Role-Based Programme
RB1191

AI for Marketing Operations & Automation

Advanced Workflow Intelligence, Campaign Orchestration & Marketing Performance

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Duration
32 Hours
Level
Advanced
Delivery
Instructor-Led
Format
Capability Development

Programme Objectives

  • Develop advanced capability to apply AI across marketing operations, campaign workflows, lead management, automation, reporting, and performance governance.
  • Use AI-assisted analysis to improve marketing data quality, process efficiency, campaign execution, lead flow, and operational visibility.
  • Apply AI to design automated workflows for segmentation, lead routing, campaign orchestration, alerts, reporting, and cross-functional coordination.
  • Use AI-assisted analytics to strengthen campaign performance, funnel visibility, attribution, marketing productivity, and investment decisions.
  • Build a scalable and responsible AI-enabled Marketing Operations model with appropriate governance, privacy, validation, approvals, and human oversight.

Tools covered

Generative AI AssistantsMarketing Automation PlatformsCRM IntelligenceCampaign Workflow AutomationLead ManagementCustomer Data AnalysisMarketing AnalyticsAttribution AnalysisData Quality ManagementProcess OptimisationDashboard IntelligenceWorkflow AutomationAI AgentsDecision-Support Tools

Who should attend

  • Marketing Operations Managers
  • Marketing Operations Executives
  • Marketing Automation Managers
  • Marketing Automation Specialists
  • CRM & Campaign Operations Professionals
  • Demand Generation Operations Professionals
  • Revenue Operations Professionals
  • Marketing Analysts
  • Campaign Operations Professionals
  • Lead Management Professionals
  • Digital Marketing Operations Professionals
  • Marketing Technology Professionals
  • Growth Operations Professionals
  • Marketing Data & Reporting Professionals
  • Marketing Leaders Responsible for Operational Excellence

Prerequisites & Participant Readiness

  • Experience in marketing operations, marketing automation, CRM, campaigns, digital marketing, or marketing analytics
  • Familiarity with lead management, campaign workflows, CRM data, marketing funnels, and reporting
  • Basic awareness of Generative AI and common business applications
  • Comfort working with structured marketing and customer data
  • No programming knowledge required

TOC Modules

Concepts
  • Understanding Generative AI, reasoning models, analytics, automation, and AI agents
  • Exploring AI applications across campaign execution, lead management, data operations, and reporting
  • Distinguishing AI-assisted operations from rules-based marketing automation
  • Understanding hallucinations, data-quality limitations, privacy, and human accountability
Practical activities
  • Mapping AI opportunities across the Marketing Operations lifecycle
  • Identifying activities suitable for augmentation, automation, or human ownership
  • Creating an AI opportunity map for Marketing Operations teams

Scenarios

Manual Marketing Process to Automated Campaign Operating Model

Current Process → Bottlenecks → Data Quality → Audience Rules → Campaign Workflow → Lead Routing → Automation → QA → Reporting

Participants use AI to analyse a manual marketing process, identify inefficiencies, redesign campaign and lead workflows, introduce controlled automation, and establish measurable operational KPIs.

Fragmented Marketing Data to Revenue Visibility

CRM & Campaign Data → Data Quality → Lead Funnel → Campaign Attribution → Conversion Gaps → Reporting → Alerts → Revenue Intelligence

Participants use AI to consolidate operational insights from fragmented marketing data, identify funnel and attribution issues, create management reporting, and design an AI-enabled framework for improved revenue visibility.

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