Video Transcript

Often when we’re working with organizations and they are making new marketing plans, they’re looking at a table full of activities that they’ve been doing for a long time and thinking, “I mean, how do I get my blog and my email and these cadences that I’ve developed and these experiences and events that I go to, how do I sort all of these things into activities that make sense and that I can organize and maintain and manage and budget against?”

And I just want to share with you a quick framework that will hopefully simplify some of that for you.

We’re working with the client, and they have a really strong outbound sales motion. And in that environment in particular, but really lots of sales environments, what marketing is first and primary role is to help sales make the sale. So they have to make tools and design presentations and get the product in front of the customer. Just explain what it is they do.

That sales enablement motion is one discrete thing that marketing does that I would encourage you to just put a bunch of things in that bucket.

What do we do to get the sale across the finish line?

Number two is marketing operations. What’s the evergreen and stuff that’s always going to be on? There’s probably some paid media in there. There’s probably some email campaigns in there. There may be some general out of home or TV advertising or some other thing that you’re doing that’s just always on.

That evergreen bucket is the second one that I would think of is just what are the operations that always go.

And so the third one is what campaigns are we running? Is it going to be one big campaign that spans the entire year? Do we have two or three different messages that we’re going to get out with multiple campaigns? Do we have product launches or do we have other things that we need to talk about, new market entries that we need to be sophisticated about. Those individual things can be discrete campaigns. And I would think about them in that third bucket.

So it’s really just those three things: sales enablement, marketing operations, campaigns. And once you start sorting the activities into those three buckets, it becomes a little bit easier to sort out how am I going to budget against these things, how am I going to resource against these things? What do I need to do this really well in the next six months or the next year, whatever time frame you’re looking at?

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