Partnerships teams spend weeks coordinating co-marketing campaigns across multiple stakeholders—partner contacts, internal marketing, legal, and finance—without a standardized process. Briefs get lost in email threads, approval timelines slip, and partner expectations misalign. A structured workflow reduces cycle time, ensures compliance, and maintains partner relationships.
This workflow streamlines the end-to-end co-marketing brief process: a partner request triggers a form submission, which populates a standardized brief template, routes through internal approvers (marketing, legal, finance), and notifies the partner of approval status or requested revisions. The workflow reduces back-and-forth email, enforces compliance gates, and creates an audit trail for campaign governance.
Trigger: Partner submits co-marketing request via form, email, or CRM record creation
Partner submits co-marketing request via form, email, or CRM. Workflow captures all inputs, assigns unique campaign ID, and logs submission timestamp for SLA tracking.
AI extracts key details from partner submission and populates a standardized co-marketing brief template. Flags missing required fields (budget, timeline, deliverables) and requests clarification from partner before proceeding.
Brief is routed to assigned marketing stakeholder for campaign feasibility, brand alignment, and resource availability review. Approver can approve, request revisions, or reject with feedback.
Brief is routed to legal/compliance team to verify data-sharing terms, IP ownership, co-branding rules, and regulatory requirements. Approver flags risks or required amendments.
Finance team reviews budget allocation, cost-share terms, and payment terms. Approver confirms budget availability and cost-split alignment with partner agreement.
Partnerships lead consolidates feedback from all approvers. If revisions are needed, partner is notified with specific requested changes and given 3–5 business days to respond.
Once all approvals are received, workflow generates final brief document with all sign-offs, version control, and approval dates. Brief is formatted for partner distribution.
Partner receives approval notification with final brief, next steps, and assigned campaign manager contact. Campaign record is created in CRM and linked to partner account for tracking.
Brief and all approvals are archived in shared repository. Campaign timeline and milestones are added to project management tool. Workflow tracks execution against agreed deliverables.
1. **Design intake form**: Create a partner co-marketing request form in your CRM or Typeform with fields for partner name, campaign objective, timeline, budget, deliverables, and compliance requirements. 2. **Build brief template**: Create a standardized brief template in Google Docs or Notion with sections for campaign overview, objectives, deliverables, timeline, budget, legal terms, and approval sign-offs. 3. **Configure approval routing**: Set up conditional routing in your automation tool (Zapier, Make, or CRM native workflow) to send briefs to marketing, legal, and finance approvers in sequence. 4. **Create notification templates**: Draft email templates for partner submission confirmation, revision requests, and final approval notification. 5. **Test with pilot partner**: Run the workflow with 1–2 trusted partners to identify gaps and refine timing. 6. **Document SLAs**: Define approval timelines (e.g., marketing: 2 days, legal: 3 days, finance: 2 days) and escalation rules. 7. **Train stakeholders**: Brief all approvers on their role, expected turnaround time, and revision feedback format. 8. **Launch and monitor**: Roll out to all partners; track metrics weekly for first month to identify optimization opportunities.