Marketing Value Streams

The Marketing Value Streams deck maps 11 end-to-end flows that show how the Marketing function plans, creates, and measures the work that generates and converts demand — delivered as a fully editable PowerPoint deck. Every flow is broken into stages, with the activities, inputs, and outputs documented at each stage, from strategy through performance measurement.

The Flow Isn't a Straight Line

The hardest boundary in Marketing to draw correctly is the handoff to Sales — where a lead becomes "qualified" depends on a scoring model and an MQL/SQL definition that differ by organization, and that ambiguity is exactly where most real-world friction and rework happens, which a generic flow smooths over instead of representing as a stage gate. Content marketing looks linear from the outside, but the actual flow has an iterative review and approval loop — legal, brand, and compliance sign-off — that can cycle a piece of content back several times before it publishes. Campaign flows also fork early by channel, since paid, owned, and earned run on different production timelines and are measured differently, and attribution runs in the opposite direction from execution: campaigns are planned and launched forward, but revenue has to be traced backward through multi-touch attribution to know what actually worked, which is a distinct value stream that's easy to leave out entirely. Brand and positioning work also operates on a far slower cadence — annual or less — than the continuous cycle of campaign execution, and collapsing both into one "marketing process" hides that they're owned and paced differently.

What's Included

• 11 flows covering the Marketing function: brand and positioning strategy, campaign planning and execution, the content lifecycle from ideation through distribution, demand generation and lead-to-MQL, the marketing-to-sales handoff, product marketing and launch, marketing analytics and attribution, and marketing operations.
• Every flow staged, with the activities, inputs, and outputs documented for each stage.
• Delivered as native, fully editable PowerPoint shapes, ready to relabel, reroute, or extend for a specific channel mix or org structure.

How Marketing Teams Use It

• Give Marketing and Sales leadership a shared, stage-level definition of the lead handoff instead of a perennial argument over what counts as "qualified."
• Baseline current-state flows before a martech consolidation, campaign operating model, or marketing reorganization.
• Onboard new marketing leaders and cross-functional partners to how strategy, execution, and measurement actually connect.
• Use as a reference structure for a marketing operating model, RACI, or org design exercise.

Who Should Buy This

Built for CMOs, marketing operations leaders, and consultants who need a credible starting map of the Marketing function's value streams without building one from a whiteboard session.