Objective

Practice planning campaigns that require input and execution from multiple departments, ensuring clear roles and shared accountability.

Instructions

1. Choose a Campaign Type

Select a campaign that naturally requires cross-functional collaboration:

Options:

• Product Launch Campaign (Marketing, Product, Sales, CS)
• Customer Expansion Campaign (Marketing, CS, Sales)
• Enterprise ABM Campaign (Marketing, Sales, Product)
• Retention/Churn Prevention Campaign (CS, Marketing, Product)
• Partner Co-Marketing Campaign (Marketing, Sales, Partnerships)

2. Define the Campaign Goal

Write a clear, measurable campaign objective that all teams can rally around:

Format:

"[Action] to achieve [outcome] by [date]"

Examples:

• "Launch Product X to generate $500k pipeline within 60 days"
• "Reduce enterprise customer churn from 15% to 10% this quarter"
• "Generate 50 qualified opportunities from top 100 target accounts by year-end"

3. Map Required Teams and Their Roles

Identify which teams need to be involved and what they'll contribute:

Example for Product Launch:

Marketing:

• Develop positioning and messaging
• Create launch assets (website, collateral, email campaigns)
• Drive awareness through paid and organic channels
• Generate qualified leads

Product:

• Define product roadmap and feature set
• Provide technical expertise for content
• Support demo environment setup
• Gather customer feedback

Sales:

• Identify target accounts and warm leads
• Conduct outreach and demos
• Close opportunities
• Provide competitive intelligence

Customer Success:

• Identify expansion opportunities in existing accounts
• Facilitate beta testing with current customers
• Provide customer testimonials and case studies

4. Create a RACI Chart

For key campaign activities, assign roles using RACI:

• R = Responsible (does the work)
• A = Accountable (final decision maker)
• C = Consulted (provides input)
• I = Informed (kept in the loop)

Example RACI:

Activity	Marketing	Product	Sales	CS
Messaging Framework	R,A	C	C	C
Product Demo Video	R	C,I	I	I
Target Account List	C	I	R,A	C
Sales Enablement Training	R	C	C,I	I
Beta Customer Recruitment	C	I	I	R,A
Launch Event	R,A	C	C	C

5. Define Shared Success Metrics

Ensure all teams are measured on the same outcomes:

Shared Metrics:

• Pipeline generated: $500k
• Opportunities created: 50
• Closed deals: 15
• Average deal size: $30k

Team-Specific Metrics:

• Marketing: 200 MQLs, 50% MQL-to-SQL conversion
• Sales: 30% opportunity close rate, 45-day sales cycle
• Product: 90% feature adoption in first 30 days
• CS: 10 customer references secured

6. Plan Communication and Sync Points

Establish how teams will stay aligned:

Pre-Launch (6 weeks out):

• Weekly cross-functional planning meetings
• Slack channel for real-time updates
• Shared project board (Asana, Monday.com)

Launch Week:

• Daily standup (15 min)
• Real-time dashboard monitoring
• End-of-day recap

Post-Launch:

• Weekly performance reviews for first month
• Bi-weekly after that
• Formal retrospective at 90 days

7. Identify Dependencies and Risks

What could go wrong? What does each team need from others?

Example Dependencies:

• Marketing needs product demo environment ready by Week 3
• Sales needs enablement materials 2 weeks before launch
• Product needs customer feedback requirements from CS by Week 1
• CS needs to know which customers are in target account list

Example Risks:

• Product launch delayed → Impact: Marketing assets become outdated
• Sales team bandwidth constrained → Impact: Leads don't get followed up
• Competitor launches similar product → Impact: Positioning needs adjustment

Deliverable

Create a campaign brief (2-3 pages) including:

1. Campaign goal and timeline
2. Team roles and contributions
3. RACI chart for key activities
4. Shared success metrics
5. Communication plan
6. Dependencies and risk mitigation

Outcome

You'll practice the essential skill of cross-functional campaign planning, learning to orchestrate multiple teams toward a shared goal with clear accountability.