Cross-Team Digital Marketing Workflow
Team Operations & Tool Stack · Module 15
← Fundamentals of Digital Marketing - Google
Index
1. Roles and Responsibilities
Every team member doesn’t need to do everything. Assign clear ownership so nothing falls through the cracks.
Core Roles
Role Owns Key Modules Strategy Lead Goals, personas, competitive analysis, budget allocation 02 - Build Your Digital Marketing Strategy , 03 - Know Your Digital Customers Content Creator Blog posts, social copy, email copy, video scripts, visual assets 04 - Create Engaging Content , 14 - Create Engaging Videos for Your Customers SEO Specialist Keyword research, on-page optimisation, technical SEO, Search Console 07 - Help Customers Find You Through Search Paid Media Manager Google Ads, Meta Ads, display, retargeting, budget management 11 - Choose the Right Marketing Channels for Your Budget Social Media Manager Organic social strategy, community engagement, influencer partnerships 06 - Make Social Media Work for You Email Marketer Email campaigns, automation flows, list management, deliverability 13 - Craft Effective Email Campaigns Analytics Lead GA4, reporting, dashboards, attribution, data-driven recommendations 05 - Get the Most from Your Business Data Web / Tech Lead Website, apps, chatbots, tracking implementation, site speed 08 - Improve Your Business with Websites and Apps
Small teams: One person may cover multiple roles. The important thing is that every responsibility has a named owner.
RACI for Key Activities
Activity Responsible Accountable Consulted Informed Campaign strategy Strategy Lead Strategy Lead All roles Stakeholders Content creation Content Creator Content Creator SEO, Social Strategy Lead SEO review of content SEO Specialist SEO Specialist Content Creator Strategy Lead Paid campaign setup Paid Media Manager Paid Media Manager Strategy Lead Analytics Social posting Social Media Manager Social Media Manager Content Creator Strategy Lead Email campaigns Email Marketer Email Marketer Content Creator Analytics Performance reporting Analytics Lead Analytics Lead All roles Stakeholders Website updates Web / Tech Lead Web / Tech Lead SEO, Content Strategy Lead
2. Campaign Planning Process
Campaign Brief Template
Before launching any campaign, complete a brief that aligns the team:
Field Description Campaign name Clear, descriptive Objective SMART goal (from 02 - Build Your Digital Marketing Strategy ) Target persona Which persona? (from 03 - Know Your Digital Customers ) Key message One sentence: what do we want them to know, feel, or do? Channels Which channels? Who owns each? Content needs List of assets needed (blog, video, email, social posts, ads) Budget Total and per-channel allocation Timeline Start, key milestones, end date Success metrics KPIs tied to the objective Owner Who is accountable for the campaign overall?
Planning Steps
1. Strategy Lead defines objective and persona
2. Team brainstorms themes and messaging (AI can assist)
3. Content Creator drafts content plan and asset list
4. SEO Specialist reviews keywords and optimisation opportunities
5. Paid Media Manager plans targeting and budget allocation
6. Social Media Manager plans organic distribution
7. Email Marketer plans supporting email sequences
8. Analytics Lead sets up tracking and baseline metrics
9. Strategy Lead reviews and approves brief
10. Execution begins
3. Weekly and Monthly Cadence
Weekly Rhythm
Day Activity Who Monday Weekly standup: review last week’s metrics, this week’s priorities All Tuesday–Thursday Content creation, campaign execution, ad optimisation Respective owners Friday Content review and scheduling for next week; SEO check on new content Content + SEO
Weekly Standup Agenda (30 min)
Wins: What performed well? (2 min per person)Metrics snapshot: Key numbers vs targets (Analytics Lead, 5 min)Blockers: What’s stuck? Who needs help? (5 min)This week’s priorities: What’s each person focused on? (10 min)Decisions needed: Anything requiring group input (5 min)
Monthly Rhythm
When Activity Who Month start Review previous month’s performance; publish monthly report Analytics Lead → All First week Adjust strategy based on data; plan next month’s content calendar Strategy Lead + Content Mid-month Campaign health check; budget reallocation if needed Paid Media + Strategy Lead Month end Content audit; review what to repurpose; prep next month Content + Social
Quarterly Review
Focus Questions Strategy Are goals still relevant? Do personas need updating? Channels Which are performing? Where should we invest more/less? Competitors What have they changed? Any new threats or opportunities? Tools Are our tools still the right fit? Any new options? AI What new AI capabilities should we adopt?
