Workflow Planning & Visibility
The Challenge
Creative and marketing teams lack visibility into the full scope of work across the organization. Campaign briefs live in documents, project status is scattered across tools, and resource allocation relies on tribal knowledge rather than data.
Strategic plans don't connect to execution. When a campaign brief is approved, someone manually recreates the information in a project management tool. Metadata that could flow from planning through delivery gets lost at every handoff.
The result: Duplicated effort, misaligned priorities, and no single source of truth for “what are we working on and where does it stand?”
What You'll Explore
- Campaign Metadata Foundation - See how campaign briefs become structured records with metadata that flows through the entire content lifecycle. Understand how a single campaign record connects to projects, assets, and delivery without manual re-entry.
- Integrated Asset Access - See how AEM Assets connects directly within Workfront campaign workflows, giving teams instant access to approved brand assets without switching platforms. Surface existing content, review usage rights, and pull approved materials into new campaign briefs, reducing redundant asset creation and keeping teams aligned on brand standards.
- Strategy to Execution - Experience the workflow from campaign record to project creation. Watch how campaign metadata (dates, audiences, channels, goals) automatically populates project structures, tasks, and assignments.
- Intelligent Resourcing - Use tools like workload balancer, to see how teams can consolidate capacity, availability, and assignment data into a single, actionable view. Move away from spreadsheets and manual tracking as managers get a clear picture of who has bandwidth and can make informed resourcing decisions in real time.
AI Capabilities in Focus
Capability | What It Does |
|---|---|
AI Assistant | Natural language queries against campaign and project data |
Automated Brief Ingestion | AI-generated campaign briefs from strategic inputs |
Content Advisor | Recommended assets with an integration to AEM Assets |
Primary Solutions
- Workfront Workflow : Work management, project execution, approvals, dashboards
- Workfront Planning: Campaign records, strategic planning, metadata foundation
- AI Assistant: Natural language interface across planning and execution
Best For
This module is well-suited for organizations that:
- Struggle to connect annual/quarterly planning to day-to-day execution
- Lack visibility into work happening across distributed or siloed teams
- Experience approval bottlenecks that slow campaign delivery
- Want to shift from reactive project management to proactive risk identification
- Need a metadata foundation that connects strategy through delivery
Audience Considerations
Audience | Focus Areas |
|---|---|
Marketing Operations / PMO | Planning-to-execution workflow, health monitoring, dashboards |
Creative Directors | Resource visibility, workload balancing, intake management |
Campaign Managers | Brief-to-project automation, status tracking, approval workflows |
Executives | Portfolio visibility, strategic alignment, delivery metrics |
Sample Hands-On Exercises
Depending on engagement depth, participants may:
- Create a campaign record in Workfront Planning with structured metadata
- Generate a project from the campaign record and see metadata flow through
- Use AI Assistant to query project status and campaign information
- Configure health monitoring rules and review risk alerts
- Build a dashboard showing cross-campaign delivery status
Related Modules
Commonly paired with:
- Scaled Creative ProductionScaled Creative Production: See how planned campaigns flow into creative execution
- Campaign Delivery InsightsCampaign Delivery Insights: Extend health monitoring into comprehensive delivery analytics
For full lifecycle coverage, add:
- Asset Management & DiscoveryAsset Management & Discovery: Connect project outputs to governed asset repositories
Prerequisites
For customer experiencelab engagements, participants benefit from:
- Familiarity with their organization's current planning and project management processes
- Understanding of typical campaign types and approval workflows
- (Optional) Access to sample campaign briefs or planning documents for contextualization