Participating in a marketing campaign is a common activity of a product manager or product marketing manager. There is a lot of moving parts and players in each campaign, even a small one. It is very important to have an effective and efficient campaign management process even if you run a small number of campaigns, but if you find yourself running dozens of campaigns each year and several campaigns in parallel at any given point in time, the importance of having such a process grows immensely. This process needs to meet several key requirements:
- work well for a small number of campaigns run by a small team
- scale well (as the number of campaigns and the size of the team grows) without making the team to design and learn a new process
- support teams consisting of staff, free-lance contractors and agencies
- support both simple single-channel campaigns and complex multi-channel campaigns
In this and follow up articles we will look at the components of a good process for running marketing campaigns. We will start with campaign roles and responsibilities.
- The roles and titles shown in the table below have nothing to do with existing positions at a company. In some companies, employees will wear many hats and have one or more roles in each campaign; in other companies more than one person plays a role, for example you may have several Social Media Marketing Specialists or IT Specialists etc.
- In some situations, all roles will be employees of the same company (all resources are internal); in other situations everyone but the Campaign Owner works for another organisation (service provider).
- Not all teams will have all roles
- In the table below, “accountability” only refers to the context of an individual campaign and has nothing to do with reporting relationships or the organisational chart of a company.
|Role||Responsibilities and Accountability|
|Social Media Marketing Specialist||
|Paid Search Specialist||
|Display Advertising Specialist||
|Email Marketing Specialist||
|Affiliate Marketing Specialist||
|Customer Relations Specialist||
- The same person may be both the Campaign Owner and Campaign Manager but it’s best to avoid this
- One Campaign Owner may own one or more concurrent campaigns
- One Campaign Manager may manage one or more concurrent campaigns
For any given campaign, it is simply a mapping of campaign roles to real people, for example:
|Social Media Marketing Specialist||Geoff|
|Paid Search Specialist||Kate|
|Display Advertising Specialist||Andrew|
|Email Marketing Specialist||Andrew|
|Affiliate Marketing Specialist||Chris|
|Customer Relations Specialist||Mary|
In the next article on campaign management we will look at a typical life-cycle of a campaign.