With the DB and con­tent ready the cam­paign is al­most ready to be de­signed.  One im­por­tant piece of con­tri­bu­tion are the ex­pect­ed goals such as num­ber of leads cre­at­ed per week.  This num­ber must be in line with the ca­pac­i­ty of tele­mar­ket­ing agents or sales ex­ec­u­tives ready to fol­low-up.

A sec­ond fac­tor is the bud­get.  There will be lim­i­ta­tions of which por­tion of your en­tire se­lec­tion can be ac­cessed by your mar­ket­ing cam­paign.

To­geth­er with the bud­get and the ca­pac­i­ty a week­ly phas­ing of the ex­e­cu­tion will be de­signed.  This in­cludes ex­pect­ed en­gage­ments, re­sult­ing leads, pipeline and rev­enue per week.  Touch points and en­gage­ments will all hap­pen dur­ing the cam­paign.  De­pend­ing on typ­i­cal project lead times mar­ket­ing pipeline might be cre­at­ed dur­ing the next two quar­ters.  Rev­enues might be achieved even lat­er, e.g. af­ter one year.