Campaign Taxonomy & Campaign-to-Revenue Reporting

On-demand reference for the marketing-operations skill.

Campaign Taxonomy

Structure drives reporting. Build a naming system:

[CHANNEL]-[YEAR]-[QUARTER]-[SEGMENT]-[OFFER]

Examples:
  PAID-SOCIAL-2026-Q1-SCALEUP-DEMAND-GEN
  WEBINAR-2026-Q2-ENTERPRISE-PRODUCT-DEMO
  CONTENT-2026-Q1-SEO-REVOPS-GUIDE
  EVENT-2026-Q3-SAAS-NORTH-SUMMIT

This taxonomy flows through: MAP folders → CRM campaigns → attribution → budget

Campaign-to-Revenue Dashboard

The one table that matters:

Campaign Name | Spend | Leads | MQLs | SAL | SQL | Pipeline | Revenue | ROI
EMAIL-Q1...   | €8K   | 450   | 180  | 135 | 98  | €2.1M    | €680K   | 8.5x

Track four layers: Volume (reach) → Quality (MQL/SAL rates) → Pipeline (influenced) → Revenue (attributed). Campaigns can look good on volume but terrible on quality.