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

• Marketing Ops Governance Framework — Named methodology governing recommendations in this skill's process.
• SiriusDecisions Campaign Hierarchy — Named methodology governing recommendations in this skill's process.
• Winning by Design — Revenue Architecture — Bowtie lifecycle model — align sales, marketing, and CS on stage-based outcomes.
• Atlassian Team Playbook — RACI chart — RACI chart
• PMI — RACI matrix responsibility assignment — RACI matrix responsibility assignment
• Aneesh Lal (Wishly Group) — Influencer UTM & landing-page attribution — Influencer UTM & landing-page attribution