Marketing Planning and Operations helps marketing teams plan, govern, and track their work from strategy through execution in one connected system. Leadership sets cascading objectives, targets, and goals. Teams route programs, campaigns, and tactics through governance and approval checks before they go live. As work progresses, marketing leaders and teams track spend and outcomes to guide what marketing does next.
Follow this learning path to get up and running with Marketing Planning and Operations.
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Learn the essentials |
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Turn on and grant access |
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Build your planning foundation |
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Plan and run your work |
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Govern, collaborate, and track |
- 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. - Learn About Marketing Planning and Operations
Before you get started with Marketing Planning and Operations, it helps to know where it's available, who administers and uses it, and how its data model works. - Planning Hierarchies in Marketing Planning and Operations
A planning hierarchy links marketing work to the strategy that it supports, so teams stay aligned and results roll up to the objectives they drive. Set up hierarchies that match how your company plans and runs marketing. - Marketing Goals in Marketing Planning and Operations
Goals set measurable targets for marketing work and track real results against them as the work runs. They connect executive objectives to the programs and campaigns that deliver them. Goals roll up through the planning hierarchy, and their actuals stay current as the work runs. - Marketing Governance in Marketing Planning and Operations
Governance keeps marketing work aligned with brand, regulatory, and policy standards before it moves forward. It runs compliance reviews against campaigns, programs, and tactics and tracks whether each one passes review. Compliance controls define these standards, and reviews apply them, from controls requested for specific work to controls required across a company. - Marketing Programs in Marketing Planning and Operations
Marketing leaders create marketing programs to organize marketing work in the planning hierarchy and align it with company objectives. Leaders and managers then build each program's goals, tactics, and tasks, and move the program through compliance reviews, approvals, and the calendar. - Plan with Agentforce in Marketing Planning and Operations
Use a generative AI assistant to build your marketing plan in conversation. The agent creates programs and goals, builds multilevel hierarchies, and looks up your planning hierarchy setup so you select the right group and level. - 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. - Marketing Tactics in Marketing Planning and Operations
Build and manage the marketing tactics that deliver your campaigns and programs. Create tactics, link their content, add tasks, submit them for approval, and reuse proven tactics as templates. - Stay on Top of Your Marketing Work in Marketing Planning and Operations
Marketing leaders, managers, and reviewers keep marketing work moving. They track timings on the calendar, collaborate with the team in Slack, complete governance reviews, and track their approvals.