Tools, frameworks, and field notes for operators.
Marketing Operations is a practice built on repeatable systems, not guesswork. The Marketing Operations Compendium gives operators the tools and frameworks to make that practice real — reverse‑funnel math you can actually use, handoff contracts that stop pipeline leaks, scoring models grounded in behavior instead of opinion, and AI workflows that surface problems before they become misses. Every chapter is designed to be applied, not admired, with “Try This Thursday” actions that turn concepts into something you can implement this week.
The book is a resource you can return to every time you’re building, fixing, or scaling the engine. And as the field keeps evolving, I’ll keep sharing new patterns, updated frameworks, and fresh field notes — expanding the playbook beyond the pages and giving operators a place to keep sharpening the craft.
Try This Thursday
Every chapter ends with a Try This Thursday – one practical action you can take this week to make your marketing engine better. These aren’t abstract ideas. They’re small, targeted moves that create real momentum: tightening a handoff, checking a scoring rule, running a quick data sanity check, or adjusting a workflow that’s quietly slowing everything down.
The power of Try This Thursday is simple: it turns the book into something you use, not just read. One Thursday improves a system. A few Thursdays change how your whole function runs.
Tables from the Book
- The Seven Core Layers
- Key Fields Across the Record Lifecycle
- The Extended Stack
- The Tool Inventory & Evaluation Tracker
- Critical Integration Health Checks
- Health Status Legend
Chapter 3: The Value of a Living Playbook
- The Documentation Site Map
- The Decision Log
- Documentation Coverage Tracker
Chapter 4: A Single Source of Truth
- The Database Health Metrics Table
- Lead Status & Phase-Gate Criteria
- Lead Routing & Assignment Rules
- First-Attempt SLA by Lead Type
- The Cascade: Blank Template
- The Cascade: Worked Example
- Keeping the Cascade Honest
- Cascade Stage to CRM Field Mapping
- The Number That Actually Goes to the Board
Chapter 6: Predicting Instead of Guessing
- Predictive Analytics & Lead Intelligence
- AI Maturity by Function
- The AI & Automation Roadmap
- Current-State AI Usage Audit
- Manual Process Audit
- Where Generative AI Adds Immediate Value
- Reply-To Inbox Triage Automation
- Generative AI Governance
Chapter 8: The Next Cycle No tables in this chapter.
Chapter 9: The Charter, the Goals, and the WIGs
- Lead and Lag Measures, Applied to a WIG Dashboard
- Weekly WIG Pacing Tracker
- Lead Measure Commitments
- Charter Elements
- RACI-Style Responsibility Matrix
Chapter 10: The Account, Not the Lead
- The ICP Blank Template
- Account Tiers
- A Real ICP, Filled In
- Intent Data & Signal Management
- ABM Campaign Orchestration by Stage
- Quarterly ABM Engagement Tracker
- Quarterly ABM Rollup
Chapter 11: If They Don’t Use It, You Lose It
- Product Telemetry Signals
- The Phased Messaging Framework
- Trial Health Scoring
- The Trial Funnel Diagnostic
Chapter 12: Scoring Leads Without Guessing
- Fit Score Model
- Behavior Score Model
- MQL Threshold & Routing Logic
- The Conversion Curve
- Behavioral Decay Schedule
- Scoring Fields Reference
- Where Scoring Is Headed: Then vs. Now
- Model Governance & Review Cadence
- The UTM Parameter Standard
- The Campaign Launch Checklist
Chapter 14: Attribution Is a Political Document
- Attribution Model Comparison
- One Deal, Four Models, Four Different Winners
- Activity Volume Tracker
- Activity Conversion Rate Tracker
Chapter 15: Relationships Are Infrastructure
- Key Stakeholder Tracker — Filled Example
- Key Stakeholder Tracker — Blank Template
Chapter 16: The Handoff Contract
- The Marketing-Sales Alignment Charter
- The Data Handoff Contract (Field-Level)
Chapter 17: Two Teams, One CRM
- The Ownership Model: MarkOps vs. Sales Ops
- Territory & Account Assignment Governance
- Joint CRM Change Management
Chapter 18: The Handoff, Measured
- The Revenue Lifecycle Funnel
- Opportunity Stage Governance
- Lead Recycling & Disposition Feedback Loop
- Handoff Health Metrics Dashboard
- Diagnosing a Rising Bounce-Back Rate
Chapter 19: Compliance Is Not Legal’s Problem Alone
- Global Regulation Overview
- Consent Management Architecture
- Data Hygiene as a Compliance Control
- Email Compliance Checklist
- Compliance Audit Log
Chapter 20: The Inbox Is Infrastructure
- Email Authentication Setup Record
- Reputation Monitoring Tools
- Reputation Alert Thresholds
- Bounce & Suppression Policy
- Engagement Tier Definitions
- Quarterly List Health Tracker
- IP Warmup Schedule
Chapter 21: Measuring What Matters
- Tier 1 KPI Tracker
- Tier 2 KPI Tracker
- Executive Dashboard Structure
- Marketing Performance Audit Domains
- SLA Reporting Views
- SLA Report Delivery Details
- Rep-Level Exception Tracker
Chapter 22: Every Dollar Has a Job
- Annual Budget Planning & Allocation Framework
- Monthly Spend Tracking & Variance Reporting
- Cost-per-Outcome: Cost per MQL by Channel
- Cost-per-Outcome: Cost per Meeting by Channel
- Budget Reallocation Log
- Marketing-Finance Cadence
- Finance Partnership Reference
Chapter 23: Content as a System
- Content Ops Charter & MarkOps Role
- Content Ops Setup Record
- Editorial Calendar & Content Planning
- Content Lifecycle Management
- Asset Repository & Taxonomy Audit
- Content Performance Tracking Framework
- Quarterly Content Performance Summary
Chapter 24: Brand as Infrastructure
- Ownership Model: MarkOps vs. Brand
- Brand Partnership Setup Record
- Brand Guidelines Coverage Checklist
- Brand Update Implementation Log
- Creative Request Required Fields
- MarkOps Creative Build SLAs
- SLA Compliance Tracker
- Template Governance Tracker
- Brand Tool Alignment & Access Governance
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