Defining a Marketing Initiative

The following procedure shows how to define a marketing initiative.

To define a marketing initiative

1. Navigate to the Marketing Plans screen, then the Initiatives view.

2. In the Initiatives list, create a new initiative and complete the required fields.

   The following table describes some of the fields.

   Field	Description
   Name	The name of the marketing initiative.
   Status	The status indicates whether the initiative is still in planning (not yet official), active, completed (for a past planning cycle), or is cancelled.
   Planning Period	The period for the planned initiative. This period must align with the period for your marketing plans, marketing funds, and tactics.
   Priority	The priority assigned to the initiative.
   Executive Sponsor	If the initiative is owned by an executive sponsor, then this field allows you to select the name of the sponsor (employee).
   Team	If the initiative is owned by a particular team, then this field allows you to add team members to the initiative.
   Region	If the initiative applies to a specific region, then this field allows you to select it. Regions are organized using a region hierarchy.