Because of that, the strategy and plan were not

[Liton120@]

My re-do: Focus more on qualified leads, closing ratio, and other revenue-related metrics. The takeaway: “Leads” (by itself) is an incomplete metric for measuring the success of marketing campaigns. In reality, revenue is the only metric that really matters. 5. Let marketers be marketers The most challenging part of this campaign for me was that I was given the Messaging Design Kit to launch on my very first day on the job.


So, the strategy and plan was all developed by someone else in the company. FYI: I was the first hire in marketing; there had been no other marketers running this campaign initiative. Since I’d done dozens of similar projects in my career, I was eager to jump in and push the project forward. The problem? Non-marketers think about all the logistics that go into russian email address list launching a campaign: target audiences, conversions, qualifications, nurturing paths, sales alignment, proper reporting, and all the other small nuances that come with an asset as important as the Messaging Design Kit.




Because of that, the strategy and plan were not really designed to do everything it could have to handoff sales qualified leads to sales. My re-do: The designers at Layer are top-notch, and I would work with them again in a heartbeat. But, they are not marketers and have little experience of launching a campaign from start to finish. As eager as I was to push this forward as much as the next person at Layer, I should have delayed the campaign by a week or two and spent time revamping the strategy and improving the plan to ensure sales was getting only the best leads.