Managing Complex Campaigns and Automations: Automation vs. Campaign Operations

In larger organizations, automation operations and campaign operations often need to be managed separately. As Elicia Chen explains, the distinction between these two roles is important for ensuring that both the automation processes and the execution of individual campaigns run smoothly.

“Platform Ops manages automation, while Campaign Ops manages the campaigns and assets themselves.”

While Platform Operations focuses on the backend structure—such as building and maintaining the automation processes, lead scoring models, and lifecycle workflows—Campaign Operations is responsible for the day-to-day execution of campaigns. This includes creating email assets, building landing pages, and launching campaigns based on the automation systems in place.

Balancing Automation and Campaign Operations

Elicia emphasizes that these two functions must work closely together to ensure that the right campaigns are triggered by the right automation workflows.

“Both sides need to communicate regularly so that the campaigns being executed align with the automation structure.”

When these two functions are siloed, it can lead to errors such as campaigns launching at the wrong time, incorrect audience segmentation, or automation processes that fail to trigger the right follow-ups.

Best Practices for Managing Both Operations

• Regular Communication: Automation and campaign teams should meet regularly to ensure alignment between automation workflows and campaign execution.
• Clear Documentation: Both teams should maintain shared documentation that outlines the structure of automation workflows and the details of each campaign.
• Continuous Optimization: As data from campaigns comes in, both teams should work together to optimize automation processes and improve campaign performance.

“It’s all about collaboration. The most successful marketing teams are the ones where automation and campaign operations work in sync.”

Conclusion:

Managing both automation operations and campaign operations requires close collaboration and clear communication. By aligning these functions, businesses can ensure that their marketing automation systems work seamlessly with their day-to-day campaigns.