To better understand the challenges, we conducted in-depth interviews with 30+ stakeholders across teams and functions. We developed a journey map that highlighted key pain points within the activity planning cycle.

One of the most critical issues identified was the timing of the planning cycle. Marketers were required to complete intake forms before essential activity details were finalized, forcing them to enter placeholder information to move forward. Compounding the issue, they received little visibility into subsequent updates made to their submissions, creating confusion and a lack of accountability across the process. Since we weren’t able to change the timing of the planning cycle, we needed to provide a way to let them track their activities end-to-end with full transparency.