Tag Archives: alignment

Seven Steps to Campaign Revenue Success

purple sail

There is a a common and powerful chart that is used in change management circles that describes the various factors that need to be aligned in order to manage complex change. You can find an example here.

I thought it might be useful to attempt to borrow this approach and apply it to the question of why so many marketing campaigns fail. Of course the model is simplistic, but I have found that it helps many of my clients recognise that just addressing one isolated factor, is not going to automatically generate a step-change in marketing campaign performance. A successful campaign comprises (at least) 7 factors that must all be aligned if we are to maximise the revenue and enhance the internal reputation of marketing.