4 things your Marketing Automation Platforms should be doing (but probably aren’t)
Mina Saleeb, Global Director of Marketing Automation The majority of businesses now use marketing automation – 76%, according to recent research – but it can...
By Carly Schrager, Head of North America Engagements, Bluprintx
A global enterprise we worked with had the right platforms in place.
Adobe Workfront managed projects, Adobe Marketo Engage handled campaigns, and a skilled creative team built content. On paper, it looked efficient.
In practice, campaigns launched late.
Approvals were scattered across email threads. Assets lived in multiple locations with no clear version control. Even after sign-off, campaign managers reformatted files before uploading them into Marketo.
Every step added friction.
The problem was not the tools themselves. Workfront and Marketo were more than capable. The problem was that the way processes and flows were designed created complexity instead of removing it.
That is where Bluprintx came in. We helped redesign the operating model, making Workfront the single source of truth for the briefing, review, and approval process. Marketo became the activation engine, receiving only approved and compliant assets. Roles were clarified, workflows were mapped, and adoption was reinforced so teams had the confidence to use the system consistently.
The results were clear:
- Campaign launches accelerated.
- Reviews became smoother and more transparent.
- Marketing delivered consistently, on time, and at scale.
This foundation also provided the opportunity for a successful introduction of AI into their process. Tools like Adobe GenStudio and Adobe Firefly can generate content at speed, but without structured flows, those assets get stuck in bottlenecks. By simplifying processes and ensuring Workfront and Marketo worked together seamlessly, we created the conditions for AI-driven content to move directly into campaigns.
The lesson is simple.
Content supply chains break when tools and processes are not aligned. Workfront and Marketo provide the backbone, but it takes thoughtful design and adoption to unlock their full potential. Simplifying how work moves, defining ownership, and embedding confidence in the process removes complexity and gives marketing the speed and scale it needs.
For leaders, the responsibility is to focus not just on platforms or people in isolation, but on how they work together. When tools are aligned with process, complexity is cut out, and teams are free to deliver – with AI to add the next level of impact.