Question

Topic: Strategy

Recommendations: Campaign Planning/execution Tool

Posted by heidi.kelley on 5/26/2021 at 2:23 PM ET 250 Points
I'm looking for recommendations on a campaign planning and execution tool. We currently use Asana and it's just not working as well as I'd like. Is there a platform out there that can be used to put together a campaign plan (including audience, message, value props) and the integrated components of tactics as well. This will allow marcom to have everything they need but also the team to see all of the tactics - their stages, to-do's, etc. Bonus would be for this tool to be integrated in a way for sales to see what is being executed. We currently also use Hubspot, Salesforce, and Seismic. Appreciate any leads.
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RESPONSES

  • Posted by mgoodman on 5/26/2021 at 8:14 PM Moderator
    Several years ago I was involved in a project like the one you describe, and we very quickly realized that there were too many complex relationships for us to manage/analyze. And we were only trying to do this for one product in one category/industry.

    As the knowledge expert on the project I kept hoping that there would be a breakthrough in AI technology that could somehow make the challenge more manageable. But it never came, and we had to sub-optimize. Ideally we would have a promotion schedule that was best for each brand in each sales area (and perhaps serving different objectives in different areas). But even that turned out to be difficult to manage given trade/distribution logistics and constraints.

    I suspect the problem remains unsolved by any expert system today. I'll be interested in seeing what others come up with.
  • Posted by heidi.kelley on 6/1/2021 at 9:23 AM Author
    I appreciate your response, mgoodman. I'm having a tough time finding the right software tool to work for our needs. I do wonder if it even exists.
  • Posted by mgoodman on 6/1/2021 at 10:43 AM Moderator
    I suspect it does not exist. For the years I have been following developments in promotion planning and analysis, including AI-based approaches, all I've seen so far are: (1) very limited/narrow solutions that only work in one or two markets or promotion types; and (2) smart people throwing up their hands and concluding that the subject is too complex for a multi-purpose algorithmic solution. (Job security for human analysts!)

    If you have an immediate need, I can recommend a very good analytics expert who has evaluated dozens of promotion campaigns.
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