Multiple regional teams produced inconsistent campaigns, slow launches, and difficulty rolling up reporting at the global level.
Designed a governed program template library, central QA process, and naming conventions to enable regional speed without sacrificing global visibility.
Rolled out modular Marketo program templates, a campaign request intake, and a central reporting layer in Salesforce campaigns.
Campaign launch velocity increased, QA defects dropped, and global reporting consistency made marketing impact visible at the executive level.
The starting point
Three regions, three flavors of Marketo, no shared templates. Global marketing could not answer 'what shipped this week' without a manual roll-up.
Template library design
We collapsed 30+ ad-hoc patterns into six canonical program templates. Each had explicit channel, status mapping, and reporting hooks. Regional marketers cloned templates rather than building from scratch.
The intake process
Campaign requests now flow through a single Workfront form into a central MOPs queue. SLA is two business days from intake to dev. No exceptions, no hallway requests.
Reporting unification
Salesforce campaigns became the single source of truth for executive reporting. Marketo programs feed campaigns one-to-one. The board pack now reconciles.
What changed
Regional teams ship faster because they no longer reinvent setup. Global gets a coherent picture. QA defects fell because templates encode the right way.