The Marketing Ops Guide to Omnichannel Campaign Planning (Without the Chaos)

Jordan Backues specializes in developing multi-channel campaigns that drive measurable pipeline growth. Leading and aligning cross-functional teams isn’t easy, and when she went hunting for a process to help manage integrated campaigns, she came up empty. So, she decided to fill the void — and share her integrated campaign template with you.

Watch her and Adam Kaiser dissect an integrated campaign in our webinar Anatomy of an Integrated Campaign here.

Here’s what happens when campaigns aren’t orchestrated: Marketing launches a demand generation program targeting accounts in the consideration stage. Three days later, sales reaches out to the same accounts with messaging designed for early awareness. Two weeks after that, a display ad appears promoting a resource the prospect already downloaded.

When campaigns run in parallel rather than in coordination, the buyer experience is often a mess. Yet most B2B companies operate this way by default, with marketing executing demand generation programs while sales conducts outreach, operations builds workflows, and digital teams manage paid media. Each function works with good intentions and clear goals. The result is still chaos.

This guide provides the framework 6sense uses to plan and execute campaigns where channels genuinely integrate rather than simply coexist.

You’ll:

• Learn a six-step process
• Get access to a campaign planning template
• See specific examples of how marketing operations teams use workflow automation to coordinate execution across platforms, teams, and buyer stages

What makes an integrated campaign?

Most marketing teams run campaigns across multiple channels. Email, ads, social, sales outreach, events. But being present on multiple channels doesn’t make a campaign integrated.

A truly integrated approach means:

• Every channel works from the same data. No more sales working one list while marketing targets another.
• Messages align across the buyer journey. From first impression to closed-won, buyers get a consistent experience.
• Timing coordinates rather than compete. Channels amplify each other instead of creating noise.
• Teams share visibility and accountability. Everyone knows what’s happening, when, and who is responsible.

Research by B2B agency Martal shows campaigns executed across multiple channels with coordinated messaging see a 50% increase in conversion rates compared to single-channel efforts. The difference between activity and results comes down to orchestration.

The hidden cost of campaign chaos

Before we get into the solution, let’s name the problem you’re probably living with right now.

For marketing operations managers:

• Endless Slack messages asking “did this campaign already launch?”
• Duplicate workflows because teams don’t know what’s already built
• Reporting that requires manual data stitching from six different platforms
• The sinking feeling that you’re moving fast but not making progress

For CMOs and marketing VPs:

• Campaign performance that looks good in isolation but doesn’t move pipeline
• Inability to prove which efforts actually drove revenue
• Sales complaining that marketing’s “helping” is  creating friction
• Budget decisions based on incomplete data because nobody has the full picture

For buyers:

• Generic emails that ignore they just attended your webinar
• Sales calls referencing content they’ve never seen
• Ads for products they already purchased
• A nagging sense that your company doesn’t have its act together

When campaigns lack coordination, everyone loses. Marketing wastes budget. Sales wastes time. And prospects move on to competitors who seem more organized.

The 6-step framework for omnichannel campaign planning

Here’s how 6sense approaches integrated campaign development, from initial alignment through launch and optimization. Based on our own internal metrics, this framework cuts campaign build time by 50% and drives 43% higher account progression when all channels activate simultaneously.

Step 1: Align the team

The problem: Campaigns fail before they launch because stakeholders aren’t aligned on goals, timeline, or who owns what.

The solution: Start with a campaign process document that establishes ownership and creates a communication cadence.

Your campaign planning template should capture:

• Campaign name, author, and Asana/project management link
• Summary and business objective (what are we trying to achieve?)
• Campaign theme and GTM strategy
• Target live date and timeline
• Deliverables with assigned owners
• KPIs and success metrics

This becomes your single source of truth. When someone asks “who’s handling the LinkedIn ads?” or “when does this go live?”, the answer lives in one place everyone can access.

Why this matters: A process document isn’t bureaucracy. It’s your campaign blueprint that keeps teams aligned, timelines clear, and execution seamless. Without it, campaigns risk fragmentation, missed deadlines, and lost accountability.

