Deploying Global Campaigns

Frustration in the global vs. regional campaign relationship is most often the result of misaligned campaign expectations and unclear or overlapping campaign roles and responsibilities. Campaign teams must address the key building blocks that allow them to operationalize campaign tasks, acknowledge the influence of the company’s internal operational model, and jointly assess external market factors. In this report, we identify and examine four key building blocks for successfully deploying campaigns across multiple geographies and offer guidance from a global, regional, and country perspective.