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Global Campaign Strategy and Execution

What makes a best-in-class campaign? How do I adopt, operationalize and optimize campaign best practices?

B-to-b marketing allocates program resources across numerous content assets and tactics, leading to perpetual treadmills of activity that generate diminishing returns. Silos of conflicting activity leave prospects, customers and sales reps confused about the organization’s offerings and brand identity. Integrated campaigns are beneficial, yet represent a significant change for many organizations.

SiriusDecisions provides b-to-b marketing leaders with a proven campaign framework that enables a marketing function to choreograph multi-touch campaigns – aligned to the buyer’s journey – to increase marketing productivity and campaign performance.

What Our Clients Say

“SiriusDecisions really took us through the journey of what a best-in-class marketing organization looks like and helped drive us in that direction.”


Former Vice President, Global Demand Center, FIS

FIS leveraged the SiriusDecisions Campaign Framework to rebalance its marketing tactic mix, resulting in increased marketing contribution to sales pipeline and won business.

Read client story here
Faster-growing organizations execute 11 percent more programs to new prospects annually, involving up to 14 percent more tactics.<br /><br />&ndash;The SiriusDecisions Command Center®

Let Our Research and Advice Guide You

Identifying and focusing on the right priorities is vital to the success of this type of transformation. These areas of focus are the building blocks of successful implementation. Here are our recommended initial priorities for this transformation:

Brand Experience

Go-To-Market Strategy

Personas and Buyer Insights

Program Design and Activation

Planning Management and Budget

Marketing Planning and Campaign Strategy

Key Issues

Issue One

Are you striving for fewer disparate product-centric activities and more orchestrated campaigns?

Issue Two

Are you struggling with spreading limited resources across too many requests from the business?

Issue Three

Is there tension between what the business units and the CMO or executives want to accomplish with marketing strategy?

Issue Four

Are you challenged with shifting campaign plan decision rights from individual business units to the global campaigns leader, and figuring out how to shift the workflow and roles to support that transformation?

Issue Five

Does the CMO want to execute global campaigns but upstream processes are too broken to support the campaign strategy?

Desired Outcomes

Stop random acts of marketing across the business and have one unified game plan for how and when to communicate to the market

Know what the North Star is across the entire organization when it comes to focusing on who to target and what to deliver

Increase marketing-sourced pipeline because campaigns are better engineered and activated according to plan

Thought Leadership

We Can Help

SiriusDecisions helps clients solve their business challenges through a retainer-based subscription to b-to-b research with access to benchmark data and experienced practitioners. In the context of this transformation, we suggest supplementing your subscription with onsite strategy sessions and workshops. We start with an assessment of your organization’s capabilities and readiness, then provide integrated consulting and workshops that accelerate adoption and transfer knowledge throughout your organization.