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Capterra Glossary
Marketing operations (or marketing ops) is a business function that manages an organization's marketing activities. It involves:
Marketing technology
Campaign planning
Process management
Strategic planning
Performance measurement
Data and analytics
This function helps marketers target prospects. It can also generate leads and move customers through sales and marketing funnels. Marketers can achieve these goals by creating marketing campaigns. They can also use marketing automation tools and engage with prospects at various points in the marketing cycle.
Even though SMBs typically have fewer marketing resources than bigger companies, they often use marketing operations to identify and nurture potential customers. Some of these businesses need to market products and services because they don't have the reputation or brand awareness of larger, more established organizations.