---
schema_version: "1"
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title: Key Personas and Responsibilities in Marketing Planning and Operations
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mktg_pln_oper_learn_roles.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_learn_roles.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: d4d0d1176287fcb7d094c23d36947237ddceb6548331eb236eb517146f9c8159
description: Several user personas administer and work with Marketing Planning and Operations, each with distinct responsibilities. These personas span administration, planning and execution, and compliance review.
products:
  - Marketing
release: "264"
---
# Key Personas and Responsibilities in Marketing Planning and Operations

Several user personas administer and work with Marketing Planning and Operations, each with distinct responsibilities. These personas span administration, planning and execution, and compliance review.

### 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>

## Administration

These personas set up and maintain Marketing Planning and Operations and its compliance controls.

 
| Persona | Responsibilities |
| --- | --- |
| Admin | Set up and administer Marketing Planning and Operations and the related Salesforce products that it works with, such as Data 360 and Marketing Intelligence. For example, Marketing Intelligence is the recommended source for the metrics behind campaign goals. |
| Compliance admin | Manage the marketing team's compliance controls and add rules for the mandatory compliance controls. |

## Planning and Execution

These personas plan marketing work and carry it out, from strategy through execution.

  
| Persona | Example Roles | Responsibilities |
| --- | --- | --- |
| Marketing leaders | CEO, chief marketing officer (CMO), VP, director | Set marketing strategy and direction, and own the high-level programs and goals that campaigns and tactics align to. |
| Marketing operations specialist | Campaign manager, marketing manager | Drive day-to-day delivery, run programs and campaigns, manage tactics, and move the work through compliance reviews and approvals. |

## Compliance Review

These personas keep marketing work compliant before it goes live.

  
| Persona | Example Roles | Responsibilities |
| --- | --- | --- |
| Compliance reviewers | Reviewers across brand, legal, and regulatory areas | Run compliance reviews and checks. Evaluate campaigns, programs, and tactics against brand, legal, and regulatory standards. |

#### See Also

- [_Salesforce Help:_ How Compliance Reviews Work](https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_components_governance_mandatory_rules.htm&release=264.0.0&type=5 "A compliance review applies to marketing work in one of two ways. Someone requests a review for a specific piece of work, or a company requires a control across a whole category of work. Either way, the owner sends the review requests, and each review goes to a reviewer, who checks the work and notes whether it passes. Each record then rolls up its reviews into one overall compliance status.")
- [_Salesforce Help:_ Evaluate Compliance Reviews](https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_manage_reviews.htm&release=264.0.0&type=5 "Compliance reviewers check a program, campaign, or tactic against their assigned controls, then mark each review compliant or not compliant.")
- [_Salesforce Help:_ Track Your Approvals](https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_manage_approvals.htm&release=264.0.0&type=5 "When you submit a program, campaign, or tactic for approval, it goes to an approver to review before it goes live. You can follow where each request stands from submission to decision, and act on the requests that others send you to approve.")