# Marketing Ops Sop Generator > > - **Type:** Skill - **Install:** `agentstack add skill-stallin-sanamandra-b2b-saas-marketing-skills-marketing-ops-sop-generator` - **Verified:** Yes — security-reviewed for prompt injection and unsafe behavior - **Seller:** [Stallin-Sanamandra](https://agentstack.voostack.com/s/stallin-sanamandra) - **Installs:** 0 - **Category:** [Agent Skills](https://agentstack.voostack.com/c/agent-skills) - **Latest version:** 0.1.0 - **License:** MIT - **Upstream author:** [Stallin-Sanamandra](https://github.com/Stallin-Sanamandra) - **Source:** https://github.com/Stallin-Sanamandra/b2b-saas-marketing-skills/tree/main/skills/marketing-ops-sop-generator ## Install ```sh agentstack add skill-stallin-sanamandra-b2b-saas-marketing-skills-marketing-ops-sop-generator ``` Requires the [AgentStack CLI](https://agentstack.voostack.com/docs/cli). Works with Claude Code, Cursor, and any MCP-compatible agent. ## About # Marketing Ops SOP Generator > A sequential system for building, auditing, and maintaining marketing operations > infrastructure. Each phase produces documentation that the next phase depends on. > Phase 8 runs continuously to catch drift before it becomes debt. ## Why This Skill Exists Marketing ops at most B2B SaaS companies isn't broken in dramatic ways. It's broken in slow, invisible ways that compound until someone asks a question nobody can answer: - "Why do we have 47 different UTM source values for LinkedIn?" - "Which of these 200 HubSpot workflows is still active and which should have been turned off six months ago?" - "A lead came in from our top ABM account 3 days ago and nobody followed up. Where did it go?" - "We changed the lead scoring model last month. Did anyone tell the BDR team?" The pattern is always the same: someone built something, didn't document it, left or moved on, and now nobody knows how it works or whether it's still correct. Every undocumented process is a liability that gets more expensive to fix the longer it runs. This skill encodes the SOPs that prevent this drift. Not by creating documentation for its own sake, but by building the minimum viable governance that keeps campaign tracking clean, lead routing reliable, and system changes auditable. ## When to Use This Skill - Setting up marketing ops for a new team or company - Auditing existing marketing ops for gaps and inconsistencies - Standardizing campaign naming conventions across geos and teams - Building or fixing UTM tracking governance - Creating QA checklists for campaign launches - Documenting lead routing logic and SLA requirements - Building incident response playbooks for marketing system failures - Onboarding a new marketing ops hire or handoff between team members - Cleaning up HubSpot (or equivalent MAP) after years of ungoverned changes - Preparing for a CRM migration or MAP integration ## When NOT to Use This Skill - Campaign strategy or creative development (this is infrastructure, not content) - Attribution modeling or pipeline reporting (use Pipeline Attribution Narrator) - ABM program design (use ABM Program Orchestrator) - BDR outreach or sales enablement (use BDR Enablement Generator) - One-off campaign setup (this is systems-level, not campaign-level) - CRM admin or technical implementation (this is process design, not configuration) --- ## The Marketing Ops SOP Pipeline: 8 Sequential Phases ``` PHASE 1 PHASE 2 PHASE 3 PHASE 4 Ops Audit & → Naming & → Lead Management → Campaign Launch Gap Assessment Taxonomy & Routing QA System ↓ ↓ PHASE 8 PHASE 7 PHASE 6 PHASE 5 Continuous ← Change ← Incident ← Tool & Access Drift Detection Management Response Governance ↓ └──→ PHASE 1 (quarterly re-audit) ``` **The continuous loop:** Phase 8 runs ongoing checks against the standards set in Phases 1-7. When drift is detected (new untagged campaigns, broken workflows, undocumented changes), it triggers a targeted fix rather than waiting for a quarterly audit to catch it. --- ## Phase 1: Ops Audit & Gap Assessment **Input:** Access to MAP (HubSpot), CRM, ad platforms, analytics tools **Output:** Marketing ops health scorecard with prioritized gaps ### Marketing Ops Health Scorecard Score each area before building any SOPs. You can't fix what you haven't diagnosed. ``` MARKETING OPS HEALTH SCORECARD Team: ________________ Date: ________________ Scored by: ________________ SCORING: 1 = No process exists | 2 = Informal/tribal knowledge | 3 = Documented but not enforced | 4 = Documented and followed | 5 = Documented, followed, and audited regularly AREA SCORE NOTES ───────────────────────────────────────────────────────────── Campaign naming convention [ /5] _______________ UTM parameter governance [ /5] _______________ Lead lifecycle definitions [ /5] _______________ Lead routing logic [ /5] _______________ Lead scoring model [ /5] _______________ Form strategy & management [ /5] _______________ Workflow documentation [ /5] _______________ List hygiene & segmentation [ /5] _______________ Tool access & permissions [ /5] _______________ Campaign QA process [ /5] _______________ Reporting & dashboard