Marketing Operations (MOps)
Marketing Operations (MOps) is The function responsible for marketing technology management, campaign operations, lead management, attribution modeling, and marketing analytics.
Marketing Operations (MOps) is the technical and analytical backbone of the marketing team. While marketers create campaigns and content, MOps ensures the infrastructure works: emails deliver, leads route correctly, attribution models track ROI, and data flows between systems.
Core MOps Functions
- Marketing automation: Email workflows, nurture programs, scoring models (Marketo, HubSpot, Pardot)
- Lead management: Scoring, routing, lifecycle stages, MQL definitions
- Attribution: Multi-touch attribution models, campaign influence tracking, channel ROI analysis
- Data management: List hygiene, enrichment, compliance (GDPR, CAN-SPAM), segmentation
- Reporting: Campaign performance dashboards, funnel metrics, pipeline contribution analysis
In a RevOps model, MOps reports into the unified ops function rather than the CMO. For salary data, see Marketing Ops salary benchmarks.
Frequently Asked Questions
What's the difference between MOps and demand gen?
Demand gen creates campaigns to generate pipeline. MOps builds and maintains the infrastructure those campaigns run on — the automation, scoring, routing, and measurement systems.
Get Weekly RevOps Intelligence
Salary benchmarks, tool reviews, and job market insights for revenue operations leaders. Every week.