Mabelle Ashe, PhD, Sartorius, Global Campaign Manager
“As tools and processes become automated and people move toward digital platforms, the pace of getting things launched or put out into the universe is definitely a lot faster.”
Mabelle Ashe believes that to stay nimble and deliver high-quality work on time, you must get a strong head start right out of the gate. “Make sure that all the stakeholders agree early on what the campaign strategy, tactics, and direction are going to be. Get their buy-in on the particular resources or content
you’re going to use for the campaigns. Also, start pulling together materials to formulate content and support the campaigns throughout the year as early in the process as you can,” she advises. Rather than avoiding potential issues looming on the horizon, she recommends tackling them right away. Otherwise, she says, “You’ll find as you move along that things get even further delayed than you anticipated.”
With marketers under greater pressure than ever to execute flawless campaigns in shorter time frames, it’s important to address any challenges that may arise proactively. “As tools and processes become automated and people move toward digital platforms, the pace of getting things launched or put out into the universe is definitely a lot faster. That means we’re under pressure to deliver a faster turnaround from our end,” she says. Smart digital tools can accelerate certain processes, such as uploading ads or campaign materials. That said, content creation and approval still consume a considerable amount of time and effort on the back end. As a result, says Ashe, “The bulk of the work is really put on us campaign managers and our teams to generate content in a timely fashion. And that requires a lot of organization within our teams.”
This is an excerpt from 7 Experts on Flawless Campaign Execution. The eBook was generously sponsored by Workfront.
