Give global marketing one intake hub , not five tools
A global information and analytics company centralizes marketing operations in one Airtable base: request submission through forms and interfaces, campaign project tracking, webinar execution, asset approval workflows, and agency coordination. Marketing Operations, Regional Marketing, Creative Services, and outside agencies replaced Trello with a standardized process that works the same way across every region.
The problem
Marketing requests came in through Trello, Excel, and Monday.com depending on the team and region, with no consistent way to see status across all of them. Agency work was especially hard to track because it lived outside whatever internal tool a given team happened to use.
There was no visibility into campaign ROI at the request level, and manual campaign performance tracking meant marketing leadership rarely saw a complete picture of what was in flight or how it was performing.
What they built
Marketing Operations built a centralized hub covering request submission through interfaces and forms, campaign project tracking, webinar execution tracking, asset approval workflows, and agency coordination.
The base connects to Salesforce and the paid channels marketing already runs on, plus Jira and Slack for cross-team visibility, so every request, asset, and agency deliverable is tracked the same way regardless of which region submitted it.
The outcome
Marketing now has a centralized source of truth across business units instead of five different intake methods. Standardized global processes mean a request in one region follows the same path as a request anywhere else.
Visibility into external agency work improved because agency deliverables live in the same base as internal requests, and reduced manual reporting freed Marketing Operations from stitching together status updates by hand.
Inside the solution
Marketing Request Intake and Project Coordination
Marketing & Campaign Operations
- Request submission via interfaces and forms
- Campaign project tracking
- Webinar execution tracking
- Asset approval workflows
- Agency coordination
- Fragmented tools including Trello, Excel, and Monday.com
- Lack of ROI visibility at the request level
- Manual campaign performance tracking
- Disconnected agency workflows
- Centralized source of truth across business units
- Standardized global processes
- Improved visibility into external agency work
- Reduced manual reporting
- Marketing Operations
- Regional Marketing
- Creative Services
- Agencies
- Salesforce
- Google Ads
- LinkedIn Ads
- Jira
- Slack
Marketing Request Intake & Project Coordination
Submit every marketing request through one standardized front door, then track campaign and webinar execution, asset approval stages, and outside-agency deliverables as linked records in the same base, with request-level ROI, cycle time, and partner on-time rates calculated for you. Automations route each new request into triage, advance assets when final sign-off lands, and email a weekly global digest, while native AI fields draft the triage summary, routing recommendation, campaign recap, and reviewer change list.
From five intake tools to one standardized hub
Copy the templates
Standardize the intake form
Wire the integrations
FAQ
Frequently asked questions
Every request, regardless of region or team, submits through the same form into the same base. Status, approvals, and agency coordination all live as linked records instead of separate boards or spreadsheets.
Agency deliverables are tracked as linked records against the same request and campaign structure internal teams use, so there is no separate system for outside work.
Each asset carries an approval workflow with defined stages and owners, so the process is the same whether the request originated in one region or another.
Campaign project records link directly to the paid channel and Salesforce data marketing already tracks elsewhere, so performance context is visible from the same request record instead of a separate report.
Not for the core intake and coordination workflow. The structured request and approval data this hub maintains is exactly the foundation later AI-assisted routing or summarization would need.