1. Marketing Process – Assessing Campaign Framework
Stage
Marketing Process Best Practice
Assessment
Market & Audience Planning
Market Potential has been assessed and validated
Difficult
Audience Intelligence research results in Persona and Ecosystem Planning
In Place
Buyer Process Mapping is in place for each unique buyer
Content Audit & Mapping to the buyer’s process and existing inventory
Campaign Planning
Measure/Scorecard campaign alignment to key business objectives
Attainable
Pilot campaigns performed before roll-out
Ability to rank/prioritize campaigns
Develop business cases to prove funding of campaign
Ensure campaigns have measurable outcomes
Creative development is performed through formal creative briefing process
Execution
A/B Testing of key conversion points, campaign optimization
Assess synergies of multiple campaigns running simultaneously
Measure
Ability to optimize campaigns in flight based on real-time agile analysis
Define measurable bottom-line metrics (volume)
Feedback
Analysis of past campaigns document performance to inform development of new campaigns
Marketing Process – Assessing Campaign Framework

2. Marketing Process Best Practice Assessment
Key
1 = Gulf
Difficult
2 = Gap
Attainable
3 = Aligned
In Place
Aligned
Capability exists
Documented process
Staff are trained/experienced to perform this capability
Gap
Incomplete capability exists
Informal process is not documented
Staff are insufficiently trained/experienced to perform this capability
Gulf
No capability or process exists
Staff does not exist or not trained/experienced to perform this capability