Standard operating procedure · MK3A · Marketing

Campaign Launch

Transactional procedure owned by Demand Generation in Marketing. 8 numbered steps, 2 of them a person deciding and 6 of them agent work … more

Marketing manual Service view

Procedure code

MK3A

Transactional

Rule versions in force

v5.1 · v3.8 · v2.7 · v1.4

4 governing rules stacked over it

In force since

2024-12-20

Earliest effective date across those rules

Last reviewed

2026-07-27

Latest review date across those rules

Rules approved by

VP Demand Generation

Rule health

4/4

0 under review · 0 superseded

There is no document register behind this header. The version, the dates and the approver names are read off the governing rules this procedure runs inside, which is the closest thing the estate holds to a document control record. Nobody wrote these procedures. There is no document library behind this page and no Word file anywhere in the estate. Every procedure below is generated from rows this platform already holds: the line and its ordered stations, the owning team and the person accountable for it, the policy items bound to that team, and the governance gates seeded against the function. The steps, the owners, the gates, the approvers, the dwell times and the volumes are read straight off those rows. The sentences that join them together are generated. Read a procedure as the estate describing itself, not as a document somebody signed.

Purpose and scope

What this procedure is for and where it stops

To run campaign launch to one repeatable standard inside Demand Generation, part of Marketing. more

Entry condition

Runs transactional. Starts when a scheduled window opens.

Exit condition

The unit clears report. more

In scope

Every unit of campaign launch raised inside Demand Generation, from the trigger below through to the final step.
6 of the 8 steps, which run without a person present.
2 decisions that stop the line until a named person releases it.

Out of scope

Anything outside the envelope set by the owning team. It leaves the line at a gate and becomes the named approver's decision.
Work that belongs to another function. This line hands off to legal and does not follow the unit there.
The 2 steps carried on the shared AI GBS spine. They are done for this line but not by this function.

Who owns it

Runs the line

Demand Gen Orchestrator

Accountable person

VP Demand Generation

The end of the escalation path. Above them sits Marketing Chief of Staff for the function.

That team’s remit

Owns campaign work end to end inside Marketing. more

That remit describes the whole team, not this one procedure, so its counts are larger than the ones on this page.

Autonomy

80% now · ceiling 88%

Bidding, allocation and creative rotation run inside a spend envelope with no human in the loop. more

The procedure, step by step

8 numbered steps · 2 of them stop for a person

A step is one station on the line. more

No.	Step	Who does it	What happens	System of record	Time on the step	In flight
01	Brief Agentworkflow	Audience Build Agent	Audience Build Agent performs this step unattended at the workflow layer, inside the envelope its owning team has set, and writes an evidence record naming the actor, the authority it acted under and the digests of what it read and wrote.	Customer Relationship Management	2.1 hrsstandard 2.5 hrs	4
02	Build audience GBSgbs	Audience Build Agent	Audience Build Agent performs this step unattended on the shared AI GBS transaction spine, outside the function, inside the envelope its owning team has set, and writes an evidence record naming the actor, the authority it acted under and the digests of what it read and wrote.	Customer Relationship Management	53 minstandard 1.3 hrs	19
03	Generate variants Agentworkflow	Bid Optimization Agent	Bid Optimization Agent performs this step unattended at the workflow layer, inside the envelope its owning team has set, and writes an evidence record naming the actor, the authority it acted under and the digests of what it read and wrote.	Marketing Automation	2.5 hrsstandard 5.7 hrs	25
04	Brand check Agentworkflow	Creative Variant Agent	Creative Variant Agent performs this step unattended at the workflow layer, inside the envelope its owning team has set, and writes an evidence record naming the actor, the authority it acted under and the digests of what it read and wrote.	Digital Analytics	2.6 hrsstandard 5.9 hrs	4
05	Legal check HumanpolicyDecision	VP Demand Generation Releases: VP Demand Generation	Work stops. VP Demand Generation reviews what the line has produced and either releases the unit or sends it back. Nothing downstream of this step runs until that decision is made.Holds until: Held for a named human when the unit exceeds the campaign decision envelope, when confidence falls below the floor, or when a policy clause is engaged.Hands off to legal	Customer Relationship Management	15 minstandard 34 min	5
06	Launch HumanpolicyDecision	VP Demand Generation Releases: VP Demand Generation	Work stops. VP Demand Generation reviews what the line has produced and either releases the unit or sends it back. Nothing downstream of this step runs until that decision is made.Holds until: Held for a named human when the unit exceeds the campaign decision envelope, when confidence falls below the floor, or when a policy clause is engaged.	Customer Relationship Management	8.6 hrsstandard 19.1 hrs	8
07	Optimize GBSgbs	Audience Build Agent	Audience Build Agent performs this step unattended on the shared AI GBS transaction spine, outside the function, inside the envelope its owning team has set, and writes an evidence record naming the actor, the authority it acted under and the digests of what it read and wrote.	Customer Relationship Management	47 minstandard 1.8 hrs	35
08	Report Agentworkflow	Demand Gen Orchestrator	Demand Gen Orchestrator performs this step unattended at the workflow layer, inside the envelope its owning team has set, and writes an evidence record naming the actor, the authority it acted under and the digests of what it read and wrote.	Customer Relationship Management	1.4 hrsstandard 3.4 hrs	41

