Marketing Ops
Function managing marketing technology, data, and processes to enable campaign execution.
Definition
Marketing Operations (Marketing Ops) is a specialized function responsible for the systems, data, processes, and infrastructure that enable marketing execution. This includes managing marketing automation platforms, maintaining data quality, building reporting frameworks, and optimizing workflows.
Marketing Ops sits at the intersection of marketing strategy and technology implementation, translating campaign requirements into platform capabilities while ensuring data flows correctly and campaigns execute as intended.
Why It Matters
Marketing effectiveness increasingly depends on operational excellence. Poor data quality, broken integrations, and inefficient processes directly limit campaign performance regardless of strategy quality.
Strong Marketing Ops enables scale—what teams manually accomplish with small campaigns must be operationalized for larger, more sophisticated programs.
Examples in Practice
Marketing Ops rebuilt the lead scoring model using actual conversion data, improving MQL quality and sales acceptance rates from 45% to 78%.
The ops team automated a multi-touch nurture program that would have required three full-time people to execute manually, freeing resources for strategy work.
A Marketing Ops audit identified 40% of the email database as unengaged, leading to a sunset campaign that improved deliverability and reduced costs.