTech Stack Management
Marketing Automation Framework
Data Management
Attribution Framework
Marketing Audit
Best Practices
Integration Points

Keywords

marketing ops, marketing operations, MarTech stack, marketing automation, campaign orchestration, skill routing, marketing coordination, data management, attribution, marketing technology, campaign management, workflow automation, lead management, marketing analytics, marketing infrastructure, CRM integration, email automation, lead scoring

Quick Start

Route a Marketing Question

Identify what the user is trying to accomplish
Match to the routing matrix below
Route to the correct skill with context
If multiple skills are needed, create an orchestration plan

Orchestrate a Campaign

Check that marketing context exists (if not, create it first)
Identify all skills needed for the campaign
Sequence skills in the correct order
Execute each phase, passing outputs to the next
Measure results using campaign analytics

Skill Routing Matrix

Content Skills

User Says	Route To	Not This
"Write a blog post," "content ideas," "what should I write"	Content Strategy	Not Copywriting (that is for page copy)
"Write copy for my homepage," "landing page copy," "headline"	Copywriting	Not Content Strategy (that is for planning)
"Edit this copy," "proofread," "polish this"	Copy Editing	Not Copywriting (that is for writing new)
"Social media post," "LinkedIn post," "tweet"	Social Content	Not Content Strategy (that is for planning)
"Write an article end-to-end," "content production"	Content Production	Not Content Strategy (production has the full pipeline)
"Sounds too robotic," "make it human," "AI watermarks"	Content Humanizer	Not Copy Editing (that is for editorial quality)
"Marketing ideas," "brainstorm," "what else can I try"	Marketing Ideas	Not Content Strategy (that is for content specifically)

SEO Skills

User Says	Route To	Not This
"SEO audit," "technical SEO," "on-page SEO"	SEO Specialist	Not AI SEO (that is for AI search engines)
"AI search," "ChatGPT visibility," "Perplexity," "GEO"	AI SEO	Not SEO Specialist (that is traditional SEO)

Conversion Skills

User Says	Route To	Not This
"Landing page," "campaign page," "lead capture page"	Landing Page Generator	Not Copywriting (generator includes structure + copy)
"Brand guidelines," "style guide," "brand voice"	Brand Guidelines	Not Marketing Context (guidelines are implementation)

Channel Skills

User Says	Route To	Not This
"Paid ads," "Google Ads," "Meta ads," "ad campaign"	Paid Ads	Not Ad Creative (that is for copy, not strategy)
"Ad copy," "ad headlines," "ad variations," "RSA"	Ad Creative	Not Paid Ads (that is for campaign strategy)
"Cold email," "outreach," "prospecting email"	Cold Email	Not Content Production (cold email has different rules)

Strategy Skills

User Says	Route To	Not This
"Marketing context," "who is my customer," "ICP"	Marketing Context	Set up before other skills
"Marketing strategy," "how to market"	Marketing Ideas	Not Marketing Ops (ops is for execution routing)
"Psychology," "persuasion," "why people buy"	Marketing Psychology	Not Copywriting (psychology is the theory layer)

Campaign Orchestration

Campaign Type: Product/Feature Launch

Sequence:
1. Marketing Context (verify foundation exists)
2. Content Strategy (plan launch content)
3. Copywriting (write landing page and email copy)
4. Landing Page Generator (build the conversion page)
5. Ad Creative (create ad copy for paid promotion)
6. Paid Ads (set up campaign targeting and budget)
7. Social Content (create organic social posts)
8. Cold Email (targeted outreach to prospects)
9. Campaign Analytics (measure results)

Campaign Type: Content Marketing Sprint

Sequence:
1. Content Strategy (plan topics and calendar)
2. Content Production (research, write, optimize each piece)
3. Content Humanizer (polish for natural voice)
4. AI SEO (optimize for AI search citation)
5. Social Content (distribute across platforms)
6. Campaign Analytics (track performance)

Campaign Type: Lead Generation Blitz

Sequence:
1. Marketing Context (verify ICP and messaging)
2. Landing Page Generator (build conversion pages)
3. Ad Creative (generate ad variations)
4. Paid Ads (launch campaigns)
5. Cold Email (parallel outbound effort)
6. Campaign Analytics (measure and optimize)

Campaign Type: Brand Awareness

Sequence:
1. Marketing Context (define brand foundation)
2. Brand Guidelines (establish visual and verbal standards)
3. Content Strategy (plan thought leadership content)
4. Social Content (build social presence)
5. Content Production (create pillar content)
6. Campaign Analytics (measure reach and engagement)

