I have been spending some time thinking through various use cases for campaign management. In the enterprise space, these use cases very quickly become complex. A friend recently asked me for a demo on “how Salesforce campaign work” for their enterprise use case. I went on a search for blogs or documentation to share but I couldn’t find anything that I felt would really resonate with them.

As a product manager in the marketing technology space I share ideas, specs and business opportunities in the form of PRDs (Product Requirement Documents). The purpose of this PRD is to walk through how we can manage enterprise-level marketing campaigns in Salesforce. This will be centered around a fictional SaaS company named Vibetrack.

PRD: Salesforce Marketing Campaign Architecture

Background

Vibetrack is a leader in culture intelligence and emotional analytics for enterprise organizations. The Vibetrack product is focused on providing companies with real-time visibility into organization health and employee sentiment - leading to positive employee retention, engagement and overall satisfaction. Vibetrack achieves this real-time view through AI analysis of passive signals (calendar data, meeting frequency, messaging patterns) and active employee feedback (pulse surveys, team health checks). Vibetrack is a pre-IPO company with 15,000 customers across enterprise, Mid-market and SMB segments. Our primary target personas as CPOs,

Vibetrack is rapidly scaling marketing efforts across many platforms and channels. The growing complexity of Vibetrack’s marketing strategy requires us to re-evaluate campaign management solutions. The table below illustrates the different tools and channels Vibetrack manages:

Primary Pain Points

• Channel Management Complexity: The number of channels and campaigns have increased significantly over the last year. Vibetrack is working with online and offline campaigns, managed across a growing tech stack.
• Manual Campaign Tracking: Each marketing team (Acquisition, Activation, Engagement, Product, Content, Events, Partnerships) manages campaign planning and results through separate reports, dashboards and Google sheets.
• Lack of Campaign Cohesion: There’s no centralized source of truth for active campaigns. Some teams have similar campaign ideas that would benefit from awareness. For example, Acquisition and Partnerships may want to leverage a joint LinkedIn Lead Gen strategy.
• Disparate Reporting: Campaign and data management lives in different systems.
• Client-Facing Team Visibility: Sales and CS desire visibility into the campaigns or marketing efforts that impact their book of business. For example, Sales would benefit from context around events or engagement their prospects have with marketing.

Proposal

In order to solve for the pain points above, we will implement Salesforce campaign management for all campaign types. Salesforce will be our single source of truth for marketing campaigns, opportunity influence reporting and campaign collaboration.

At a high level, we will do the following:

1. Implement a Salesforce Campaign hierarchy and custom field structure tailored to Vibetracks campaigns strategy.
2. Enable campaign member status tracking and opportunity influence attribution.
3. Integrate Salesforce campaigns with core marketing platforms (Account Engagement, LinkedIn Lead Gen, ON24, etc.).
4. Build channel level pipeline reporting for leadership tracking.

Success Metrics

• 100% of marketing campaigns tracked via Salesforce
• 25% decrease in campaign management time and manual reporting
• 25% increase in opportunity influence from marketing-driven campaigns

Requirements

Timeline

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Summary

The above PRD is a starting point for how you might think through applying Salesforce Campaigns to your marketing model. Campaigns can be as simple or complex as you need them to be - before beginning any implementation (or even a PRD) I'd recommend mapping out your marketing channels, business goals and marketing user flows. Leading the process with your business rules ensures that you'll mold the technology to your marketing needs and maturity level.