CS: When planning a campaign, is it the marketing department’s project alone, or does it span all units of the company?
JG: It’s in several units. We’re closely aligned with our sales team because our [sales people] have a good pulse on what they think their customers are going to be doing based on feedback. They tell us if they have big purchases coming up or if there are purchasing cycles, such as certain schools purchasing every 16 months. So when that cycle comes around, we know there’s going to be a nice uptick.
We even have, within our marketing team, segment leaders for each specific segment we target. They’re held accountable to work daily with our sales team, and are with sales almost 50 percent of the time.
Purchasing also plays a big part. We work hand-in-hand with purchasing and product teams.
Our product teams are divided up by product categories, so product team directors will have a team under them focusing on each specific product category.
We also work with the e-commerce team to see what they can execute for the coming year. Marketing, e-commerce, sales and purchasing work very tightly together whenever we do this type of planning. —JK