---
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title: 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_overview.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_overview.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: 938669864f8fa32f668cdc439ec58b0913f936bb0948f8e0933508d153fd844a
description: 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.
products:
  - Marketing
release: "264"
---
# Marketing Planning and Operations

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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          <td class="slds-cell-wrap" style="text-align:left;vertical-align:top;"><span style="vertical-align:text-bottom;display:inline-block;"><img style="width:20px;margin-bottom:0;" src="https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/resources-global/_corporate/images/learning_minimap/help_minimap.png" alt="Image for learning resources"></span></td>

          <td class="slds-cell-wrap" style="text-align:left;vertical-align:top;">
            <p><strong>Learn the essentials</strong></p>
            <ul>
              <li><a href="https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_about.htm&amp;release=264.0.0&amp;type=5" title="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.">About Marketing Planning and
                  Operations</a></li>

              <li><a href="https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_learn_roles.htm&amp;release=264.0.0&amp;type=5" title="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.">Key personas and
                  responsibilities</a></li>

              <li><a href="https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_learn_developer.htm&amp;release=264.0.0&amp;type=5" title="Developers work with Marketing Planning and Operations data through standard objects, Tooling API objects, and Connect REST APIs. Use these developer resources to build integrations and automate marketing work.">Developer
                  resources</a></li>

            </ul>
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          <td class="slds-cell-wrap" style="text-align:left;vertical-align:top;"><span style="vertical-align:text-bottom;display:inline-block;"><img style="width:20px;margin-bottom:0;" src="https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/resources-global/_corporate/images/learning_minimap/dev_minimap.png" alt="Image for setup resources"></span></td>

          <td class="slds-cell-wrap" style="text-align:left;vertical-align:top;">
            <p><strong>Turn on and grant access</strong></p>
            <ul>
              <li><a href="https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_setup_go.htm&amp;release=264.0.0&amp;type=5" title="Salesforce Go in Setup brings everything you require to configure Marketing Planning and Operations onto a single page. Set up your marketing team from one place, so you can get started quickly. When you turn on Marketing Planning and Operations from Salesforce Go, you're automatically given access to administer it. You can also complete most of your remaining administration tasks to get your marketing team up and running.">Set up with Salesforce
                  Go</a></li>

              <li><a href="https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_setup_access.htm&amp;release=264.0.0&amp;type=5" title="Your team needs the right permissions to use Marketing Planning and Operations, along with the record access required to do their work.">Grant permissions and
                  access</a></li>

              <li><a href="https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_setup_agent.htm&amp;release=264.0.0&amp;type=5" title="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.">Set up Marketing
                  Planning and Operations agent</a></li>

            </ul>
          </td>

        </tr>
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          <td class="slds-cell-wrap" style="text-align:left;vertical-align:top;"><span style="vertical-align:text-bottom;display:inline-block;"><img style="width:20px;margin-bottom:0;" src="https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/resources-global/_corporate/images/learning_minimap/architect_minimap.png" alt="Image for building resources"></span></td>

          <td class="slds-cell-wrap" style="text-align:left;vertical-align:top;">
            <p><strong>Build your planning foundation</strong></p>
            <ul>
              <li><a href="https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_hierarchy_understand.htm&amp;release=264.0.0&amp;type=5" title="A marketing planning hierarchy is the cascading structure that connects company objectives to the marketing work that supports them. Each level represents a different scope of ownership and responsibility, from CEO-level objectives down to the plans that marketers work on.">How planning
                  hierarchies work</a></li>

              <li><a href="https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_components_goals_about.htm&amp;release=264.0.0&amp;type=5" title="Connected goals define success at every level of planned marketing work. They break executive objectives into targets at each level. Results then roll up through the hierarchy to show progress, reveal gaps and trends, and flag lagging targets. For example, a $500 million revenue objective breaks down into a $50 million marketing directive to expand into new European markets.">About
                  marketing goals</a></li>

              <li><a href="https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_components_governance_about.htm&amp;release=264.0.0&amp;type=5" title="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.">About
                  marketing governance</a></li>

            </ul>
          </td>

        </tr>
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          <td class="slds-cell-wrap" style="text-align:left;vertical-align:top;"><span style="vertical-align:text-bottom;display:inline-block;"><img style="width:20px;margin-bottom:0;" src="https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/resources-global/_corporate/images/learning_minimap/marketing-success_minimap.png" alt="Image for work plan resources"></span></td>

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            <p><strong>Plan and run your work</strong></p>
            <ul>
              <li><a href="https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_programs_about.htm&amp;release=264.0.0&amp;type=5" title="A marketing program organizes a marketing effort in the planning hierarchy. Its goals, tactics, tasks, compliance reviews, and approvals all connect to the program, so teams plan, govern, and track the work in one place.">Work with marketing
                  programs</a></li>

              <li><a href="https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_campaigns.htm&amp;release=264.0.0&amp;type=5" title="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 &amp; Operations to keep campaigns aligned with their goals, on budget, and on brand.">Plan and operate
                  campaigns</a></li>

              <li><a href="https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_agent.htm&amp;release=264.0.0&amp;type=5" title="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 with
                  Agentforce</a></li>

            </ul>
          </td>

        </tr>
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          <td class="slds-cell-wrap" style="text-align:left;vertical-align:top;"><span style="vertical-align:text-bottom;display:inline-block;"><img style="width:20px;margin-bottom:0;" src="https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mktg_all-264-0-0-production-enus/e92be4e1-4bef-47a5-a11d-95f4ea1f7d7a/resources-global/_corporate/images/learning_minimap/marketing-success_minimap.png" alt="Image for work management resources"></span></td>

          <td class="slds-cell-wrap" style="text-align:left;vertical-align:top;">
            <p><strong>Govern, collaborate, and track</strong></p>
            <ul>
              <li><a href="https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_components_governance_mandatory_rules.htm&amp;release=264.0.0&amp;type=5" title="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.">How compliance reviews work</a></li>

              <li><a href="https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_tactics_about.htm&amp;release=264.0.0&amp;type=5" title="A marketing tactic is the execution work that delivers a campaign or program: a specific email, a paid social ad, or a landing page. Unlike a campaign, which is the effort you plan and track, a tactic is the individual piece of work that carries it out. Each tactic gathers the content that runs it from Salesforce CMS and tracks its own progress from draft to complete.">Work with marketing
                  tactics</a></li>

              <li><a href="https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_manage.htm&amp;release=264.0.0&amp;type=5" title="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.">Stay on top of your
                  work</a></li>

            </ul>
          </td>

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

- **[About Marketing Planning and Operations](https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_about.htm&release=264.0.0&type=5)**  
    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](https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_learn.htm&release=264.0.0&type=5)**  
    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](https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_hierarchy.htm&release=264.0.0&type=5)**  
    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](https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_components_goals.htm&release=264.0.0&type=5)**  
    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](https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_components_governance.htm&release=264.0.0&type=5)**  
    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](https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_programs.htm&release=264.0.0&type=5)**  
    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](https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_agent.htm&release=264.0.0&type=5)**  
    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](https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_campaigns.htm&release=264.0.0&type=5)**  
    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](https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_tactics.htm&release=264.0.0&type=5)**  
    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](https://help.salesforce.com/s/articleView?id=mktg.mktg_pln_oper_manage.htm&release=264.0.0&type=5)**  
    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.