CMO Advisory Best Practices Series: The Rise of the Campaign Manager Role

Table of Contents

• Table of Contents
• IDC Opinion
• In This Study
  • Methodology
• Situation Overview
  • Campaign Management' s Role in Tech Marketing Organizations of the Future
  • Figure: Marketing Organization of the Future
    • Definition of a Campaign and Campaign Management
    • The Organizational Reporting Structure of Campaign Management
    • Figure: Campaign Management: Roles and Responsibilities
    • The Key Attributes of a Successful Campaign Manager
  • Challenges and Emerging Best Practices
    • Best Practice: Campaign Management as the Liaison Between Marketing Shared Services and the Business Units [Quest Software]
    • Figure: Quest Software' s Campaign Management Process
    • Best Practice: Managing a Complex Go-to-Market Strategy [IBM]
    • Figure: IBM' s Program Management and Integrated Marketing Communications Teams
    • Figure: IBM' s Program Planning Process
    • Best Practice: Global Alignment for Campaign Planning and Execution [Symantec]
    • Figure: Symantec' s Global Campaign Process: Tiers 1 and 2
    • Figure: Symantec' s Global Campaign Process: Tier 3
    • Figure: Symantec Program Blueprint Example: Enterprise Security and Management - New Conversion Promo
  • Performance Measurement of Campaigns
    • Best Practice: Measuring Marketing Campaigns Using a Brand-Demand Chain Approach [VeriSign]
    • Figure: VeriSign' s Brand-Demand Campaign Approach
    • Figure: VeriSign Brand-Demand Measurement Framework
    • Figure: VeriSign Brand-Demand Scorecard Methodology
• Future Outlook
• Essential Guidance
• Learn More
  • Related Research
  • Synopsis