Marketing Campaign RACI Matrix
This is a practical guide to building a raci matrix for a marketing campaign project — a grid mapping tasks to who is Responsible, Accountable, Consulted and Informed, adapted to the realities of planning and running a marketing campaign to deadline.
What a RACI Matrix is
A raci matrix is a grid mapping tasks to who is Responsible, Accountable, Consulted and Informed. For the full concept and how it works in general, see RACI Matrix. On a marketing campaign project it plays the same role, tuned to this kind of work.
Why it matters for a Marketing Campaign project
Marketing Campaign projects live or die on planning and running a marketing campaign to deadline. A well-built raci matrix gives the team a shared, explicit reference for exactly that — reducing ambiguity, aligning stakeholders, and making problems visible early enough to act. Skipping it, or doing it generically, is how marketing campaign projects drift into avoidable delay and cost.
What to include
- Activities as rows
- Roles as columns
- One Accountable per row
- Responsible / Consulted / Informed
Marketing Campaign-specific considerations
Tailor the raci matrix to the risks that most often derail marketing campaign projects:
- Shifting creative direction
- Fixed launch dates
- Cross-agency coordination
Example
On a real marketing campaign project, the raci matrix would be shaped by planning and running a marketing campaign to deadline. In particular, it should explicitly account for the project’s biggest risks — shifting creative direction, fixed launch dates, cross-agency coordination — rather than treating them as afterthoughts.