⌖ MarketingOps 90-Day Learning Path

What MarketingOps means

Marketing Operations manages the technology, data, and processes that enable marketing teams to execute campaigns, measure performance, and generate pipeline efficiently. MarketingOps practitioners administer marketing automation platforms, build attribution models, manage the marketing data infrastructure, implement lead scoring and routing, and optimize the systems that connect marketing spend to revenue outcomes.

Who should follow this path

• Marketing automation specialists and email marketers
• Digital marketing analysts expanding into operations
• Demand generation professionals managing the martech stack
• Operations professionals transitioning into marketing roles
• Growth engineers at B2B SaaS companies

Prerequisites

• Working experience with a marketing automation platform (HubSpot, Marketo, or Pardot)
• Basic HTML and CSS for email template editing
• Familiarity with CRM (Salesforce or HubSpot CRM)
• Basic data analysis skills (Excel or SQL)
• Understanding of digital marketing channels (email, paid, SEO, content)

The 90-day plan

Daily study recommendation: 2-3 hours/day, six days a week. Consistency beats intensity — block the time in your calendar like a meeting.

Days 1–15: Foundation

• MarketingOps function scope and the martech landscape
• Marketing funnel: TOFU, MOFU, BOFU stage definitions
• Lead lifecycle stages and status definitions
• Martech stack audit: redundancy, gaps, and integration needs
• Marketing and sales alignment: MQL and SQL definitions

Outcome: Audit a martech stack and define aligned lead lifecycle stages with MQL/SQL criteria.

Days 16–30: Core concepts

• HubSpot Marketing Hub: workflows, sequences, and automation
• Marketo Engage: smart campaigns, programs, and lead scoring
• Email deliverability: SPF, DKIM, DMARC, and warming
• Landing page and form optimization
• Lead scoring model design and implementation

Outcome: Build a lead scoring model in HubSpot with automated nurture workflows and form-to-CRM routing.

Days 31–45: Tools and workflows

• Campaign attribution: first-touch, last-touch, multi-touch models
• UTM parameter strategy and tracking governance
• Google Analytics 4 (GA4) configuration and event tracking
• Paid media integration with CRM for revenue attribution
• Marketing dashboard design in Looker or Tableau

Outcome: Implement a multi-touch attribution model with UTM governance and revenue attribution dashboards.

Days 46–60: Hands-on projects

• Database marketing: segmentation, list management, and hygiene
• GDPR and CAN-SPAM compliance in marketing automation
• Preference center and unsubscribe management
• Data enrichment with Clearbit or 6sense
• ABM (account-based marketing) operations and tooling

Outcome: Build a GDPR-compliant database management system with enrichment and ABM list management.

Days 61–75: Advanced practices

• Demand generation operations: webinars, events, and content syndication
• SEO operations: content calendar, keyword tracking, and technical SEO
• Paid search and social campaign operations
• Marketing budget tracking and ROI reporting
• A/B testing for campaigns, emails, and landing pages

Outcome: Run an end-to-end demand generation campaign with full attribution and A/B testing.

Days 76–90: Portfolio, interview & certification prep

• MarketingOps portfolio project
• Preparing for HubSpot Marketing Certification
• MarketingOps interview questions
• Metrics: MQL volume, MQL-to-SQL conversion, CAC, marketing-sourced pipeline
• Emerging: AI content generation ops, intent data integration, conversational marketing

Outcome: Deliver a MarketingOps implementation project and be ready for marketing operations interviews.

Weekly outcomes at a glance

Phase	Outcome
Days 1–15	Audit a martech stack and define aligned lead lifecycle stages with MQL/SQL criteria.
Days 16–30	Build a lead scoring model in HubSpot with automated nurture workflows and form-to-CRM routing.
Days 31–45	Implement a multi-touch attribution model with UTM governance and revenue attribution dashboards.
Days 46–60	Build a GDPR-compliant database management system with enrichment and ABM list management.
Days 61–75	Run an end-to-end demand generation campaign with full attribution and A/B testing.
Days 76–90	Deliver a MarketingOps implementation project and be ready for marketing operations interviews.

Tools to learn

• HubSpot
• Marketo
• Salesforce
• Google Analytics 4
• Looker
• Segment
• Clearbit
• 6sense
• Outreach
• Tableau
• Mailchimp
• LinkedIn Campaign Manager

Labs to practice

• CI/CD with GitHub Actions

Mini projects

• Build a full lead lifecycle system in HubSpot with lead scoring, nurture workflows, and Salesforce sync
• Implement a multi-touch attribution model in Segment connecting ad spend to closed-won revenue in Tableau
• Create a GDPR-compliant preference center with automated consent management and suppression list sync

Interview questions to prepare

1. How do you design a lead scoring model for a B2B SaaS company?
2. What is multi-touch attribution and what are its limitations?
3. How do you ensure email deliverability at scale?
4. Explain how you would implement GDPR-compliant marketing automation.
5. What is the difference between an MQL and an SQL?
6. How would you measure the ROI of a content marketing program?
7. Describe how you would audit and rationalize a bloated martech stack.
8. How do you set up UTM tracking governance for a marketing team?

Certification suggestions

• HubSpot Marketing Software Certification — HubSpot Academy
• Marketo Certified Expert — Adobe
• Google Analytics Certification — Google
• Salesforce Certified Marketing Cloud Email Specialist — Salesforce

Browse the full certification registry for exam details and official links.

Free resources

• HubSpot Academy Marketing Courses (free)
• Google Analytics 4 Documentation
• Marketo Documentation
• Segment Documentation
• Clearbit for Marketing Resources

Related roadmaps

• Engineering Manager Roadmap

Related tool categories

• Automation Tools
• Collaboration Tools
• Workflow Orchestration Tools
• Monitoring Tools