Ever found yourself pouring resources into content that gets pushed out once, then forgotten while your ROI silently weeps in the corner? You're not alone.

Kelly Santos, VP of Demand Generation and Field Marketing at Intelex Technologies, recently joined us on The RevRoom to share how she transformed her team's approach to campaign planning.

The Content-as-Campaign Trap

Kelly's team was hitting their MQL goals and pipeline targets. On paper, everything looked fine. But they recognized an opportunity to work smarter.

"We would create this great piece of content and wrap different activities around it," Kelly explained. "It worked to an extent, but we realized we'd push out content, move on to the next thing, and never go back to optimize or look at it."

This left her team constantly churning out content without a strategic framework to guide their efforts — a common pitfall for marketers focused too narrowly on MQLs.It’s a familiar scenario for many marketing teams caught in the MQL machine, where activity can mask the lack of long-term strategic clarity.

The Transformation Process

Working with Inverta, Kelly’s team developed a comprehensive campaign planning framework that:

• Documented clear roles and responsibilities through a collaborative RACI
• Created a structured campaign planning process covering objectives, value propositions, and buyer journeys
• Mapped content to specific stages of the B2B buying journey
• Built integrated channel strategies across regions

This process shifted the team’s mindset from “content as deliverables” to “content as connected journeys,” ensuring every campaign served a strategic purpose and measurable outcome.

Breaking Down Silos: The Unexpected Benefit

The most surprising outcome wasn't just improved marketing effectiveness—it was transformed team dynamics.

"It broke down those silos. It forced conversations and allows us to discuss 'Is that the best way to do it?' People feel like they're part of this thing together," Kelly shared.

Her team now sees record webinar signups, stronger content engagement, improved performance from previously underperforming channels, and faster movement of target accounts through journey stages.Much like the BRAVE approach emphasizes, collaboration and relationship-building became key drivers of growth and creativity.

Key Takeaways for Marketing Leaders

If you're looking to transform your own campaign approach:

1. Get curious and dig deep. "Ask questions. Don't stop with the surface level. Why? Why? Why? Keep getting to the root problem."
2. Invest in change management. "I like change and assume everyone else does too—but it's scary for most people."
3. Consider external expertise. "Having someone provide a different, unbiased perspective was really helpful."
4. Build your foundation first. Before jumping into advanced strategies like ABM, make sure your basic campaign planning process is solid.

Join us on The RevRoom podcast to hear Kelly's full story (Apple and Spotify, too!), including detailed insights on how strategic campaign planning serves as the essential foundation for effective marketing.

Want to learn how Inverta can help your team develop a strategic campaign planning framework? Contact us today.