Best Practice Report

Campaign Implementation: The Campaign Charter

January 1st, 2018

Summary

B2B marketing organizations that deploy integrated campaigns need to clearly establish the goals of the campaign, identify the roles and authority of the campaign team, and consistently communicate the campaign theme. Achieving consensus on a charter for the campaign, including its scope and organization, is a prerequisite for successful implementation. In this report, we define the value of the campaign charter and describe its key components.

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