Plan and Operate Marketing Campaigns in Marketing Planning and Operations

A campaign is where your team turns plans into live work and real spend. Marketing Planning and Operations connects a campaign to a program and to your company's targets. You plan the work, move it through reviews and approvals, and track progress in one place. Campaign managers use Marketing Planning & Operations to keep campaigns aligned with their goals, on budget, and on brand.

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On a campaign, the Planning & Operations area brings the campaign's work into your planning hierarchy. A campaign then follows the same goals, governance, and approvals as your marketing programs and tactics. You run its day-to-day work from one place. Linking a campaign to a program rolls it up to your company's targets.

Important The campaign quick actions, such as Associate with Program, Add Goal, and Submit for Approval or Recall, appear in the campaign's highlights panel. They appear only when you open the campaign in the Marketing Planning & Operations app.

The Planning and Operations area on a campaign, with tabs for Goals, Calendar, Tactics, Tasks, Approvals, and Governance.

Associate a Campaign with a Marketing Program in Marketing Planning and Operations
Campaign managers associate a campaign with one marketing program to roll it up into the planning hierarchy. Its work then aligns with the program's goals and the broader company targets.
Add Goals to a Campaign in Marketing Planning and Operations
Campaign managers add goals to a campaign to set the targets it drives, such as leads, registrations, or revenue. Campaign goals can track their actuals manually. They're the only goals that also calculate them automatically from a metric.
Tactics on a Campaign in Marketing Planning and Operations
Campaign managers add tactics, such as an email or a paid ad, to a campaign to organize the content and channels that deliver its message.
Tasks on a Campaign in Marketing Planning and Operations
Campaign managers add tasks to a campaign to assign the work across the team and track everyone's progress in one place.
Submit or Recall a Campaign for Approval in Marketing Planning and Operations
Campaign managers submit a campaign for approval to route it to an approver for sign-off before work goes ahead. They can recall a submission while it's still pending.
Run Compliance Reviews on a Campaign in Marketing Planning and Operations
Campaign managers run compliance reviews on a campaign to check it against brand, legal, and regulatory controls.