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Marketing Campaign Framework Project

Overview

The Marketing Campaign Framework Project is designed to assist Marketing executives and planners in the implementation and budgeting of an integrated campaign-planning framework As a part of the project, the team will identify and address fundamental customer business needs, by leveraging a deep understanding of the buying process. This knowledge supports the framework and provides an approach which focuses on the execution of a set of balanced marketing programs tuned to how customers buy, and aligns with the overall organization so sales and marketing work together towards a common goa within a defined campaign hierarchy.

Problem

The ride from high-level strategy to tactical execution support is not always a smooth one for b-to-b marketing executives. There are many moving parts to consider including: strategic planning, corporate marketing and marketing communications,sales and product functions, and demand center and field marketing execution. Often these parts aren't aligned or transparent across the business, causing isolated tactic execution that loosely supports the broader marketing goals. While teams work feverishly on what they control, the overal effect is not optimized for the needs of the buyer, or the needs of the business to meet its goals.

Solution

Campaign Framework Implementation is a project delivered by SiriusDecisions Consulting to help CMOs address this critical challenge. We will start by assessing the current state of the campaign process, including who is involved in the planning,implementing and measurement stages, which tactics are implemented and how they are selected, how target markets are determined and how the success of a campaign is measured. We will review your team's campaign definitions, the alignmen (or mis-alignment) of campaigns to the buyer's journey, and other key factors that result in successful campaigns. Throughout the process, we will work with your team to develop action-oriented recommendations that can be leveraged throughout the organization, creating a greater impact to performance and ROI.

Who Should Participate

CMO, Marketing Ops, Marketing Planning, Campaign Managers and other roles actively involved in planning, designing, executing and measuring global and/or local campaigns.

Sample Pre-requisite Work

• Provide the documentation of current company strategy as well as the Marketing defined strategy, goals and objectives that support the company strategy

• Define the segments that align to the campaign objectives

• Determine campaign expectations by segment

• Provide insights to characterize other factors that drive emphasis on the different segments (i.e., growth goals,major product introductions, etc.,)

• Define the campaign(s) that SiriusDecisions will lead the team to build out

• Provide the profiles for identified personas targeted for the campaign

• Provide an inventory or idea of content available to support the campaign(s)

• Provide an overview of current organization and cross-org partners that are actively involved in campaign planning for the selected campaign(s)

• Pre-reading:

• Strategic Campaign Goals Inputs and Types

• So, What’s Your (Demand) Type?

• Marketing Activity: What’s in a Name

• Using the Campaign Hierarchy for Content Architecture

Sample Project Deliverables

Key deliverables for the campaign(s) in scope for this project include:

• Identity of key barriers and enablers to the implementation of the campaign framework

• Functional interlock map to assure all key stakeholders are accounted for in planning

• Map of the buyer needs to the buying center roles

• Map of products/solutions to needs

• Identification of campaign team members, roles and responsibilities

• Content and tactic map by program family

• Goal setting of campaign and program objectives aligned to revenue targets

• Industry standardized campaign performance measures for planning, executing, analyzing and reporting results

• A common taxonomy of campaign definitions

• A plan to shift from product-centric to buyer focused campaigns

• A map of campaign content to the buyer's journey

• Methodical and standard frameworks for the marketing team to execute and organize campaign plans

• Campaigns, programs and tactics that are transparent across the business

• Post-engagement implementation framework including prioritized topics to addressed and will be further supported by the Advisory Service engagement plan (where appropriate)

• Project-related SiriusDecisions research materials

• Learning courseware recommendations for best practices knowledge transfer to affected marketing teams

SiriusDecisions Consulting Process and Data-driven Methodology

Projects begin with a kickoff that includes clear outline of the detailed approach, schedule of status updates, next steps and deliverables. The SiriusDecisions Consulting process outlined below guides clients through a set of coordinated steps and milestones to a successful outcome. One of the most important steps is the review and revise phase, which allows initialfeedback to be incorporated into the development of a final set of prioritized recommendations and deliverables. All process  steps and milestones are designed to work in concert to apply operational intelligence, SiriusDecisions frameworks, models best practices to create actionable plans and results.

SiriusDecisions Consulting leverages a unique methodology for collecting insights about the current state of an organization and then comparing these findings to similar organizations. The SiriusIndex™ is used to compare best practices achieved by a peer group (organization size, industry, go to market approach, etc.), relative to the current CMO results as well as best in class organizations. These comparisons provide context and inform recommendations in both an interim review and final report. Final reports are typically presented in an onsite working session followed by a final PowerPoint report and relevant SiriusDecisions research.

Scalable Solutions to Help B-to-B Leaders Grow Their Business 

SiriusDecisions provides research-informed consulting services that operationalize our market-leading models, frameworks, best practices, benchmark data and research to address business problems or opportunities and drive profitable growth. With SiriusDecisions Consulting, you will broaden understanding, adoption, application, utilization and impact of SiriusDecisions methodologies within and across teams and go-to-market ecosystems.

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