4 Keys to Better Campaign Planning & Execution: The Why ... · The SiriusDecisions Campaign Framework The Campaign Framework has evolved to support the entire customer lifecycle and

4 Keys to Better Campaign Planning & Execution:The Why, What, & How to Ensure Marketing Success

W E B I N A R

featuring

Jeff ClarkPrincipal Analyst, Marketing OperationsForrester SiriusDecisions

Shafqat IslamCo-Founder & CEONewsCred

Agenda

1. Top Marketing Challenges in 2020

2. Forrester SiriusDecisions Perspective

3. NewsCred Closing Thoughts

4. Q&A

2

2020 State of Marketing

+ Fortune 2000

+ U.S.-based Director and above

+ Key marketing functions:

• CMOs & S/VPs

• Marketing Ops

• Demand/Growth

• Product Marketing

• Integrated Marketing

• …and more

A NewsCred Survey, Commissioned by Sirkin Research

What are the top challenges facing your marketing team in 2020?

?

3

Top Marketing Challenge #1 Visibility

80%+lack a single, unified calendar to visualize

all marketing campaigns & content development

Source: NewsCred ‘State of Marketing 2020’Commissioned by Sirkin Research

68%+have difficulty

creating, managing, sharing & updating the marketing plan

4

Top Marketing Challenge #2 Control

50%+are unable to manage

the approved marketing budget against the plan


73%+have poor control over

resource bandwidth& competing priorities

5

Top Marketing Challenge #3 Execution

74%+of marketers say it takes

them 12 weeks or more to launch a single campaign


25%of marketers’ time is actually spent on creating campaign

assets and content

6

Top Marketing Challenge #4 Measurement

82%of marketing leaders are

unable to attribute campaign or content activity to revenue


75%+of marketers are unable to measure marketing team

performance (operationally)

7

8 © 2020 SiriusDecisions. All Rights Reserved#SDSummit

From Campaign Disarray to Campaign Bliss

• Key issues

• What you will walk away with

@jjclark978

• B-to-b organizations may spend countless resources on planning and executing misaligned marketing tactics that don’t achieve the desired results• Organizations need an integrated campaign planning and implementation approach that

orchestrates execution and optimizes resources• Marketing leaders must ensure the right conditions for success and provide support at critical

phases in the campaign process

• A new SiriusDecisions Campaign Framework centered on audience needs• Knowledge of how to address four key challenges to ensure campaign success• Insights into a proven approach for campaign implementation

SiriusPerspective:

9 © 2020 SiriusDecisions. All Rights Reserved#SDSummit@jjclark978

The Inception of the Campaign FrameworkCampaigns are initiatives that simultaneously execute a series of programs that bring core

campaign messages to an audience, encourage specific actions and drive performance against goals.

A campaign is based on business need, often represented by a group of buyers who collectively drive transactions

It comprises program families and the programs and tacticsthey contain

Each program family has quantifiable outcomes that achieve campaign goals when combined

Its active run time is at least 12 months and features a set of carefully choreographed activities

It aligns the activities of multiple functions via an interlock process

SiriusPerspective:


The SiriusDecisions Campaign FrameworkThe Campaign Framework has evolved to support the entire customer lifecycle and coordinate

core elements across the program families

Mes

sagi

ng a

nd C

onte

nt

Helping sales, channel and execution teams with theme-based education and guidance Guide deployment

Educate participantsEnablement

Developing customer-centric programs that drive adoption, advocacy, loyalty and retention

Cultivate advocacyEncourage useInitiate relationship

Engagement

Activating, validating and accelerating new and existing opportunities

Accelerate opportunitiesValidate demandActivate demand

Demand

Building awareness and shaping perception, interest and urgencyaround a theme

Create awarenessShape perceptionInfluence preference

Reputation

Campaign Program Families and Objectives

Mar

ket I

ntel

ligen

ce a

nd A

udie

nce

Insi

ghts

Campaign Theme

SiriusPerspective:


ExecutionInvestmentArchitectureStrategy

When Campaigns Are in DisarrayPlanning, building and executing campaigns can get messy, so marketing leaders must provide

proper guidance in four key areas.

