What is Marketing Operations Software?
Marketing operations software is a suite of digital tools designed to help marketing teams efficiently plan, execute, manage, and measure their campaigns and processes.
By integrating people, processes, and technology, these platforms enable organisations to operate at scale, improve collaboration, and drive better marketing outcomes.
Industry Size and Growth
The marketing operations software industry is rapidly expanding, driven by the increasing need for automation, data-driven decision-making, and personalised customer experiences.
The broader marketing automation software market, which overlaps significantly with marketing operations solutions, is projected to grow from $8.23 billion in 2025 to $14.73 billion by 2029, reflecting a compound annual growth rate (CAGR) of 15.7%.
This growth is fueled by trends such as the rise of influencer marketing, the need for integrated customer experiences, and advancements in marketing technology.
Major Players
Some of the leading marketing operations software providers include:
- HubSpot
- Salesforce
- monday.com
- Adobe Workfront
- Wrike
- Scoro
- Workamajig
- ActiveCampaign
These platforms are recognised for their robust feature sets, scalability, and ability to integrate with other marketing and sales tools.
Major Use Cases
Marketing operations software is used for a range of functions, including:
Campaign Management: Planning, executing, and tracking multi-channel campaigns.
- Data Management: Collecting, storing, and analyzing marketing data for better insights.
- Content Development: Streamlining the creation, approval, and distribution of marketing materials.
- Lead Generation and Nurturing: Automating the process of attracting and qualifying leads.
- Reporting and Analytics: Measuring campaign performance and marketing ROI.
- Workflow Automation: Reducing manual tasks through automated processes.
- Brand and Compliance Management: Ensuring all marketing activities are on-brand and compliant with regulations.
Price Range
Pricing for marketing operations software varies widely based on features, team size, and deployment scale:
- Free plans: $0, offering basic analytics and limited integrations.
- Entry-level/personal plans: $5–$25 per user/month, including basic automation and task management.
- Business plans: $30–$75 per user/month, with advanced reporting and collaboration tools.
- Enterprise plans: $100–$300+ per user/month, featuring custom integrations, comprehensive analytics, and dedicated support.
Some vendors also offer tiered pricing based on the number of contacts, users, or features required, with small business solutions starting around $90/month and corporate solutions ranging up to $714/month for larger teams and advanced capabilities.
In summary, marketing operations software is a critical enabler for modern marketing teams, supporting everything from campaign execution to analytics, and is backed by a robust, fast-growing industry with solutions for organisations of all sizes and needs.
7 Best Marketing Operations Software Reviews
1. CRM Creatio
Best for AI-Driven Automation
Starting Price: From $25/user/month
CRM Creatio is a leading marketing operations platform recognised for its powerful AI-driven automation features.
Designed to streamline complex marketing workflows, it enables teams to plan, execute, and analyse campaigns with minimal manual intervention. Its intuitive interface and customizable dashboards make it accessible for both small and large teams.
With advanced analytics, real-time reporting, and seamless integrations, CRM Creatio empowers marketers to boost productivity and make data-driven decisions efficiently.
Why I Picked CRM Creatio:
CRM Creatio stands out for its robust automation capabilities powered by artificial intelligence.
It not only automates repetitive marketing tasks but also provides predictive analytics to optimise campaign performance.
The platform’s flexibility allows for deep customisation, supporting unique business processes and industry-specific needs.
Its scalability means it can grow with your organisation, from small marketing teams to large enterprises.
The onboarding process is smooth, with comprehensive training resources and responsive customer support, ensuring a quick learning curve and high adoption rates.
Standout Features & Integrations:
Features: AI-driven automation, customizable dashboards, advanced analytics, real-time data integration, campaign management, lead management, budget tracking
Integrations: Salesforce, HubSpot, Microsoft Dynamics, Google Workspace, Zapier
Pros:
- Powerful automation and AI features
- Highly customizable workflows
- Scalable for teams of any size
- Intuitive, user-friendly interface
- Comprehensive training and support
Cons:
- Higher learning curve for advanced features
- Premium pricing for enterprise plans
- Customisation may require technical expertise
- Occasional delays in feature updates
- Integration setup can be complex for some tools.1
2. Salesforce CRM
Best for Data Unification
Starting Price: From $25/user/month
Salesforce CRM is a global leader in marketing operations, renowned for its ability to unify data across sales, marketing, and service teams.
Its robust integration capabilities allow organisations to centralise customer data, streamline workflows, and gain a 360-degree view of marketing performance.
Salesforce’s advanced analytics and automation tools help marketers optimise campaigns and drive higher ROI, making it a top choice for large enterprises and data-driven teams.
Why I Picked Salesforce CRM:
Salesforce CRM excels at integrating disparate data sources, providing a single source of truth for marketing teams.
Its powerful automation and reporting tools enable real-time performance tracking and campaign optimisation.
The platform is highly scalable, supporting complex marketing operations for global organisations.
Salesforce’s AppExchange marketplace offers a wide range of add-ons and integrations, further enhancing its flexibility.
The platform’s extensive documentation and active user community make onboarding and troubleshooting straightforward.
Standout Features & Integrations:
Features: Data unification, advanced analytics, multi-channel campaign management, workflow automation, customizable dashboards
Integrations: HubSpot, Marketo, Google Analytics, Mailchimp, Microsoft Dynamics, Slack
Pros:
Industry-leading data integration
Scalable for large enterprises
Extensive third-party app marketplace
Real-time analytics and reporting
Strong community and support resources
Cons:
Can be expensive for small businesses
Steeper learning curve for new users
Customisation may require technical expertise
Occasional performance issues with large data sets
Some advanced features are add-ons.
3. Wrike
Best for Workflow Automation
Starting Price: From $9.80/user/month
Wrike is a powerful marketing operations platform focused on workflow automation and team collaboration.
