3 Questions to Ask Before Your Next Marketing Campaign

April 10, 2017 Marcus Varner

There are many ins and outs of a marketing campaign.

Once your team sets down the path of putting a campaign in motion, there will be little time for organizing, planning, or regrouping. Your team will be too busy dealing with everything from creating, editing, and producing marketing materials, to analyzing social media strategies, SEO results, and more.

To ensure that these and all other aspects of your marketing campaign go smoothly, it is important that you have a solid starting foundation. In other words, you have to manage before you can market.

For more on how to upgrade your marketing campaign performance, download our free ebook "Four Technology Pillars For High-Performance Campaign Execution."

If you’re wondering if your team is properly prepared to run a successful marketing campaign, ask yourself the questions below. And should you find the answers to these questions to be unsatisfactory, ask yourself: where does the blame lie?


1. Does Your Team Understand the Customer and Its Goals?

It doesn’t matter how long someone has been in the marketing business; each campaign is going to run slightly differently from the last. This is because no two marketing campaigns are the same—even those that are produced for the same client.

Thus, each campaign will have its own unique needs and will be designed to achieve different goals.

In order for each team member to contribute successfully to the campaign, he or she needs to know some background regarding your client and what they do. Perhaps more importantly, your team members need to have an understanding of your client’s marketing goals.

It is not enough for you, as the marketing manager, to know your client’s objectives—your team members need to know as well.

If possible, all team members should be able to meet with the client to discuss the goals for the marketing campaign and to get a deeper understanding of how they, individually, will contribute to that goal.

If time or geography constrictions make this too difficult, hold your own meeting so that your team members can get to know the client. Outline what the client is expecting to gain from this marketing campaign.

As a marketing manager (or project manager), it is your responsibility to:

  • Delegate roles and tasks to your team;
  • Inform your team members of project requirements; and
  • Highlight specific customer goals and objectives.

If your team goes into a project without this information, it will be impossible to provide a satisfactory deliverable.

2. Does Your Team Know Its Responsibilities?

Once team members understand the overall goal of the marketing campaign, they need to know how that goal is going to be achieved. More specifically, they need to know what they are going to do to ensure that the marketing campaign is a success.

Again, each campaign is unique, so even though roles will be defined within your team, you still need to specify the tasks that each team member will be responsible for (for example, it is not enough for someone to know that they are the team’s copywriter; how will their skills contribute to the campaign?).

During this pre-planning and managing phase of a campaign, responsibilities and deadlines should be defined. Map out exactly how you would like the marketing campaign to go. Again, this is a good time to hold a team meeting.

If there is any brainstorming to be done, or questions to be asked, it is better to address these things before you jump into the actual conception or production phase.

Think of your role as marketing manager in terms of being a film director—you oversee all aspects of the marketing campaign, and nobody on your team will move until you say “go.” Are you comfortable taking on such responsibility?

3. Does Your Team have Tools and Processes in Place to Optimize Workflow?

One final and important question to ask before proceeding with any marketing campaign is whether or not you have tools and processes in place to optimize workflow.

Consider past marketing campaigns. Were there times when work seemed to bottleneck or not run as smoothly as you had hoped? If so, how can you streamline these processes for this campaign so that things run smoother the second time around?

If you are not already using them, the applications below can help you and your team streamline your workflow:

  • Project Management Applications – Project management apps allow you to create tasks, assign tasks to team members, set up deadlines, and more. All of this can be viewed and tracked by the entire team, allowing everyone involved to see how the campaign is progressing.
  • File Sharing Applications – File sharing apps allow your team to share all manner of digital files via a protected cloud. These files can then be accessed and viewed from each member’s individual device.
  • Digital Asset Management Applications – DAM apps offer a single place for your team to manage and edit digital assets.
  • Online Proofing – Review and approval can be the most time-consuming aspect of a project. Online proofing increases the efficiency of the review and approval process by allowing for instant review that can take place from each member’s personal device.

You’re likely familiar with most of these, and may even be utilizing them yourself. If not, it’s probably time that you update your toolbox so that it’s relevant for the 21st century.

You Have to Manage Before You Can Market

The above questions are a good way to assess if you’re properly prepared to begin your next marketing campaign. Your team members should know what is expected from them, what their unique responsibilities are for this campaign, and what tools or programs they have available to aid them in these tasks. In this way, you can streamline your team’s workflow and avoid setbacks during your campaign.

Remember, as a marketing or project manager, you’re in charge. If you don’t lead your team, your team can’t deliver results. You have to manage before you can market.

For more on how to upgrade your marketing campaign performance, download our free ebook "Four Technology Pillars For High-Performance Campaign Execution."

About the Author

Marcus Varner

Marcus is a content strategist and producer who loves helping brands craft content that improves customers' lives, builds brand credibility, and demands to be shared. For the last 10 years, Marcus has worked in every type of content—from writing to video production to design—and is currently a senior content marketing manager at Workfront, where he oversees all corporate- and awareness-level level content. When he's not producing content, he's consuming it, in the form of books, movies, and podcasts.

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