Marketing Operations
Make the Tools Behind Your Marketing Actually Work Together
Most marketing problems aren't strategy problems. They're plumbing problems. The form submits but the lead never reaches the CRM. The ad platform says 40 conversions and the sales team has seen six. The monthly report takes a day to build and nobody trusts the numbers in it anyway. Three tools do the same job and none of them talk to each other.
Marketing operations is the work of making all of that run: tracking that measures what you actually care about, automation that fires when it should, systems that pass data to each other without a person in the middle, and reporting that answers the question your boss is going to ask. We've been doing it for in-house marketing teams and our own clients since 2003, and it's the part of marketing we're best at.
What Makes Our Marketing Operations Work Different
Most people who touch your marketing stack are specialists in one tool. The email person knows the email platform. The ads person knows the ad platform. The web developer knows the website. Nobody owns the seams between them, and the seams are where things break.
We own the seams. We've built server-side conversion tracking when the standard browser tags silently failed to fire. We've finished an email platform migration that two previous attempts had left half-done, because the real problem was an automation hiding inside the tool, not the code everyone kept rewriting. We've found a paid campaign sending 80% of its budget to placements that had never produced a single conversion, because the pixel was pointed at the wrong event. None of that shows up in a dashboard. You find it by knowing how the pieces connect.
And when something's fixed, we make sure it stays fixed: documented, monitored, and owned by your team, not held hostage in a contractor's head.
Every engagement is:
- ✓ Measured before it's touched – We map what's actually firing, where the data goes, and what's broken before changing anything. Half the time the fix is smaller than everyone assumed.
- ✓ Built on what you already have – You don't need a new platform. You need the current ones connected and configured correctly. We recommend a switch only when the tool is the problem.
- ✓ Documented and handed over – Every tracking event, automation, and integration is written down in plain language so your team can maintain it without us.
- ✓ Reported in your boss's terms – Leads, cost per lead, pipeline, revenue. Not sessions and impressions.
Who This Is For
Marketing directors and VPs who own the strategy and are tired of being the person who also has to figure out why the tracking broke.
Small marketing teams (one to five people) that are spending their week on tool problems instead of marketing.
Companies that changed a CRM, an email platform, or a website in the last two years and never quite finished connecting everything back up.
Nonprofits and regulated businesses that need the data to be right, the consent to be compliant, and the reporting to survive a board meeting.
Tracking and Attribution
Conversion tracking that measures the things you'd actually put in a report: form submissions, calls, purchases, signups. GA4, Google Tag Manager, Meta pixel and Conversions API, server-side events when browser tags can't be trusted, and a UTM structure the whole team follows so campaign data lines up across platforms.
Email and CRM Plumbing
Segments that mean something, automations that fire on the right trigger, fields that stay clean, and migrations that actually finish. We've moved lists between platforms, re-segmented hundreds of contacts by script, and diagnosed the deliverability and automation problems that make an email program look broken when it isn't.
Integrations and Automation
Website to CRM to email to reporting, without a person copying and pasting in between. Zapier and Make workflows, native integrations configured properly, and custom connections when the off-the-shelf ones don't exist. We've built intake pipelines, lead routing, and automated reporting jobs that replaced hours of weekly manual work.
Reporting You Can Trust
One place your numbers live, pulled automatically, with the definitions written down. Dashboards for the week-to-week, a clean monthly report for leadership, and an honest note about what the data can and can't tell you. We've replaced day-long manual reporting cycles with jobs that run in minutes.
How Marketing Operations Works
Map -
We start with an audit of the stack as it exists: every tool, every integration, every tracking tag, and where each lead and each dollar actually goes. You get a plain-language map of what's connected, what's broken, and what's measuring the wrong thing. Most teams have never seen this written down.
Fix -
We take the broken and missing pieces in priority order, starting with whatever is costing you the most (usually tracking, because every other decision depends on it). Each fix is tested end to end: a real form submission, a real conversion, a real record landing in the CRM.
Connect -
With the foundation measuring correctly, we wire the tools together so data moves on its own: leads route where they should, campaigns tag themselves, reports build themselves. This is where the weekly hours come back.
Run -
Ongoing, we keep it working. Platforms change their APIs, plugins update, someone adds a new form. We monitor, maintain, and document, and we're the people your team calls when something looks off. Or we hand it over fully documented and you run it yourself.
What's Included
Every Marketing Operations Engagement Includes:
- ✓ A written map of your current stack: tools, integrations, tracking, and data flow
- ✓ Conversion tracking audit and repair (GA4, Tag Manager, ad platform pixels)
- ✓ A UTM and campaign naming standard your team can follow
- ✓ End-to-end testing of every fix (real submissions, real records)
- ✓ Plain-language documentation of everything we touch
- ✓ A monthly report format built around leads, cost, and revenue
- ✓ Handover so your team owns it
Optional Add-Ons:
- ✓ CRM or email platform migration
- ✓ Custom integrations and automation (Zapier, Make, or code)
- ✓ Server-side conversion tracking
- ✓ Automated reporting (dashboards, scheduled reports, client-facing PDFs)
- ✓ Cookie consent and privacy compliance setup
- ✓ Ongoing monitoring and maintenance retainer
- ✓ Platform evaluation when the tool really is the problem (we've scoped CRM decisions with priced options, not vendor pitches)
Common Questions About Marketing Operations
No. This works best when you have one. Your team owns the strategy, the content, and the customer. We own the systems underneath so they can spend their time on marketing instead of troubleshooting. If you don't have a team yet, we can be the whole thing, but that's a different conversation.
The ones you already have, mostly. On the tracking side: GA4, Google Tag Manager, Google Ads, Meta, LinkedIn. Email and CRM: HubSpot, Salesforce, ActiveCampaign, Encharge, Campaign Monitor, Mailchimp, and most of the others. Automation: Zapier, Make, native integrations, and custom code when nothing off the shelf fits. Websites: WordPress first, but tracking and forms are tracking and forms on any platform. If it has an API, we can usually make it behave.
An agency sells you a channel: ads, SEO, social. Marketing operations makes sure every channel is measured, connected, and reported the same way, so you can tell which ones are working. We do run channels too (see the rest of the site), but ops is the layer under all of them. Plenty of clients bring us in only for ops while another agency runs their ads.
