Marketing operations and management
- Run successful campaigns that deliver your business objectives
- Select suppliers and agencies that best understand your needs
- Write killer briefs for your agencies as well as measure and evaluate their work
- Learn to tackle obstacles while running your own campaign.
It's not always easy to find the best way to work within the marketing team and with external suppliers. But this synergy is fundamental when it comes to delivering campaigns that run like clockwork and involve the whole team.
In this one-day course, we'll start by analysing the role of marketing in the marketplace and how to align marketing operations to the business strategy. In the first part of the course, we'll discuss how to align your business and marketing strategies within your organisation through to introducing different working models and how they work in practice, with relevant case studies. We’ll also introduce practical and forward campaign planning.
In the second part of the course, we'll explore in more detail how to choose whether to run the campaign inhouse or outsource it. To do that, we'll learn how to set objectives, targets and budgets. We'll also provide details on how to brief your team and your agency with a collaborative approach.
Finally, we'll learn to troubleshoot the most common issues that may arise with an iterative approach and how to carry out post-campaign evaluations and reporting. Delegates will be encouraged to explore why campaigns go wrong as well as understand the importance of ownership. They will also learn about implementing robust processes for using marketing tools and software to build efficient marketing operations.
You’ll also learn how to:
- Plan with the SOSTAC marketing strategy model
- Run a PESTLE analysis
- Select the best data management tools for your business
- Plan campaigns based on the PERT framework
- Write a great campaign agency brief
- Measure campaign results with B2B-specific KPIs.
Shane is an independent consultant with over 30 years' international B2B direct & digital marketing experience. Shane provides strategic consultancy and practical training to both end users and DM suppliers; clients include Lexis Nexis, ITV plc, Telefonica, Sika Services AG and the IDM. Specialising in data, databases and analysis, Shane enjoys helping large and small businesses use integrated marketing to significantly improve the bottom line. Increasingly, Shane’s time is spent on advising large business transformation projects such as MA and customer experience.
In addition to her consultancy business, Shane also holds a number of non-executive directorships and board advisory roles including Livingstone Partners, SharkGate, and Consumer Intelligence.
Shane has an honorary fellowship at the Institute of Direct Marketing and was awarded Educator of the Year in 2015. She also lectures worldwide on topics including CRM, lead generation, and B2B analysis; as well as international marketing. She is the past chair of the IDM's B2B council, industry roles have included vice chair of FEDMA, UK DMA board director, and sales and marketing director of Mardev (a Reed Elsevier company).