How to map marketing & ops workflows on a canvas

Also - why you are messing up campaign tracking with incorrect UTM conventions

In this edition:

1. How to Map Marketing & Ops Workflows on a Canvas

2. The Subjects That Should Be Taught in Marketing School

3. POLL - What is The Biggest Bottleneck in Campaign Operations

4. For Paid Subscribers: 6 Ways to Make the Most Out of Additional Martech Investment

Imagine gaining 5 hours back each week.

UTM.io makes tracking UTMs simple and efficient, so you can spend less time on admin tasks and more time optimizing campaigns.

Try UTM.io and get your time back.

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FYI: You’re messing up campaign tracking with incorrect UTM conventions

UTMs are essential to tracking campaign performance, but most marketers get at least one of these critical steps wrong.

Take a moment to make sure you…

• Standardize Naming Conventions: Use consistent, lowercase terms with hyphens to avoid data discrepancies.

• Utilize All UTM Parameters: Implement utm_source, utm_medium, utm_campaign, utm_term, and utm_content to capture comprehensive data.

• Avoid Redundancy: Ensure each parameter adds unique value to prevent overlapping data.

• Maintain Consistency: Apply uniform naming across all campaigns for reliable analytics.

• Leverage Custom Parameters: Create additional tags tailored to your specific tracking needs.

Implementing these best practices enhances your ability to analyze and refine marketing strategies.

Simplify your UTM management with UTM.io. This tool streamlines the creation and organization of UTM parameters, ensuring consistent and accurate tracking. Try UTM.io for free and elevate your campaign analytics today.

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How to Map Marketing Workflows on a Canvas

I predicted that 75%+ of ops executional work would soon be done via visual workflow platforms.

This prediction is rapidly coming true!

So exciting to move from manual configuration to visual orchestration on a canvas.

Here’s why I like implementing workflows visually:

1️⃣ IT’S HOLISTIC. You can see how all your tools work together and identify inefficiencies in seconds.

2️⃣ IT’S CUSTOMER-CENTRIC. Visualizing the workflow gives you a better feel for what the customer is experiencing—a crucial perspective we sometimes lose in the details.

3️⃣ IT’S FLEXIBLE. Alternate paths, edge cases, and optimizations are all easier to consider when you can see the entire workflow laid out.

I’ve been really impressed with this tool I’ve been experimenting with called Default.

You can see in this diagram that I’m orchestrating an event platform, enrichment source, MAP, CRM, and sales cadence tool all on one canvas.

Whether you use Default or do it manually, here are some tips on how to properly map your ops workflows visually:

Include these essential elements:
- Steps/Stages: E.g., Lead capture, scoring, routing, nurture
- Triggers: Actions/events that move the workflow forward (e.g., form submission)
- Tools: Platforms involved in each step (e.g., HubSpot, Salesforce, Outreach)
- Data Inputs/Outputs: Where data is coming from and how it’s used
- Decisions/Branches: Where alternate paths occur (e.g., if/then scenarios)

Leveling up and automating your workflows is an important part of strategic operations - try it out and let me know what you think!

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The Subjects That Should Be Taught in Marketing School

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POLL: What is the Most Common Bottleneck in Campaign Operations?