Campaign Governance

Overview

Campaign governance is the unsexy foundation of marketing measurement. Without enforced naming conventions and UTM parameters, your attribution data is garbage, your ROI reports are fiction, and you can't answer "which campaigns actually work." This skill builds the governance framework. Marketing budget caps and Ramp card policy → gtm-spend-management.

Authoritative Foundations

• Google Analytics — Campaign URL (UTM) parameters — Standardize utm_source, utm_medium, and utm_campaign values in a shared dictionary; inconsistent casing and synonyms split reporting.
• Salesforce — Campaign hierarchy and campaign influence — Nest campaigns (program → campaign → tactic) so influence and ROI roll up to the program level.
• Winning by Design — Revenue Architecture — Bowtie lifecycle model — align sales, marketing, and CS on stage-based outcomes.
• PMI — RACI matrix — Assign exactly one Accountable owner per launch task and separate Responsible, Consulted, and Informed roles.