How Do You Document Campaign Processes?
Create clear, auditable playbooks for every stage—brief, build, QA, launch, optimize, and archive—so teams can execute consistently, scale faster, and meet compliance standards in Marketo and connected systems.
Document campaign processes by defining who does what, when, and with which assets, then packaging that into a single source of truth: a campaign brief, RACI, build checklist, QA script, approval path, launch/runbook, and measurement plan. Each artifact should name inputs (offer, audience, channel), outputs (programs, assets), systems (Marketo, CRM, web), and SLAs—with version control and links to templates.
What Your Documentation Must Include
The Campaign Process Documentation Kit
Use these components to move from tribal knowledge to repeatable excellence—so every campaign is launch-ready and audit-ready.
Brief → Design → Build → QA → Approve → Launch → Monitor → Optimize → Archive
- Brief: Capture goals, audience, value prop, offer, channels, dates, budget, KPIs; map to existing templates.
- Design: Create message map, content outline, and journey; list required assets and variants.
- Build: Clone approved program, apply naming/tokens, create emails/LPs/forms, configure smart campaigns, UTMs, and sync.
- QA: Run checklist across devices/clients; verify scoring, routing, dedupe, compliance language, and failover.
- Approve: Route for functional, brand, and legal review with timestamps and comments; freeze version.
- Launch: Execute schedules, enable alerts, and confirm data flows; document cutover and rollback.
- Monitor: First-24-hour checks, error queues, deliverability, conversion path health; triage issues.
- Optimize: A/B plans, cohort analysis, attribution readouts; log changes and decisions.
- Archive: Store final assets, configs, URLs, audiences, results, and learnings; update templates.
Campaign Documentation Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Brief & RACI | Unstructured requests in chat | Standard brief with RACI & SLA fields required | Marketing Ops | Cycle Time, Rework % |
| Naming & Taxonomy | Inconsistent names | Enforced naming with tokens and campaign IDs | RevOps | Findability, Attribution Coverage |
| Build & QA | Manual, variable steps | Checklist-driven build with automated linting/tests | MOPs | Defect Rate, Time-to-Launch |
| Approvals & Compliance | Email approvals | Workflow with version control & timestamped sign-offs | Brand/Legal | Audit Pass, Turnaround |
| Measurement Plan | Clicks & opens | Pipeline/revenue, experiment plan, and dashboard links | Analytics | ROMI, Win Rate Lift |
| Knowledge Base | Scattered docs | Central wiki with templates, examples, and change log | PMM/MOPs | Reuse %, Time-to-Onboard |
Client Snapshot: 40% Faster Launches with Zero-Critical Defects
By moving to a standard brief, RACI, and QA workflow in Marketo with program templates and tokens, a global B2B team reduced cycle time by 40% and eliminated critical launch defects for two consecutive quarters. Explore results: Comcast Business · Broadridge
Align documentation with your operating model—map each artifact to The Loop™ and your RM6™ capabilities for scalable, measurable campaigns.
FAQ: Documenting Campaign Processes
Make Your Campaigns Documented, Compliant, and Repeatable
We’ll align your brief, RACI, build/QA checklists, approvals, and dashboards—then codify them into Marketo program templates.
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