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Home arrow Marketing arrow Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions
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Strategy and Planning

Once the high-level campaign direction is outlined, marketing should take the lead to determine how the campaign objectives are going to be met. This should of course be a collaborative process with the sales team, as they will ultimately have insight into what will work best and resonate the most with their customers. Conduct a subgroup conversation with the various constituents in marketing (branding, creative services, content writers, channel marketers, public relations, sales enablement, etc.) to discuss the best options and marketing tactics for the campaign. If you are working with a creative agency, this is a good time to start involving them.

Questions to ask during this stage:

  • • Which tactics are going to produce the best results?
  • • What is our media-worthy story? Who will be our face to the media?
  • • How will the sales team be the most energised and successful?
  • • How realistic is our goal? Should it be broken down into smaller objectives?
  • • How much budget do we have to support this initiative?
  • • Are there any other internal or external initiatives that we can leverage? Or that will compete with this initiative?
  • • How will we roll out the campaign internally?
  • • What are the key dates and timing for this campaign?

Use the template below (Fig. 7.4) to capture your campaign plan on one page.

At the end of this stage, host another checkpoint meeting to present the plan and seek input from your constituents.

One-page campaign plan

Fig. 7.4 One-page campaign plan

 
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