Its customizable dashboards, real-time updates, and automation features help marketing teams manage complex projects and campaigns efficiently.
Wrike supports everything from campaign planning to asset management, making it suitable for fast-paced marketing environments.
Why I Picked Wrike:
Wrike’s automation and customisation options set it apart, allowing teams to tailor workflows to their unique processes. The platform’s real-time collaboration tools keep everyone aligned, while its reporting features provide actionable insights. Wrike’s scalable pricing and flexible integrations make it a strong choice for both small teams and large enterprises.
Standout Features & Integrations:
Features: Workflow automation, customizable dashboards, real-time collaboration, asset management, reporting
Integrations: Google Workspace, Microsoft Teams, Slack, Salesforce, Dropbox
Pros:
Robust workflow automation
Customizable dashboards and reports
Real-time updates and collaboration
Scalable for any team size
Wide range of integrations
Cons:
It can be overwhelming for new users
Some features require premium plans
Occasional interface clutter
Learning curve for customisation
Limited offline functionality
4. Scoro
Best for All-in-One Project Management
Starting Price: From $26/user/month
Scoro is an all-in-one marketing operations platform designed to unify project management, budgeting, and reporting.
Its comprehensive suite of tools helps marketing teams plan, execute, and analyse campaigns while managing resources and finances.
Scoro’s intuitive interface and customizable features make it a favourite for organizations seeking a centralized solution for their marketing operations1.
Why I Picked Scoro:
Scoro’s integrated approach streamlines all aspects of marketing project management, from task allocation to financial tracking.
The platform’s reporting and analytics tools provide deep insights into campaign performance and resource utilization.
Scoro’s flexible pricing and robust support resources make it accessible for teams of all sizes.
Standout Features & Integrations:
Features: Project management, budgeting, reporting, time tracking, resource allocation
Integrations: Xero, QuickBooks, Zapier, Google Calendar, Slack
Pros:
Comprehensive all-in-one platform
Strong budgeting and reporting tools
Customizable for various workflows
Intuitive user interface
Good customer support
Cons:
Higher starting price
Some features require add-ons
Limited integrations compared to others
Occasional performance issues
Learning curve for advanced features.
5. Adobe Workfront
Best for Enterprise Project Management
Starting Price: From $30/user/month
Adobe Workfront is a robust marketing operations platform built for enterprise-level project management.
It offers advanced workflow automation, resource management, and reporting capabilities, making it ideal for large organisations with complex marketing needs.
Workfront’s deep integration with Adobe Creative Cloud enhances creative collaboration and asset management.
Why I Picked Adobe Workfront:
Adobe Workfront excels at managing large-scale projects and campaigns, providing detailed visibility into every stage of the marketing process. Its automation and resource management features help optimize team productivity and ensure projects stay on track. The platform’s integration with Adobe Creative Cloud is a significant advantage for creative teams.
Standout Features & Integrations:
Features: Advanced workflow automation, resource management, reporting, asset management
Integrations: Adobe Creative Cloud, Microsoft Teams, Slack, Salesforce, Jira
Pros:
Enterprise-grade project management
Deep integration with Adobe tools
Advanced automation features
Detailed reporting and analytics
Scalable for large teams
Cons:
Expensive for small businesses
Steep learning curve
Complex setup process
Some features require Adobe ecosystem
Occasional lag with large projects
6. ActiveCampaign
Best for Marketing Automation
Starting Price: From $29/user/month
ActiveCampaign is a marketing operations platform specializing in marketing automation, email marketing, and customer experience management.
Its automation tools help businesses nurture leads, segment audiences, and personalize campaigns at scale.
ActiveCampaign’s user-friendly interface and affordable pricing make it a popular choice for small to mid-sized businesses1.
Why I Picked ActiveCampaign (#9):
ActiveCampaign’s automation capabilities are its standout feature, enabling marketers to create sophisticated workflows without technical expertise. The platform’s segmentation and personalization tools help improve campaign effectiveness and ROI. ActiveCampaign’s extensive integrations and responsive support further enhance its value for growing businesses.
Standout Features & Integrations:
Features: Marketing automation, email marketing, audience segmentation, CRM, analytics
Integrations: Zapier, Shopify, WordPress, Salesforce, Slack
Pros:
Powerful automation tools
Affordable pricing
Easy to use and set up
Strong segmentation and personalisation
Responsive customer support
Cons:
Limited advanced reporting
Some features require higher-tier plans
Occasional deliverability issues
Basic CRM compared to dedicated solutions
Learning curve for advanced automation.
7. Deltek Workbook
Best for Financial Intelligence and Reporting
Starting Price: From $30/user/month
Deltek WorkBook is a marketing operations platform focused on project-based businesses that require advanced financial intelligence and reporting.
It combines project management, resource planning, and financial tracking in one solution, helping agencies and marketing teams optimize profitability and performance.
Why I Picked Deltek WorkBook
Deltek WorkBook’s unique selling point is its integration of financial management with marketing operations.
The platform provides detailed insights into project costs, resource allocation, and profitability, making it ideal for agencies and consultancies. Its customizable dashboards and robust reporting tools support data-driven decision-making.
Standout Features & Integrations:
Features: Financial intelligence, project management, resource planning, reporting, time tracking
Integrations: Xero, QuickBooks, Microsoft Teams, Google Workspace, Zapier
Pros:
Advanced financial and project management
Strong reporting and analytics
Customizable dashboards
Good resource planning tools
Scalable for growing agencies
Cons:
Higher starting price
Complex setup process
Learning curve for new users
Limited marketing automation features
Some integrations require additional setup.
All pricing and features as of 2025; always consult vendor websites for the most current details.