SiriusPerspective:


Dealing With Complex Strategy and PlanningThinking of strategy, planning, campaigns and execution as one big problem can be

overwhelming; break the problem into parts to discover that many of the questions are easily solved.

Strategy

• Campaign strategy seemsoverly complex

• Pressure to execute

• Too many campaigns

Clutter

Separate strategy, planning and execution

Think of the output of strategy as input to the plan

Recognize that much of what you need is already in place

Order

SiriusPerspective:


PlanningPlanning

Strategy

The Strategy–Planning–Campaign ContinuumThe marketing strategy and annual marketing plan provide the critical inputs needed to deliver

effective campaigns.

TargetAudience

Business Goals

Offering Routes to Market

Audience Needs

This Year Next Year Following Year

SiriusPerspective:


Marketing PlanMarketing Plan

The Strategy–Planning–Campaign ContinuumThe leadership challenge is to guide the campaign team to determine which business goals are

relevant to the campaign under construction.

PlanningPlanning

Strategy

This Year Next Year Following Year

New Campaign

New Campaign

SiriusPerspective:


One Step Leads to the NextTake complexity out of the planning process by connecting your strategy with the information

needed to set objectives.

✓

Guidance

• The marketing leader’s role is to guide the process

• The output of strategy is used as input to the planning process, and campaigns are part of the planning process

• Take a snapshot of your best understanding of thego-to-market architecture, personas, desired segments, big product goals and the revenue plan

• Remember that you can’t do everything

Strategy

SiriusPerspective:


Designing the Campaign ArchitectureA pervasive challenge to campaign planning is methodically defining the campaign hierarchy, then

mapping each campaign to its segments.

• Inability to align campaigns to business goals

• Problems with segmentation

Clutter

Develop a needs-based hierarchy that aligns to business objectives

Consistently apply campaigns to targeted segments

Order

Architecture

✓

SiriusPerspective:


Establish the Needs-Based Campaign HierarchyThe campaign hierarchy represents the portfolio of campaigns that address the needs categories

that the organization is pursuing.

✓

Need #1

Need #2

Need #3

Theme

Campaign

Theme

Campaign

Theme

Campaign

Master Brand

SiriusPerspective:


Model Campaign SegmentationNext, define the distinct segments in which the campaign will operate and optimize their order and

differences.

✓

SegmentsStatus

New Buyers

Existing Customers

Enterprise

Medium

Small

Size

Americas

Europe

Asia

Region

Healthcare

Manufacturing

Financial Services

IndustryNeed #1

Need #2

Need #3

Theme

Campaign

Theme

Campaign

Theme

Campaign

SiriusPerspective:


Architecture: Hierarchy and SegmentationDetermine the most effective campaign hierarchy and prioritize the ordering of target segments to

drive efficiency.

✓ ✓

Guidance

• Find the smallest set of combinationsArchitecture

Common Different

Theme –

Core content Adapt to region, industry

Personas• Industry variations• Enterprise – more

specialized

Programs and tactics

• Mix varies by industry• Industry events

SiriusPerspective:


• Campaigns introduce big change to how execution gets prioritized

• Organizations have difficulty letting the campaigns lead

Clutter

Follow the money

Align investments to the business objectives

Order

Aligning Investments to Business ObjectivesOld habits die hard – how do you get all the marketing teams to rally around the campaign

architecture instead of doing what they’ve always done?

Investment

✓ ✓

SiriusPerspective:


Campaign “B”

Campaign “A” ?

?

?

?

?

?

?

?

€

€

Geographic/Functional Budget Allocation

Budget StrategyWith strategic budget allocation, campaigns can be focused where they’re most needed and enable

more effective measurement.

What’s the typical programs budget architecture?

✓ ✓

Communications Events Portfolio NA Field EMEA Field Shared Services

€

CMO

SiriusPerspective:


Budget StrategyWith strategic budget allocation, campaigns can be focused where they’re most needed and enable

more effective measurement.