governance [ /5] _______________ Change management process [ /5] _______________ Incident response procedures [ /5] _______________ Onboarding documentation [ /5] _______________ ───────────────────────────────────────────────────────────── TOTAL [ /70] PRIORITY GAPS (score 1 or 2): 1. _________________________________ 2. _________________________________ 3. _________________________________ IMMEDIATE ACTION (the single most damaging gap): _________________________________ ``` ### Prioritization Framework Not all ops gaps are equal. Prioritize by business impact, not by ease of fixing. | Priority | Criteria | Examples | |----------|----------|---------| | **P0: Fix this week** | Directly losing pipeline or misattributing revenue | Broken lead routing (leads not reaching sales). UTM tracking so inconsistent that attribution data is unusable. | | **P1: Fix this month** | Causing regular errors that require manual cleanup | No campaign naming convention (can't segment reports). Lead scoring model outdated (BDRs getting bad leads). | | **P2: Fix this quarter** | Creating tech debt that will get worse over time | Undocumented workflows. No change management process. Duplicate properties in HubSpot. | | **P3: Build when capacity allows** | Nice to have but not causing active damage | Comprehensive onboarding docs. Automated QA checks. Dashboard governance. | --- ## Phase 2: Naming & Taxonomy **Input:** Gap assessment (Phase 1), list of active campaigns, current naming patterns **Output:** Naming convention standard + UTM governance document ### Campaign Naming Convention A naming convention is only useful if it's enforceable, parseable, and adopted. Three rules: 1. **Machine-parseable.** If you can't split the name by delimiter and extract each component programmatically, it's not a convention. It's a suggestion. 2. **Human-readable.** A team member should look at the name and understand the campaign without clicking into it. 3. **Enforced at creation, not at reporting.** If people can create campaigns without following the convention, they will. ### Naming Convention Template ``` CAMPAIGN NAMING CONVENTION Format: [Year]-[Geo]-[Segment]-[Channel]-[Type]-[Name]-[Variant] Components: ───────────────────────────────────────────────────── COMPONENT VALUES EXAMPLE ───────────────────────────────────────────────────── Year YYYY 2026 Geo NAEU | APAC | GLOBAL NAEU Segment C1 | C2 | ALL C2 Channel LI | GG | FB | EM | LI WEB | EV | DM | CS | SEO | REF | ABM Type PAID | ORG | NUR | PAID WBN | WP | CS | EV Name Descriptive, no spaces soc2-audit-readiness Use hyphens as separators Variant A | B | CTRL (optional) A ───────────────────────────────────────────────────── Examples: 2026-NAEU-C2-LI-PAID-soc2-audit-readiness-A 2026-APAC-C1-EM-NUR-iso27001-onboarding 2026-GLOBAL-ALL-WEB-ORG-compliance-roi-calculator 2026-NAEU-C2-ABM-PAID-fintech-ciso-awareness Channel codes: LI = LinkedIn GG = Google Ads FB = Meta/Facebook EM = Email WEB = Website EV = Events DM = Direct mail CS = Content synd. SEO = Organic search REF = Referral ABM = ABM program PR = PR/Earned Type codes: PAID = Paid campaign ORG = Organic NUR = Nurture WBN = Webinar WP = Whitepaper CS = Case study EV = Event LP = Landing page ``` ### UTM Governance UTMs are the connective tissue between campaign activity and attribution data. Inconsistent UTMs make attribution unreliable. Unreliable attribution leads to bad budget decisions. ``` UTM PARAMETER STANDARD ───────────────────────────────────────────────────────── PARAMETER RULE EXAMPLES ───────────────────────────────────────────────────────── utm_source Platform name, lowercase linkedin, google, hubspot, No variations allowed facebook, direct-mail, g2, trustradius utm_medium Channel type, lowercase paid-social, paid-search, Controlled vocabulary cpc, email, organic-social, display, content-syndication, referral, event utm_campaign Campaign name from naming 2026-naeu-c2-li-paid- convention, lowercase soc2-audit-readiness utm_content Ad/asset variant ciso-pain-v1, banner-a, ebook-cover-blue utm_term Keyword (paid search only) soc2-compliance-software ───────────────────────────────────────────────────────── ENFORCEMENT RULES: 1. All lowercase. No exceptions. "LinkedIn" and "linkedin" are different values in every analytics platform. 2. No spaces. Use hyphens as separators. 3. utm_source and utm_medium use a controlled vocabulary. New values require approval and documentation. 4. utm_campaign must match the HubSpot campaign name. 5. Every link in every paid campaign, email, and external content must have UTMs. No exceptions. 