Uncomplicate – Framework for creating high impact campaigns
Uncomplicate by Freshworks brings you crisp and insightful videos which will focus on answering one tactical question around sales & marketing, support & collaboration, employee engagement, and growth.
Brainstorming ideas, charting out campaigns, designing ads and other creatives, creating videos and radio jingles…these are the fun parts of a job in marketing. A bunch of creative, witty folks can sit together and come up with a long list of marketing ideas that will help a company make noise about its products and the brand.
The tough part, and one that is often behind the scenes, is where marketers have more ideas than they can implement, and try to figure out which ideas to prioritize and work on. Companies often struggle to pin down which campaign idea to focus on and how to execute the idea – where to invest, which channels to promote the message on, etc.
Often, companies tend to rely on standard frameworks, such as the ICE framework, which prioritizes ideas based on impact, confidence, and ease of implementation. But frameworks such as ICE don’t take the broader goals and the overarching strategy into consideration, so, starting the process with such frameworks won’t work.
Instead, companies must flip the funnel, Foti Panagiotakopoulos, the founder at GrowthMentor, says. They must start with first nailing down the objectives of the marketing campaign they’re working on, and then go on to figuring out which of the ideas works best as per the ICE framework in order to achieve the goal, he says. “I prioritize based on the OKR… which is objectives and key results.”
Companies must begin by asking themselves what they are chasing, why it is strategically important for the company, and solidify their objective. This will then help the team spell out the key results that are expected from the campaign. It is at this stage that companies will have to employ the ICE framework.
“You start by understanding what your objectives are, then you tie key results to your objectives, and once you do that, you can think of ideas and tactics and use a framework like ICE to prioritize the ideas,” Foti says.
(This post was co-produced by Praveen Ramesh.)
