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The Role of the Campaign Manager: Five key skills that drive successful marketing campaigns
by
Mike Gospe
This article is the third in a series based
on Mike Gospe's new book, Marketing Campaign Development: what
marketing executives need to know about architecting
global integrated marketing campaigns. The book can be ordered
by clicking here.
An often misunderstood role in business is that of the marketing campaign
manager—a senior individual contributor role used to
unite a cross-functional sales and marketing team in
order to develop compelling and integrated marketing
campaigns. (For marketing campaign templates and program
blueprints, please see chapters 4 and 5 in Marketing Campaign Development.)
It has been proven that leadership in this role can dramatically improve
the results of any marketing campaign or new product
launch. I worked as a campaign manager and then as
a director of the campaign management team for eight years at HP, Sun,
and Ariba. Today I coach campaign managers throughout the high-tech industry.
If you are a campaign manager or work with campaign managers, here's
what you need to know about this critical role.
Characteristics of an Effective Campaign Manager
- A recognized, well-rounded marketing leader familiar
with the target market
- Proven leadership in "managing by objective"
- Attentive to detail, but doesn't micro-manage
- Diplomatic and politically savvy
- Patient
- A good facilitator, seasoned in active listening
techniques
- Excellent written and oral communicator
- With the team
- With upper management
- With the steering committee
- Knows when and how to provide constructive feedback
in real time
- Is prepared to make hard decisions and trade-offs
for the greater good of the campaign
- Most of all, doesn't let their ego get in the way
of sound decision-making
Five key skills of effective campaign managers
- They are experienced all-around marketing athletes
with proven leadership abilities. Clearly,
the best campaign managers understand how marketing
works. They have deep marketing knowledge in at
least one of the following areas: customers and
target markets, marketing strategy creation, product
knowledge, marketing expertise in a specific region,
proven leadership in a marketing media type (such
as field marketing or press relations). In addition,
the best campaign managers bring marketing knowledge
and political savvy to the role.
- They know when and how to delegate. Campaign
managers take their success not from their own actions,
but from the accomplishments of the team. They look
for opportunities to involve others in mapping the
campaign strategy. And in so doing, they encourage
and nurture the team's passion and energy.
- They are excellent in "managing upwards" and
gaining and maintaining visibility for the team. Every
business has its political nuances. The best campaign
managers can spot these and keep the team out of
trouble, while interfacing with management proactively
and effectively. Team players look to campaign
managers to resolve or escalate issues when required.
Campaign managers are adept at managing the process
so that the team players can do what they do best.
- They are accountable, but they don't micromanage. This
is a tricky balance because campaign managers are
responsible for delivering the campaign strategy
and plan, but they can't build it alone. Their
ultimate success is achieved by being a resource
and guide for the team and ensuring that their collective
contributions are aligned appropriately. When
campaign managers cross the line and micromanage
the execution of the specific activities and offers,
team members may take offense and sabotage the process.
To avoid this trap, the best campaign managers add
value, not by dictating action, but by setting clear
objectives and timelines and working to remove obstacles.
They leave the execution of the details to the functional
experts.
- They know how to manage their role as the campaign
evolves. The best campaign managers always
focus on the "big picture," lead the charge,
and then get out the way. When the go-to-market
plan has been created and approved, the role of
the campaign manager changes. Initially, the primary
duties of the campaign manager are to unite a cross-functional
team, guide strategic discussions with the team,
and facilitate the development of the marketing
plan. Once management approval for the plan
has been granted, the campaign manager's role shifts
to focus on results and providing status updates
and recommendations for campaign adjustments should
market or business conditions change.
For More Information
Does your business need a campaign manager? More
details, tips and tricks can be found in Marketing Campaign Development.
Other articles in this series include:
Marketing Campaign Development is about applying
practical marketing lessons and best practices that
have been adopted by hi-tech companies such as Aspect,
Genesys, Hewlett-Packard, Informatica, and Symantec,
and scores of others. Every company is different—but
80% of the process steps, templates, and techniques
included in this book can be applied to your business
with great success today. Click
here to find out more and order a copy.
About the Author
Mike Gospe has helped companies like HP, Sun, Ariba, Informatica, Symantec,
and a number of startups architect and execute winning marketing campaign
processes and plans. For more information on these and other tips and
tricks, please contact Mike at 650.947.8974.
January 2008