Best Practice Report

Aligning Campaign Themes And Product Launches

January 1st, 2018

Summary

Product management, sales and marketing leaders must align the timing and messages for product launches with campaign themes. This alignment process should take place before campaign calendars and the elements of corresponding programs are finalized. A common mistake is failing to move away from launch-centric planning to an integrated campaign strategy. In this report, we describe best practices for aligning products, solutions, and services within campaigns, and reconciling individual launch plans with broader campaign timelines.

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