Integrated Campaign Governance

The integrated activities fostered by the Campaign Framework require high levels of coordination between the marketing functions that participate in campaign planning as well as with key stakeholders in the product and sales functions. The adoption and execution of the campaign framework may require substantial planning, process, and budgeting changes within the marketing organization that must be supported. For integrated campaigns to succeed, governance policies must be established and actively managed as part of the campaign implementation effort. In this report, we define and illustrate best-practice approaches for supporting campaign implementation and governing the campaign effort.