The swimlane

The same steps, laid out by who is holding the work

Three lanes: a person deciding, an agent working, and the shared services spine. more

Person2 stations and 46% of the dwellAgent4 stations and 45% of the dwellShared spine2 stations and 9% of the dwell5 crossings between lanes

Human

decides

Agent

does the work

GBS

shared spine

System

attributed by rule

Customer Relationship Management

Marketing Automation

Digital Analytics

Customer Relationship Management

Click any station to see who does it, what it costs in time, the rule that gates it and the system attributed to it.

Run the procedure

One unit walked along that swimlane on the happy viable agentified path

Press run and a single unit enters at station 01. Each station takes exactly the dwell this platform records for it and is held by whoever the estate says holds it. more

speed

worked clock

00:00

allowance clock

00:00

stations cleared

0/8

the happy path, worked time0 min of 19 hrs

the same run against its allowance0 min of 40 hrs

Human

decides · 2

Agent

does the work · 4

GBS

shared spine · 2

run log

Nothing has happened yet. more

where the worked time goes19 hrs a unit

Person8.8 hrs · 46%Agent8.7 hrs · 45%Shared spine1.7 hrs · 9%5 crossings between lanes

what makes this path viable

The lanes are the recorded lanes. 2 of the 8 stations stop for a person and every one of them still does on this run.
Every one of the 2 decisions is still taken by the people who hold them. The happy path is that each one is released first time, not that it is skipped.
The owning team is held to a 88% autonomy ceiling and this run sits at 54% unattended, inside it.
3 systems are attributed across the stations, and 0 of them are connected. Nothing in this run has been watched executing against a real system of record.

what would have to change

1 of the 2 decisions can be handed over inside the 88% ceiling. more

could move to the agent lane

05 Legal check — held by VP Demand Generation, 15 min a unit

stays with a person

06 Launch — The last decision on the line. Something on every procedure ends with a person, so this one is never offered.

what this run is, and what it is not

This is a run, not a forecast. more

Happy means nothing goes wrong: no station raises an exception, no gate sends the unit back, no rework loop fires and nothing sits in a queue between stations. more

The second clock is the allowance. more

A decision may be handed to the agent lane only if two things hold … more

The run reads the station rows only. more

What this run does not model: arrival patterns, contention between procedures for the same person, shift patterns, weekends, learning curves, and the cost of anything. more

Run it again, going wrong

The same unit, the same stations, broken the way the estate already records breaking

This is the same unit on the same stations, breaking. more

No break below was chosen. more

One play head, two tracks, the same scale. The clean run stops when it runs out of stations; the other one keeps going.

