Campaign Readiness Project OverviewEnabling a structured, scalable approach to customer-centric campaigns.

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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

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SiriusDecisions Consulting Process and Data-driven MethodologyProjects 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 MethodologySiriusDecisions 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.

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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-to-market ecosystems.