What 6sense does differently: Our integrated campaign teams use a standardized integrated campaign template that connects strategy to execution. Every campaign starts with this foundation, which means teams spend less time in alignment meetings and more time executing.

Step 2: Anchor to the business

The problem: Marketing runs campaigns that look good on paper but don’t ladder up to what the company actually needs to achieve.

The solution: Tie your campaign directly to company goals and product themes before you write a single subject line.

Effective campaigns don’t start with the creative. They start with clarity:

• What business objective does this serve? (Pipeline generation? Customer expansion? Market penetration?)
• Which product or solution does this promote?
• How does this align with sales priorities and GTM strategy?
• What happens if we don’t run this campaign?

Why this matters: When every message, motion, and metric ladders to business objectives, you get strategic alignment, executive visibility, and cross-functional momentum. Product, sales, and marketing advance a unified growth story instead of competing narratives.

What 6sense does differently: Every campaign maps to specific revenue stages (S0, S1, S2) and account progression goals. This isn’t marketing activity for activity’s sake. It’s coordinated execution designed to move accounts through the pipeline.

Step 3: Build the foundation

The problem: Teams jump straight to tactics without establishing who they’re targeting and why.

The solution: Follow a structured campaign model that ensures you’ve thought through the fundamentals.

The 6sense 5-Step ABM Campaign Model provides a framework:

1. Select the best accounts — Define your segment based on ICP fit, buyer stage, intent signals, and account characteristics.
2. Know about them — Identify target personas, pain points, and where they are in the buying journey.
3. Engage the right way — Match content and channels to persona and stage
4. Collaborate with sales — Establish handoff points and shared accountability
5. Track real stuff — Focus on metrics that matter (account progression, pipeline influence, revenue) not vanity metrics

This foundation ensures your campaign targets the right accounts with relevant messages through appropriate channels.

Why this matters: Skipping this step leads to campaigns that generate lots of activity but little pipeline. You end up with impressive click-through rates on ads shown to accounts that will never buy.

What 6sense does differently: Our platform makes this foundation actionable, not theoretical. You can build segments that combine firmographic data, intent signals, and buying stage in minutes, not days.

Step 4: Segment smarter

The problem: Most marketing automation platforms let you segment by demographic data and past behavior. But they can’t tell you which accounts are actively researching solutions like yours right now.

The solution: Use data to define and build segments that combine ICP fit, buyer stage, intent signals, and account-level intelligence.

A well-constructed segment might filter for:

• Strong or Moderate 6sense ICP fit
• Accounts in Awareness or Consideration stage
• Researching specific keywords in the past 30 days
• No sales activity in the past 90 days
• Open opportunities in specific stages
• Technology stack that indicates need

This level of segmentation means you’re reaching accounts when they’re actually in-market, with messages that match where they are in the buying process.

Why this matters: Precision targeting reduces wasted spend, increases relevance, and improves conversion rates. You stop spraying and praying and start engaging accounts with intent.

What 6sense does differently: The platform processes over 1 trillion buyer signals daily to identify which accounts are researching solutions in your category. This turns segmentation from educated guesswork into data-driven targeting.

Step 5: Orchestrate with workflows

The problem: Even when campaigns are well-planned, execution becomes a coordination nightmare. Marketing sets up email nurtures. Sales creates Salesloft cadences. Paid media runs separately. Nobody knows what prospects are actually experiencing.

The solution: Connect every channel through a single canvas using Intelligent Workflows.

Campaign orchestration means:

• Accounts enter workflows based on segment membership and buying stage
• Channels activate in coordinated sequences (display ads → email → sales outreach)
• Next actions trigger based on account behavior and progression
• All activity happens on one timeline visible to all teams

For example, a campaign targeting accounts in the Consideration stage might:

• Serve LinkedIn and display ads for 60 days
• Send targeted email from AI Email Agents
• Push qualified contacts to Marketo nurture campaigns
• Trigger Salesloft cadences when accounts hit Decision stage
• Create tasks for sales when accounts engage with high-intent content
• Remove accounts from ad audiences once opportunities are created

Every step fits with every other step. No duplicate outreach. No conflicting messages. No prospects falling through the cracks.

