Greg French provides a quick guide to campaign management. The guide outlines the key steps in the campaign management cycle including strategy development by linking business objectives to marketing objectives and identifying customer issues. It also includes planning and budgeting, campaign deployment through quality checks and testing, as well as response and list management. The goal is great marketing success through quick and controlled learning from each campaign.

1. Greg French
Quick guide
campaign management

2. Managing the Cycle STRATEGY DEVELOPMENT
• Link business objectives to marketing
objectives, identify customer issue to resolve
that will lead to achieving objectives
• Identify market & competitive structure
• Gather and utilize all data and fill gaps in
understanding
Objectives, • Develop customer insights and propositions
Strategy,
Segmentation,
Insights,
Analysis
& Reporting Planning
& Budget
Response List
Management Management
CAMPAIGN DEPLOYMENT Campaign
• Quality checks and test Deployment
deployments
• Deployment instructions
• Tracking coordination
• Fulfillment coordination
• Service center / web site / social
media coordination

3. Great marketing success: Quick and Controlled Learning
“I have never failed, I have just found 10,000 ways that won’t work.” –
Thomas Edison