Commercial Campaign
When to use it
The Commercial Campaign targets specific sales activities while simultaneously creating market awareness and demand. It is developed based on the Commercial Plan (see prior module) and is utilized during the product development stage.
This is the time when you are planning for product launch and are thinking about how to reach the targeted client cohort (as defined in the Shape of Results and the Match) in parallel with building market awareness and demand.
What’s the purpose
The Commercial Campaign is an essential part of your launch strategy. It is developed based on the Commercial Plan and designed to drive sales while creating market demand.
The Commercial Campaign includes two key items.
- The Sales Campaign is your approach to reaching your targeted clients. Through dedicated email outreach, the sales campaign aims to create demand and identify early leads for your distribution channel.
- In parallel, the Marketing Plan, developed in partnership with Marketing, focuses on bringing key messages to market (leverage from the Narrative) to build awareness. The Sales Campaign and Marketing Plan are integral and interconnected components of your commercial campaign.
How to do it
- Use the Shape of Results and Match concepts to identify your key client targets, including client profiles and target client outreach. These client targets are a critical part of your sales campaign and outreach.
- Work backwards from the proposed launch date and identify the key milestones and activities for your commercial campaign. This should include specific timing, objectives and messaging at each milestone – as well as key stakeholder involvement at various stages of the plan.
- Determine the assets you'll need to educate the market, such as one-pagers, a product website or page, client emails and engaging videos. Partner with your Marketing liaison to build a formal Marketing plan that includes these assets, as well as Marketing-driven deliverables such as a press release and social media plan.
- Perform a sense check by referring to the Shape of Results and Match to ensure your target clients lists are aligned. Evaluate the match rates between the seller and client, and the client and buyer, and identify any gaps. Consider the level of client/market education required and the best vehicle for education based on your buyer audience. Accessibility for all buyers is crucial.
- Collaborate closely with Marketing to review the commercial campaign and specifically, key milestones, process and timing throughout the campaign journey. Determine the specific touchpoints, the assets that will be sent out, and how your sellers will engage with market and client responses. Ensure alignment with your Sales Enablement plan.
- Work with Marketing to operationalize the sales campaign before the launch.
- It's time to launch your Commercial campaign! Get ready to make an impact in the market.
- Post-launch, work with Marketing to develop an ongoing marketing plan that aligns with product goals and market activities. This will ensure ongoing visibility and traction, which are crucial for a successful 'new product to market' journey in the first year.
- Continue to work with Marketing to determine the key requirements for success (e.g., campaign open/click rates, client feedback loops, asset refinement). Consider the hard-dollar and soft-dollar costs (resources) needed for the business case post-testing/pre-development.
