The methodology
You have a number. Here is how to build the campaign to move it.
How a campaign gets built backwards from a commercial target: what gets decided first, what gets measured, and what gets cut. The same eight steps we run, at the level a commercial lead needs to brief or judge one.
What is in it
Written to be used, not filed.
For businesses with a target, a deadline, and a budget, deciding how to spend it.
- 01Starting from the numberHow the target sets the channel mix rather than the other way round, and what to do when the number and the budget do not agree.
- 02The eight stepsFind, Measure, Diagnose, Build, Launch, Optimise, Scale, Transfer. What happens in each, and what a good handover looks like.
- 03What to measure, and what to ignoreThe metrics that predict revenue, and the ones that only make the report look busy.
- 04A briefing templateWhat to put in front of any agency, including us, so the first proposal is about your commercial problem.
The Revenue Campaign Playbook
Tell us where to send it.
Also worth reading
The rest of what we have written down.
Or skip the reading and tell us the number.
If you already know what you are trying to move and by when, the fastest route is to say so.