6. Internal links (site navigation, help docs) never get UTMs. UTMs on internal links break attribution by overwriting the original source. ``` ### UTM Audit Checklist Run monthly. Takes 30 minutes. Prevents 30 hours of cleanup later. - [ ] Export all utm_source values from GA4/HubSpot. Check for duplicates and typos. - [ ] Export all utm_medium values. Verify against controlled vocabulary. - [ ] Check the 10 most recent paid campaigns for correct UTM formatting. - [ ] Verify no internal links have UTM parameters. - [ ] Confirm utm_campaign values match HubSpot campaign names. - [ ] Check for any campaigns running without UTMs (especially new ad sets). --- ## Phase 3: Lead Management & Routing **Input:** Naming convention (Phase 2), CRM/MAP access, sales team structure **Output:** Lead lifecycle definition, routing logic, SLA documentation ### Lead Lifecycle Definitions Define once, enforce everywhere. Every team (marketing, BDR, sales) must use the same definitions. Disagreement on what "qualified" means is the #1 cause of marketing-sales friction. ``` LEAD LIFECYCLE STAGES ───────────────────────────────────────────────────────────────────── STAGE DEFINITION OWNER ENTRY CRITERIA ───────────────────────────────────────────────────────────────────── Subscriber Known contact, no intent MKT Form fill (content signal download, newsletter) Lead Engaged contact, fits MKT Meets minimum minimum firmographic firmographic criteria criteria (company size, industry) MQL Lead scoring threshold MKT Score >= [threshold]. reached Combination of fit + engagement signals. SAL Accepted by BDR/sales for BDR BDR confirms contact follow-up is reachable and account fits ICP SQL Qualified through BDR BANT or MEDDIC discovery conversation qualification criteria confirmed on call SQO Sales-qualified opportunity SALES Opportunity created in with defined next steps CRM with stage, amount, and close date Closed Won Deal signed SALES Contract executed Closed Lost Deal lost SALES Reason documented in CRM Disqualified Does not meet criteria ANY Reason documented. Not deleted from CRM. Recycled Previously engaged, not MKT Returned from BDR/sales ready now with reason. Re-enters nurture. ───────────────────────────────────────────────────────────────────── ``` ### Lead Routing Logic Document the actual routing rules, not the intended ones. Then fix the gap. ``` LEAD ROUTING RULES INBOUND LEADS (form fills, demo requests, contact us): 1. Lead enters HubSpot via form submission 2. Enrichment runs (company size, industry, geo) [tool: ________] 3. Lead scoring evaluates fit + intent 4. Routing decision: IF demo request or "contact sales": → Route to BDR within [X] minutes (SLA: ________) → Assignment: [round-robin / territory / named account] → Notification: [Slack channel / email / both] IF content download or webinar registration: → Enter nurture sequence → Monitor for scoring threshold → Route to BDR when MQL threshold reached IF from ABM target account: → Flag as ABM lead in CRM → Route to assigned ABM BDR immediately (SLA: ________) → Notify ABM program owner IF disqualified (below company size, wrong geo, competitor): → Auto-disqualify with reason → Do not route to BDR → Add to exclusion list for paid campaigns OUTBOUND LEADS (BDR-sourced): 1. BDR creates lead in CRM from outbound prospecting 2. Lead tagged with source = "outbound" and BDR name 3. If meeting booked: BDR completes qualification fields 4. If qualified: BDR creates opportunity and hands off to AE ROUTING EXCEPTIONS: - Enterprise accounts (>500 employees): route to [named AE/team] - Existing customers: route to CSM, not BDR - Partner/referral leads: route to [partner manager] ``` ### Lead Routing SLA | Lead Type | Routing SLA | First Touch SLA | Escalation | |-----------|-------------|-----------------|------------| | Demo request | 500 +0 Industry SaaS, FinTech, +15 HealthTech Other tech +5 Non-tech -10 Title CISO, CTO, VP Eng, +20 Compliance Mgr Director level +10 Individual contrib. +0 Geo NA, EU, ANZ +10 India, APAC +5 ENGAGEMENT SCORING (behavioral): ──────────────────────────────────────── ACTION POINTS DECAY ──────────────────────────────────────── Demo request +50 None Pricing page visit +25 30 days Case study download +15 30 days Webinar attended +15 60 days Blog post view (3+) +10 30 days Email click +5 14 days Email open +1 7 days Webinar registered … ## Source & license This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code. - **Author:** [Stallin-Sanamandra](https://github.com/Stallin-Sanamandra) - **Source:** [Stallin-Sanamandra/b2b-saas-marketing-skills](https://github.com/Stallin-Sanamandra/b2b-saas-marketing-skills) - **License:** MIT Install and usage instructions live in the source repository linked above. ## Pricing - **Free** — Free ## Security capabilities Automated source analysis of v0.1.0 — what this tool can access: - **Network access:** no - **Filesystem access:** no - **Shell / process execution:** no - **Environment & secrets:** no - **Dynamic code execution:** no *"Yes" means the capability is present in the source — more access means more to trust, not that it is unsafe.* ## Versions - **0.1.0** — security scan: passed — Imported from the upstream source. ## Links - Listing page: https://agentstack.voostack.com/l/skill-stallin-sanamandra-b2b-saas-marketing-skills-marketing-ops-sop-generator - Seller: https://agentstack.voostack.com/s/stallin-sanamandra - Browse the marketplace: https://agentstack.voostack.com/browse --- Listed on AgentStack — the marketplace for AI agent skills and MCP servers. Every listing is security-reviewed. Creators keep 70%.