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Marketing Operations

The tools, processes and handoffs that keep marketing running.

Martech stack audit: decide what to keep, fix or retire
A martech stack audit should tell you which tools earn their keep, which need fixing and which you can retire.
Marketing budget allocation: fund the next useful decision
Start with what your business needs next, then work out what your team can actually deliver.
Email deliverability for marketers: fix the system before the subject line
Getting an email accepted by a server doesn't mean it reached the inbox.
UTM naming conventions: a campaign tracking system people will use
UTM tags tell your analytics system where a visit came from and which campaign brought it in.
AI agent governance for marketing: permissions before autonomy
Decide what an AI agent may do before you connect it to live marketing systems.
Marketing data integration: campaigns, CRM and reporting
Marketing data integration connects campaign, contact and customer records across your tools.
AI agents in marketing operations: where to start
Start with a marketing job you can clearly describe and check, such as preparing a campaign report.
CRM for marketing teams: tools and lead handoffs
A marketing CRM should help you understand who enquired, where they came from and what happened next.
Low-code and no-code for marketing operations
Low-code and no-code tools can take routine work off a marketing team's hands without a large development project.
SaaS buying for marketers: pricing, AI features and fit
The headline SaaS price rarely tells you what a marketing tool will cost to run.
No-code payment workflows: a guide for marketing teams
A no-code payment workflow can tell your marketing systems that a purchase succeeded, failed or was refunded.

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