Marketing Operations and Automation Course

Lesson 1 • Data Fundamentals for Marketers

Covers data types, structures, and quality concepts essential for automation. Prepares students to design reliable data flows in later chapters.

Lesson 2 • Marketing Funnel and Lifecycle Models

Introduces demand generation funnels and customer lifecycle stages. These models underpin lead management and nurture design in later chapters.

Lesson 3 • Defining Marketing Operations

Establishes what marketing operations is, its boundaries, and how it differs from campaign execution. Grounds all subsequent chapters in shared terminology.

Lesson 4 • MOps Metrics and KPIs

Defines the operational and business metrics used to evaluate MOps performance. Students gain a measurement vocabulary applied throughout the course.

Lesson 1 • Database Setup and Management

Covers contact and account record structures, field mapping, and list management. A clean database is the prerequisite for accurate automation.

Lesson 2 • MAP Architecture and Navigation

Explains how MAPs are structured, including workspaces, partitions, and user roles. Establishes the operational environment for all automation work.

Lesson 3 • Basic Campaign Execution

Walks through scheduling, launching, and monitoring a simple email campaign. Students apply all prior MAP skills in an end-to-end workflow.

Lesson 4 • Email Program Configuration

Teaches email asset creation, template design, and deliverability settings within a MAP. Directly enables the email campaigns built in later chapters.

Lesson 1 • Lead Capture and Source Tracking

Covers all inbound lead capture channels and how to attribute source data accurately. Accurate attribution is the foundation of scoring and reporting.

Lesson 2 • Lead Lifecycle and Status Management

Defines lifecycle stages and the automated transitions between them. Consistent status management enables accurate funnel reporting.

Lesson 3 • Lead Routing and Assignment

Covers rules-based and round-robin routing logic to assign leads to the right sales rep. Proper routing reduces lead response time and improves conversion.

Lesson 4 • Data Normalization and Enrichment

Teaches automated cleansing, standardization, and third-party enrichment of lead data. Clean data ensures scoring and routing rules fire correctly.

Lesson 1 • Email Strategy and Program Types

Distinguishes batch, trigger, and transactional email programs and their strategic roles. Choosing the right program type drives relevance and engagement.

Lesson 2 • Email Design and Copywriting Principles

Teaches responsive design, accessibility, and persuasive copy frameworks for email. Strong creative execution amplifies deliverability and list hygiene efforts.

Lesson 3 • Deliverability Infrastructure

Explains authentication protocols, IP warming, and sender reputation management. A healthy sending infrastructure is required before any optimization tactic.

Lesson 4 • List Hygiene and Engagement Management

Covers suppression lists, bounce handling, and re-engagement strategies. Maintaining an engaged list protects sender reputation and improves metrics.

Lesson 1 • Personalization and Dynamic Content

Explains token-based and segment-driven personalization within automated programs. Personalization increases engagement rates and accelerates funnel progression.

Lesson 2 • Nurture Strategy and Content Mapping

Aligns content assets to buyer journey stages and persona needs. A mapped content strategy is the blueprint for every nurture workflow built later.

Lesson 3 • Drip and Engagement Program Design

Covers linear drip sequences and adaptive engagement programs with branching logic. Students build programs that respond dynamically to prospect behavior.

Lesson 4 • Nurture Program Measurement

Defines metrics specific to nurture programs, including influence and velocity. Students connect nurture performance to pipeline outcomes established in Chapter 1.

Lesson 1 • Data Governance Across Systems

Establishes policies for field ownership, change management, and cross-system data quality. Governance prevents data drift that undermines automation accuracy.

Lesson 2 • Lead and Contact Sync Configuration

Covers the rules governing which records sync, in which direction, and under what conditions. Correct sync rules prevent duplicate and orphaned records.

Lesson 3 • CRM-MAP Integration Architecture

Explains native connectors, field mapping, and sync direction logic between CRM and MAP. A solid architecture prevents data conflicts in all downstream processes.

Lesson 4 • Troubleshooting Sync Errors

Provides a systematic approach to diagnosing and resolving common CRM-MAP sync failures. Students can independently resolve issues that block campaign execution.

Lesson 1 • Campaign and Channel Reporting

Covers building campaign performance reports that connect activity to pipeline and revenue. These reports are the primary deliverable for marketing leadership.

Lesson 2 • Dashboard Design and Data Visualization

Explains principles of effective dashboard layout, chart selection, and audience-specific views. Well-designed dashboards accelerate decision-making at every level.

Lesson 3 • Attribution Model Fundamentals

Compares single-touch and multi-touch attribution models and their trade-offs. Choosing the right model determines how marketing investment decisions are justified.

Lesson 4 • Insights Communication and Storytelling

Teaches how to frame data findings as business narratives for executive audiences. Translating metrics into decisions is the final step in the analytics workflow.

Lesson 1 • Cross-Functional Alignment and SLAs

Teaches how to establish service-level agreements between MOps, demand gen, and sales. Clear SLAs reduce friction and set measurable expectations across teams.

Lesson 2 • Process Documentation and SOPs

Covers creating standard operating procedures for repeatable MOps processes. Documentation reduces errors, accelerates onboarding, and enables team scaling.

Lesson 3 • MOps Team Structure and Career Development

Examines MOps org models, role specializations, and career progression paths. Students can design team structures and develop talent strategies for their function.

Lesson 4 • Tech Stack Evaluation and Selection

Provides a framework for evaluating, selecting, and retiring MarTech tools. Sound stack decisions prevent technical debt and reduce operational complexity.