MarTech and Marketing Operations Course

Lesson 1 • Marketing Funnel and Revenue Models

Defines demand generation stages and revenue attribution models used across MarTech platforms. Anchors technology decisions to business outcomes.

Lesson 2 • The MarTech Landscape Overview

Maps the major categories of marketing technology and their interdependencies. Provides a framework for evaluating where tools fit in the stack.

Lesson 3 • Data as the Foundation of MarTech

Introduces how data flows through marketing systems and why data quality drives stack performance. Sets the stage for later chapters on integration and analytics.

Lesson 4 • Building a MarTech Business Case

Teaches how to justify technology investments using ROI frameworks and stakeholder communication. Directly applies landscape knowledge to real budget decisions.

Lesson 1 • CRM Architecture and Object Models

Explains how CRM platforms structure data using objects, fields, and relationships. Provides the mental model needed for all downstream configuration work.

Lesson 2 • Sales and Marketing Alignment in CRM

Defines shared definitions, handoff processes, and SLA frameworks between sales and marketing teams. Reduces lead leakage and improves pipeline visibility.

Lesson 3 • CRM Segmentation and List Management

Teaches dynamic and static segmentation techniques within CRM platforms. Enables precise audience targeting for campaigns built in later chapters.

Lesson 4 • Contact and Account Data Strategy

Covers best practices for structuring contact, lead, and account records to support segmentation and reporting. Directly impacts campaign targeting accuracy.

Lesson 1 • Lead Scoring Model Configuration

Defines demographic and behavioural scoring frameworks and maps them to MAP configuration. Enables automated MQL handoff covered in the CRM chapter.

Lesson 2 • Lead Nurture Program Design

Teaches how to architect multi-touch nurture tracks using behavioural triggers and scoring. Builds on CRM segmentation to deliver relevant content at each funnel stage.

Lesson 3 • Email Campaign Build and Deployment

Covers template creation, personalisation tokens, send configuration, and deliverability best practices. Directly produces launch-ready email campaigns.

Lesson 4 • Campaign Performance Measurement

Establishes KPIs, reporting cadences, and A/B testing methods for automated campaigns. Closes the loop between execution and optimisation.

Lesson 1 • Customer Data Platforms and Unified Profiles

Introduces CDPs as the layer that unifies identity across channels and systems. Explains how unified profiles power personalisation and analytics downstream.

Lesson 2 • CRM and MAP Integration Design

Applies integration patterns to the CRM-MAP sync, covering field mapping, sync rules, and conflict resolution. Directly connects chapters two and three into a unified workflow.

Lesson 3 • Integration Patterns and Approaches

Compares native connectors, iPaaS middleware, and custom API integrations. Provides decision criteria for selecting the right approach for each use case.

Lesson 4 • API Fundamentals for Marketers

Demystifies REST APIs, authentication methods, and payload structures without requiring coding expertise. Enables marketers to collaborate effectively with developers.

Lesson 1 • Funnel Analytics and Conversion Optimisation

Applies analytics to identify drop-off points and conversion bottlenecks across the demand funnel. Directly informs campaign and nurture program improvements.

Lesson 2 • Marketing Measurement Framework Design

Establishes a structured approach to defining KPIs, metrics hierarchies, and measurement plans. Aligns analytics work to business goals before any tool is opened.

Lesson 3 • Predictive Analytics and Forecasting

Introduces regression, propensity modelling, and pipeline forecasting methods applicable in marketing. Extends measurement from descriptive to predictive insight.

Lesson 4 • Multi-Touch Attribution Modelling

Compares first-touch, last-touch, linear, and algorithmic attribution models and their tradeoffs. Enables accurate revenue credit assignment across marketing channels.

Lesson 1 • Programmatic Advertising Ecosystem

Maps the programmatic supply chain from DSPs and SSPs to ad exchanges and data providers. Provides the structural knowledge needed to operate within it.

Lesson 2 • Paid Media Campaign Operations

Covers campaign structure, bid strategy, budget pacing, and creative rotation best practices. Translates strategy into day-to-day platform management tasks.

Lesson 3 • Ad Tracking and Conversion Measurement

Explains pixel implementation, conversion event configuration, and cross-channel tracking methods. Ensures accurate performance data for optimisation decisions.

Lesson 4 • Audience Targeting and Data Activation

Covers first-party audience activation, lookalike modelling, and third-party data layering in ad platforms. Connects CDP and CRM data to paid media execution.

Lesson 1 • Security and Access Control in MarTech

Covers role-based access, SSO configuration, and vendor security assessment for marketing platforms. Reduces risk exposure across the connected stack.

Lesson 2 • MarTech Stack Governance Framework

Defines ownership models, change control processes, and documentation standards for the stack. Prevents configuration drift and reduces operational risk.

Lesson 3 • Email Compliance and Opt-In Management

Explains commercial email regulations, opt-in standards, and unsubscribe management requirements. Directly applies to campaign execution covered in chapter three.

Lesson 4 • Data Privacy Principles in Marketing

Covers consent management, data subject rights, and privacy-by-design principles applicable across jurisdictions. Grounds compliance work in functional marketing contexts.

Lesson 1 • MarTech Roadmap Development

Teaches how to sequence technology investments, define milestones, and align the roadmap to business strategy. Produces a prioritised, stakeholder-ready plan.

Lesson 2 • Vendor Evaluation and Selection

Provides a structured RFP and scoring process for evaluating MarTech vendors. Reduces selection bias and aligns tool choices to documented requirements.

Lesson 3 • Building and Scaling the Marketing Ops Team

Defines team structures, role competencies, and hiring frameworks for marketing operations functions. Enables leaders to scale capability alongside stack complexity.

Lesson 4 • Assessing MarTech Maturity

Applies maturity models to evaluate current stack capability, process quality, and team skills. Creates the baseline needed to build a credible roadmap.