POPs

Platform Operations

A fundamental pillar of Marketing Operations (MOPs) that focuses on managing, optimizing, and governance of marketing technology (MarTech) platforms. This includes selecting, integrating, and maintaining tools such as customer relationship management (CRM) systems, marketing automation platforms, content management systems (CMS), and analytics tools.

POPs ensure that marketing teams have a stable and scalable technological foundation to execute campaigns effectively. Responsibilities within Platform Operations include system administration, user management, data security, workflow automation, and troubleshooting.

Additionally, POPs oversee vendor relationships and evaluate new technologies to enhance marketing efficiency. A well-structured Platform Operations function enables organizations to centralize their MarTech stack, improve data integrity, and enhance collaboration between marketing and other business units.

• Abbreviation: POPs