Stick Together...With the Campaign Process 

~ Kristin Snow


Faced with ongoing requests from Sales to run unplanned campaigns due to lagging sales results, the Marketing department morale at a recent healthcare technology company was at its lowest. Not only was the Sales team second-guessing Marketing’s efforts, some members of the Leadership team were grumbling about Marketing’s lack of value. To address these issues, we met with the CEO to find a way to clear up misconceptions and to reconnect the departments. Our solution was to analyze and reform the campaign process, substantially improving expectations, results and respect for all involved.

First, we looked at annual sales goals and determined the existing campaigns in the queue supporting them. We found a lack of detail related to how to achieve those goals; instead, they were labeled “integrated campaigns,” which often resulted in using the same combination of outreaches. To address this issue, we provided the Marketing team with a detailed campaign plan template, and a process by which to use it.

  1. DEFINE CAMPAIGN GOALS. We cleared up the definition of campaign success with the Sales team, which allowed the Marketing team to measure it accurately. In this particular campaign, the goals were not in fact final sales, but instead, numbers of specific lead types. These included 20 leads moved to prospect status through a webcast; 50 new leads collected at the trade show booth; and 10 participants at a private trade show event, where the prospects were considered in stage 1 of the sales cycle.

  2. CREATE A MARKETING STRATEGY. We facilitated a session with the Campaign Manager and the Marketing team, during which we came up with a strategy to meet these goals, including a theme, graphics, and integrated marketing pieces. This information was loaded into a detailed campaign plan.

  3. AGREE ON LEAD DEFINITIONS. We met with the Sales Team Lead to ensure lead levels were well-defined for CRM system use. What defined a lead? A qualified lead? A prospect? Phases of the sales cycle? These definitions are key because they set expectations for campaigns. After this was determined, we asked that the Team Lead communicate the definitions throughout the team so that everyone on the team was using the CRM properly.

  4. CREATE CLEAR STAFFING ASSIGNMENTS. The Marketing Campaign Manager assembled the key players, which included the Content Manager, Product Marketing Manager and Event Manager from Marketing, and the Sales Team Lead and Inside Sales Coordinator from Sales. Together they walked through the campaign plan, and reached agreement on all components.

  5. COMMUNICATE! From here, the Marketing Campaign Manager created a one-page brief of the campaign to distribute to the Sales team. This included dates, campaign name, key components and goals.

  6. EXECUTE WITH PRECISION. The Marketing Campaign Manager ensured that all components were delivered on-time and with quality, checking in with responsible parties throughout the process.

  7. MEASURE. The Campaign Manager measured the campaign results against goals and industry standards.

  8. FOLLOW UP AND ANALYZE. The key players assembled once again - this time to review outcomes and make suggestions for improvement.

  9. COMMUNICATE AGAIN! The Campaign Manager submitted a rollup summary to all of Sales and to the Leadership team, indicated the successes and suggested areas of improvement.

  • With clearly-defined outcomes driven by sales goals, participation by all key campaign contributors, and enhanced communication both among team members and up to leadership, the campaign achieved its goals.

  • The Sales team, with a better understanding of the campaign in process, didn’t interrupt the momentum of the Marketing team by suggesting other campaigns.

  • The Leadership team, receiving improved communication about the outcomes as they related to goals and industry averages, had realistic expectations going into the campaign, and gained new respect for the Marketing team as it faced this and future campaigns with strategy, organization and collaboration.

Do you have teams that aren't sticking together, resulting in less than desirable sales outcomes? We can help!