As written

8 stations, nothing waiting, nothing sent back

0 min of 19 hrs

now Brief · Audience Build Agent · 2.1 hrs

As the ledger has it

the same stations, plus 6 categories the estate already counts

0 min of 2.2 days

now Brief · Audience Build Agent · 2.1 hrs

personagentshared spinework the break addsnobody working it

What breaks, and where it is counted

No break below was chosen. more

What the two runs say together

6 counted categories land on this procedure. more

What this run cannot claim

These breaks are shown together on one unit so the shape of a bad day fits on one screen. more

The separation register records a duty conflict against a sub-function and a named post, not against one procedure. more

Two clocks run. Worked time is the sum of the time the work is actually being done … more

Roles and responsibilities

6 named parties

The responsibility grid is assigned by a rule, not lifted from a chart. more

Party	RACI	Steps	Duty	Escalates to
Demand Gen Orchestrator orchestrator	Runs the line	0	Sequences this line, holds its timetable and decides what has to surface to a person. more	Raises to VP Demand Generation when a unit falls outside the envelope or confidence drops below the floor.
Audience Build Agent agent A4% autonomy · ceiling A4% 97% clean · 4% overridden	Responsible	3	Runs the repeatable portion of demand generation inside the shared transaction spine at spine cost and spine controls.	Escalates to VP Demand Generation when the unit falls outside the decision envelope or confidence drops below the floor.
Bid Optimization Agent agent A4% autonomy · ceiling A4% 92% clean · 4% overridden	Responsible	1	Executes the demand generation step it owns, posts its evidence, and hands the unit to the next stage.	Escalates to VP Demand Generation when the unit falls outside the decision envelope or confidence drops below the floor.
Creative Variant Agent agent A4% autonomy · ceiling A4% 97% clean · 6% overridden	Responsible	1	Runs the repeatable portion of demand generation inside the shared transaction spine at spine cost and spine controls.	Escalates to VP Demand Generation when the unit falls outside the decision envelope or confidence drops below the floor.
VP Demand Generation person	Accountable and responsible	2	Holds 2 decisions on this line. more	Accountable to VP Demand Generation for the decisions held here.
Demand Gen Orchestrator agent A3% autonomy · ceiling A4% 88% clean · 5% overridden	Responsible	1	Owns the demand generation lane end to end. more	Escalates to VP Demand Generation when the unit falls outside the decision envelope or confidence drops below the floor.

Decision points and escalation

2 places this procedure stops

05 · Legal check

15 min

Held for a named human when the unit exceeds the campaign decision envelope, when confidence falls below the floor, or when a policy clause is engaged.

VP Demand Generation

06 · Launch

8.6 hrs

Held for a named human when the unit exceeds the campaign decision envelope, when confidence falls below the floor, or when a policy clause is engaged.

VP Demand Generation

Handoffs out of this procedure

Step 05 Legal check passes the work to legal.

The rules this procedure runs inside

4 governing rules

Demand Generation Decision Envelope

active

MK3-POL-200 · envelope · vv5.1

Agents in this lane may act without a human when the campaign sits inside the stated value, risk and confidence envelope. more

Approved by VP Demand Generation · in force 2026-02-20 · reviewed 2026-07-23

Binds Audience Build Agent, Channel Allocation Agent, Bid Optimization Agent, Creative Variant Agent, Landing Page Agent, Lead Scoring Agent

APAC

Demand Generation Evidence Standard

active

MK3-POL-201 · evidence · vv3.8

Every autonomous decision writes inputs, the rule version applied, the model and prompt version, the output and a reversal path. more

Approved by VP Demand Generation · in force 2025-03-01 · reviewed 2026-07-27

Binds Audience Build Agent, Channel Allocation Agent, Bid Optimization Agent, Creative Variant Agent, Landing Page Agent, Lead Scoring Agent

