Summit Europe Sessions PMKTG and COS_Go-to-Market Strategy

Go-to-Market Strategy: The Missing Piece in Campaign Strategy and Planning

Friday 11 October 2019 | 10:50 - 11:30

Speaker(s):  Paul Ferron, Craig Moore

Syndicate(s): Track 2

Focus: Operationalize, Optimize

Priorities: Marketing Planning and Campaign Strategy, Go-to-Market Strategy

For years portfolio marketing and campaign planning teams have been working in separate but parallel efforts to achieve the same outcome. In many cases campaign teams lack information that is developed by portfolio marketing teams that enable their campaigns to be well targeted and ready for execution. In this session we will share with you how these teams can interweave their go to market strategy work with the campaign implementation efforts.

This presentation will provide the following benefits for marketing:

● Identify common challenges in building audience centric campaigns, that result from working in silos

● Learn how core go-to-market and campaign design processes work together

● See how the buyer study research and buyer journey maps provide critical input to the program design stage