✓ ✓

Communications

Events

Portfolio

NA Field

EMEA Field

Initiative-Based Budget Allocation

$

$

$

$

€

$

$

$

€

Out of CampaignCampaign “B”Campaign “A”

CMO

SiriusPerspective:


Investment: Budget Strategy Drives CollaborationShifting to an initiative-based budget model places the focus on campaign team collaboration and

enables the team to do what’s right for the campaign.

✓ ✓ ✓

Guidance

• Eliminate departmental silos

• Improve collaboration

• Measure campaign performance and ROI

• Give it time

Investment

SiriusPerspective:


Execution: Organizational ReadinessEnabling your teams to find the joy in campaigns means ensuring a level of organizational

readiness to succeed.

• Inefficient workflows

• Lack of adoption

• Scalability issues

• Competing priorities

Clutter

Ownership and accountability

Campaign competencies

Distribution of responsibilities

Balance of centralized and decentralized efforts

Order

Execution

✓ ✓ ✓

SiriusPerspective:


Campaign ParticipantsCampaign deployment efforts involve a series of activities, inputs and outputs across several

teams.

✓ ✓ ✓

Agencies/External Service Providers

DemandCenter

FieldMarketing

SalesEnablement

Channel Marketing

Customer Marketing

Content Marketing

Portfolio Marketing

Marketing Operations

Strategic Communications

SiriusPerspective:


Balance Across Execution TeamsFor marketing leaders, there’s a fine line between active involvement in execution and setting the

foundation for excellence in execution.

Guidance

• Recognize the need and hire for campaign competency

• Assess competency/maturity across teams

• Establish clearly defined roles, responsibilities and campaign workflows

• Define the campaign operating model

✓ ✓ ✓ ✓

Execution

SiriusPerspective:


Creating Order From the Clutter of Campaign DesignAt first blush, the planning and implementation of campaigns may seem difficult, but applying

consistent leadership to this process will help it come together with ease.

How will thecampaign(s) contribute

to marketing goals?

Who are we trying to

reach and influence?

How will we structure

the campaign(s)?

How will wecoordinate execution?

What will we execute?

How will we monitor and manage the campaign?

OptimizePlanExecution

PlanCampaign

Design Architecture

Determine Audience

Set Campaign Goals

NewsCred Perspective& Closing Thoughts

28

The Reality of Modern Marketing Tech


87%+of marketers say it’d be

beneficial to have a single tool to manage their marketing activity

78%of marketers must use

5 or more tools to plan, manage, & execute

their campaigns

29

Introducing the Work ManagementSolution for Marketing

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Modularized & Interoperable

Easy-to-Use & Collaborative

Real-Time Source-of-Truth

Purpose-Built for Marketers

30

ContentMarketing

MarketingOperations

CorporateComms

SocialMarketing

ProductMarketing

FieldMarketing

DemandGeneration

PublicRelations Sales

ContentMarketing

MarketingOperations

CorporateComms

SocialMarketing

ProductMarketing

FieldMarketing

DemandGeneration

PublicRelations Sales

CAMPAIGNS | CONTENT | CHANNELS | PRIORITIES | KPIS

Using technology to unify marketing teamsacross shared campaigns, content, & KPIs

31

NewsCred supports the entire marketing lifecycle for better visibility, more control, and improved execution

32

NewsCred Marketing Work Management Software

+ Real-time campaign & editorial calendars

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Global Enterprise CMP Leader

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Named a Leader in Gartner’s Magic Quadrant CMP 2019, positioned highest and furthest for two consecutive years

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34

Transform Teams. Transform Work.

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35

Thank you!Questions?

Jeff ClarkPrincipal Analyst, Marketing OperationsForrester SiriusDecisions

Shafqat IslamCo-Founder & CEONewsCred

featuring

For more information, visit NewsCred.com/request-demo

4 Keys to Better Campaign Planning & Execution: The Why ... · The SiriusDecisions Campaign Framework The Campaign Framework has evolved to support the entire customer lifecycle and

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