US · Canada

Demand Generation Escalation Rule

active

MK3-POL-202 · escalation · vv2.7

Escalation is mandatory when confidence falls below the floor, when two options sit inside the confidence band, or when a break condition on a ratified position fires. more

Approved by VP Demand Generation · in force 2024-12-20 · reviewed 2026-07-25

Binds Audience Build Agent, Channel Allocation Agent, Bid Optimization Agent, Creative Variant Agent, Landing Page Agent, Lead Scoring Agent

Global

Demand Generation Autonomy Ceiling

active

MK3-POL-203 · ceiling · vv1.4

The ceiling for this lane is 88 on the platform scale. more

Approved by VP Demand Generation · in force 2026-06-01 · reviewed 2026-06-02

Binds Audience Build Agent, Channel Allocation Agent, Bid Optimization Agent, Creative Variant Agent, Landing Page Agent, Lead Scoring Agent

LATAM · US

Systems this procedure touches

3 named · 0 connected

System attribution is a rule, not a reading. more

System	Vendor	Domain	Criticality	Steps	Connection
Customer Relationship Management	Salesforce Sales Cloud	crm	critical	6	modeled
Marketing Automation	Marketo Engage	marketing	medium	1	modeled
Digital Analytics	Adobe Analytics	marketing	medium	1	modeled

0 of the 3 systems on this procedure is connected to the platform, and none of the twenty-six in the estate register is. 2 of them are marked as taking a write back, which is a property of the system, not a live path from here.

How it performs

End to end

19.2 hrs

Summed from the time each step sits, standard 40.1 hrs — running at 48% of the standard.

Touchless

85%

Agent share

75%

A week

3,805

In flight

141

Effort a week

531 human minutes · 620 agent minutes

Volume multiplied by the time on each step. more

Assurance over this procedure

4 governance gates sit above it

The twenty-four controls and eighteen exception classes in this platform are held at estate level … more

Gate	What trips it	Who releases it	Clock	Waivable
New or regulated claim approval	Any performance, comparative or regulated product claim not already substantiated	CMO and General Counsel	2 business days	No
Budget reallocation guardrail approval	Reallocation above 5% of campaign budget or $100,000	CMO	1 business day	No
New personal-data use approval	Any new data class, inferred attribute or third-party audience source	Privacy officer	3 business days	No
Crisis or socially sensitive content escalation	Public position, crisis response or politically sensitive topic	CMO and Communications	2 hours	No

Next to it on the same team

Demand Generation

Always-on Optimization

MK3B

Lead Handoff

MK3C

All of Marketing

What this document is and is not

These procedures describe the modeled estate. more

Actions

What is waiting on a person

What one procedure document gives you, and what to check before you treat it as the standard.

151

named approvers appear across the library

Every decision point on every procedure carries a job title, not a queue. more

143

steps in the library hand their unit to another function

A handoff is where a procedure stops being one team’s problem. more

controls exist in the estate, and they belong to no procedure in particular

Controls and exception classes are held estate-wide. more

Operations

What this desk is allowed to start

A surface that only reports is not operable. more

Trigger and bound

A procedure document prints purpose, scope, entry and exit, the numbered steps with the actor on each, the roles and their RACI position, the swimlane, the decision points and escalation, the handoffs, the governing rules with version and approver, the systems by rule and the timings. more

Live observability

What the record shows right now

The whole library, by lane, so a single document can be read against the estate it came from. more

Current distribution

2,748 steps

Agent, inside the function1,38951%

Agent, on the shared spine85131%

Person deciding at a gate50818%

Is policy and strategy coming to fruition

Whether the written intent is holding here

Half. The document is complete and every actor on it is measured more

Not holding on the record

A procedure here carries a version, an approver, an in-force date and a last-review date. more