Role-Based Programme
RB1190

AI for Marketing Operations & Automation

Workflow Intelligence, Campaign Efficiency & Martech Optimisation

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Duration
16 Hours
Level
Intermediate
Delivery
Instructor-Led
Format
Capability Training

Programme Objectives

  • Develop practical AI capabilities for marketing operations, campaign execution, workflow automation, data management, and performance reporting.
  • Apply AI to analyse marketing processes, CRM and campaign data, lead flows, operational bottlenecks, and automation opportunities.
  • Use AI to improve campaign setup, lead routing, segmentation, workflow documentation, quality assurance, and stakeholder coordination.
  • Strengthen marketing technology operations through better data quality, process governance, reporting, and workflow optimisation.
  • Apply responsible AI practices related to customer data, privacy, access control, automation governance, accuracy, and human oversight.

Tools covered

Generative AI AssistantsMarketing Automation ConceptsCRM & Martech Data AnalysisCampaign Workflow DesignLead ManagementData Quality AnalysisSegmentation SupportReporting & Dashboard AnalysisProcess Automation ConceptsMarketing Performance AnalysisKnowledge AssistantsExecutive Summarisation

Who should attend

  • Marketing Operations Managers
  • Marketing Operations Executives
  • Marketing Automation Managers
  • Marketing Automation Specialists
  • Martech Professionals
  • Campaign Operations Professionals
  • CRM Marketing Professionals
  • Demand Generation Operations Professionals
  • Revenue Operations Professionals
  • Marketing Analysts
  • Lead Management Professionals
  • Digital Marketing Operations Professionals
  • Marketing Technology Managers
  • Campaign Managers
  • Marketing Managers

Prerequisites & Participant Readiness

  • Experience in marketing operations, campaign management, CRM, marketing automation, or marketing analytics
  • Familiarity with customer data, lead workflows, campaigns, reporting, and marketing technology platforms
  • Basic familiarity with Generative AI tools is recommended
  • Ability to interpret campaign and marketing-performance information
  • No programming knowledge required

TOC Modules

Concepts
  • Understanding Generative AI, reasoning models, AI assistants, and workflow support
  • Exploring AI applications across campaign operations, data management, reporting, and automation
  • Understanding how AI differs from CRM, marketing automation, workflow, and analytics platforms
  • Recognising hallucinations, incorrect recommendations, and operational AI limitations
Practical activities
  • Mapping the Marketing Operations lifecycle to practical AI applications
  • Identifying repetitive, analytical, and decision-support use cases
  • Comparing traditional and AI-assisted marketing operations workflows

Scenarios

Campaign Brief to Automated Marketing Workflow

Campaign Brief → Audience Rules → Data Validation → Workflow Design → Lead Routing → QA & Approval → Campaign Launch → Performance Monitoring

Participants use AI to convert a marketing brief into a structured operational workflow covering audience setup, automation logic, lead management, testing, and launch governance.

Fragmented Marketing Operations to Process Optimisation

Process Mapping → Data Issues → Workflow Bottlenecks → Martech Gaps → Automation Opportunities → Governance Controls → Reporting Framework → Optimised Operating Model

Participants use AI to analyse a simulated marketing-operations environment, identify process and technology inefficiencies, and develop a structured improvement roadmap focused on efficiency, data quality, and operational control.

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