Learn what makes a great integrated revenue campaign.
Today's topic is about is a big one to unpack. Integrated Revenue Campaigns.
👉 Before I do that, register for our upcoming webinar series about building and executing integrated campaigns in 2025.
I think they are one of the most important methods to not just aligning, but uniting your marketing, sales, and customer success teams.
I'm going to breakdown what makes a great integrated revenue campaign.
It starts with understanding why you need an integrated campaign. I call this the campaign trigger. The reason for why a campaigns needs to exists.
Maybe because you just set a new target for the quarter and your short on pipeline, maybe it's because of a new product launch, or maybe because of a new cornerstone offer.
But here's the thing, an integrated campaign needs to exist because one, you have financial goals to hit, and two, you have financial goals to achieve. 🙂
Aligning how you measure your campaigns to how you measure your business is essential. It's the other reason WHY campaigns must be created. You can't leave growth and profitability to chance.
Second, campaigns need a WHO. Who are you trying to engage with the campaign and at what stage of the customer journey? Clearly defining this with Sales and possibly Customer Success stakeholders is one crucial step to getting united and integrated with the other GTM teams. Don't do it alone.
Don't take a tops down approach to creating the campaign's why and who. Take a collaborative, people-first approach.
Once you have a clear understanding of the WHY and WHO, you can begin to:
- Create the messaging and positioning for the campaign
- Identify the offers and channels
- Make sure you have the right measurement and tracking in place
Check out this collection of templates to get started and this masterclass I did, How to Build an Integrated Revenue Campaign.
Below is an example of how you could structure your campaign. Each campaign should have a brief that outlines all of the information I shared above. It's a living document that gets updated as the campaign is planned and executed.
