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Implement your Marketing Operations Plan for SAP Marketing Cloud

9 min read

Implement your Marketing Operations Plan for SAP Marketing Cloud

Are you currently implementing SAP Marketing Cloud or are you already live with SAP Marketing Cloud? In both cases, you might want to think about how to implement or improve your monitoring and operations of your system. 

This article gives an overview about common operations roles, common operations tasks and how you can define your marketing operations plan. The respective applications to implement your marketing operations plan are included below. 

This article focuses on common recurring operation tasks and does not focus on one-time or ad-hoc tasks such as user creation or ad-hoc data import.

Table of Contents

Define your Marketing Operations Plan

There are two common roles when it comes to monitoring and operating SAP Marketing Cloud - the Marketer and the Operations engineer. 

The Marketer is mainly responsible for the development and execution of marketing activities within the marketing departments. Their duties usually contain the success tracking and monitoring of the activities. Less often, Marketing Managers monitor the marketing activities within their area of responsibility (for example, region). 

The job of an Operations engineer is to make sure that the company's marketing operations meets the marketing business expectations. This typically includes operating and monitoring the marketing system with a focus on marketing data and integration. 

The main activities for operating SAP Marketing Cloud by the Marketer and Operations engineer can be mapped to the following areas; campaign, integration, jobs, logs, certificates, and data.

It's crucial to define a marketing operations plan to:

  • Define necessary operations tasks
  • Assign tasks to roles to increase accountability
  • Assign frequencies to task to shift from fire fighting to a proactive operations mode

In the following table, you can find common tasks for your marketing operations plan.

Role Area


Frequency indication

Marketer Campaign Monitor campaign execution Daily
Monitor e-mail metrics Daily
Data Management Monitor Customer at risk Weekly
Operations Engineer Integrations

Obtain an overview of all imports


Monitor and analyze single imports

On demand

Monitor marketing data and background processes


Explore the origins that build the contact’s best record


Monitor and explore the number of contacts


Explore and Manage the contacts Weekly
Monitor Unmapped Free Text Daily

Explore contact origin data


Explore interactions data


Jobs and Logs

Monitor application jobs

Based on job scheduling

Monitor application logs


Extensibility Trace custom logic After changes to custom logic implementations and after major events (for example, upgrades, new integrations)

Check certificate list

Transports Check software collections Based on transport scheduling

The table above is an example of how your marketing operations plan might look like. Your specific marketing operations plan might look different.

Increase the frequency of the tasks during major events such as go live, upgrades, roll-outs to new regions or new integrations. 

Implement your Marketing Operations Plan

SAP Marketing Cloud provides various applications to help implementing your marketing operations plan. 

Area Task Description Application
Campaign Monitor campaign execution Learn about the campaigns that are performing well and not so well, in terms of execution. Monitoring Campaign Execution
Monitor e-mail metrics

Monitor e-mail metrics to recognize trends, potentially leading to an IP/Domain reputation drop, recognize any spam issues (for example, Blocklist listings), and to verify the relevance of the content. Find more information in the Welcome to E-mail Marketing article.

Analytics Story: Success of Email and SMS Campaigns

Analytics Story: Bounce Statistics

Monitor Bounces Using Segmentation

Campaign Error Notifications

If the execution of one or more campaigns finish with errors and need your attention, you get notified by the system. The notifications are sent using email and in parallel appear in the launchpad notifications.

By default, the notifications (and emails) are sent to the creator and owner of the campaign or to specified users. You don't have to activate them.

Campaign Error Notification

Obtain an overview of all imports

Get a complete overview of all imports (successful and erroneous) in your system. Analyze and monitor for common messages and determine resolutions. Identify trouble areas and define actions to remedy.

Data Load Monitor

Monitor and analyze single imports

Monitor and analyze single imports (in process, successful and erroneous) in your system. Analyze metadata, such as service name or source system per import.

Import Monitor

Explore the origins that build the contact’s best record

Insight into which data stored in the contact's best record has been derived from which origin.

Inspect Contact

Monitor and explore the number of contacts

Monitor and explore the number of contacts as starting point for contact analysis.

Browse Contact Data

Monitor Unmapped Free Text Monitor and Map the imported unmapped free text to internal SAP IDs and name. Map Free Texts

Explore contact origin data

Explore contact origin data to understand the data and validate against the source systems.

Browse Contact Origin Data

Explore interactions data

Explore interactions data to validate against the source systems or current marketing assumptions.

Browse Interaction Data

Data Management Monitor Customer at risk Monitor and Identify the customer who are at risk, who might lose in near future and address them with retention measures. Customer at Risk
Jobs and Logs Monitor application jobs Monitor application jobs results such as job status and job log of finished jobs.

Application Jobs

Monitor application logs Display application logs for any log details such as severity or message texts.

Application Logs

Extensibility Trace custom logic Trace development objects (custom logic and custom business objects) to see which determinations, validations, and actions of which objects and nodes, are being processed in which order. Furthermore, you can trace the values of the input, output and changing parameters of validations, determinations and actions, as well as the duration of their execution. You can also see which exceptions are raised and where they occur. Custom Logic Tracing
Certificates Check certificate list Check certificate list for certificates expiring soon (“valid to” date).

Maintain Certificate Trust List

Transports Check software collections Check software collections containing extensions items and configuration settings (segmentation or target group configuration) before transporting them to the productive system. Export Software Collection


This article provided you with an example of a marketing operations plan that you should define ideally before going live with SAP Marketing Cloud. By defining and implementing your marketing operations plan, you can define the necessary tasks, increase accountability and operate your SAP Marketing Cloud system in a pro-active mode.

To access all our community or out of the box product documentation, please check out our List of Online Resources.