A practical guide to planning marketing campaigns in monday.com
A campaign can look straightforward in a calendar: launch the landing page, send the emails and publish the social posts. The difficulty is coordinating the work behind those dates.
Copy needs approval before design can finish. The landing page needs checking before the first invitation goes out. Someone has to decide what happens when an urgent request lands halfway through production.
For marketing managers juggling several campaigns, monday.com can bring that work into a shared plan. The useful part is making responsibilities, deadlines and decisions visible enough for the team to act on them.
To plan a marketing campaign in monday.com, start with an agreed brief, break it into deliverables and give each task an owner, deadline and approval route. Connect dependent work, check capacity and use a few relevant automations to support handovers. Review both delivery and campaign results afterwards.
This guide uses an illustrative webinar campaign to show how that works. The same approach can be adapted for product launches, events or other campaigns involving several channels.
1. Agree the campaign brief before building the board
Before anyone starts producing assets, agree what the campaign should achieve and who it needs to reach. A board full of tasks will not resolve uncertainty about the audience or offer.
For a webinar, the brief should explain the topic, the intended attendees and what they should gain from attending. It should also identify the action you want them to take afterwards, such as requesting a consultation or exploring a service.
Capture enough information to guide the campaign from planning through to delivery:
Campaign objective: What are you trying to achieve and why?
Target audience: Who is the campaign aimed at?
Main key message, offer and call to action: What are you offering, and what should people understand or do?
Deliverables and channels: What needs to be produced and where will it be promoted?
Key dates and milestones: Including the campaign launch date, deadlines and any fixed events.
Budget and resources: What budget is available and what internal or external resources are needed?
Campaign ownership and approvals: Who is responsible for delivery, and who needs to sign things off?
Dependencies: What needs to happen before other activities can begin?
KPIs and success measures: What will success look like, where will you track results, and how will you assess the campaign’s contribution to the business?
Keep the brief somewhere the team can access from the campaign board, whether that is a monday workdoc or a linked document. Avoid asking people to reconstruct it from several email threads.
Where campaign requests come from elsewhere in the business, WorkForms can collect information into a board for review. monday.com's project management documentation describes this route from request to approval and delivery.
A form still needs someone to assess the request. Agree who can approve a campaign, question its scope or send it back for more information before work begins.
2. Choose a board structure your team can maintain
For a small team running a manageable number of campaigns, one shared board may be enough. Each item could represent a deliverable, with a campaign label connecting related work.
For larger campaigns, a separate board may make ownership and detail easier to manage. An overview board can then show campaign objectives, launch dates and overall progress without exposing every production task.
Choose the structure according to the work. If the same designer supports several campaigns, you need a way to see their commitments together. If each campaign has many deliverables and stakeholders, a single board containing everything may become difficult to navigate.
A practical starting point is to record these fields:
Field | What it helps the team understand |
|---|---|
Deliverable | The specific piece of work required |
Campaign | Which initiative the work supports |
Owner | Who is responsible for moving it forward |
Status | Its current production stage |
Due date or timeline | When work should happen |
Approver | Who can sign it off |
Estimated effort | How much capacity it needs |
Files or links | Where the current asset and brief sit |
Blocker or dependency | What must happen before it can progress |
Only add fields that support a decision or help someone do the work. Every extra column creates information the team has to maintain.
Our monday.com Work Management consultancy helps teams shape boards around their processes, including requests, approvals and project delivery.
3. Break the campaign into deliverables people can own
An item called "webinar promotion" leaves too much open to interpretation. It could cover invitation emails, social graphics, a landing page and speaker communications, each with different owners and deadlines.
Break the campaign into work that someone can complete and hand over. For the illustrative webinar, that might include:
Deliverable | Responsibility | What needs to happen first |
|---|---|---|
Campaign brief | Campaign manager | Objective and audience agreed |
Registration page copy | Copywriter | Brief approved |
Registration page build | Website owner | Copy and registration details ready |
Invitation email | Email marketer | Message approved and page tested |
Social assets | Designer and social lead | Copy and visual requirements agreed |
Speaker presentation | Speaker | Topic and session format confirmed |
Reminder emails | Email marketer | Timing and recipient rules agreed |
Follow-up message | Campaign manager | Recording or next-step offer ready |
These are example roles, rather than a prescribed team structure. In a smaller business, one person may own several deliverables.
Include checks and follow-up work in the plan. A landing page needs form testing, and an invitation needs a working destination link. The campaign also needs someone to prepare the follow-up rather than discovering that gap after the event.
Use subitems where they make a deliverable easier to manage. Give work its own item when it needs separate ownership, scheduling or reporting.
4. Work backwards from launch and connect dependent tasks
Start with the fixed campaign date, then work backwards through the preparation required. Allow time for production, feedback, amendments and final checks.
For the webinar example, invitation emails need a tested registration page. The page needs approved copy and confirmed event details. Those tasks belong in a sequence, even if different people complete them.
monday.com's Dependency Column lets you connect related tasks. Its settings determine how dates respond when dependent work changes. Flexible mode avoids date overlaps, Strict mode reflects date changes, and No action mode displays relationships without automatically shifting dates.
