Few things crush influencer marketing campaign dreams faster than internal politics, mismatched expectations and unwelcome surprises around cost or other resources. Whether you are working in house or at an agency, achieving clarity around roles, responsibilities, and resources for a campaign is critical to its success.

Influencer marketing is no exception. Initiatives in this area often require collaboration between a number of internal marketing departments (brand strategy, digital, social media, and PR, to name a few) and other business units such as IT and product. Then there’s the technology partners, as well as the influencers themselves. With so many stakeholders, influencer marketing campaigns often suffer from poor alignment and resource planning.

If you’re thinking to yourself, “I just don’t have the bandwidth to do all of the alignment and resourcing work that I should,” remember that these tasks don’t have to be all-consuming. In less than a day, you can determine and document roles, responsibilities and resources for your campaign. Doing so will more likely than not save you significant time and budget.

To help you get started with your influencer marketing internal alignment and resource planning, take a look at the four checklists below:

Checklist 1: Influencer Marketing Internal Alignment & Resource Planning

Using your influencer-augmented customer journey map and any current or existing influencer marketing campaign briefs, complete the following:

  • Influencer Marketing Program Name:
  • Influencer Marketing Program Goal(s):
  • Influencer Marketing Campaign Dates:
  • Internal Campaign Manager(s):
  • Influencer Marketing Program Budget:
  • Campaign Budget for Influencer Relations and Incentives Estimate:
  • Influencer Marketing Campaign Team:
    • Project Coordinator:
    • CX Design / Customer Journey Lead:
    • Influencer Marketing Lead:

Note: The CX Lead and Influencer Marketing Lead will be responsible for thinking about ways to engage influencers during research, research & idea validation, creation, or co-creation, of ideas & content, distribution of content, and measurement.

  • Are you only working with influencers that you have worked with in the past? Yes | No
    • If Yes (no new influencers): Skip to Checklist 3: Activation Resource Requirements
    • If No: Go to Checklist 2: Identification Resource Requirements

Checklist 2: Influencer Identification Resource Requirements

  • Add names of employees, agency and/or technology partners that will help with:
    • Influencer Identification:
    • Influencer Validation:
    • Influencer Vetting:
    • Influencer Relationship Management:

Checklist 3: Influencer Activation Resource Requirements

  • Add names of employees, agency and/or technology partners that will help with:
    • Campaign Research:
    • Campaign Big Idea Generation:
    • Campaign Big Idea Validation:
    • Content Creation:
    • Content Amplification:
    • Content Submission (i.e. product reviews)
    • Content Approvals:
    • Cross-Pollination:
    • Measurement:
    • Influencer Management Platform:
    • CRM:
    • Ongoing Relationship Management:

Checklist 4: Influencer Marketing Program Roadmap — Deliverables & Milestones

Use your influencer-augmented journey map and integrated campaign brief to note the influencer-related check-ins and deliverable milestones alongside other key campaign milestones.

  • Validation & Vetting:
  • Relationship Building:
  • Campaign Research:
  • Campaign Big Idea Generation:
  • Campaign Big Idea Validation:
  • Content Creation:
  • Content Approvals:
  • Legal Approvals:
  • Incentive Fulfillment:
  • Amplification & Cross-Pollination:
  • Measurement:
  • CRM:
  • Other: