WebPlatform Documentation

Digital Process - WL 2.0

This process is used to manage and track the set up of a digital campaign.

The SPIN added to this process will automatically sync with the Deal SOP Card process for this deal. This is the reason why in the start form you will be asked to enter the process ID for your Deal SOP card relative to the deal. So no need to duplicate the SPIN in both processes!

Digital SPIN Sync's with Deal SOP card process

The SPIN added to this process will automatically sync with the Deal SOP Card process for this deal. This is the reason why in the start form you will be asked to enter the process ID for your Deal SOP card relative to the deal. So no need to duplicate the SPIN in both processes!

It's magic! You enter SPIN updates in your WL 2.0 process and within the next 24 hours, your updates are visible in your Deal SOP card process with no further effort on your end. See an example in the screenshots, step by step:

1. Updates made to WL 2.0 process
2. SPIN visible in Deal Sop Card process
3. Notes/Audit section shows executed minions

Digital Campaign Best Practice

Click here to want to watch videos for best practice for campaign shape.

Why you need to engage a Sales Engineer early to get the most out of your digital campaign, and how to go about it.

Situation

• You are trying to sell a Digital Campaign to a prospective client

Problem

• You are not confident with all the technical aspects of the Digital Campaign you are trying to sell

Implication

• This might cost you a sale or you sell something that cannot be delivered

Need

• HELP – A Sales Engineer - someone on your team with all the technical knowledge to help you answer all the tricky questions

How is a Sales Engineer going to help?

The Sales Engineer will:

• Support you on your calls with your client
• Help you and your client choose the right solution
• Supply technical information you or your client may require
• Help you with your Digital PSO request
  • Solution Costs
  • Solution Implementation
  • On going solution support
• Ensure that you sell only what can be delivered

What is a Sales Engineer?

A Sales Engineer is :

• A senior member of the LMS development Team with 10 years + experience in Software development
• Fully trained in all our digital solutions and internal processes
• Able to think outside the box where ‘Custom’ solutions are required

What is a Sales Engineer going to cost?

There are 2 types of cost depending on the solution you choose

• Up front payment – payable upon booking your Sales Engineer
• Commission on a successful sale – Amount TBA based on the solution selected

We are working towards a self serve model for Digital Campaign set up. However we are not there yet, so the Sales Engineer cost is being absorbed by LMS at the moment.

How do I book a Sales Engineer?

Speak to anyone on the PSO Team.

Stages in a WL 2.0 process

Qualify Deal

• Responsibility of: EIMS
• What do they do? You have identified a WebLeads (CPM | CPC | CPL) opportunity, and have gathered [SPIN] information to understand and qualify the deal.

  Your prospect has similarly qualified in EIMS, and now wants a conceptual sales pitch so they can decide whether or not to progress with EIMS as a potential supplier.  A conceptual sales pitch is one where you explain our capabilities and how we could theoretically help the prospect, but which does not cover costs or timeframes. 

SPIN Huddle

• Responsibility of: EIMS
• What do they do? tbc

Confirm client understanding

• Responsibility of: EIMS
• What do they do? tbc

Campaign Folder Creation

• Responsibility of: LDM
• What do they do? An EIMS Salesperson has given you a filled-in WebLeads Campaign Briefing Document ("CBD") and discussed this deal with you. You (LDM Campaign Manager) have Qualified In for this deal. 
  • Create a folder in the LDM Google Drive for the potential client
  • Upload the filled-in WebLeads Campaign Briefing Document ("CBD") to this folder
  • Add the link to the CBD to the form 

Approve CPC/CPM tab

• Responsibility of: EIMS Digital BUD
• What do they do? An EIMS salesperson (NBD or AM) has completed a Paid Digital Media CBD sufficiently that the LDM Campaign Manager should be able to create a Draft Media Plan. 
  • Check the CBD (embedded in the form) and accept responsibility for its quality before handing it over to the relevant LDM Campaign Manager to prepare a costed media plan.
  • If the CBD is not fit for purpose, send it back to the salesperson to check / gather more information. 
  • If approved, attach a copy of the document you have approved
  • Set up the Economic Model for this campaign

Draft Media Plan

• Responsibility of: LDM
• What do they do? 
  • Create a media plan using the CBD Lead specs, targeting and budget data as an input.
  • Present the media plan to EIMS salesperson, such that the salesperson is competent to re-present it to the prospect.

