DeShelia Spann, Lenovo, Campaign Manager, WW Marketing and Communications, Data Center Group
“It’s your job to not be in a silo of creativity, to make sure that you get the right resources and experts to
help guide you to success.”
In DeShelia Spann’s experience, a flawless campaign requires careful alignment within your internal organization. “When I say alignment, I mean not just the marketing team’s executing that campaign but also the product teams and your senior leadership. You need to make sure that everyone is bought into the goals and objectives of your campaign. They must also be on the same page about how you’ll measure success,” she says. Wrap all these core elements up in a strong marketing brief that you refer back to whenever you need to. This brief helps you stay true to your goal for the campaign.
Spann also places a priority on collaboration when planning and executing her campaigns. “Collaboration is essential when you want to create high quality. When you’re working on a campaign, you want to make sure you’re transparent and collaborative from start to launch. This approach helps you be more agile in how you deliver your campaign,” she says. This way, when you receive new information that necessitates a shift in messaging or your creative approach, you can quickly adapt to that and come up with an agile way to execute.
This is an excerpt from 7 Experts on Flawless Campaign Execution. The eBook was generously sponsored by Workfront.
