Marketing Ops
Central command for marketing operations — routing questions, orchestrating campaigns, managing MarTech, and coordinating across all marketing functions.
Table of Contents
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