Technical Specifications Requirements

• Responsibility of: EIMS
• What do they do? tbc

Sales Engineer Briefed

• Responsibility of: LMS
• What do they do? Capture enough information from the Account Manager/NBD/Sales Lead to successfully:
  • Create the specification document
  • Estimate the work required
  In order to get to this point, you may need one or more meetings with the Account Manager/Sales Lead to discuss and understand the requirements. The critical pieces of information to capture are:
  • Funnel Map – How to determine the correct EIMS Funnel Stage for the Process 
    • This could be as simple as “Funnel Stage = Active WorkItem” or could involve various checks to determine the correct stage.
  • Where the data will be located at each step – Will the data be in WMS / Salesforce / Other? 
    • How will the data move between the systems?
    • How will we receive ROI information?
  • Any custom context objects required to store additional data over and above the minimum required to build the Funnel.
  • Any custom forms required.
  • Any special requirements, e.g. Multi-source, required WebHooks etc.

Pre-Sale PSO request

• Responsibility of: LMS
• What do they do? 
  • Create and estimate a Pre-Sale PSO Request
  • Present the Pre-Sale PSO Request to the EIMS Salesperson, LDM Campaign Manager and the prospect (Client)

Create SOW & Double BUD Sign-off

• Responsibility of: EIMS
• What do they do? tbc

Close Deal

• Responsibility of: EIMS
• What do they do?
  • Win the deal: i.e. get client and Finance sign off on draft: media plan, Ts&Cs, Purchase Order, and SOW.
  • Agree the team members, set up first campaign meeting, and do an effective hand-over.
  • Get sign-off from the team members (EIMS AM, LDM CM, LMS SE) that the campaign as proposed is deliverable and sensible before seeking final sign-off on the SOW with the client.

Involved: EIMS AM

• To take the handover, if the deal was introduced by NBD

Involved: LDM CM

• To sanity check the draft: media plan, Purchase Order, and SOW, to ensure it's still deliverable and properly costed given the campaign goals and client Ts&Cs.
• To update the media plan and costs as necessary, so that the LDM quote is fit to be pasted into the EIMS SOW for the end-Client.

Involved: LMS Sales Engineer:

• To ensure that the proposed solution is technically sound and achievable, and can deliver reports to show end-to-end visibility for the campaign and the ROI achieved.
• To check the client understands and agrees with the requirements to fully integrate end-to-end, or if not, that they accept the consequences in terms of lack of visibility and ROI.

Post Win Admin

• Responsibility of: EIMS
• What do they do?

• • win the deal formally: i.e. get client and Finance sign off on draft media plan, Ts&Cs, Purchase Order, draft SOW, etc.
  • Agree the team members, set up first campaign meeting, and book the handover.

Involved: EIMS AM

• To take handover of the account if it was won by an NBD, to take the brief and understand it and corresponding responsibilities and to set aside relevant time.

Involved: LMS

• You must always do a PSO request, even for standard reporting, because client-specific set-up is required to plumb in all the different systems for each campaign. 
• Non-standard integrations and reporting must have previously been agreed by the LMS SE in order to be implemented at this stage. Remember, this is a technical sell, so do not leave it until the last minute to start discussing the technical details.

Involved: EIMS Finance

• Finance must review and approve all Ts&Cs, MSAs, SOWs and any other formal agreements before you can agree them with the client. 
• Finance must also agree an IO with LDM. 
• This is particularly important with Paid Media deals, because millions of dollars can be spent very quickly indeed, with serious contractual and cash flow consequences.

Involved: LDM

• To be notified of the win, and to do one last sanity check on deal shape to ensure the media plan and commercial terms are do-able. 
• To issue you with an IO, which is the equivalent of an SOW in the Paid Media world, against which you will raise a VPO for the Digital Media spend. 
• To initiate formal preparation, including team allocation and invoicing (LDM will invoice you immediately because most Paid Digital Media requires up-front payment).

(AM to) Accept Handover

• Responsibility of: EIMS
• What do they do?
  • Get a great handover for the campaign and confirm you are happy to be accountable for the agreement with the client.

(Digital) PSO Request Accepted

• Responsibility of: LMS
• What do they do? 
  • Create and estimate a Digital PSO Request to deliver the agreed solution now that all/any missing parts have been supplied (the pre-sale PSO request might have contained a number of assumptions as information was not confirmed at that point).
  • Present the Digital PSO Request to the EIMS Salesperson, LDM Campaign Manager and the prospect (Client)

Execute PSO Request

• Responsibility of: LMS
• What do they do? Deliver the agreed solution (processes, report & dashboard)

IO Created and Approved

• Responsibility of: LDM CM
• What do they do? Create the IO and get it countersigned.

Involved: LDM CRO 

• To countersign the IO

• • To approve the IO in principle.

IO Countersigned and VPO Approved

• Responsibility of: LDM
• What do they do?

