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title: About Marketing Planning and Operations
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locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mktg_pln_oper_about.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_about.htm&release=264.0.0&type=5
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content_type: documentation
content_hash: 3a0a87e5fae9de43985d9f9068b6428802f22ed915d6a1ba5e74c30c69ddf654
description: Marketing Planning and Operations connects strategy, planning, governance, and results in one place. Leaders and marketers always know whether marketing work aligns with company objectives and is on track to achieve them.
products:
  - Marketing
release: "264"
---
# About Marketing Planning and Operations

Marketing Planning and Operations connects strategy, planning, governance, and results in one place. Leaders and marketers always know whether marketing work aligns with company objectives and is on track to achieve them.

Marketing leaders, marketing operations teams, compliance reviewers, and admins all work in one system on Salesforce, each with the view and tools their role needs.

## Why Marketing Planning and Operations

Without a connected system, teams spread marketing work across disconnected tools. This comparison shows what changes with Marketing Planning and Operations.

 
| Today | With Marketing Planning and Operations |
| --- | --- |
| ![Cross](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/resources-global/_corporate/images/crossmark.png)Objectives, programs, and campaigns live in disconnected tools | ![Checkmark](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/resources-global/_corporate/images/checkmark.png)One unbroken line from company objectives down to every campaign |
| ![Cross](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/resources-global/_corporate/images/crossmark.png)Brand, legal, and regulatory review happens after work is underway | ![Checkmark](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/resources-global/_corporate/images/checkmark.png)Governance and approval checks built into every step |
| ![Cross](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/resources-global/_corporate/images/crossmark.png)Plans, budgets, and tasks sit in scattered spreadsheets, decks, and disconnected tools | ![Checkmark](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/resources-global/_corporate/images/checkmark.png)One place to see what's happening and what's next |
| ![Cross](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/resources-global/_corporate/images/crossmark.png)Locked into a single way of working, cut off from the rest of your marketing stack | ![Checkmark](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/resources-global/_corporate/images/checkmark.png)AI-driven planning support, built-in and extendable into any workflow or system you already use |

## End-To-End Lifecycle from Planning to Results

Marketing Planning and Operations supports your marketing work across four connected stages, from planning through results.

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small "><colgroup><col style="width:50%"> <col style="width:50%"></colgroup><tbody><tr class=""><td class="slds-cell-wrap" style="vertical-align:top;"><span style="vertical-align:text-bottom;display:inline-block;"><img style="margin-bottom:0;" src="https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/mktg_all/images/mktg_pln_oper_plan.png" alt="Plan"></span> Plan</td><td class="slds-cell-wrap" style="vertical-align:top;">Leadership sets business objectives and cascades them into programs and plans, with targets and budgets at every level.</td></tr><tr class=""><td class="slds-cell-wrap" style="vertical-align:top;"><span style="vertical-align:text-bottom;display:inline-block;"><img style="margin-bottom:0;" src="https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/mktg_all/images/mktg_pln_oper_build.png" alt="Build"></span> Build</td><td class="slds-cell-wrap" style="vertical-align:top;">Marketing teams build campaigns, tactics, and the content behind them, connected to the programs and goals they support.</td></tr><tr class=""><td class="slds-cell-wrap" style="vertical-align:top;"><span style="vertical-align:text-bottom;display:inline-block;"><img style="margin-bottom:0;" src="https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/mktg_all/images/mktg_pln_oper_govern.png" alt="Compliance"></span> Govern and Approve</td><td class="slds-cell-wrap" style="vertical-align:top;">Marketing work moves through the right governance and approval checks before it goes live.</td></tr><tr class=""><td class="slds-cell-wrap" style="vertical-align:top;"><span style="vertical-align:text-bottom;display:inline-block;"><img style="margin-bottom:0;" src="https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/mktg_all/images/mktg_pln_oper_track.png" alt="Analyze"></span> Track and Optimize</td><td class="slds-cell-wrap" style="vertical-align:top;">Marketing leaders and teams track spend, progress, and outcomes, adjust course where needed, and channel those results back into the next round of planning.</td></tr></tbody></table>

**How Marketing Planning and Operations Works**

![Infographic showing the planning and operations lifecycle](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/mktg_all/images/mktg_pln_oper_about_how.png)

## How Marketing Planning and Operations Connects to Your Campaigns

Marketing Planning and Operations ties each campaign to the rest of your marketing work, so execution stays aligned with company objectives.

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small "><colgroup><col style="width:50%"> <col style="width:50%"></colgroup><tbody><tr class=""><td class="slds-cell-wrap" style="vertical-align:top;">Program and Goals</td><td class="slds-cell-wrap" style="vertical-align:top;">Connects the campaign to the program and targets that it's meant to support, so results roll up to company objectives.</td></tr><tr class=""><td class="slds-cell-wrap" style="vertical-align:top;">Tactics</td><td class="slds-cell-wrap" style="vertical-align:top;">Connects the campaign to one or more tactics that carry the content behind it, so execution follows a deliberate, content-backed plan instead of a standalone effort.</td></tr><tr class=""><td class="slds-cell-wrap" style="vertical-align:top;">Governance</td><td class="slds-cell-wrap" style="vertical-align:top;">Applies brand, legal, and regulatory checks to the campaign before and while it runs.</td></tr><tr class=""><td class="slds-cell-wrap" style="vertical-align:top;">Approvals</td><td class="slds-cell-wrap" style="vertical-align:top;">Routes the campaign through the right reviewers at the right stage, before it goes live.</td></tr><tr class=""><td class="slds-cell-wrap" style="vertical-align:top;">Tasks</td><td class="slds-cell-wrap" style="vertical-align:top;">Assigns and tracks the work that each person completes so the campaign succeeds.</td></tr></tbody></table>

#### See Also

- [_Salesforce Help:_ Set Up Marketing Planning and Operations](https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_setup.htm&release=264.0.0&type=5 "Before your marketing team can plan and run their work, set up Marketing Planning and Operations. Complete these tasks to get the app up and running for your team.")