Experienced marketers know that the best way to move the needle and fill the funnel is thru integrated mulit-channel campaigns. A surprisingly high number of companies run random acts of marketing and think that they are driving demand. The reality is that they are wasting time and precious resource dollars.
Savvy marketers utilize a framework that acts as a road map for optimizing their marketing spend. A framework that works well for many of CMO GROWs clients is the PCA model, PCA stands for Programs, Campaigns, and Activites.
At the 60 thousand foot level, each company should probably have no more than five programs they will focus on for the coming fiscal year. These programs should cascade from the KPI's from the CEO or Board of Directors. Generally, these are priorities like improving customer experience by 15 percent, increase revenue by 150 percent, retain key employees thru improved company culture, launch two new products, expand internationally, and so on.
From these top four or five programs, a number of specific and discrete campaigns are designed to achieve the stated program goals. These campaigns are multichannel and leverage some or all of the elements of the marketing stack. Each campaign has a number of associated activities that get integrated and harmonized with the campaign and program.
This PCA model also becomes the core of your marketing and branding strategy and becomes a decision matrix by which to evaluate new marketing opportunities that may not have been considered with the initial planning phase. An important aspect of the PCA model to associated an ROI metric with each campaign. That means, before executing any activity, marketing managers need to forecast the expected ROI or impact of each campaign, then following up post-campaign, with a post mortem evaluation to determine real ROI to understand whether that campaign achieved the desired result or not. Measuring and tracking campaign metrics is fundamental in continual improvement and achieving marketing excellence.
The PCA model might be the most important marketing companies have to drive revenue growth.