Iris Polit, VMware, Senior Manager, Global Marketing Campaigns & Programs
“As we look at the strategy for a campaign, we must balance our collective traditional best practices with allowing room for new innovations.”
According to Iris Polit, three Cs form the bedrock of any successful campaign: clarity, collaboration, and communication. With these building blocks in place, marketing teams can align themselves toward a common strategy, keeping their North Star in full view as they complete their tasks. Marketers can also be more nimble, incorporating best practices while encouraging innovation. With the better visibility they gain into a campaign as it’s underway, marketers have a much greater chance of ensuring flawless execution.
“Any campaign needs to start with clarity,” Polit says. “You need a team kickoff to discuss what the goals are, who your target audiences are, and have a clear idea of what you’re trying to accomplish with the campaign,” she says. Once the team has a clear understanding of its campaign strategy, it must collaborate to make meaningful progress. In Polit’s view, effective collaboration begins with welcoming a range of voices into early conversations about campaign strategy.
“As we look at the strategy for a campaign, we must balance our collective traditional best practices with allowing room for new innovations,” she explains.
This is an excerpt from 7 Experts on Flawless Campaign Execution. The eBook was generously sponsored by Workfront.
