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Through our experience with the best brands in the world, we’ve identified seven stages in the marketing work lifecycle. Each stage plays a critical role in executing great marketing work.

The Seven Stages of the Marketing Work Lifecycle

Getting work done starts with the initial request for work and ends with measuring and optimizing its performance against the desired business outcomes and corporate goals—plus many critical steps in between.

Here’s a brief look at the marketing lifecycle’s seven stages and why work management is essential throughout each.

  1. Strategy and intake
  2. Budget and plan
  3. Align and create
  4. Review and approve
  5. Store and share
  6. Deliver and scale
  7. Measure and optimize

Work Smarter, Not Harder

To approach work strategically and intelligently in every stage of the marketing work lifecycle, you need three core work management capabilities:

  • Standardization using templates and processes
  • Integration with your stack to create a single system of truth
  • Automation to increase efficiency

Standardize Processes

One of the most valuable ways you can protect your team’s time is consistency. Standardize your workflows with consistent work intake processes, templates, and a single system for documenting work.

Standardization lets teams know where things are and what is expected of them at each stage so they can avoid wasting time.

By creating a single source of truth for all documentation and production routing, they standardized their processes for submitting and managing work.

The team became more organized, avoided duplication, and ensured a seamless and documented agreement on all assets before they were published.


You can empower your teams to do their best work with a work management application that standardizes processes, integrates with other tools, and automates complex processes. It sets your team up to deliver work that is connected, streamlined, and strategically in step with your organization’s primary goals.