A global marketing team had inconsistent campaign build processes, unclear QA ownership, and delays moving campaigns from intake to launch. Each regional marketer built programs slightly differently, QA was whoever had time, and 'ship date' kept slipping by days at a time.
Standardized program setup with a small set of governed Marketo program templates. Defined a single QA path with explicit owners. Documented pre-launch checks for emails, landing pages, smart campaigns, and Salesforce sync. Added a campaign request intake with a defined SLA so requests stopped landing in DMs.
Adobe Marketo Engage, Salesforce Campaigns, Workfront (intake), Internal QA checklist
Campaigns moved through intake → build → QA → launch on a predictable schedule. Manual QA issues caught at launch dropped noticeably. Regional teams stopped reinventing setup for every program. Global marketing leadership could see what was actually shipping that week.
When campaign launches slip and QA defects show up in production, the team loses trust in its own process. A repeatable build pipeline gave the team back the meeting time they were spending on firefighting.
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, and the regional MOPs leads were spending half their time triaging avoidable QA defects.
Template library design
We collapsed the ad-hoc patterns into a small set of canonical program templates. Each had an explicit channel, status mapping, and reporting hooks. Regional marketers cloned templates rather than building from scratch.
Intake and QA
Campaign requests now flow through a single intake form into a central MOPs queue with a documented SLA. A written QA checklist covers rendering, links, tracking, consent, segmentation, sync, and reporting — the same checks, every time.
What changed
Regional teams ship faster because they no longer reinvent setup. QA defects at launch dropped because the templates and the checklist encode the right way. Leadership has a coherent view of campaign activity.