There are two types of panic in marketing ops:
- The “Why isn’t the email going out?” kind
- The “The board meeting is in 15 minutes and we need pipeline numbers by segment” kind
Both are survivable. But only if you’re ready.
Welcome to your MOPs Emergency Kit — a curated list of the reports, resources, templates, and sanity-saving shortcuts that’ll keep you from scrambling every time someone slacks a “quick question!”
The Source of Truth Dashboards
You need at least two go-to dashboards:
- Funnel Performance — showing lead volume, MQLs, SQLs, and conversions over time
- Campaign Influence / Attribution — whether it’s Marketo Measure, SFDC Campaigns, or your spreadsheet of truth
Pro tip: Save a filtered version for execs and another with all the gritty detail for yourself.
A Lead Routing Rules Cheat Sheet
- If someone asks, “Why did this lead go to X rep?” you should be able to pull up:
- The current routing logic includes a list of owned territories / round robins/segment rules, etc.
- Last record update date + owner
*You get bonus points if it’s in a shared doc that isn’t living in someone’s head or buried in Salesforce Flow Builder.
A Test Record Arsenal
Keep at least one test record for each scenario below:
- Lifecycle path: Funnel stages, definitions, and diagram.
- Lead source values and processes
- Lead Scoring scenario
- Program type (especially for webinars and high-volume form fills)
The goal here is for you to simulate the desired outcome, without breaking any automation or processing — that way, when you get the inevitable last-minute request, ‘Just run a quick test’ 5 minutes before the campaign goes live, you are prepared.
Field Mapping Documentation
This one saves you time more often than you’d think. Have a spreadsheet that contains:
- Field definitions: What each core field is used for in the relevant system.
- System of record: Which platform the field(s) were created in (Marketo, SFDC, HubSpot, Account Engagement, Marketing Cloud, DCRM etc.)
- Systems Sync Rules: Field rules and overwrite logic as it relates to the system(s).
- Standard Values: Global Pickist options, or default values, multi-select picklist options etc.
Because nothing ruins your Friday like finding out a field didn’t sync again and no one knows why, and leads are not routing to sales.
A Clean List of UTM Definitions
Every campaign uses UTMs. Few track them well. Keep a shared doc with:
- Standard UTM parameters and definitions
- What each value should look like (no more “utm_medium=email blast 3 final”)
- Where do they populate (hidden fields? manual tagging? API injection?)
This one’s also your best friend when attribution conversations get heated.
A Lead Lifecycle Flowchart
Don’t make people guess. Keep a visual map of your current funnel stages:
- What triggers each transition
- Where scoring, routing, and alerts fit in
- What sales sees vs. what marketing sees
It’s way easier to justify scoring thresholds and SLAs when you can point to a diagram—visual learning at its best.
A ‘Break Glass in Case of Panic’ Report Folder
Inside your reporting tool of choice (we recommend Salesforce dashboards), have a saved folder with:
- MQLs by week/month/quarter
- Program performance by channel
- Campaign influenced by opportunity
- Net new names by lead source
- Accounts by Owner
Because when leadership needs a number fast, you’ll look like a magician — not someone frantically VLOOKUP-ing in Google Sheets.
Final Thoughts: Ops Preparedness is a Power Move
You don’t need to solve everything in real-time. You just need to be ready.
Think of this emergency kit as your version of keeping a granola bar and phone charger in your bag — it’s not glamorous, but it saves you from hangry chaos when it counts.
And in marketing ops, being calm under fire is 75% of the job.
