I have written some Marketing Automation Process Flow charts on my blog. You may find some valuable info there. http://blogs.msdn.com/crm/search.aspx?q=Schumacher&p=1
If you do follow BillP's advice of using workflow to create the Campaign response, One bit of information is that you need to make sure that the Parent Campaign and Originating Activity values are correct for the response if you want to run Campaign Performance reports, so you can track in the report how well the Campaign is running, allowing you to make business decisions if the positive Campaign Response rate is or is not matching your expected Marketing strategy target goal. Not being able to track the full value of your campaign performance would be a downside if you chose to Not Create a Campaign Response and only gather the information in the phone call activity, thus requiring you to create new Campaign Performance reports for your CRM Org.
As far as which process to choose, It really depends on how your organization functions, but I will provide another alternative approach that I personally may have done. I as the Admin would have created a Queue for the Business Unit. Then as a Marketing Manager I would have assigned my Phone Activities to the Queue During Activity Distribution (assign to User or Queue). This would allow my employees (Customer Service Representatives) to accept a new phone call activity from the queue as they completed a previous phone call. When the activity is accepted from the Queue Grid, it would be automatically assigned to the one who accepted the activity from the Queue as being the activity Owner, and appearing in their own "In Progress" Queue. Next, the employee would physically make the phone call to the potential customer. The employee could Save and close the phone call activity marked as 'Completed' or wait to perform this action until after they have promoted the activity to a campaign response marking the new campaign response code to one of the values, (Interested, Not Interested, etc... ) You Could Customize the Campaign Response entity with Script on the "On Form Load" prepopulating some of the fields or use Workflow to populate them for you during Campaign Response entity create. The created campaign Response could then be assigned to the one who made the phone call, or to a Sales Rep (maybe using workflow) who could then convert positive Responses into a Qualified new Lead with an Account and/or Opportunity. Having a Campaign response will allow you to properly track the performance of your Campaign.
Please reply if you have any additional Questions, but I hope this helps,
Jim
