We recently shared the plan to launch a Campaign Council in order to instill harmony in marketing plans. That article explains the "why." This one dives into the "how."
Why are we putting a Campaign Council in place?
We have a lot of brilliant marketing individuals doing great -- but often unconnected -- things. This is an opportunity to connect our activities to clear and measurable goals. If our activities can’t be connected to our goals, perhaps we shouldn’t do those activities. Also, as we plan new activities, they need to be created with scale and scope as well as personalization and automation in mind.
What will the Campaign Council do?
With the goal of improving efficiency and instilling harmony among marketing campaigns, activities, and events across the company, the Campaign Council will review and approve or return/reject any new campaign ideas.
Who will propose new campaigns?
Anybody in JMP can propose a campaign. But we expect these will most often come from within marketing groups. We can expect to see proposals from Regional & Field Marketing, User Enablement, Digital Marketing and Product Marketing, Academic Marketing, for instance. We’ll call these individuals Campaign Directors.
What will a proposal look like?
Campaign proposals can be in whatever form works best for the topic and Campaign Director. But each proposal must include details of...
- Outbound marketing components including social media, marketing automation and personalization. Every facet of the target’s journey must be accounted for.
- Inbound marketing expectations and SEO impact.
- Marketing assets included in the campaign.
- Expected writing, design and other resources to support the campaign.
- Expected financial investment required to run the campaign.
- Definition of a sales-ready lead.
- Precise description of when and how handoff to sales happens and/or the expectation of an online purchase.
- KPIs, means of measurement, anticipated results.
Who makes up the Campaign Council?
This Council is made up of 10-12 leaders/advisors at a time from appropriate JMP business units. Each person will bring expertise and insight that will help ensure that our campaigns are as comprehensive and successful as possible. One person will lead the Council, acting as moderator and decision-maker.
How will the new campaign review process take place?
The process will take place via shared documents as well as virtual meetings. Specifically, a week or more before a scheduled meeting, the proposal will be made available to the Council via a shared document. The Council will have that time to make comments, ask questions, make suggestions, etc. The campaign director can address concerns and tweak the campaign. By the time the Council meets, questions and concerns should have been addressed.
Will ongoing campaigns be reviewed?
Yes! Campaigns that are running may run their course and need to be retired. Others may run without change for many months or even years. Others may need to be tweaked and optimized based on key performance indicators. Therefore the Council will want to look at ongoing campaign KPIs regularly.
What about existing marketing activity?
Putting a stop to existing activities and events would be counterproductive at this time – it could stop lead generation and branding efforts without new campaigns being in place yet. Also, many existing programs are already scheduled through the end of the year. So, the Council will begin with new proposals and plans for 2023.
How often will the Council meet?
We propose being flexible with the meeting schedule as the program gets started. The Council may meet more frequently at the beginning or at certain times of the year. We do promise to use the Council’s time wisely.
How long is the commitment to the Council?
Much like Discovery Summit Steering Committees are run, a few members of the committee will leave after a designated amount of time for new members to be brought on. The plan is for this to happen regularly enough so that nobody is a permanent member of the Council, so that the Council benefits from new ideas and insights, and the Council never loses too many experienced members at any one time.
Who is on premiere Campaign Council?
Julian Parris, representing digital marketing and measurement, will chair the first council. Other members are...
- Lori Casto representing sales-ready leads
- Dara Hammond representing strategic accounts
- Gina Xie representing regional and field marketing
- Jeff Perkinson representing user enablement
- Meg Eberle representing user references
- Mia Stephens representing product management and product marketing
- Landra Cunningham representing corporate communications resources
- Aaron Kennedy representing web and design resources
- Jason Romano or an appointee representing finance
