The Power of a Campaign Demand Center
Before we dive into the details, let’s first understand what a Campaign Demand Center is and why it’s essential for modern marketing teams. A Campaign Demand Center serves as a centralized model designed to facilitate the efficient production of digital marketing campaigns at scale. In this setup, every team member is aligned on expectations, responsibilities, and processes, creating a cohesive and highly productive environment.
Step 1: Discovery
The journey begins with a crucial step—discovery. To set the stage for your Campaign Demand Center, you must thoroughly audit your current processes. This audit should encompass various aspects, such as project management tools, existing processes, documentation, content submission templates, and program and campaign templates. Additionally, conducting a discovery and benchmark survey, as well as team interviews, will provide valuable insights into your current processes and help you define what success looks like.
Check out our Campaign Demand Center Kit if you’re interested in using our Discovery & Benchmark Survey template to get your survey up and running quickly.
During the discovery phase, it’s crucial to assess whether your marketing operations team is adequately structured to meet the demands of campaign production while fostering efficiency and scalability. You can leverage the Four Pillars of Marketing Operations to guide the specialization of your team, enabling you to determine whether a generalist approach is suitable or if transitioning to specialized roles would be more advantageous.
Step 2: Operations & Tool Implementation
With a clear understanding of your existing processes, it’s time to focus on the tools and operational architecture of your Campaign Demand Center. Start by defining your operational architecture, including team structure, roles and responsibilities, operational guidelines, and best practices. Consider the products and services your team offers and the documentation required to support them.
Next, focus on configuring your project management tool. This entails defining roles and permissions, overall organization, setting up projects, designing workflows, establishing production stages and statuses, and customizing both native and custom fields. Additionally, it’s crucial to strategize your intake form, considering the process, attachments, and any necessary automation for support.
To ensure comprehensive capture of all MVP requirements during intake, it’s important to develop content submission templates that align with your campaign processes. If you’d like a head start on building out your content submission templates, take a look at our Email Send Content Submission Template included in our Campaign Demand Center Kit.
Take advantage of this opportunity to fine-tune your marketing automation platform, ensuring that all program templates are not only established but also finely optimized. This optimization should enable your team to seamlessly transform campaign requests from the intake process into fully-fledged campaigns with efficiency and speed, leveraging the power of preconfigured templates.
Step 3: Campaign Production Process
The heart of your Campaign Demand Center lies in the Campaign Production Process. This organized path ensures efficient campaign creation and spans four key phases: Intake, Build, QA, and Launch. Each stage can be tailored to your company’s needs and aims to maximize efficiency from planning to post-launch analysis.
- Intake: The first stage involves capturing campaign requests in a project management tool, completing triage, and assigning requests to specialists.
- Build: Specialists can optimize their campaign build times using project management tools and templates, saving valuable time.
- QA: A thorough QA process is vital and should be performed by someone trained in QA best practices and independent of the campaign builder.
- Launch: Confirm launch details and schedule or activate the campaign, followed by setting up tasks for performance reporting and campaign review.
Step 4: Testing and QA
Before you go live with your Campaign Demand Center, it’s imperative to undergo rigorous testing and quality assurance. Walk through each step of the process from various user perspectives, ensuring that project management workflows, automations, and content submission templates align with those used in your marketing automation platform.
Follow these four essential steps, and you’ll be well on your way to creating a streamlined and efficient marketing campaign production process. For more detail, our Campaign Demand Center Kit will walk you through each step of our optimized process and includes resources to help you get started!
Have a question? Let’s talk! Contact us if you need help tackling your Campaign Demand Center implementation.