Marketing
Every process a marketing department runs, written down step by step. They are grouped into value streams, which is how the department divides its own work. Open a stream to read the processes in it.
The value streams
Planning
Objective-to-Commitment
Marketing leadership turns what the business asks of the department into a plan that has money, people and owners behind it.
Processes inside
- Build Annual Marketing Plan
- Brief Executive Leadership
- Develop Marketing Strategy
9 processes
Audience
Market-to-Audience
The organization works out who it sells to and writes that down where every other process can read it.
Processes inside
- Analyze Customer Base
- Develop Buyer Persona
- Conduct Customer Research
7 processes
Brand
Promise-to-Perception
The organization decides what its brand stands for, how it looks and how it sounds, and then holds the published material to that standard.
Processes inside
- Conduct Brand Audit
- Publish Brand Guidelines
- Measure Brand Health
8 processes
Launch
Concept-to-Market
A new product, feature or price is made ready for the market, so that customers hear about it and the people selling it can answer for it.
Processes inside
- Launch Channel Program
- Refresh Competitive Battlecard
- Enable Channel Partner
8 processes
Content
Idea-to-Asset
A content or creative need becomes a finished asset that somebody has approved and published.
Processes inside
- Approve Marketing Material
- Plan Content Calendar
- Produce Creative Assets
9 processes
Campaigns
Brief-to-Results
Campaigns run on any channel, and this stream covers all of them.
Processes inside
- Run Account-Based Play
- Run Co-Marketing Campaign
- Run Display Retargeting Campaign
8 processes
Media spend
Plan-to-Reconcile
Money committed to paid media is planned, spent, watched while the flights run, and then matched against what actually ran.
Processes inside
- Develop Media Plan
- Reallocate Media Spend
- Reconcile Media Spend
7 processes
Leads
Inquiry-to-Owner
A raw inbound inquiry is scored and put in front of the person who should work it.
Processes inside
- Cleanse Contact Database
- Route Inbound Lead
- Maintain Lead Scoring Model
3 processes
Customers
Customer-to-Advocate
Customers are brought up to speed, kept in touch with, and some of them agree to speak for the organization in public.
Processes inside
- Convene Customer Advisory Board
- Run Churn-Risk Play
- Publish Customer Newsletter
8 processes
PR
Story-to-Coverage
Something the organization wants said in public is put in front of reporters, analysts and audiences.
Processes inside
- Announce Company News
- Submit Award Entry
- Brief Industry Analyst
9 processes
Reporting
Activity-to-Insight
Marketing accounts for what it spent, what it did, and what the organization got back.
Processes inside
- Maintain Attribution Model
- Run Conversion Experiment
- Report Marketing Performance
4 processes