15 Marketing Operations Terminologies (with Formulas) Every New MOPS Professional Should Know

Marketing Operations (often called MOPS) is the engine that powers modern marketing teams. While marketers focus on creativity, campaigns, and messaging, MOPS ensures everything behind the scenes—data, systems, processes, and reporting—runs smoothly.

If you’re new to Marketing Ops, understanding the core metrics and formulas is the best way to build confidence. Here are 15 terms every MOPS professional should know.

1. Marketing Qualified Lead (MQL)

A lead that meets marketing’s criteria for handoff to sales.

Formula (MQL Rate):

MQL Rate=MQLsTotal Leads×100MQL\ Rate = \frac{\text{MQLs}}{\text{Total Leads}} \times 100MQL Rate=Total LeadsMQLs​×100

2. Sales Qualified Lead (SQL)

A lead that sales deems worth pursuing.

Formula (SQL Conversion Rate):

SQL Rate=SQLsMQLs×100SQL\ Rate = \frac{\text{SQLs}}{\text{MQLs}} \times 100SQL Rate=MQLsSQLs​×100

3. Lead-to-Customer Conversion Rate

Measures how many raw leads ultimately become customers.

Formula:

Lead→Customer Conversion=CustomersTotal Leads×100Lead\to Customer\ Conversion = \frac{\text{Customers}}{\text{Total Leads}} \times 100Lead→Customer Conversion=Total LeadsCustomers​×100

4. Cost Per Lead (CPL)

How much it costs to generate one lead.

Formula:

CPL=Total Marketing SpendNumber of LeadsCPL = \frac{\text{Total Marketing Spend}}{\text{Number of Leads}}CPL=Number of LeadsTotal Marketing Spend​

5. Cost Per Acquisition (CPA)

How much it costs to acquire a new customer through marketing.

Formula:

CPA=Total Marketing SpendNumber of New Customers AcquiredCPA = \frac{\text{Total Marketing Spend}}{\text{Number of New Customers Acquired}}CPA=Number of New Customers AcquiredTotal Marketing Spend​

6. Customer Acquisition Cost (CAC)

A broader view than CPA, usually includes both marketing and sales spend.

Formula:

CAC=Sales + Marketing CostsNew CustomersCAC = \frac{\text{Sales + Marketing Costs}}{\text{New Customers}}CAC=New CustomersSales + Marketing Costs​

7. Marketing Sourced Pipeline

The total pipeline value created by marketing-generated leads.

Formula:

Marketing Sourced %=Pipeline from Marketing LeadsTotal Pipeline×100Marketing\ Sourced\ \% = \frac{\text{Pipeline from Marketing Leads}}{\text{Total Pipeline}} \times 100Marketing Sourced %=Total PipelinePipeline from Marketing Leads​×100

8. Marketing Influenced Pipeline

Pipeline that marketing has touched, even if not directly sourced.

Formula:

Marketing Influenced %=Pipeline Influenced by MarketingTotal Pipeline×100Marketing\ Influenced\ \% = \frac{\text{Pipeline Influenced by Marketing}}{\text{Total Pipeline}} \times 100Marketing Influenced %=Total PipelinePipeline Influenced by Marketing​×100

9. ROI (Return on Investment)

Measures the return on marketing spend.

Formula:

ROI=Revenue Attributed to Marketing – SpendSpend×100ROI = \frac{\text{Revenue Attributed to Marketing – Spend}}{\text{Spend}} \times 100ROI=SpendRevenue Attributed to Marketing – Spend​×100

10. Attribution Models

Frameworks for crediting marketing touchpoints. Common ones: First Touch, Last Touch, Multi-Touch.

Example:

• First Touch: 100% credit to first marketing interaction.

• Last Touch: 100% credit to last marketing interaction.

• Multi-Touch: Split credit across all interactions.

11. Funnel Conversion Rate

Tracks conversion at each stage of the funnel (Lead → MQL → SQL → Opp → Customer).

Formula:

Conversion%=Next StageCurrent Stage×100Conversion\% = \frac{\text{Next Stage}}{\text{Current Stage}} \times 100Conversion%=Current StageNext Stage​×100

12. Email Open Rate

The % of recipients who opened a marketing email.

Formula:

Open Rate=Emails OpenedEmails Delivered×100Open\ Rate = \frac{\text{Emails Opened}}{\text{Emails Delivered}} \times 100Open Rate=Emails DeliveredEmails Opened​×100

13. Click-Through Rate (CTR)

The % of email or ad recipients who clicked on a link.

Formula:

CTR=ClicksImpressions or Emails Delivered×100CTR = \frac{\text{Clicks}}{\text{Impressions or Emails Delivered}} \times 100CTR=Impressions or Emails DeliveredClicks​×100

14. Marketing Contribution to Revenue

How much of closed revenue can be attributed to marketing.

Formula:

Marketing Revenue %=Revenue from Marketing-Sourced DealsTotal Revenue×100Marketing\ Revenue\ \% = \frac{\text{Revenue from Marketing-Sourced Deals}}{\text{Total Revenue}} \times 100Marketing Revenue %=Total RevenueRevenue from Marketing-Sourced Deals​×100

15. Lead Velocity Rate (LVR)

How fast qualified leads are growing month over month.

Formula:

LVR=(MQLs This Month – MQLs Last Month)MQLs Last Month×100LVR = \frac{\text{(MQLs This Month – MQLs Last Month)}}{\text{MQLs Last Month}} \times 100LVR=MQLs Last Month(MQLs This Month – MQLs Last Month)​×100

Final Thought

Marketing Ops is the bridge between creativity and performance. By understanding these terms and formulas, you’ll not only keep campaigns on track but also show leadership how marketing translates into pipeline and revenue.

For new MOPS professionals, mastering these 15 concepts is the first step toward becoming the person everyone trusts when they ask: “Is our marketing actually working?”

If you want to learn how to apply these metrics in real-world campaigns and level up your Marketing Ops career, join the Reklik community — where SaaS professionals learn, share, and grow together.