---
schema_version: "1"
id: dafbbc6e36accb95851d506323bf8549cd267d049f826f43b9190088299ffa7e
title: What the Marketing Planning and Operations Agent Does
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mktg_pln_oper_agent_about.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_agent_about.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: 4601ab92d88f06326c52fd6ff23ef530155497e0149de69fbd4215e4bec2a192
description: The Marketing Planning and Operations agent is a generative AI assistant that creates marketing programs and goals in conversation. Describe the plan that you want, and the agent builds it.
products:
  - Marketing
release: "264"
---
# What the Marketing Planning and Operations Agent Does

The Marketing Planning and Operations agent is a generative AI assistant that creates marketing programs and goals in conversation. Describe the plan that you want, and the agent builds it.

### Required Editions

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small edition"><colgroup><col style="width:100%"></colgroup><tbody><tr class=""><td class="slds-cell-wrap" style="vertical-align:top;"><a href="https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_setup_editions.htm&amp;release=264.0.0&amp;type=5" title="Marketing Planning and Operations requires specific Salesforce editions and licenses. Learn about the editions, licenses, and add-ons that provide access, including the add-on for planning agents.">View supported editions</a></td></tr></tbody></table>

Instead of building your plan field by field, describe what you want in plain language. The agent asks any follow-up questions that it needs, shows you a preview, and creates the programs and goals only after you confirm. It nests each record in the hierarchy as it goes. Your admin sets up the agent from the Marketing Planning and Operations agent template.

## What the Template Includes

The Marketing Planning and Operations agent template includes standard subagents and the actions that they use. A subagent handles one type of job. An action is the operation that a subagent performs, such as creating a record or looking up record details. You can customize the subagents and actions to fit how your company plans marketing work.

 
| Subagent | What It Does |
| --- | --- |
| [Program Hierarchy](https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_agent_subagent_program_hierarchy.htm&release=264.0.0&type=5 "The Program Hierarchy subagent creates marketing programs and places them in the planning hierarchy. It creates a program at the hierarchy group and level you name, and links new goals to the program as it creates them.") | Creates marketing programs and places them in the planning hierarchy. |
| [Goal Hierarchy](https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_agent_subagent_goal_hierarchy.htm&release=264.0.0&type=5 "The Goal Hierarchy subagent creates marketing goals and builds multilevel hierarchies of goals under a marketing program. It links each goal to its parent program or goal as it creates them.") | Creates marketing goals and builds multilevel hierarchies of goals under a program. |
| [Hierarchy Definitions](https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_agent_subagent_hierarchy_definitions.htm&release=264.0.0&type=5 "The Hierarchy Definitions subagent looks up your planning hierarchy setup and the fields that you can set on a program or goal. Use it to select the right group, level, and field values before you create a work.") | Looks up your planning hierarchy setup and the fields that you can set on a program or goal. Use it to select the right group, level, and field values before you create a work. |

The template also includes the standard subagents that most agents use, such as the ones that handle off-topic, ambiguous, or general questions.

## What You Can Ask the Agent

Ask the agent to plan in plain language. These examples show what you can say and how the agent responds.

<table class="slds-table slds-table_bordered slds-max-medium-table_stacked slds-m-bottom_small ">
        <colgroup>
          <col style="width:25.490196078431378%">
          <col style="width:25.490196078431378%">
          <col style="width:29.411764705882355%">
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        </colgroup>
        <thead class="slds-text-title_caps ">
          <tr class="">
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d17801e169">Instructions</th>
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d17801e172">Example Utterance or User Input</th>
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d17801e175">Agent Response</th>
            <th scope="col" class="slds-cell-wrap" style="vertical-align:top;" id="d17801e178">Standard Action Engaged</th>
          </tr>
        </thead>
        <tbody>
          <tr class="">
            <td data-label="Instructions" class="slds-cell-wrap" style="vertical-align:top;" headers="d17801e169 ">Ask the agent to create a marketing program so that it adds the program to your
              planning hierarchy.</td>

            <td data-label="Example Utterance or User Input" class="slds-cell-wrap" style="vertical-align:top;" headers="d17801e172 ">
              <ul>
                <li>Create a Q3 demand generation program for enterprise SaaS buyers.</li>

                <li>Add a customer retention program under the EMEA objective.</li>

                <li>Set up a partner marketing program in the APAC hierarchy.</li>

              </ul>
            </td>

            <td data-label="Agent Response" class="slds-cell-wrap" style="vertical-align:top;" headers="d17801e175 ">The agent creates the marketing program at the hierarchy group and level you
              name, and confirms the new program.</td>

