Abstract
This IDC CMO Advisory Practice study provides an industry definition of the
emerging role of campaign management, along with best and emerging practices of
campaign management processes. Based upon interviews with campaign managers at
leading technology firms and insight from IDC' s recent Marketing Operations
Leadership Board meeting, the IDC CMO Advisory Practice provides insight into
how this function is organized and how campaign managers engage with other
marketing groups and sales to optimize alignment and market effectiveness and
presents a view into the campaign management processes and tactics in use at
leading technology firms. Specific case studies are provided for IBM, Quest
Software, Symantec, and VeriSign.
"Even the most successful technology firms continue to struggle with consistent
and effective execution of their campaigns and related go-to-market strategies,
unable to improve their alignment with marketing or the organization as a
whole," said Michael Gerard, vice president of research, IDC' s CMO Advisory
Practice. "The campaign management function provides the opportunity to solve
the foremost problem of tech marketing today: that of the declining return on
marketing investment that results from executing marketing mix elements in
separate and disintegrated streams."
Table of Contents
- Table of Contents
- IDC Opinion
- In This Study
- Situation Overview
- Campaign Management' s Role in Tech Marketing Organizations of the Future
- Figure: Marketing Organization of the Future
- Definition of a Campaign and Campaign Management
- The Organizational Reporting Structure of Campaign Management
- Figure: Campaign Management: Roles and Responsibilities
- The Key Attributes of a Successful Campaign Manager
- Challenges and Emerging Best Practices
- Best Practice: Campaign Management as the Liaison Between Marketing Shared Services and the Business Units [Quest Software]
- Figure: Quest Software' s Campaign Management Process
- Best Practice: Managing a Complex Go-to-Market Strategy [IBM]
- Figure: IBM' s Program Management and Integrated Marketing Communications Teams
- Figure: IBM' s Program Planning Process
- Best Practice: Global Alignment for Campaign Planning and Execution [Symantec]
- Figure: Symantec' s Global Campaign Process: Tiers 1 and 2
- Figure: Symantec' s Global Campaign Process: Tier 3
- Figure: Symantec Program Blueprint Example: Enterprise Security and Management - New Conversion Promo
- Performance Measurement of Campaigns
- Best Practice: Measuring Marketing Campaigns Using a Brand-Demand Chain Approach [VeriSign]
- Figure: VeriSign' s Brand-Demand Campaign Approach
- Figure: VeriSign Brand-Demand Measurement Framework
- Figure: VeriSign Brand-Demand Scorecard Methodology
- Future Outlook
- Essential Guidance
- Learn More
- Related Research
- Synopsis
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