4. Content-to-Launch Pipeline
A clear pipeline ensures content is reviewed, optimised, and published consistently.
Pipeline Stages
IDEA → BRIEF → DRAFT → REVIEW → OPTIMISE → SCHEDULE → PUBLISH → MEASURE
Stage Owner Action Tool Idea Anyone Log idea with topic, persona, purpose, channel Notion, Trello, Asana Brief Content Creator Fill out content brief (topic, keywords, persona, CTA, format) Shared doc Draft Content Creator Write/produce first draft. Use AI for brainstorming and first drafts. Google Docs, Notion Review SEO + Strategy Lead Check keywords, brand voice, accuracy, messaging Comments in doc Optimise SEO Specialist Meta titles, descriptions, headings, internal links, structured data CMS + SEO tools Schedule Social / Email / Web Lead Schedule across relevant channels with correct timing Buffer, Hootsuite, CMS, email platform Publish Respective channel owner Go live; verify links, tracking, formatting — Measure Analytics Lead Track performance at 24h, 7 days, 30 days; report back GA4, Looker Studio
Handoff Rules
Content moves forward only when the current stage owner marks it “ready”
SEO review must happen before any blog or web page is published
All paid campaigns require tracking verification before launch
Email campaigns require a test send to at least 2 team members before launch
5. Shared Metrics and Dashboards
North Star Metrics (Company Level)
Metric Source Review Cadence Revenue from digital GA4 + CRM Monthly Customer acquisition cost (CAC) Ad spend ÷ new customers Monthly Customer lifetime value (CLV) CRM / analytics Quarterly Return on ad spend (ROAS) Ad platforms + GA4 Weekly
Channel Metrics
Channel Key Metrics Tool Organic search Impressions, clicks, CTR, avg. position, organic conversions Search Console + GA4 Paid search Impressions, clicks, CPC, conversions, ROAS, quality score Google Ads Social (organic) Followers, reach, engagement rate, top posts Platform analytics Social (paid) Reach, CTR, CPA, ROAS Meta Ads Manager, TikTok Ads, etc. Email Open rate, CTR, CTOR, conversion rate, unsubscribe rate, revenue per email Email platform Website Sessions, bounce rate, pages/session, conversion rate, Core Web Vitals GA4 + PageSpeed Insights Video Views, watch time, avg. view duration, engagement, CTR YouTube Studio, TikTok Analytics
Dashboard Setup
Build a shared dashboard (Looker Studio recommended—free, connects to GA4, Ads, Search Console, Sheets):
Dashboard Section Contains Overview North star metrics; month-over-month trends Acquisition Traffic by channel; new vs returning users Engagement Top pages, avg. session duration, events Conversion Funnel visualisation; conversion rate by channel Campaigns Active campaign performance; spend vs results Channel deep-dives One tab per channel with detailed metrics
Function Free / Budget Mid-Range Enterprise Analytics GA4, Search Console GA4 + Looker Studio Adobe Analytics, Amplitude SEO Search Console, Google Keyword Planner Ahrefs Lite, SE Ranking Ahrefs, SEMrush Social management Buffer (free tier), Meta Business Suite Buffer, Later, Hootsuite Sprout Social Email Mailchimp (free tier), Brevo Klaviyo, ConvertKit HubSpot, ActiveCampaign Paid ads Google Ads, Meta Ads Manager + TikTok Ads, LinkedIn Ads + DV360, The Trade Desk Content / design Canva (free), Google Docs Canva Pro, Figma Adobe Creative Suite Video editing CapCut, iMovie Descript, DaVinci Resolve Adobe Premiere, Final Cut Project management Trello, Google Sheets Notion, Asana Monday.com, Jira AI assistants ChatGPT (free), Gemini ChatGPT Plus, Claude Pro Enterprise AI (Azure OpenAI, etc.) CRM HubSpot (free CRM) HubSpot Starter Salesforce, HubSpot Enterprise
Integration Priorities
GA4 ↔ Google Ads ↔ Search Console — link these first for unified reportingEmail platform ↔ CRM / E-commerce — sync customer data for segmentationSocial management tool ↔ All social accounts — centralised publishing and analyticsLooker Studio ↔ All data sources — single reporting dashboard
7. AI Integration Across Teams
