AMA: Observable Head of Growth Marketing, Erika Barbosa on Campaign Operations

First and foremost, I believe it starts with clear goal setting. The goals and desired business outcomes should help drive the processes that need to be put in place.Whil...

First and foremost, the tools need to support your goals. You could have all the tools available, but they may not align with the desired business outcomes. Once you have...

Based on my experience, campaign operations usually fall under marketing operations. However, this may largely depend on the stage of the business. For startups, it may m...

From my experience, campaign operations fall under marketing operations except with smaller teams such as startups. For example, I work at a startup and drive the majorit...

The direction for this question is specific to your business. The degree of centralization and decentralization is based on your business's goals, the structure that is b...

Utilize your personas, jobs to be done, ideal customer profile, etc., as the basis for your research. Begin by documenting the goals you aim to achieve with this campaign...

I would start with historical data, if available. Based on past trends, you can identify your safe bets, as they have proven to be effective over time.Suppose you are in ...

I love this question. Oftentimes the question is what you should focus on, but what we should not focus on is equally important. I recommend not focusing on: Perfection....

First and foremost, I prefer to define how we are going to measure success. What does success look like? It's helpful to define the overarching goal, but I recommend gett...

I recommend starting by modeling out the forecasted results. Once you have these estimates, you can better determine the contribution by each channel, which will help you...

I highly recommend building rituals around campaign briefs, kickoff meetings, project check-ins, and retrospectives. Essentially, you'll want to consistently convey what ...