Working with your marketing team or organization: 5 Golden Rules for Campaign Success

Managing, planning and executing a campaign is a team game – it requires input from each player and coach. In this post, I’m going to share my key tips for refining the way you work with your marketing team and / or agency. When done correctly it is a strong and winning relationship that is mutually rewarding.

I dislike the words ‘managing up’ and ‘managing down’. For me, that language encourages groups to communicate on a ‘need to know’ basis. As with any successful relationship, the ideal is to build mutual trust and open conversation. This brings me to the beginning of my five golden rules:

Sharing care.

Your important business insights and intelligence should not be on your desk. Your marketing team, or organization, may never ask for it, but it is important that you share this information with them and challenge them to integrate it into their campaigns and strategies. These insights can delve deeper into the value of a conversion, a detailed explanation of your sales process or funnel, the effectiveness of a product and how it is used, or the jargon associated with it. If you do not have all this information, you may want to make sure that you have set up a few 30-minute calls with someone. Empower your marketing team to come back to you with ideas on how this information can be applied or tested.

Whether we’re talking about accurate forecasting, long-term planning, or optimizing campaigns, the data you provide is going to add value to your marketing by adding greater predictive power. Forecast (Accurate forecast!) Essential for proving future value and growing your channel and business. It depends on having high-quality data that can be trusted and relied upon. Make sure everyone in the business and marketing team is viewing the same data and using the same data source If you can’t believe the data, or you don’t believe the attribution, don’t forget to say something. Do it in advance and deal with this problem first. This will do a whole bunch more damage if your forecast is 50% off.

The more data you provide, the better your team will be.

Whether we’re talking about accurate forecasting, long-term planning, or optimizing campaigns, the data you provide is going to add value to your marketing by adding greater predictive power. Forecast (Accurate forecast!) Essential for proving future value and growing your channel and business. It depends on having high-quality data that can be trusted and relied upon. Make sure everyone in the business and marketing team is viewing the same data and using the same data source If you can’t believe the data, or you don’t believe the attribution, don’t forget to say something. Do it in advance and deal with this problem first. This will do a whole bunch more damage if your forecast is 50% off.

Teach your marketing team about key value drivers.

In the past, it was difficult for some clients to determine where they really wanted to focus their team. There may be 5 (or 500) products and all of them seem to require 100% of your time This only leads to failure in the long run. Without a conversation about what is valuable to business and senior stakeholders, you run the risk of wasting time and money in places that won’t move the sweetie. If a client tells me what their profit margin is, or what the value of each lead is, I can use it in our bidding strategies to optimize our campaigns and effectively predict what is valuable to you. In this way, we can convert platform numbers into bank money.

Talk to your marketing team as if they are running your business

Your marketing team or agency is not the only activation arm that is driven if you need live yesterday’s campaign. They are a highly intelligent team that is there to support you and provide insights across the business. This means forcing them to link their marketing activities to business goals: clicks and conversions must be worth and profit. Tests need to be re-framed in the face of increasing value addition, not just CTR and CVR improvements. Challenge the team to consider testing by comparing implementation costs with potential increases. Are these tests positive ROI in short term or long term?

Don’t lead your marketing team, lead them!

Your marketing team is another group that needs to be effectively led, not managed. Sometimes you have to drive productivity and push them hard. Most of the time you should work with them and lead them as you would a valuable employee. That includes working with agencies, sometimes even more so for companies! These teams do not spend 100% of their time working on your business so reliable support and guidance is essential.

Conclusion

Marketing is successful when business is successful. As the business grows we grow. Our goal should be your goal. Marketing is tied to direct sales, product team, finance team, and senior leadership. Your marketing can be either a driver of growth or a money hole. Most of the time that decision depends on the business how they activate their marketing team or organization. Follow these golden rules and you will avoid many mistakes I have seen in the past. Success is just a click away and a conversion away.

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