Campaign Type: Conversion Optimization

Sequence:
1. Marketing Psychology (identify behavioral levers)
2. Copy Editing (audit existing page copy)
3. Copywriting (rewrite underperforming sections)
4. Landing Page Generator (redesign conversion pages)
5. Campaign Analytics (set up A/B tests and track results)

MarTech Stack Management

Core Stack Components

Category	Purpose	Common Tools	Integration Priority
CRM	Customer data management	Salesforce, HubSpot, Pipedrive	Critical
Marketing Automation	Email, workflows, scoring	HubSpot, Marketo, ActiveCampaign	Critical
Analytics	Traffic and behavior tracking	GA4, Mixpanel, Amplitude	Critical
Email Platform	Email sending and deliverability	SendGrid, Mailchimp, Customer.io	Critical
Ad Platforms	Paid advertising	Google Ads, Meta Ads, LinkedIn Ads	High
SEO Tools	Keyword research and tracking	Ahrefs, SEMrush, Moz	High
Social Management	Publishing and scheduling	Buffer, Hootsuite, Sprout Social	Medium
Content Management	Content creation and hosting	WordPress, Webflow, Ghost	High
Attribution	Multi-touch attribution	Attribution App, Dreamdata	Medium
ABM	Account-based marketing	Demandbase, 6sense, Terminus	Medium (B2B)

Stack Evaluation Framework

When evaluating new tools:

Criterion	Weight	Scoring
Does it solve a validated problem?	30%	Clear need (3), Nice to have (2), Speculative (1)
Does it integrate with existing stack?	25%	Native integration (3), API available (2), Manual export (1)
Total cost of ownership	20%	Under budget (3), At budget (2), Over budget (1)
Time to value	15%	Under 1 week (3), 1-4 weeks (2), 4+ weeks (1)
Team capability to use it	10%	Self-serve (3), Training needed (2), Expert required (1)

Rule: Never add a tool that does not integrate with your CRM. Disconnected data is worse than no data.

Stack Audit Checklist

Every tool has a clear owner responsible for it
Every tool connects to CRM or central data warehouse
No overlapping tools doing the same job
All contracts reviewed annually for cost optimization
Data flows documented between tools
Integration health monitored (failures flagged within 24 hours)
Tool adoption measured (tools nobody uses should be cut)

Marketing Automation Framework

Automation Priority by Impact

Automation	Impact	Complexity	Build First
Welcome/onboarding email sequence	High	Low	Yes
Lead scoring	High	Medium	Yes
Abandoned cart/trial follow-up	High	Low	Yes
Event-triggered emails (usage milestones)	High	Medium	Second priority
Lead routing to sales	High	Low	Yes
Social media scheduling	Medium	Low	Second priority
Reporting dashboards	Medium	Medium	Second priority
Content personalization	Medium	High	Third priority
Predictive lead scoring	Medium	High	Third priority
Dynamic content insertion	Low-Medium	High	Later

Lead Scoring Model

Signal Type	Examples	Score
Demographic fit	Matches ICP (title, company size, industry)	+10 to +25
Behavioral - high intent	Visited pricing page, requested demo, viewed case study	+15 to +25
Behavioral - engagement	Opened 3+ emails, downloaded content, attended webinar	+5 to +15
Behavioral - product	Used free trial, reached activation milestone	+20 to +30
Negative signals	Competitor employee, student email, unsubscribed	-10 to -50

Lead score thresholds:

0-25: Nurture (automated email sequences)
26-50: Marketing Qualified Lead (MQL) — deeper engagement
51-75: Sales Qualified Lead (SQL) — route to sales
76+: Hot lead — immediate sales outreach

Email Automation Sequences

Sequence	Trigger	Emails	Duration
Welcome	New signup	5-7	14 days
Onboarding	Started trial	4-6	14 days
Re-engagement	Inactive 30 days	3-4	21 days
Win-back	Churned	3-5	30 days
Nurture	Downloaded content	5-7	45 days
Upsell	Reached plan limit	2-3	7 days
Referral	90 days active + high NPS	2	7 days

Data Management

Data Quality Framework

Dimension	Definition	How to Measure
Completeness	Required fields are filled	% of records with complete required fields
Accuracy	Data matches reality	Sample audit against source of truth
Consistency	Same data, same format everywhere	Cross-system comparison
Timeliness	Data is current	% of records updated within defined freshness window
Uniqueness	No duplicate records	Duplicate rate in CRM

