Creating an Ongoing Process for CE Campaigns

Laurel Slutsky

Internally at 6sense, we have enabled our teams to understand and learn not only the value of CE but the process to get a campaign launched. In order to maintain a successful program, there needs to be a continuous process in place to easily get campaigns launched.   

Here is the general process we use internally. Feel free to leverage some of this format for your own program!  

1. If a member of our team identifies a CE play, they request this through a CE project brief. For 6sense, requests can be submitted by VPs for sales and directors for BDR/MDRs. 
2. The most important details of the brief should include 
   1. Business Case 
   2. Target Live Date 
   3. Audience Criteria 
   4. Name of AI 
3. After the CE project has been submitted, it will then need to be reviewed to ensure it meets the 3 use cases previously noted.   

Here is a sample timeline of the process which could take up to 2 weeks total.

Action	Team	Timeframe	Timeline
Campaign Play Approval	Marketing Programs/CE MOPs	3 days	3 Days
Build Audience Report	MOPs	3 days
Content Writing	Requestor/Demand Gen	5 days	+5 Days (8 Days)
Content Review	Content	5 days
Build CE & SFDC Campaign	MOPs	3 days	+3 Days (11 Days)
Review	Requester/Demand Gen	2 days	+2 Days (13 Days)
Launch	Demand Gen	1 days
Assign meetings booked with CE as Primary/Outbound Source	BDR Team	Ongoing