Marketing Operations
Marketing Operations is the function that keeps the rest of the department consistent. It starts with the rules your team agrees for records, routing, scoring, tags and consent, keeps those rules running in your CRM and connected tools every day, and ends with a documented system your sales team can rely on. It does not run campaigns; it keeps the ground they run on in order.
01
What the function does
Marketing operations starts with the rules. In setup we write down how a contact record should look, which fields are required, how a lead is scored, who receives it and how quickly, and what happens when someone unsubscribes. Those rules are then applied continuously: every new record is checked and completed, duplicates are merged, tags follow the agreed vocabulary, and each integration between your website, email platform, ad accounts and CRM is tested on a schedule rather than when something breaks.
The cadence is daily, weekly and monthly. Each business day the function reviews what came into the CRM, resolves what the rules could not, and confirms that leads reached the right owner. Each week it audits lists and segments, retires stale records, checks consent status against your unsubscribe and preference records, and reports which workflows ran, which paused and why. Each month it reviews the routing and scoring rules against what your sales team actually accepted, and proposes changes for your approval.
The output is a system that stays in the shape your team agreed. A record opened by sales carries the fields the rules require. A campaign list contains only contacts whose consent is current. A report counts fields that were filled the same way every time. Every rule and workflow is documented in your portal, so nothing depends on one person remembering how it was built.
02
What is automated
These are defined marketing processes: each has a fixed input, a fixed output and a rule for what happens next. They run on a schedule and never wait for someone to remember them.
01
Record hygiene
Every new or changed contact and company record is checked against the required fields, formatted to the agreed standard, matched against existing records and merged when it is a duplicate. Records that cannot be resolved are queued for a person.
02
Routing and scoring
Each inbound lead is scored with the rules your team set, assigned to an owner by territory, segment or rotation, and stamped with the time it arrived. Leads that no rule covers are held and flagged.
03
Tagging and list management
Tags and lifecycle stages are applied from a fixed vocabulary as records change. Lists and segments rebuild on a schedule from those tags, and a contact leaves a list when it no longer meets the definition.
04
Consent and unsubscribe handling
Unsubscribes, preference changes and consent records are written to the contact in the run in which they arrive, and every list and sequence checks that status before a contact is included.
05
Sync exceptions
When technology’s integration checks pause a connection between your website, forms, email platform, ad accounts and CRM, the lists and routing that depend on it are held, and the records that arrived during the pause are checked against the rules once the connection is restored.
06
Workflow documentation
Each workflow, rule and field definition is recorded in your portal as it is created or changed, with what triggers it, what it writes and who approved it, so the system is readable by anyone on your team.
03
What is supervised by the Aryeh Algorithms team
Judgment stays with people. Our team owns this function for your account, and these are the points where a person reads, decides or pauses the work.
01
Rule changes
No routing, scoring or consent rule changes without a person on our team writing the change up and your team approving it. The previous version is kept so any change can be reversed.
02
Merge and delete decisions
Automation merges only records that match on the criteria your team agreed. A person decides every uncertain match and every deletion, because a wrong merge is harder to undo than a duplicate.
03
Exceptions queue
Leads that no rule covers, records with conflicting data and consent questions land in a queue that a person clears each business day. The pattern behind them is fed back into the rules.
04
Records after an incident
When technology restores a failed connection, a person confirms that nothing was written to your CRM in the wrong shape and that every record that arrived during the pause was routed.
05
Monthly rule review
A person reads what your sales team accepted, returned and reassigned in the month, compares it with the scoring and routing rules, and brings a short list of proposed changes to your team.
Operations is the function nobody notices until it fails, so I read the weekly CRM health report and every proposed rule change myself. The automation keeps the records in order every day; my job is to make sure the rules it follows are still the ones your business needs.
04
What you receive
Each artifact appears in your portal as it is produced, under the task or approval it belongs to. The weekly summary also arrives by email.
| Artifact | Cadence |
|---|---|
| CRM health reportRecords checked, completed and merged, fields still missing, and the exceptions a person resolved. | Weekly |
| Routing and scoring rulebookEvery scoring rule, routing path and owner assignment as currently configured, with the date and approver of each change. | Updated whenever a rule changes |
| Exceptions digestLeads no rule covered, conflicting records and consent questions, with what was decided on each. | Daily, on business days |
| Integration statusEach connection between your systems, when it last ran, what it wrote, and any failure and how it was handled. | As they happen, and in the weekly summary |
| Consent and list auditLists and segments with their definitions, the consent status each depends on, and records removed in the period. | Monthly |
| Workflow documentationEvery workflow with its trigger, steps, fields written and approver, kept current in your portal. | Updated as workflows change |
05
How it integrates with your team and stack
Marketing operations works inside the systems you already have. It does not move your data to a new platform; it reads your CRM, forms, email platform and ad accounts as they are, applies the agreed rules to them, and writes the results back to the fields your team already uses. Your administrators keep their access and their conventions. Where a convention is unclear, we document what we find and ask before we change it.
The handoff to sales is the routing itself. A lead reaches its owner with the fields filled, the score explained and the source recorded, and the owner’s response, whether accepted, returned or reassigned, is written back so the rules can be reviewed against what actually happened. Sales does not maintain the CRM; it works in a CRM that is maintained for it.
What it connects to
- Your CRM
- Records, fields, owners and lifecycle stages are read and written in place, in the conventions your administrators already use; nothing is copied to a system of ours.
- Website and forms
- Form submissions are mapped to the right fields, checked against the rules and routed on arrival, with the source of each submission recorded.
- Email platform
- Lists, segments and consent status are kept in step with the CRM, so every send goes to contacts whose status is current.
- Ad accounts and analytics
- Campaign identifiers and conversion events are matched to the records they produced, so attribution fields fill without hand entry.
07
Questions about marketing operations
It is a marketing operations function in which the routine work, record hygiene, routing, scoring, tagging, list maintenance, consent handling and integration checks, runs as defined workflows on a fixed cadence, while people set the rules and decide the exceptions. Automation applies the same rule to every record, every day. A person reads what the rules could not resolve and reviews the rules themselves each month.
No. The function works in the CRM and tools you already use. In setup we read how your records, fields and workflows are built today, document them, and agree the rules with your team before anything runs. Your administrators keep their access. If a tool is genuinely blocking the work, that is raised as a recommendation with the reasons, and the decision stays with you.
Technology’s scheduled check finds the failure and pauses the workflow that depends on the connection, so nothing is written in the wrong shape. On the next business morning a person on our team confirms with technology that the connection is restored, checks that records that arrived during the pause are processed and routed, and the incident and its resolution appear in your portal.
Talk through what marketing operations should keep in order for you
Tell us which CRM and tools you run and where records go wrong today. We will come back with the rules we would set, what would run on its own and where a person on our team would review.