The MOps Matrix - The Capability Levels
Level 9: Integration
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MOps Matrix
What Is the Integration Level?
The Integration level is about connecting your marketing operations across systems, data, teams, and processes.
At this level, your organization eliminates silos, synchronizes workflows, and ensures that information and activities flow seamlessly between people and platforms.
Integration enables smarter, faster execution and unified reporting across all five operational dimensions.
Common Gaps and Pitfalls
⛔ Teams have different goals or KPIs, leading to misalignment and conflict
⛔ Workflows are disconnected, causing delays or duplicated effort
⛔ Systems are not integrated, resulting in manual work and data silos
⛔ Reporting is fragmented, making it hard to get a complete picture
⛔ Collaboration is limited to occasional meetings, not embedded in daily work
Why This Level Matters
Integration breaks down barriers between people, processes, and technology.
It enables faster execution, better decision-making, and a more agile organization.
When everything is connected, your team can respond quickly to new opportunities, measure impact accurately, and drive continuous improvement across the business.
What does "Good" Integration Look Like?
Alignment
Goals, KPIs, and priorities are unified across marketing, sales, and other key teams.
🏆 Shared objectives are documented and visible
🏆 KPIs are consistent across departments
🏆 Teams plan together for major initiatives
Execution
Workflows and processes are synchronized, with clear handoffs and minimal duplication.
🏆 Cross-team workflows are mapped and followed
🏆 Handoffs are smooth and well-documented
🏆 Redundant work is eliminated
Automation
Systems and tools are integrated, enabling automated data flows and coordinated actions.
🏆 Core platforms (CRM, email, analytics, etc.) are connected
🏆 Data moves automatically between systems
🏆 Automation triggers span multiple tools
Insights
Reporting is unified, providing a single source of truth for performance and decision-making.
🏆 Dashboards pull data from all relevant systems
🏆 Reports are accessible to all stakeholders
🏆 Insights are based on integrated data
Collaboration
Teams work together on shared platforms, with joint ownership of processes and outcomes.
🏆 Collaboration tools are used across departments
🏆 Joint meetings and reviews are routine
🏆 Successes and learnings are shared widely
Self-Assessment Checklist
For each dimension, check off the statements that are true for your team:
Alignment:
✅ Our goals and KPIs are consistent and shared across marketing, sales, and other teams
✅ We plan major campaigns and initiatives together with other departments
✅ There is a single, documented set of priorities for all teams involved
Execution:
✅ Cross-team workflows are mapped, documented, and followed
✅ Handoffs between teams are smooth and rarely cause delays
✅ Redundant or duplicate work has been identified and eliminated
Automation:
✅ Our core marketing systems are integrated, with automated data flows
✅ Automation triggers can span multiple platforms or tools
✅ Manual data entry between systems is rare or nonexistent
Insights:
✅ Dashboards and reports combine data from all relevant sources
✅ All stakeholders can access unified performance reports
✅ Insights are based on integrated, up-to-date data
Collaboration:
✅ We use shared collaboration tools across teams and departments
✅ Joint meetings and project reviews are a regular part of our workflow
✅ Successes, challenges, and learnings are shared openly across teams
Ready For the Next Level?
If you have completed the previous levels and can confidently check off all items above,
you’re ready to move on to Level 10: Strategy & Optimization.
Go to Level 10: Strategy & Optimization
If not, focus on strengthening integration across all five dimensions before progressing further in the MOps Matrix.
What to Do If You're Not There Yet?
👉 Map out all key workflows and identify where handoffs or duplication occur
👉 Align goals and KPIs across all relevant teams and document them in a shared location
👉 Audit your technology stack and prioritize integrations between core systems
👉 Build unified dashboards and reports that pull data from all sources
👉 Foster a culture of joint ownership and regular cross-team collaboration
Questions?
Unsure of how to proceed?
Book a call with me and let’s chat about how you can get your team to the next level.
