Template · C35
Build a marketing RACI matrix
How can roles be assigned without creating bureaucracy?
Direct answer
A RACI assigns one accountable owner, at least one responsible contributor and limited consultation for each decision or initiative.
01Clarify roles and identify overloads or missing responsibilities.
02The rule, the evidence and the next review date stay visible.
How to use this
Move from the question to the deliverable.
How can roles be assigned without creating bureaucracy?
Clarify roles and identify overloads or missing responsibilities.
Checked RACI
Critical comparison · SQ-28
Build a RACI matrix around verifiable deliverables
A useful RACI matrix starts from the deliverables, names at least one responsible owner and a single approver, then checks availability, acceptance date and overload.
Fictitious matrix for four deliverables of a launch involving marketing, sales, product and finance.
- 01List
Start from the roadmap’s deliverables and decisions, not from job titles.
- 02Assign
Name the responsible owner and the approver before the consulted and the informed.
- 03Accept
Have the named people confirm the role, the availability and the date.
- 04Check
Spot multiple approvers, accountability gaps and overload.
Four RACI rows, one of them to correct
The comparison is about whether the rows are acceptable. A shared approval or an unaccepted role stops the deliverable from starting.
| Deliverable | R | A | C | I | Accepted on | Control |
|---|---|---|---|---|---|---|
| Campaign brief | Campaign lead | Marketing director | Sales | Finance | 18 August | Compliant |
| Measurement plan | Marketing ops | Data lead | Finance | GTM team | 19 August | Compliant |
| Sales kit | Sales enablement | VP Sales | Product | Managers | 20 August | Compliant |
| Launch date | GTM lead | CMO + VP Product | Legal | Leadership | Not accepted | Two As: correct |
01The first three rows have an owner, a single approver and a dated acceptance.
02The launch date stays blocked until a single approver is named.
03The comparison of RACI, DACI and RAPID stays on the page devoted to governance conventions.
Fictitious matrix. Roles must remain compatible with actual delegations of authority, availability and procedures.
Coherence controls
Minimum conditions before validation.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
Usable deliverable
Checked RACI
Explore the decision further with an interactive control, or start from a structured template to produce your deliverable.