Choose the behaviour deliberately. If copy approval slips, moving later production dates may help the team see the effect. It does not mean an advertised event date can move with them. The campaign owner may need to reduce scope or reassign work instead.
Working backwards is a planning method, rather than a promise that monday.com will generate the whole schedule automatically. Dependencies generally shift existing dates; they do not create dates for blank items by themselves.
Dependencies are available on Pro and Enterprise plans. Gantt views are documented from Standard upwards, so check the features available in your account before designing the workflow around them.
5. Make approvals a planned stage of the campaign
Give approvals a named owner and a deadline. If several people need to contribute, decide who gathers their feedback and who has the final decision.
For example, a subject matter expert might check the webinar invitation for accuracy while the marketing manager approves the message. The person producing the email should know whether both responses are required before scheduling.
Use status labels that describe the work clearly. A simple sequence could be "Not started", "In production", "Awaiting approval", "Changes needed", "Approved" and "Scheduled". Agree what each label means. "Approved" should refer to a particular version, with feedback resolved and permission to proceed. If someone changes the copy afterwards, establish whether it needs another review.
Keep feedback attached or linked to the relevant deliverable so the next person can find the decision and the current asset. Avoid making them search for the latest attachment in an inbox.
A scheduling dependency does not replace this approval process or automatically prevent publication. Ownership, status rules and release checks still need to be agreed. Our guide to why marketing requests and approvals slow teams down explores those issues in more detail.
We’ve seen campaign work stall because an approver missed an email and then went on leave, unaware that the team was waiting for their decision. With the feedback held in their inbox, colleagues struggled to pick it up in their absence.
Keeping approval requests, feedback and decisions alongside the work in monday.com makes it easier to see what is waiting and arrange cover. This is something we help clients set up and use consistently, including training on how to manage communication within the platform.
“Working with Naomi has been such a great experience! From the beginning, she was super friendly, knowledgeable, and easy to work with. She really took the time to understand what our team needed and helped us set things up in a way that made sense and actually works for us. Naomi explained everything in a clear, down-to-earth way and made even the more complex features feel approachable. She was patient, responsive, and always happy to jump in and help. Thanks to her support, we’ve been able to streamline our processes and get way more out of Monday.com than we expected. Huge thanks to Naomi – you made a big difference for our team!”
Jordan Nycum - Marketing Project Manager at Bonedry
6. Check capacity before confirming the plan
Once the tasks and dates are visible, check whether the people involved have room to deliver them. Include their other campaigns and routine work, rather than assessing the new campaign in isolation.
Counting tasks can give a rough view of demand, but a short email amendment and a landing-page build require different amounts of effort.
The Workload widget can measure item counts or estimated effort against capacity. It uses assigned people and dates or timelines, with effort information where configured. The feature is available on Pro and Enterprise plans.
Start with estimates useful enough to expose conflicts. Include meetings, routine work and availability when deciding how much campaign work someone can take on. If two people share an item, check how effort is allocated rather than assuming the workload view reflects their actual contribution.
When capacity is tight, make the trade-off explicit. Could you reduce the number of assets, reuse an existing format or move a flexible deadline? Which other commitment would additional work displace?
The view depends on what the team records. Missing assignments or unrecorded work can make capacity look better than it is. Discuss estimates with the people doing the work before treating them as commitments.
We help in-house marketing teams estimate effort using “T-shirt sizes”, such as small, medium and large, with agreed definitions for each. This gives the team a consistent way to compare the work involved in different tasks without estimating every activity in hours.
Recording those estimates alongside owners and timelines in monday.com gives marketing leaders a clearer basis for discussing capacity. When a new campaign request arrives, they can assess it against existing commitments and decide whether to accept it, adjust the scope or reallocate work.
7. Automate reminders and handovers selectively
Once the team agrees how work moves, add automation where it removes predictable admin. A few clear rules are easier to maintain than a large collection of notifications.
Useful campaign examples include notifying an approver when an item reaches "Awaiting approval", reminding an owner before a deadline arrives and work remains incomplete, or recording the completion date when a task becomes "Done".
monday.com's automation documentation describes triggers, conditions and actions for notifications, status updates and item movement.
Check the available options and action allowance in your account. Test each rule with a sample item so you can see who receives the message and what happens if the status changes again.
Send notifications to people who can act on them. An approval reminder should identify the asset, deadline and next step. Sending every update to the whole team makes useful messages harder to spot so get colleagues to check their notifications which can be customised to suit each person and their role within the organisation
For more complex handovers, our monday.com automation services can help connect the rules to the process and check how they behave.
8. Use AI to support briefs and campaign updates
AI can help marketing teams prepare campaign plans, identify potential problems and review results. It works best when the underlying process is clear and the information it needs is available.
The following are illustrative examples of how an AI agent could be configured to support a webinar campaign. The setup would depend on the features available in your account, the connected data and the actions you want it to take.
