Executing successful omni-channel campaigns requires tools that can effectively support planning, visualization, and execution across all key marketing channels. Today’s consumers interact with brands across multiple touch points, making it essential to coordinate consistent messaging whether they’re scrolling social media, checking email, or browsing your website.
At Opal, we understand that different platforms excel at different channels. We’re evaluating the top campaign management tools based on how well they support the primary channels that drive modern marketing campaigns.
How We’re Evaluating These Tools
To understand how well the tools work for cross channel campaign planning, we want to look at how well they can serve the most commonly used marketing campaign channels:
- Organic Social
- Paid Social
- Website/App
- Digital Ads
- Video
- SMS
In particular, we are looking at how well they visually represent these channels or to what degree they offer features specific for them.
For each of these channels, this guide will evaluate each campaign planning tool with one of the following values:
Advanced — Significant investment into this channel which delivers specific value for planning the channel in this platform. Examples of this would include having true-to-life visualization of that channel in content production — or offering direct publication of that channel from the central platform.
Moderate — This represents partial investment in the channel. This might look like a platform that offers guardrails for social image sizing and word counts — but its building space doesn’t actually resemble the native platform.
Basic — Platforms that offer basic support may support the channel in name but don’t offer any unique functionality.
The Campaign Planning Tools We’re Evaluating
- Opal
- ClickUp
- Asana
- Optimizely
- AirTable
- Monday
- Plannable
- Notion
- SmartSheet
- Sprinklr
Before we dig into the full breakdown, here’s a matrix showing you everything we’ve compiled in a matrix:
Disclaimer (as of June 30, 2025): This post is provided for general informational purposes only and does not constitute a promise, warranty, or guarantee of specific product features or performance. Product features are described to the best of our knowledge and may change over time.
Exploring 10 Cross-Channel Campaign Planning Tools
Opal
- Organic Social: Advanced
- Paid Social: Advanced
- Website/App: Advanced
- Digital Ads: Moderate
- Video: Moderate
- Email: Advanced
- SMS: Advanced
Of course, we’re putting ourselves first. This is the challenge Opal was built to solve. For teams who plan their campaigns in Opal, they of course visualize when campaigns are going to market across channels as well as what any potential overlap looks like. However, Opal takes it a step further. In Opal, the true-to-life content that comprises those campaigns is always a click away. So whether you’re managing social content, paid social ads, videos, emails or even text campaigns, you’ll see everything exactly how your audience will!
ClickUp
- Organic Social: Moderate
- Paid Social: Moderate
- Website/App: Basic
- Digital Ads: Moderate
- Video: Moderate
- Email: Moderate
- SMS: Basic
ClickUp is primarily a project management and collaboration platform that has been adapted for marketing use cases. Its strength lies in task planning and team management. However, it lacks true-to-life visualization of social platforms and doesn’t have unique content capabilities for these channels. ClickUp represents something of a trend in project management tools being leveraged for campaign management with varying degrees of success.
Asana
- Organic Social: Basic
- Paid Social: Basic
- Website/App: Basic
- Digital Ads: Basic
- Video: Basic
- Email: Moderate
- SMS: Basic
Asana excels as a task management tool that marketing teams can use to coordinate work, but it lacks the advanced, channel-specific visualization. This platform primaries sees work in the campaign planning space — not because it is meant for the work — but because it is already embedded in many organizations.
Optimizely
- Organic Social: Advanced
- Paid Social: Moderate
- Website/App: Advanced
- Digital Ads: Basic
- Video: Moderate
- Email: Advanced
- SMS: Basic
Optimizely CMP is a sophisticated content marketing platform with advanced capabilities for organic social, website/app, and email channels. Its strength lies in content creation, workflow management, and multi-channel publishing, though it lacks specialized features for paid social, digital advertising, and SMS marketing. This platform is a popular choice among mid-market companies that want to drive significant value from a single tool.
AirTable
- Organic Social: Moderate
- Paid Social: Basic
- Website/App: Basic
- Digital Ads: Basic
- Video: Moderate
- Email: Basic
- SMS: Basic
The platform’s strength lies in its ability to manage custom workflows rather than providing out-of-the-box marketing channel features. Airtable is good as a flexible workspace that can be somewhat tailored for marketing campaign management, but it lacks the advanced, channel-specific features and visualizations that would elevate it beyond “Basic” or “Moderate” for most channels.
Monday
- Organic Social: Basic
- Paid Social: Moderate
- Website/App: Basic
- Digital Ads: Basic
- Video: Basic
- Email: Moderate
- SMS: Basic
Monday.com features integrations for paid social and email providers that make it a cut above the traditional project management tools. However, there is a sense that this platform will be overmatched when managing the complexities of true cross-channel campaign planning and management. Like with Asana, the main reason that Monday is tapped for campaign planning is that the tool is widely adopted in the organization — not that it is necessarily the best fit from a functionality standpoint.
Plannable
- Organic Social: Advanced
- Paid Social: Advanced
- Website/App: Moderate
- Digital Ads: Basic
- Video: Moderate
- Email: Moderate
- SMS: Basic
Plannable is definitely a social first platform. Their content views for both paid and organic social are true to life and allow creators to build stronger content during the planning stages. However, there is less attention paid to the other channels. This makes Plannable a strong choice for social only planning but possibly less desirable for true omnichannel planning.
Notion
- Organic Social: Basic
- Paid Social: Basic
- Website/App: Basic
- Digital Ads: Moderate
- Video: Basic
- Email: Basic
- SMS: Basic
While Notion only offers basic support for the majority of cross-channel campaign planning, it does have some cool functionality for paid digital ads. For example, Notion offers the ability to monitor and optimize your paid campaigns on Google, Meta, LinkedIn in the platforms. Ultimately though, Notion is fundamentally a workspace and project management tool rather than a dedicated marketing platform.
SmartSheet
- Organic Social: Moderate
- Paid Social: Basic
- Website/App: Basic
- Digital Ads: Moderate
- Video: Advanced
- Email: Moderate
- SMS: Basic
Due to their partnership with Brandfolder, SmartSheet has a very robust video management DAM embedded in the platform. In addition, for organic social media, SmartSheet leverages Hootsuite for content scheduling even if the content is not true-to-life like other tools on this list. The platform is built for task tracking, and asset management but is not designed for direct campaign execution across most channels. Marketing teams that use Smartsheet as a central hub for coordination will need to rely on other tools for actual content publishing and distribution.
Sprinklr
- Organic Social: Advanced
- Paid Social: Advanced
- Website/App: Basic
- Digital Ads: Advanced
- Video: Advanced
- Email: Moderate
- SMS: Moderate
Sprinklr provides a single workspace for managing customer experiences across channels, with particular strength in social media management and digital advertising. For website/app functionality, Sprinklr offers only basic support, focusing instead on social and digital marketing channels. Email and SMS both receive moderate support – they are integrated into the platform but don’t receive the same depth of features as the social and advertising capabilities.