ABSTRACT
Managing campaigns successfully takes time planning, involving careful execution and comprehensive reporting. Often the bridge between marketing plans and operational delivery lies in how the campaign is managed. The campaign manager will provide an overall forecast and has probably planned the budget based on generating an anticipated number of responses. Some organizations may have the benefit of a sophisticated software package and team of people trained to carry out the forecasting, others will not or find that they are limited in some way when it comes to the specific campaign in question. This chapter explains a testing period be built into the project plan before going live. The scale of the testing will depend on the scale of the programme and the budget available. Encouraging people at all levels to engage in the testing process, by carrying out test calls for instance, can also uncover any hidden concerns or inaccurate expectations.