Where AI Fits in Each Role
Role AI Use Cases Tools Strategy Lead Competitive analysis, persona drafting, SWOT generation, market research ChatGPT, Claude, Gemini, Perplexity Content Creator First drafts, headline variations, repurposing, image generation ChatGPT, Claude, Midjourney, Canva AI, CapCut SEO Specialist Keyword clustering, content briefs, schema markup, meta description drafts Clearscope, Surfer SEO, ChatGPT Paid Media Manager Ad copy variations, audience insights, bid strategy recommendations Google Ads AI, Meta Advantage+, ChatGPT Social Media Manager Caption writing, trend research, hashtag suggestions, scheduling optimisation ChatGPT, Buffer AI, Later AI Email Marketer Subject line testing, copy drafts, send-time optimisation, segmentation ideas Klaviyo AI, Mailchimp AI, ChatGPT Analytics Lead Data interpretation, anomaly explanation, report narratives GA4 AI insights, ChatGPT, Claude Web / Tech Lead Chatbot training, copy generation, accessibility audits ChatGPT, Lighthouse, axe DevTools
AI Governance Rules
Rule Why Human reviews all AI output before publishing Accuracy, brand voice, legal compliance No confidential data in public AI tools Data security; use enterprise versions for sensitive data Disclose AI content where required Platform policies, regional regulations (EU AI Act) Document AI prompts that work well Build a shared prompt library for consistency across the team Re-evaluate tools quarterly AI landscape changes fast; stay current
Shared Prompt Library
Maintain a shared document with proven prompts for common tasks:
Task Prompt Pattern Blog outline ”Act as a [industry] content strategist. Create a detailed outline for a blog post about [topic] targeting [persona]. Include H2/H3 structure, key points per section, and a compelling intro hook.” Social caption ”Write 3 Instagram caption variations for [product/topic]. Tone: [brand voice]. Include a CTA and 5 relevant hashtags. Max 150 words.” Email subject lines ”Generate 10 subject line variations for an email about [topic/offer]. Target: [persona]. Goal: [open rate / urgency / curiosity]. Max 50 characters each.” Ad copy ”Write 5 Google Ads RSA headlines (max 30 chars) and 3 descriptions (max 90 chars) for [product/service]. USP: [value prop]. CTA: [desired action].” Competitor analysis ”Analyse [competitor URL]. Summarise their USP, target audience, content strategy, and social presence. Identify 3 gaps or opportunities for [my business].“
8. Templates
Campaign Brief
Campaign Name: _______________
Objective (SMART): _______________
Target Persona: _______________
Key Message: _______________
Channels: _______________
Content Needs: _______________
Budget: _______________
Timeline: Start ___ → End ___
Success Metrics: _______________
Owner: _______________
Content Brief
Title/Topic: _______________
Target Keyword: _______________
Secondary Keywords: _______________
Persona: _______________
Purpose: Entertain / Inspire / Educate / Convince
Format: Blog / Video / Social / Email / Infographic
CTA: _______________
Publish Date: _______________
Channel(s): _______________
Notes: _______________
Weekly Report Template
Week of: _______________
## Key Metrics vs Targets
| Metric | Target | Actual | Trend |
|--------|--------|--------|-------|
| Website sessions | ___ | ___ | ↑↓→ |
| Organic traffic | ___ | ___ | ↑↓→ |
| Social engagement rate | ___ | ___ | ↑↓→ |
| Email open rate | ___ | ___ | ↑↓→ |
| Conversions | ___ | ___ | ↑↓→ |
| Ad spend / ROAS | ___ | ___ | ↑↓→ |
## Wins
-
## Issues / Blockers
-
## Next Week Priorities
-
Month: _______________
## Executive Summary
[2–3 sentences on overall performance]
## Channel Performance
[Table with each channel's key metrics]
## Campaign Results
[Summary of active/completed campaigns]
## Insights & Recommendations
[3–5 actionable insights from the data]
## Next Month Focus
[Top 3 priorities]
← 14 - Create Engaging Videos for Your Customers | Fundamentals of Digital Marketing - Google