Governance is the compliance layer for marketing work. It checks whether the work meets the required standards and tracks every review the work goes through to clear them.
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Governance Basics
Governance answers one question about marketing work: does it meet the required standards? It checks work against brand, regulatory, and policy standards before that work moves forward.
Governance is available on three types of marketing work:
- Marketing programs, which plan and organize the work
- Marketing tactics, which carry out individual pieces of execution, such as an email or an ad
- Campaigns, which run the marketing initiatives
Compliance Controls
A compliance control is a defined check that a reviewer evaluates a record against, such as brand compliance, regulatory messaging review, or data usage policy. Each control belongs to a functional type that your company defines, such as brand or regulatory.
A reviewer evaluates the record against the control and then records whether it passes along with the reason for the decision.
Governance applies wherever marketing work is held to a standard before it moves forward:
- The Q3 Product Launch EMEA program's promotional campaign passes a brand compliance review and a regulatory messaging review before it goes live.
- The Q3 Product Launch EMEA program passes a data usage policy review before its audience segmentation work begins.
- An email tactic in the program passes a privacy and consent review before it sends.
In each case, governance runs the reviews that apply and tracks whether the work passes.