Marketing · Reference

End-to-end workflows

How work moves through Marketing from start to finish, who does each step and what the system does in response.

On this page (8)

Campaign to cash: spend to gross profit

Who: Marketing manager; Omnichannel agent; Sales user; Accountant

#	What the person does	What the system does
1	Campaigns > New: 'Ramadan Offers 2026', Lead generation, Instagram + WhatsApp, budget 15,000 AED, utm_campaign ramadan26, Status Draft	CMP-000n created
2	Ad Accounts > New Facebook account (Manual entry, pixel id); Ad Campaigns > New lead campaign under the campaign; Ad Sets > New; Creatives > New	Structure tab shows the full tree
3	Delivery & Spend: import a CSV of 7 days (campaign = ramadan26), total spend 3,500	'7 added'; campaign Spend 3,500
4	Omnichannel > Leads > Add lead with utm_campaign ramadan26 and consent ticked; convert to a CRM lead	Attribution row for the campaign; Leads tile 1; consent Opted in
5	CRM: qualify, create a quotation for 10,000 AED net, confirm the order; Sales: invoice it and post	Campaign Orders 1; Revenue 10,000 after posting
6	Finance: receive and allocate payment of the invoice	Collected = 10,000 (net share)
7	Analytics > Campaign ROI; Dashboard	ROAS 2.86 (10,000 / 3,500); Profit ROAS = gross profit / 3,500; dashboard top campaign is this one

Who: Marketing manager; Omnichannel supervisor

#	What the person does	What the system does
1	Consent > Record consent: A opted in (WhatsApp, Marketing), B opted out, C nothing	3 states shown; history entries
2	Audiences > New static audience; add A, B, C	'1 of 3 reachable (consented)'
3	Omnichannel > WhatsApp > Broadcasts: send a marketing template to the audience (sandbox number)	Only A receives it; B and C skipped with the reason. Blocked without a WhatsApp sandbox
4	A replies 'STOP'	A becomes Opted out on WhatsApp for Marketing, Promotions, Newsletter; source 'whatsapp keyword'
5	Rebuild the audience; send another broadcast	'0 of 3 reachable'; nobody receives it

Who: Marketing manager; Sales user

#	What the person does	What the system does
1	Rules > New: When Lead created; Source contains Instagram; THEN Add tag 'ig', Set priority High, Create CRM task 'Call' due 0 days, Notify salesperson	Saved as draft
2	Create a CRM lead with Source Instagram Lead Ads before activating; scan	Nothing happens (draft)
3	Activate the rule; create a second lead; Settings > Scan ERP events now	Lead 2: tag ig, priority High, task for the owner due today (Dubai), owner notified
4	Scheduled Actions > What ran	4 lines 'done' for lead 2; Rules list Runs 1, Last run set
5	Pause the rule; create lead 3; scan	No actions for lead 3

Who: Marketing manager

#	What the person does	What the system does
1	Customer Journeys > New: trigger Lead created (Source contains Website); Action Add tag 'welcome'; Wait 2 minutes or until reply; Condition 'Customer replied since the wait' is set; Yes: Stop; No: Assign lead owner (round robin) then Notify salesperson; Save; Activate	Status active
2	Create a CRM lead with Source Website Form; scan	Run starts: tag added; status waiting; Scheduled Actions shows it with Runs at = +2 min
3	Wait 3 minutes (scheduler on)	Run continues on the No path: owner assigned, notification sent; status completed
4	Create the same lead's event again (re-entry off)	No second run
5	Pause the journey with a waiting run; wait past wake time; Activate	Run moves only after activation

Who: Marketing manager; Accountant

#	What the person does	What the system does
1	Two campaigns A and B with delivery 1,000 each	Spend shown on both
2	One lead touched by A, then by B (two captures in Omnichannel); invoice 6,000 AED posted	Attribution shows 2 touches
3	Settings model First touch; open ROI	A: 1 lead, 6,000 revenue; B: 0
4	Model Last touch	B gets it
5	Model Linear	A and B 0.5 lead and 3,000 each; totals unchanged

Who: Marketing manager

#	What the person does	What the system does
1	Ad Accounts: Facebook sandbox account with pixel id and test token, Status Connected	Saved; token sealed
2	Settings > Send conversions to: facebook; Save	Saved
3	Capture a Facebook-attributed lead in Omnichannel; scan	Conversion Tracking: Lead Created, Status sent (or failed with code)
4	Confirm its order and post the invoice; scan	Order Confirmed and Invoice Posted events; Meta Events Manager test events show them hashed. Blocked without a Meta sandbox

Who: Company admin; Marketing viewer

#	What the person does	What the system does
1	Give a test user the Marketing viewer set (marketing.view and the *.view codes only)	User sees the Marketing menu
2	As that user open every screen; try New on Campaigns, Record consent, New rule, Save settings	Screens open; every change refused 'You do not have permission for this action.'
3	As admin switch Automation and journeys Off	Automation menu gone; rule save refused 409
4	Switch it back On	Menu returns; rules unchanged

Who: Marketing manager; Accountant

#	What the person does	What the system does
1	Rule: When Invoice overdue; THEN Send email subject 'Payment reminder' (customer has Email consent for Transactional - set purpose via API) and Notify salesperson	Rule active
2	Post a test invoice with due date yesterday (Dubai) and no payment	Invoice open and overdue
3	Wait for the daily run (or restart the test server)	Invoice overdue fires once: email logged, notification sent; next day no second event
4	Pay the invoice in full	No further overdue events for it

Updated 3 October 2026