Campaign Readiness
Project Overview
Enabling a structured, scalable approach to customer-centric
campaigns.
Campaign Readiness Project Overview
This project works with Marketing leaders to
assess the company’s ability to plan, develop
and execute customer-centric campaigns.
Based on the findings of the assessment, a
prioritized roadmap of recommendations
helps identify the specific steps to be taken,
in order to move towards a structured, more
buyer-centric approach.
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Campaign Readiness Project – The Problem
Many B-to-B companies face similar challenges:
• They struggle to connect the products they build to the
business solutions their customers and prospects are
seeking, or
• They do not make those connections in a consistent,
repeatable, focused manner
The Results:
• Campaigns may fall short of their potential impact
• Valuable resources may not be optimally aligned to
business priorities
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Campaign Readiness Project – The Solution
• Leveraging the Campaign Framework, SiriusDecisions assesses current
campaign activities against a set of criteria across 8 capability areas
• Through a self-assessment survey and
stakeholder interviews, as desired by the
client, the SiriusDecisions team pinpoints
areas of proficiency and areas where teams
may need help achieving the required level.
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Who Should Participate?
To have a successful engagement, it is important to have participants who
represent several areas across marketing, as well as other departments
that have a hand in planning and executing campaigns.
Global and regional leaders, managers and line staff from:
• Product Marketing
• Head of Campaigns
• Marketing Operations
• Content Lead
• Demand Center / Campaign Execution
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Sample Prerequisite Work
In order to have a successful engagement, we may ask the project sponsor/s and
key members of the project team to provide information, complete benchmark
surveys, and assist in the collection of data. This will allow us to gather as much
accurate information regarding the current state as possible. We will analyze the
information collected to help develop our recommendations.
• Background and context setting by the project sponsor, including any company cultural
information needed
• Provide documentation of current campaign planning and implementation processes
• Provide key stakeholder interview lists
• Provide additional information as needed.
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Sample Pre-Reading Materials
Given the significant body of research in this area, the list will enable the key
stakeholders to discuss core topics essential to the success of the project.
1. The Anatomy of a B2B Campaign
2. Demand Type
3. The Buyer’s Journey
4. The SiriusDecisions Campaign Framework
5. The Content Model
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Sample Project Deliverables
•
Structured survey to assess capabilities levels against a
set of standard criteria across 8 areas (Relative
Targeting, Audience Definition, B2B Personas, Demand
Type & Buying Cycle, Campaign Architecture, Content,
Content Mapping and Campaign Measurement)
•
Customized assessment report, identifying areas of
strength and/or need
•
A bespoke prioritized roadmap of recommendations to
address areas of need identified
•
Learning courseware recommendations
•
Possible workshop / working session
The Campaign Framew or k
SiriusPerspective: A buyer’s needs-based them e across four program families focused
on five job types. It runs for a year+ and requires interlock across sales and product.
THE PROGRAM S
Reputat ion
The building of awareness, interest
and urgency around a them e
Demand
Creat ion
• White paper
• Webcast
• Trial
The sourcing and nurturing of dem and
based on the them e
Sales
Enablement
• Battlecard
• Playbook
• ROI tool
The help with progression of
opportunities sourced by the them e
M arket
Intelligence
• Focus group
• SWOT analysis
• Internal survey
The knowledge building of external
targets and internal audiences
© 2014 SiriusDecisions. All Rights Reserved
© 2014 SiriusDecisions. All Rights Reserved
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THE TACTICS
• Press release
• Blog
• Briefing
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SiriusDecisions Consulting Process and Data-driven
Methodology
Projects begin with a kickoff that includes a 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 initial
feedback 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 and best practices to create actionable
plans and results.
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SiriusDecisions Consulting Process and Data-driven
Methodology
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 SiriusIndexTM 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.
© 2014 SiriusDecisions. All Rights Reserved
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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-tomarket ecosystems.
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