In a previous article we discussed marketing campaign roles and responsibilities. Today you will learn about a typical campaign lifecycle that is a foundation for a campaign management methodology that works well for a small number of campaigns run by a small team but can also scale to support a larger team running many campaigns.
At a high level, each campaign has five key phases:
|Phase||When It Happens||Key Outputs|
|Initiation||Annual /quarterly planning||
|Planning||Weeks 12 – 11 before Start date (two weeks in total)||
|Development||Weeks 10 – 2 before Start date (nine weeks in total)||
|Execution||Between Start and End date||
|Close-out||Weeks 1 – 2 after End date (two weeks in total)||
1) Inevitably, there will be opportunities and/or needs for campaigns when the whole lifecycle takes much less than three months, however even for these “opportunistic campaigns” it is very important to go through all five phases.
2) The Key Outputs part will vary from team to team and will be influenced by the type of campaign.
Let’s take a closer look at each of the typical campaign phases.
The Initiation phase can begin at any time and normally takes up to two weeks depending on the workload of the people involved.
|Campaign idea is submitted||Anyone|
|Idea is approved or declined||Product Marketing Manager|
|If declined, idea is archived||Product Marketing Manager|
|Campaign Owner appointed||Product Marketing Manager|
|Person who submitted the idea is informed of the outcome||Product Marketing Manager|
|Campaign Proposal is prepared||Campaign Owner|
|Campaign Proposal is reviewed||Product Marketing Manager|
|Campaign Calendar updated||Product Marketing Manager|
The Planning phase begins 12 weeks before the Campaign Start date and normally takes up to two weeks depending on the workload of the people involved.
|Campaign Proposal is reviewed and updated||Product Marketing Manager with Campaign Owner|
|Campaign Manager is appointed||Product Marketing Manager|
|Campaign Plan is prepared and presented for approval||Campaign Manager, in consultation with Campaign Owner and others as required|
|Campaign Plan approved||Product Marketing Manager|
The Development phase begins 10 weeks before the Campaign Start date and lasts until one week before the Start date of the Campaign (a total of nine weeks).
|The “development part” of the Campaign Plan is done||The campaign team, coordinated by the Campaign Manager|
|Business readiness signed off one week before the Start date||Campaign Manager|
The Execution phase lasts between the Start and End dates of the Campaign.
|The Campaign is run and optimised||The team, in accordance with the Campaign Plan|
|Results are reported||Campaign Owner|
The Close-out phase begins after the End date and lasts for two weeks.
|Final campaign report prepared||Campaign Manager and Campaign Owner|
|Final campaign report archived||Campaign Manager|
|Marketing Knowledgebase updated||TBD|
|BAU for new customers begins||As per the Campaign Plan|
In the next article on campaign management we will look at some useful templates that you can adapt to meet your specific needs.