Plan the year into three layers of campaign so leads, spotlight moments and big ideas all work together.
Daniel Priestley's framework, from Oversubscribed, pp. 106 to 109.
Weekly micro-campaigns
Generate leads and run sales presentations each week to reach a significant part of the annual revenue goal.
Quarterly spotlight campaigns
Run a special promotion each quarter with bigger brands that puts your business in the spotlight.
Annual big message campaign
Share educational and entertaining big ideas through the year to stay relevant and sharable.
From chapter: THE CAMPAIGN‐DRIVEN ENTERPRISE METHOD, pp. 106–109
The method plans the year in three layers: weekly micro-campaigns that produce a steady baseline, quarterly spotlight campaigns that put the business in the spotlight with bigger brands, and one annual big message campaign. A boutique IT firm illustrates it with weekly lunch and learns, quarterly university-hosted workshops and a year of content. Prospects bounce between the layers. Priestley describes a 70 percent weekly and 30 percent quarterly revenue split as the balance that works for him after trying both extremes.
