Marketing Operations (MarketingOps)
GLOSSARY
Definition
Marketing operations is the function that manages the technology, processes, and data behind marketing execution. Marketing ops owns the CRM configuration, the automation workflows, the reporting dashboards, the data hygiene, and the tech stack evaluation. They're the people who make sure the campaign actually sends.
Why it matters
Marketing ops grew from an afterthought into a distinct discipline as martech stacks expanded. The average enterprise stack has 80+ tools, according to the annual Marketing Technology Landscape survey. Someone has to manage the integrations, clean the data, and explain why the numbers in the CRM don't match the numbers in the analytics platform. That someone is marketing ops. The role is increasingly technical, and the best practitioners think in systems, not campaigns.
Tools in this space
Related terms
CDP · CRM · Marketing automation · Deliverability · DMP