How Centralized Campaign Intake Supercharged Marketo Execution
A messy intake process was holding this B2B marketing team back. Too many channels, too much confusion. In this episode, we break down how implementing Jira and Confluence brought structure, speed, and sanity to their campaign planning—and led to a 14.5% productivity boost.
The Challenge: Disorganized Campaign Intake
The marketing team was overwhelmed. Campaign requests came from every direction—Slack messages, random emails, even hallway conversations. Each department had its own way of asking for things, and critical campaign details were often missing.
The Result?
- Missed deadlines
- Confused execution teams
- Rework and miscommunication
- Delayed go-to-market timelines
It wasn’t a tool problem—it was a process problem.
The Breakthrough: Structure Meets Strategy
We helped the team shift from chaos to clarity by designing a repeatable, scalable system that gave marketing the operational support it needed.
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Jira as a Single Source of Truth
We implemented Jira as the centralized campaign intake system. Every request followed a consistent format with built-in fields for timing, objectives, channels, and required assets—eliminating ambiguity and speeding up reviews.
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Confluence for Process Transparency
We developed internal Confluence pages to document each step of the campaign lifecycle—from submission to execution to post-mortem. These guides outlined:
- → Campaign tiering
- → Timeline expectations
- → Asset requirements
- → Review and approval process
- → Owner responsibilities
Now, new team members and stakeholders could self-serve, reducing dependencies and repetitive questions.
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Standardization Across Departments
Cross-functional teams (marketing, creative, sales) now collaborated through clearly defined workflows and SLAs. This eliminated back-and-forth and gave everyone visibility into campaign status.
The Results: From Reactive to Proactive
This shift in intake workflow created measurable impact:
- 14.5% boost in overall team productivity
- Faster campaign launches with fewer revisions
- Improved collaboration between teams
- Less operational friction and more strategic output
Marketing was no longer putting out fires. They were planning ahead—and executing with confidence.
What This Means for You
No matter how sophisticated your MarTech stack is—even with a platform like Marketo—you can’t scale effectively without operational clarity. Centralizing your campaign intake is one of the highest-leverage moves a marketing ops team can make.
Before you fix your attribution model or optimize your nurture flows, get your intake house in order.
