CMO · Playbook · Advanced · Saves 120+ hours
Marketing Operations Playbook
The complete playbook for building and running marketing operations - from team structure to tech stack to processes. The foundation for scalable marketing.
What's included
- MarOps Foundation
- Role and scope definition
- Team structure by company stage
- Competency framework
- Success metrics
- Core Functions
- Campaign operations
- Data management
- Technology management
- Analytics and reporting
- Process optimization
- Operating Model
- Service model design
- Intake and prioritization
- Capacity planning
- Performance management
Best used when
- Building MarOps function
- New MarOps leader onboarding
- Scaling marketing operations
- Defining MarOps strategy
- Team restructuring
The template
The Template
MAROPS FOUNDATION
Role & Scope Definition
| Function | Core | Extended | Not MarOps |
|---|---|---|---|
| Campaign execution | ✓ | ||
| Marketing automation | ✓ | ||
| Data management | ✓ | ||
| Analytics & reporting | ✓ | ||
| Tech stack management | ✓ | ||
| Lead management | ✓ | ||
| Budget management | ✓ | ||
| Creative production | ✓ | ||
| Content creation | ✓ |
Team Structure by Stage
| Company Stage | Team Size | Key Roles |
|---|---|---|
| Seed-A (<50 employees) | 0.5-1 | Marketing generalist w/ ops |
| Series A-B (50-200) | 1-3 | MarOps Manager + Specialist |
| Series C+ (200-500) | 3-6 | Director + Sr + Specialists |
| Enterprise (500+) | 6-15+ | VP + Directors + Teams |
Success Metrics
| Metric | Definition | Target |
|---|---|---|
| Campaign velocity | Time from request to launch | <5 days |
| Data quality score | % complete, accurate records | >90% |
| Tech utilization | Features used / available | >75% |
| SLA compliance | % requests completed on time | >95% |
| Cost per lead processed | MarOps cost / leads | Declining |
CORE FUNCTIONS
Campaign Operations
| Process | Owner | SLA |
|---|---|---|
| Campaign brief intake | Ops | 1 day |
| Setup in MAP/CRM | Ops | 2 days |
| List pulls | Ops | 1 day |
| QA and launch | Ops | 1 day |
| Post-campaign reporting | Ops | 2 days |
Data Management
| Activity | Frequency |
|---|---|
| Duplicate detection | Weekly |
| Data enrichment | On intake |
| Decay monitoring | Monthly |
| Archival | Quarterly |
| Quality reporting | Monthly |
OPERATING MODEL
Service Request Types
| Type | SLA | Priority |
|---|---|---|
| Campaign execution | 5 days | Standard |
| Report request | 3 days | Standard |
| Data request | 2 days | Standard |
| System issue | 4 hours | High |
| New integration | 4 weeks | Project |
Intake Process
1. Request submitted (form/ticket)
2. Triaged by MarOps
3. Prioritized against capacity
4. Assigned to team member
5. Executed
6. Delivered/reviewed
Frequently asked questions
What is the Marketing Operations Playbook?
The complete playbook for building and running marketing operations - from team structure to tech stack to processes. The foundation for scalable marketing.
Who is the Marketing Operations Playbook for?
It is built for CMOs and their teams working on Marketing Operations. The AI coach adapts it to your company, stage, and goals.
How long does the Marketing Operations Playbook take to use?
It saves roughly 120+ hours versus building from scratch. Our AI coach can tailor the playbook to your situation in minutes, then hand you a step-by-step plan.
Is the Marketing Operations Playbook free?
Yes. You can read the full playbook and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Marketing Operations Playbook?
The coach teaches you the framework, asks a few questions about your business, tailors the playbook to you, and gives you measurable next steps to execute.