October 2025

Welcome to the October edition of the Marketing Operations newsletter which includes the latest on best practices, knowledge sharing and system/process updates for our global and regional sales and marketing colleagues. The newsletter is now available through Go IQ. Use the Go IQ link to comment, like and share with colleagues. 

Let others know what is working! If you have a learning or success to share with the community connect with us.

Have a question? Join our November open office hours

We look forward to having everyone join us on Wednesday, November 5 at 9am EST for our November Open Office hours call!

Agenda:

·    Update on Smartsheet form replacing VIA for asset publishing requests - Sathya N

·    Lesson learned from LinkedIn Advertising campaigns for RWS in 2025 - Pauline Fahey

·    Q&As

Plan to attend the next Open Office hours on November 5 @ 9am EST. Register here to receive monthly invite.

Streamlining asset publishing: VIA form moves to Smartsheet for enhanced efficiency 

We're happy to announce a major improvement to our asset publishing submission process. We are transitioning from VIA to Smartsheet for all asset publishing requests across Branding, Marketing, and Sales Spot platforms. This change is designed to simplify marketers workflow and improve usability, flexibility, and operational efficiency.

Benefits for marketers:

·    Submit all requests straight from the Marketing Operations Toolbox. VIA is no longer required for asset publishing requests!

·    Enhanced experience with conditional logic, clear guidance, and tailored pick lists.

·    Full visibility of all your requests in your Marketer Dashboard.

·    Automation and alerts keep submitters and reviewers informed at every stage.

·    SEO tagging and multimedia fields (Brightcove, Buzzsprout) support seamless podcast and video publishing.

The new Asset Publishing form is expected to be available starting November 7. For more information, join us in the upcoming Marketing Operations Open Office hours on November 5 or the next M3 on November 11.

For any questions or suggestions contact Sathya N.

Improve campaign reporting with our updated UTM guidance

We're excited to announce the release of our updated UTM Tagging Guidance, designed to help you streamline campaign tracking and enhance accuracy across platforms.

This update was also featured in the October Social Media Office hours session.

What's new:

·    Standardized campaign code naming conventions.

·    Step-by-step instructions for consistent UTM tagging.

·    Common tagging pitfalls to avoid.

·    How UTM data integrates with the Marketing Performance Hub dashboards.

For questions or updates, reach out to Kristen Powell.

Turn user questions into traffic with new AI monitoring

We’re excited to announce a new capability that allows us to monitor the questions users are asking in AI-based search platforms. The Otterly AI visibility monitoring dashboard shown below displays our brand mentions over time.

If you’ve started applying GEO (Generative Engine Optimization) best practices — like using question-first headings or incorporating FAQs into your content — please share those questions with us so we can include them in our tracking.

We can also generate page-level reports to uncover high-impact questions that you can integrate into your content or FAQ sections, boosting visibility and helping drive more qualified traffic.

Let’s work together to make our content even more discoverable! Reach out to Brandon Haslip with any questions.

Make smarter marketing decisions: Explore the new and updated Marketing Performance Hub dashboard documentation

We’ve made key updates to the Marketing Performance Hub resources to help you navigate dashboards with greater clarity and purpose. These enhancements are designed to accelerate your decision-making by making it easier to understand what each page and visual is telling you.

What's new

·    Dashboard page questions: Each page now includes a documented purpose to clarify the business question it addresses.

·    Visual goals: Every visual has a defined goal and updated tooltip guidance for better clarity.

You will find the documentation in the Marketing Performance Hub resource center. 

Questions? Reach out to Srujana Pavuluri.

October office hours recap: Intro to paid campaign resources and a demo on Marketing Performance Hub

During our October Marketing Open Office Hours, we introduced our key resources for Paid Campaign and conducted a live demo on extracting website metrics using the Marketing Performance Hub. The presentation covered:

·    An overview of LinkedIn paid campaign resources.

·    A walkthrough of Google paid campaign resources.

·    A demo showcasing how to pull website metrics via Marketing Performance Hub.

If you were unable to attend the call and want to learn more, October's presentation can be found here and a recording of the session can be accessed here.

Plus, don't forget that all previous Open Office Hour presentation can be found here.

Lean thinking in action: Transforming new hire background checks

To accelerate hiring and enhance operational efficiency, the India HR Shared Services (HRSS) team has successfully transformed the Background Verification (BGV) process using Lean principles. This initiative eliminates manual bottlenecks and introduces automation and delegation, resulting in smarter onboarding.

Key Improvement:

·    K-Check Initiation Delegated to KPMG: Now completed within 2 hours at no extra cost, saving 874 hours annually.

·    Automated Reporting: Manual uploads of initiation screenshots and Pre-BGV status reports replaced with daily automated updates, saving 570 hours annually.

·    Total Time saved: A remarkable 1,444 hours per year, enabling the team to focus on strategic priorities.

This transformation showcases how challenging the status quo and embracing continuous improvement can lead to impactful results. The India HRSS team's efforts exemplify operational excellence through collaboration, innovation and a relentless focus on value.

Please Follow The Lean Connection and visit LEAN BPI&A for all the latest helpful news, information or new idea submissions.

Internal tools, resources, and support

Links for Marketing Automation tools, resources, and reports:

Benchmark Report	Coverage Report
NNC Report	Contact Us
Marketing Operations Toolbox	Marketing Performance Hub

 

Don't forget to join the Marketing Operations office hours on the first Wednesday of the month at 9am EST if you have any questions! The next session is on November 5. You can register or pre-submit any questions/topic ideas through the Marketing Operations Toolbox.