Invoice Issued

• Responsibility of: LDM
• What do they do? Raise a VPO (having first hassled the FD to sign the IO).

Involved: EIMS FD

Collect and collate all campaign assets

• Responsibility of: LDM
• What do they do? Review assets and notify Ad Ops that all assets have been collected

Involved: EIMS AM

• Provide assets from client to LDM CM satisfaction. 
  • These assets must be saved in the respective client folder

Involved: LDM Ad Ops

• • Confirm that all assets are fit for purpose

'Register' Campaign in Platform

• Responsibility of: LDM Ad Ops
• What do they do? Register campaign from Media Plan Summary. 

Supply dashboard set up detail

• Responsibility of: EIMS & LMS PSO Team
• What do they do?
  • Set up the report repository
  • Have evidence of the client side report/data extract set up criteria
  • Know who will be responsible for running this report/data extract
  • To know when this report/data extract must be run
  Then LMS PSO Team: 
  • Adds all of the above information to the campaign dashboard (the detail will be communicated via an automated email once this WorkItem is completed)

Organise campaign set up by Channel>Platform etc

• Responsibility of: LDM Ad Ops
• What do they do? 
  • Turn IO and/or High-level media plan into an implementable detailed media plan.
  • Add attributes (Title, Copy, CTA URL, etc.) to graphics
  • Map attributes for each target platform
  • QA ad copy before it’s pasted into the relevant ad platform

Create/Organise Landing Page and Pixels

• Responsibility of: LDM CM
• What do they do?

• • Ascertain landing page set up requirements
  • Pass information to Ad Ops
  • Pass Pixels /UID detail to client

Involved: LDM Ad Ops

• Implement landing page requirements
• Create Pixels / UID

Stage 1 (INQ) pixels inserted and tested

• Responsibility of: LDM Ad Ops
• What do they do? Check the Unique Click ID is generating successfully and that Unique Click ID is passing into the form in WMS and LDM databases. 

• • Ensure LDM has access to appropriate, working process into which click ID / form data is passed. [likely to be one of 3 standard processes, being: a) media buying only, but collecting response data ourselves, b) media and RMT and SFDC integration, c) media and SFDC integration but no RMT.  
  • Make sure when the click URL endpoint is fired, form is filled in and we can run through the WMS process down to WIN with LDM pixels being fired.

Upload all assets to each platform

• Responsibility of: LDM Ad Ops
• What do they do? Export all CSV/XLS files for each platform and upload to their respective platforms.

Involved: LDM Campaign Manager

Link Campaigns Created to Master Campaign

• Responsibility of: LDM Ad Ops
• What do they do? Enter each campaign into the LDM platform to be able to link all Paid Media campaigns together.

Test Leads

• Responsibility of: LDM Ad Ops
• What do they do? 
  • Send test clicks
  • Ensure LMS & EIMS are seeing these test clicks 

Add Digital Invoice to payment run

• Responsibility of: EIMS Finance
• What do they do? Add invoice(s) to payment run

Payment Received

• Responsibility of: LDM Finance
• What do they do?
  • Confirm to LDM Ad Ops and CM that funds have cleared
  • Attach payment confirmation to LDM Ad Ops

Go Live

• Responsibility of: LDM Ad Ops
• What do they do?
  • Push campaign 'Live' 
  • Confirm to LDM CM, EIMS AM & LMS that the campaign is live (via automated email upon completion of this WorkItem)

LMS Reports Tested

• Responsibility of: LMS PSO Team / Sales Engineer
• What do they do?
  • Complete 24 hrs post live checks (Quality Control for Webleads Report)
  • Attach report to process
  • Attach screenshot of dashboard

Digital Dashboard Final updates

• Responsibility of: LMS PSO Team
• What do they do? Add all of this information to the campaign dashboard:
  • Report repository location
  • Evidence (screenshot) of the client side report/data extract set up criteria
  • Who will be responsible for running this report/data extract
  • When this report/data extract must be run

LDM 24hr post go live reports checkpoint

• Responsibility of: LDM Ad Ops
• What do they do?
  • Complete 24 hrs post live checks (Quality Control) including joint testing with LMS
  • Send confirmation of completed checks to LDM CM, EIMS AM & LMS (via automated email upon completion of this WorkItem)

Campaign Go Live & Reports Checkpoint

• Responsibility of: EIMS
• What do they do?
  • Confirm campaign has gone live to client
  • Report on progress & spend

LDM 7 days post go live reports checkpoint

• Responsibility of: LDM Ad Ops
• What do they do?
  • Complete 7 days post live checks (Quality Control)
  • Send confirmation of completed checks to LDM CM, EIMS AM & LMS (via automated email upon completion of this WorkItem)