Turn a campaign brief into a draft plan
An agreed webinar brief gives AI a starting point for suggesting the work involved. An agent could help review the brief for missing information and prepare a draft task list covering the registration page, invitation emails, social assets, speaker preparation and follow-up.
It could also suggest timings and dependencies for the campaign manager to review. For example, promotional activity needs a tested registration page, while the page itself needs confirmed event details and approved copy.
This gives the team a starting point to refine. The campaign manager still needs to check the scope, confirm owners and agree realistic deadlines with the people doing the work.
Flag campaign risks for review
As the campaign progresses, an agent could review recorded statuses, deadlines and written updates to draw attention to potential delays.
For example, several assets might be waiting for the same approver, or an update might mention missing speaker information that could affect the invitation email. Bringing those details together can help the campaign manager decide where to investigate.
Simple overdue reminders can remain ordinary automations. AI is more useful where the task involves interpreting written updates or summarising related issues.
Its assessment depends on the information available. A board that is out of date can leave both the team and the agent with an incomplete picture.
Summarise results and suggest next steps
Where registration, attendance and lead data are available to the agent, it could help prepare a campaign performance summary.
For a webinar, that might include comparing registrations with the agreed target, summarising attendance and bringing together feedback or follow-up outcomes. It could also suggest questions to explore, such as whether the promotional message reached the intended audience or whether the registration page needs reviewing.
The marketing team can then assess those suggestions against the wider context. Low registrations alone do not establish the cause or mean that sending another email is the right response.
After the event, the same approach could help prepare a review of delivery issues, results and lessons for the next campaign.
Build AI into a workflow the team understands
Start with one useful task and check the output before expanding its role. Agree what information the agent can access, what it can change and which actions require someone’s approval.
Keep decisions about priorities, capacity, publishing and campaign spending with the responsible people. AI can prepare information and recommendations to support those decisions.
Feature availability and credit use vary, so check your account before adding AI to routine workflows. Our monday.com AI consultancy helps teams identify practical uses and configure them around the way they work.
9. Review progress in a way that leads to decisions
A campaign review should show what needs attention: upcoming deadlines, blocked items, overdue approvals and work affecting the launch date.
Use the board or dashboard to guide the discussion. If an invitation is waiting for approval, identify the decision required and its effect on the schedule. If several tasks compete for the same person, agree what takes priority.
There is a relevant example in monday.com's FARFETCH customer story. The marketing planning team connected its content calendar to production boards so changes could be reflected in the work and communicated to the people involved.
That is an enterprise example published by the software provider. The useful lesson for a smaller team is the connection between the plan and production work, rather than an expectation of comparable savings.
Keep reporting focused on the decisions your team needs to make. Our monday.com dashboards and reporting services help turn board information into views managers can use.
10. Review the campaign and improve the next plan
After the campaign, review delivery separately from marketing performance. Completing the assets on time does not tell you whether the campaign reached the intended audience or generated useful enquiries.
Compare planned dates with actual completion, note repeated approval delays and check whether estimates reflected the work. Then review the campaign's agreed success measures using the relevant analytics, email or CRM data.
For a webinar, that might mean registrations, attendance and relevant follow-up enquiries. Agree the definitions and tracking before promotion starts. Consistent campaign tagging helps connect activity with results, but it does not establish attribution on its own.
Planning work on monday.com boards is also different from sending email through monday campaigns. The latter has its own audience, sending and tracking settings, described in the monday campaigns documentation.
Use the review to improve a reusable template. Keep helpful tasks, adjust unrealistic timings and remove fields nobody uses. The next campaign should benefit from what the team has learnt. monday.com templates are an excellent way of minimising repetitive tasks when you and the team are doing a lot of repeatable work.
Get help with your marketing campaign workflow
The Workflow People help teams set up and improve monday.com around the way their work happens. That can include campaign boards, approval routes, t-shirt sizes, capacity planning, workload views, automations and training, not to mention reporting of the campaigns to the CMO.
If your campaign plans leave people chasing updates or unclear about the next step, Get in Touch to discuss a setup your team can use.
Frequently asked questions
Can you plan marketing campaigns in monday.com?
Yes. Boards can organise campaign deliverables, owners, dates and production stages. Depending on your plan, views, dependencies, automations and dashboards can support scheduling and reporting. Agree the workflow before choosing the features.
Do you need a separate board for every campaign?
No. A shared board can suit a small team, while separate campaign boards may help with more complex work. Choose a structure that keeps responsibilities clear and lets you see commitments across campaigns.
Can monday.com automatically manage campaign approvals?
You can configure statuses and notifications to support approvals. You still need to define who approves, what sign-off means and which checks happen before publication. A dependency alone is not an approval gate.
Which monday.com plan supports dependencies and workload planning?
Dependencies and the Workload widget exist on the Pro and Enterprise plans. Gantt views are available from Standard upwards. The Workflow People can help confirm functionality and workaround options in your account before implementation.