            <td data-label="Standard Action Engaged" class="slds-cell-wrap" style="vertical-align:top;" headers="d17801e178 ">Manage Marketing Planning Records</td>

          </tr>
          <tr class="">
            <td data-label="Instructions" class="slds-cell-wrap" style="vertical-align:top;" headers="d17801e169 ">Ask the agent to create a program or goal under an existing record so that it
              links the new work to that record by name.</td>

            <td data-label="Example Utterance or User Input" class="slds-cell-wrap" style="vertical-align:top;" headers="d17801e172 ">
              <ul>
                <li>Add a pipeline goal that measures the existing Global Brand program.</li>

                <li>Create a $5 million revenue goal on the program named Summer Launch.</li>

                <li>Create a program called North America Field under the existing Global Brand
                  program.</li>

              </ul>
            </td>

            <td data-label="Agent Response" class="slds-cell-wrap" style="vertical-align:top;" headers="d17801e175 ">The agent finds the existing program by name, links the new record to it, and
              confirms.</td>

            <td data-label="Standard Action Engaged" class="slds-cell-wrap" style="vertical-align:top;" headers="d17801e178 ">
              <p>Query Records</p>
              <p style="margin-bottom:0;">Manage Marketing Planning Records</p>
            </td>

          </tr>
          <tr class="">
            <td data-label="Instructions" class="slds-cell-wrap" style="vertical-align:top;" headers="d17801e169 ">Ask the agent to create goals and nest them so that it builds a multilevel
              hierarchy of programs and goals in one request.</td>

            <td data-label="Example Utterance or User Input" class="slds-cell-wrap" style="vertical-align:top;" headers="d17801e172 ">
              <ul>
                <li>Add a $2.5 million pipeline goal to the Q3 demand generation program.</li>

                <li>Under that pipeline goal, add marketing qualified lead and content engagement
                  goals.</li>

                <li>Create a program with a revenue goal and two channel goals under it.</li>

                <li>Create a Strategy-level Global Brand program with a pipeline goal, and a
                  Directive-level child program North America Field with its own goal.</li>

              </ul>
            </td>

            <td data-label="Agent Response" class="slds-cell-wrap" style="vertical-align:top;" headers="d17801e175 ">The agent creates each goal, links it to its parent program or goal, and
              confirms the hierarchy it built.</td>

            <td data-label="Standard Action Engaged" class="slds-cell-wrap" style="vertical-align:top;" headers="d17801e178 ">Manage Marketing Planning Records</td>

          </tr>
          <tr class="">
            <td data-label="Instructions" class="slds-cell-wrap" style="vertical-align:top;" headers="d17801e169 ">Ask the agent about your planning hierarchy setup so that you can select the
              right group and level before you create work.</td>

            <td data-label="Example Utterance or User Input" class="slds-cell-wrap" style="vertical-align:top;" headers="d17801e172 ">
              <ul>
                <li>What hierarchy groups can I use?</li>

                <li>What levels are in the EMEA hierarchy?</li>

                <li>Where should a regional plan sit in this hierarchy?</li>

                <li>What fields can I set in a marketing program?</li>

              </ul>
            </td>

            <td data-label="Agent Response" class="slds-cell-wrap" style="vertical-align:top;" headers="d17801e175 ">The agent looks up the available hierarchy groups, levels, and fields, and tells
              you which ones you can use.</td>

            <td data-label="Standard Action Engaged" class="slds-cell-wrap" style="vertical-align:top;" headers="d17801e178 ">Get Marketing Object Metadata and Planning Hierarchy</td>

          </tr>
        </tbody>
      </table>

## What the Agent Doesn't Do

The agent creates records only, and only the records that you have permission to create. Keep these boundaries in mind as you work with the agent:

- It doesn't edit, delete, or re-parent records that already exist.
- It doesn't link goals to campaigns.
- It creates up to 20 records in a hierarchy from a single request.
- It creates records only at the levels where you're an allowed creator, which can be narrower than your assigned permissions.

The agent can link a new record to an existing program or goal as it creates the record. It just can't change the links on a record that already exists.

When you ask for something outside its scope, such as updating or searching for records, the agent tells you what it can create instead.

#### See Also

- [_Salesforce Help:_ Set Up the Marketing Planning and Operations Agent](https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_setup_agent.htm&release=264.0.0&type=5 "Create an Agentforce agent from the Marketing Planning and Operations agent template. The agent creates marketing programs and goals, and builds multilevel hierarchies of programs and goals. It also looks up your planning hierarchy setup to help your team select the right group and level for programs.")