System Overview

• System Overview
• System Aims
• Workflows
• Sirius Decisions Hierarchy
• Campaign Hierarchy
• Integration

System Aims

• Align Central Marketing, Field Marketing and Marketing Operations to maximise gains from Marketing technology investments​.
• Align Marketing strategy and tactical deployment globally​.
• Improve strategic and tactical decision making through shared insights​.
• Enable agile global programme delivery and management without additional budgets and resources​.
• Improve programme production quality, effectiveness & efficiency​.
• Bring structure, discipline and rigor to the demand creation & lead management process​.
• Encourage continuous improvement.

Request Process:

• Field marketing make requests via a single portal in a structured manner.
• Requests are passed for review.
• Signed off requests are then passed for build.
• KANBAN style stages are used within the system to give all participants visibility as to the progress of the build.
• Integrations with Marketo and SFDC mean a single point of data input.

Build Process

In essence, the system provides a framework that ensures the relevant information is gathered at the point of request so that the relevant integrations can be fired successfully.

Each Tactic and asset is given a Status to define where in the build process it currently is. Tasks can be assigned to users based on the Status to ensure follow up.

Sirius Decisions Hierarchy

Campaign requests are built up around a campaign hierarchy which is based on the SiriusDecisions model. The system is aligned to this hierarchy and structures Marketing efforts.

The structure is as follows:

• Program – High level strategic buckets – Yearly Themes.
• Activity Pack – Next level strategic buckets –Quarterly Themes – Created dynamically by Region / Quarter.
• Tactic – The offer that is being presented – Whitepaper, Event etc.
• Channel – The primary communication method to direct contacts to the offer – Email, Social etc.

When creating a tactic, the details of each level are chosen.

The hierarchy as a concept is not only used within the system. It integrates with Marketing Automation systems and SFDC to truly align all marketing efforts.

The system will push Assets, defined in the tactic Brief, to your Marketing Automation system and the corresponding SFDC Campaign and hierarchy.

This automates large parts of the Build process.