Bringing structure to marketing operations with Optimizely CMP

Optimizely CMP is designed to address this gap by giving marketing teams a shared structure for planning and collaboration. 

What Optimizely CMP is and how it is used 

Optimizely CMP provides a central environment where marketing teams can plan campaigns, manage content and collaborate across roles and markets. It supports the day-to-day work of marketing by priorities, ownership and progress visible.

Rather than focusing on content production alone, CMP covers the full planning and execution cycle. Teams work with shared views, workflows and templates that reflect how campaigns and content actually move through the organisation. This creates consistency without forcing teams into rigid processes.

Why structure creates business value 

A clear structure changes how marketing teams work. When planning, workflows and responsibilities are visible, less time is spent on coordination and follow-ups. Teams can focus on execution instead of administration.

CMP also improves governance. Agreed workflows, roles and metadata help ensure that content is reviewed, approved and reused in a controlled way. This reduces risk while making it easier to scale marketing efforts across channels and markets.

Over time, these improvements lead to better use of resources, shorter lead times and more predictable delivery. Marketing operations become easier to manage and easier to develop further.

Onboarding as the difference between adoption and frustration 

The value of a CMP depends on how well it reflects the organisation using it. If the structure does not match existing ways of working, adoption suffers. 

Effective onboarding starts with understanding how planning, collaboration and content production work today. These insights are then translated into a CMP setup that feels familiar to users.

Workshops and hands on involvement help stakeholders make decisions together and understand the logic behind the structure. 

This approach builds confidence early and supports adoption as CMP becomes part of everyday work. 

Onboarding as the difference between adoption and frustration 

Comprend is recognised by Optimizely as a certified Optimizely CMP Onboarding Specialist.

The certification confirms our ability to lead onboarding independently and deliver high-quality implementations based on Optimizely’s product standards. 

We work closely with client teams to translate existing processes into clear taxonomy, workflows and templates. Our focus is on creating a structure that supports real work, not theoretical models. This helps teams adopt CMP faster and use it with confidence.

A practical foundation for scalable marketing 

Optimizely CMP helps organisations bring order to complex marketing operations. With the right structure and onboarding approach, it becomes a practical foundation for collaboration, governance and growth.

At Comprend, we help teams turn their ways of working into systems that support clarity, consistency and long-term effectiveness.