Why this matters: Orchestration is the difference between campaigns that run in parallel and campaigns that actually integrate. It’s how you deliver the consistent, coordinated experience that moves accounts through the pipeline.

What 6sense does differently: Intelligent Workflows provide a visual canvas where you can design, automate, and monitor entire campaign flows from a single interface. Sales, marketing, and ops all work from the same system with the same data at the same time.

Step 6: Launch and learn

The problem: Campaigns launch and then… drift. Teams move on to the next thing. Performance reviews happen quarterly. By the time you realize what’s working (or not), it’s too late to adjust.

The solution: Build measurement and optimization into the campaign from day one.

Set up tracking for:

• Engagement by persona. Who’s actually responding? Are you reaching the right people?
• Account progression. Where does momentum build or stall? Which stage needs attention?
• Top-performing content themes. What resonates most with your ICP? What should you create more of?
• Channel ROI and velocity. Where is pipeline accelerating fastest? Where should you increase investment?

Then create a review cadence. Weekly check-ins on active campaigns. Monthly deep dives on performance. Continuous optimization based on what the data tells you.

Why this matters: Launch isn’t the finish line. It’s the starting gun. The campaigns that drive results are the ones that evolve based on performance data.

What 6sense does differently: Real-time dashboards show account progression, channel performance, and pipeline influence without manual reporting. You can see what’s working today and adjust tomorrow.

From framework to reality: Campaign example

Let’s look at how this plays out in practice.

Example: REVEAL campaign (product launch)

Objective: Drive awareness and consideration for new product feature

Segment: Strong ICP fit accounts in Target or Awareness stage, researching relevant intent keywords

Orchestration:

• Filter accounts by ICP fit and buying stage
• Branch based on keyword research (marketing vs. sales personas)
• Marketing track: Push to 6sense display ads → Serve ads for 60 days → Push to integrated campaign in LinkedIn → Push to Marketo nurture → Remove from audience
• Sales track: Push to Google ads → Push to Marketo campaign → Serve ads for 60 days → Remove from audience
• Consideration stage: Purchase sales and marketing contacts → Save to CRM → Push to integrated LinkedIn campaign → Push to Marketo nurture

Results: Coordinated messaging across paid, owned, and sales channels with consistent GTM story and zero channel conflict.

Your campaign planning template (Free Download)

Ready to implement this framework? We’ve created a campaign planning template based on the exact process 6sense uses internally.

The template includes:

• Campaign summary and theme documentation
• GTM strategy and deliverables tracker
• Target audience segment builder
• Persona positioning by stage
• Channel and tactic checklist
• Timeline and budget sections
• KPI and results tracking

Use this as your starting point for any integrated campaign. Customize it to fit your organization’s workflow, but keep the core structure that ensures alignment from strategy through execution.

The technology that makes orchestration at scale possible

You can plan multichannel campaigns in spreadsheets. You can coordinate execution through meetings and Slack threads. But you can’t scale that way.

Campaign orchestration at any meaningful scale requires a platform that:

• Unifies account data, intent signals, and engagement history in one place
• Provides a visual canvas for designing multi-step, multi-channel workflows
• Triggers actions based on account behavior and buying stage
• Gives all teams (marketing, sales, ops) visibility into campaign performance
• Measures what matters (account progression and pipeline influence, not just activity)

Check out our Blueprint Hub to see how 6sense customers are using Intelligent Workflows to orchestrate powerful campaigns.

Next steps

Download the campaign planning template and use it for your next integrated campaign. You’ll have the same framework 6sense uses to cut build time in half and drive measurable account progression.

See a demo of Intelligent Workflows. If you’re dealing with campaign chaos and want to see how orchestration works in practice, request a demo. We’ll show you exactly how companies like yours coordinate multi-channel campaigns that actually integrate.