Marketing Ops OS | Marketing Automation

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Marketing

Marketing Ops OS (Campaign Planning → Execution → Reporting)

Unified system to plan campaigns, coordinate assets, brief agencies, sync with sales, and measure ROI.

Marketing automation case study featuring workflow automation and integration.

-40%

Campaign Delays

Dramatically Improved

Cross-Team Communication

Standardized Org-Wide

Reporting

Overview

A global marketing team needed a unified system to plan campaigns, coordinate assets, brief agencies, sync with sales, and measure ROI. Global campaign delays were reduced by 40% with standardized reporting org-wide.

Business Context

The global marketing organization operated across multiple regions with dozens of team members, external agencies, and hundreds of campaigns running simultaneously. Campaign planning lived in spreadsheets that quickly became outdated, agencies worked in silos without visibility into the broader strategy, and timelines slipped constantly because dependencies weren't tracked. Content and assets were scattered across shared drives with no version control, leading to confusion about which versions were current. Reporting varied wildly between regions — what counted as a lead in North America was different from EMEA, making executive reporting a monthly scramble to reconcile inconsistent numbers. The lack of operational visibility meant leadership couldn't identify bottlenecks or optimize resource allocation across campaigns effectively.

How We Built It

We designed a comprehensive marketing operations platform that manages the complete campaign lifecycle from initial planning through execution and post-campaign analysis. The campaign planning engine captures campaign objectives, target audiences, budget allocation, timeline, and success metrics in structured templates that ensure complete briefs before work begins. Multi-team briefing workflows route tasks to the appropriate internal teams and external agencies with clear deliverables and deadlines. Timeline generation includes auto-SLA checks that flag unrealistic schedules and identify dependency conflicts before they cause delays. Asset approval routes connect with file storage systems to maintain version control and ensure only approved assets reach market. The unified reporting dataset normalizes conversion definitions across regions, mapping each region's terminology to a consistent global schema. CRM integration connects marketing campaigns to pipeline data, enabling true ROI calculation rather than just lead counts. The system includes lead handoff logic that routes qualified leads to sales with complete context on their marketing journey. AI generates alignment summaries for cross-functional teams and maintains accountability tracking that surfaces when commitments are missed. Real-time dashboards give leadership visibility into campaign status, resource utilization, and performance across all regions simultaneously.

Challenges

Planning in spreadsheets

Agencies working in silos

Campaign timelines easily slipping

Content & assets scattered

Reporting inconsistent across regions

What We Delivered

Campaign planning engine with multi-team briefing workflows

Timeline generation with auto-SLA checks

Asset approval routes with file storage connectors

Unified reporting dataset with conversion mapping

Sales & marketing alignment with lead handoff logic

AI-generated alignment summaries and accountability tracking

Tech Stack

Multi-team briefing workflows, Timeline generation, Asset approval routes, Unified reporting dataset, CRM integration

Results

-40%

Campaign Delays

Dramatically Improved

Cross-Team Communication

Standardized Org-Wide

Reporting

Strategic Impact

The 40% reduction in campaign delays transformed marketing from a constant fire drill to a predictable, reliable operation that sales and executives could rely on consistently. Cross-team communication improved dramatically because everyone now works from the same system with shared visibility into timelines, dependencies, and deliverables. Agency management became significantly more efficient — external partners receive structured briefs with clear expectations and can see how their work fits into broader campaigns. Standardized reporting across regions ended the monthly reconciliation chaos, giving executives confidence in global numbers for the first time. The connection between marketing activities and sales pipeline is now visible and measurable, strengthening marketing's credibility in budget discussions. Lead handoff quality improved as sales teams receive leads with complete context rather than just a name and email. Regional teams still have flexibility in execution while maintaining global consistency in strategy and measurement. The accountability tracking has changed team behavior — knowing that missed commitments are visible has improved reliability across the organization. Budget utilization improved as better planning means fewer rushed projects that require expensive acceleration. The platform has become the operational backbone of marketing, with all team members aligned around a single system rather than fragmented across tools. Post-campaign analysis is now systematic, with learnings captured and applied to improve future campaign performance continuously.