Before you map your own, you see what an honest one looks like. A real marketing workflow, mapped live. The format, the decisions, and what the map reveals when nothing is tidied up.

• How to read a workflow swimlane: steps, roles, tools, AI today, and where it stalls
• What honest mapping reveals that documentation hides
• Outcome: Know how to read a swimlane before you build your own

You pick one workflow and map it. Where it stalls, who it waits on, and where AI is already involved but nobody has defined what it produces or at what quality bar.

• How to choose which workflow to map
• Identifying AI usage that is already happening but has no defined quality bar
• Outcome: A completed map of your own workflow, ready for the next exercise

Two or three maps get put on screen and pulled apart by the group. You add your read on every step: AI opportunity or human-only. The same patterns show up across every workflow in the room.

• What makes a step a genuine AI opportunity versus a human-only decision
• How output trust failures trace back to missing quality checkpoints
• Outcome: Your map annotated with AI opportunities and human-only steps

Three content workflows shown as swimlanes. You see the design decisions behind each one, apply the same principles to redesign one yourself, then compare your version against the published system.

• How three content workflows were redesigned around AI rather than adapted for it
• How to build quality checks into each step rather than reviewing the finished output
• Outcome: A redesigned swimlane built from first principles

You score a set of workflows across different marketing functions using a structured framework. Time saved, frequency, AI confidence, rebuild effort. The output is a ranked backlog, not a list of ideas.

• How to score workflows by impact, confidence, and effort
• How dependencies between workflows change the priority order
• Outcome: A scored, ranked backlog of workflows to rebuild