Data Hygiene Schedule

Task	Frequency	Owner
Deduplicate CRM records	Monthly	Marketing Ops
Verify email addresses	Before every campaign	Marketing Ops
Update firmographic data	Quarterly	Marketing Ops
Clean inactive contacts	Quarterly	Marketing Ops
Audit UTM parameter consistency	Monthly	Marketing Ops
Review lead scoring accuracy	Quarterly	Marketing + Sales
Sync CRM with marketing automation	Continuous (automated)	System

UTM Parameter Standards

Consistent UTM tagging is foundational for attribution:

utm_source: [platform] — google, linkedin, facebook, email, partner-name
utm_medium: [channel type] — cpc, organic, email, social, referral
utm_campaign: [campaign name] — product-launch-q1, blog-promo-march
utm_content: [variant] — headline-a, cta-blue, audience-cmo
utm_term: [keyword] — for paid search only

Rules:

Always lowercase
Use hyphens, not spaces or underscores
Document all campaign names in a shared registry
Validate UTMs before launching any campaign

Attribution Framework

Attribution Models

Model	How It Works	Best For	Limitation
First-touch	100% credit to first interaction	Understanding acquisition channels	Ignores nurture touchpoints
Last-touch	100% credit to final interaction	Understanding conversion triggers	Ignores awareness touchpoints
Linear	Equal credit to all touchpoints	Simple multi-touch understanding	Treats all touches equally
Time-decay	More credit to recent touchpoints	Long sales cycles	May undervalue awareness
Position-based (U-shaped)	40% first, 40% last, 20% middle	Balanced view	Arbitrary weighting
Data-driven	ML-based weighting	Sophisticated programs	Requires large data volume

Attribution Implementation Checklist

UTM parameters standardized and enforced
All marketing channels tagged consistently
CRM captures source/medium/campaign for every lead
Conversion events defined and tracked
Attribution model selected and documented
Reporting cadence established (weekly + monthly)
Channel ROI calculated and compared monthly

Marketing Audit

Full Marketing Audit Structure

Area	What to Assess	Key Questions
Strategy	Positioning, ICP, messaging	Is our positioning differentiated? Do we know our ICP?
Content	Quality, quantity, performance	Is content driving traffic and conversions?
SEO	Rankings, technical health, content gaps	Are we visible for target keywords?
Paid	ROAS, CPA, channel mix	Are paid campaigns profitable?
Email	List health, engagement, automation	Are sequences driving conversions?
Social	Reach, engagement, brand consistency	Are we building audience and trust?
MarTech	Stack utilization, integration health	Are our tools connected and used?
Data	Quality, attribution, reporting	Can we trust our data and attribution?

Audit Scoring

For each area, score 1-5:

Score	Status	Action
1	Not present	Build from scratch
2	Basic but underperforming	Significant improvement needed
3	Functional	Optimize and iterate
4	Strong	Maintain and scale
5	Best-in-class	Protect and document

Best Practices

Context first, always — Check that marketing context exists before any marketing work. Everything works better with context.
Route precisely — A question routed to the wrong skill produces wrong-shaped output. Use the routing matrix.
Orchestrate, do not fragment — Multi-skill campaigns need a sequence plan. Ad hoc execution produces inconsistent results.
Own the data — Marketing ops is responsible for data quality. Bad data produces bad decisions.
Standardize UTMs — Inconsistent UTM parameters make attribution impossible. Enforce standards before launching campaigns.
Audit tools annually — Every tool should justify its cost and usage. Cut tools nobody uses.
Automate the repeatable — If you do it every week, automate it. Manual processes do not scale.
Document everything — Campaign playbooks, automation logic, data flows, tool configurations. Tribal knowledge is fragile.
Align with sales — Marketing ops and sales ops must share data definitions, lead scoring criteria, and attribution models.
Measure what matters — Track leading indicators (MQLs, pipeline velocity) alongside lagging indicators (revenue, ROI).

Integration Points

Marketing Context — Foundation for all marketing operations. Create this first.
Campaign Analytics — Use for measuring outcomes of orchestrated campaigns.
All Marketing Skills — Marketing Ops routes questions and orchestrates workflows across the full skill ecosystem.
Content Strategy — Coordinate content calendar with campaign schedule.
Paid Ads — Coordinate paid campaigns with organic efforts and landing pages.
Cold Email — Coordinate outbound with inbound campaigns to avoid audience overlap.

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