Marketing operations (MOps) is the function that runs the systems behind modern B2B marketing, managing the tech stack, data, and processes that make campaigns launch smoothly and performance measurable. In this guide, you’ll learn what MOps teams do day to day, the skills and tools they rely on, and how to build an operating model that keeps marketing and revenue aligned as you scale.

Marketo and Salesforce Marketing Cloud solve different problems. Marketo is best for B2B lead nurturing, scoring, and Salesforce alignment. Salesforce Marketing Cloud is best for enterprise, multi-channel journeys at high volume, but requires more technical resources and cost. The article also covers pricing, implementation overhead, and why modern B2B teams increasingly look for alternatives like Conversion when they need CRM + warehouse data working together.

Learn how to set up critical inbound lead scoring, enrichment, and routing workflows using Conversion.

Learn how to build dynamic, AI-driven closed-lost recovery sequences that reactivate pipeline with the right message at the right time.

CRMs are filled with messy and inconsistent data making personalization difficult. Learn how Conversion helps segment job titles into distinct persona buckets with AI.

Learn how to send personalized case studies to each of your prospects using workflows and AI snippets.

We’re sharing how we power marketing automation at scale using Temporal. By rethinking how workflows run, update, and scale, we’ve built a system that reliably handles millions of contacts and long-lived automations without breaking a sweat.