BASE3 For Technology Professionals

A planning tool that enables cross-functional collaboration

 

As a technical professional, you want to build systems that perform the desired functions, and work seamlessly.  However, often you are not included in planning and strategy decisions, and as a result are given requirements often without context, and sometimes that are simply not possible.

The BASE3 model uses logic, and all marketing or customer journey focused tactics created with the model will have a data flow that can be supported.

Benefits of BASE3 for Technical Professionals:

  • A communication tool that brings you into business strategy discussions
  • A cross-functional language that can be understood by all stakeholders
  • A visual representation of marketing tactics that gives you the ability to make recommendations and build with a bigger picture overview
  • A numerical system that can be used for cross-functional production teams

Upcoming Lecture Series

In this lecture series for Business Managers we will cover:

  • The Customer Journey & Algorithms,
  • The intersection of Marketing & Technology, and
  • How to collaborate with sales & marketing.

How BASE3 enhances the contribution of the technical team to business growth and success

The BASE3 model transforms the relationship between marketing and technical teams by bringing technical professionals into the strategic planning process. This shift gives the technical team visibility into campaign structures, goals, and objectives, enabling them to contribute valuable insights and suggestions that can enhance campaign performance. Here’s how this added collaboration benefits everyone involved:

Bringing the Technical Team to The Strategy Table

Benefit: BASE3’s holistic approach ensures the technical team understands the full context of a marketing campaign, including its objectives, audience, and success metrics.

Example: During campaign planning meetings, technical professionals are included early to review the strategy and goals in order to provide expertise on how a user measurably moves from touchpoint to touchpoint across digital channels. This allows them to:

  • Identify potential challenges or limitations (e.g., platform restrictions, integration complexities).
  • Suggest technical solutions that could improve campaign effectiveness (e.g., implementing dynamic content or advanced tracking methods).

Outcome for Technical Teams: They are no longer passive recipients of instructions but active participants in shaping the campaign. This inclusion fosters collaboration and ensures technical insights are considered before execution begins.

How Visibility Enhances Contributions

Understanding the “Why” Behind Requests

Challenge Without BASE3: Technical teams often receive fragmented instructions without knowing how their work fits into the bigger picture.

Solution With BASE3: The model ensures that every task is tied to specific campaign goals. For instance:

  • If the goal is lead generation, the technical team knows to optimize forms, set up CRM integrations, and track conversion rates.
  • If the goal is brand awareness, they might prioritize performance optimizations for high-traffic pages or implement video hosting solutions.

Empowering Technical Creativity

Example: Given visibility into a campaign’s structure and goals, the technical team might suggest:

  • Implementing automation to streamline workflows (e.g., automating lead distribution to sales teams).
  • Adding personalization features to improve user engagement (e.g., location-specific landing pages or dynamic CTAs).
  • Building more advanced analytics setups, such as heatmaps or enhanced event tracking, to gather deeper insights.

Outcome: Marketing campaigns benefit from technical innovations that improve performance and user experience, often in ways marketing teams may not have considered.

Improving Campaign Execution Through Collaboration

Proactive Problem-Solving

Benefit: Early involvement allows technical teams to anticipate and address potential roadblocks.

Example: If a campaign requires integrating a new marketing tool, the technical team can evaluate its compatibility with existing systems and suggest alternatives if needed.

Iterative Feedback Loops

Benefit: BASE3 encourages regular feedback between marketing and technical teams.

Example: After a campaign launch, the technical team can analyze real-time data and propose adjustments (e.g., speeding up page load times, reconfiguring tracking scripts, or optimizing API calls for smoother performance).

Why This Matters to the Technical Team

Enhanced Role and Recognition

Being included in strategy discussions elevates the technical team’s role from support staff to strategic partners.

Outcome: They gain recognition for their expertise and a sense of ownership in the campaign’s success.

Opportunity for Growth

With visibility into marketing strategies, technical professionals better understand business goals and customer behavior, broadening their knowledge and skills.

Outcome: This cross-disciplinary insight positions technical team members for leadership roles and higher-impact contributions.

More Effective Communication

BASE3 reduces misunderstandings by fostering collaboration and transparency, ensuring that technical teams know exactly what is expected and why.

Outcome: Technical professionals can focus on innovation and execution rather than clarifying incomplete or unclear requests.

Why This Matters to the Entire Organization

For Business Owners: Including the technical team in strategic planning ensures campaigns are both technically feasible and optimized for success, reducing wasted time and resources.

For Marketing Teams: They gain access to technical insights that elevate campaign effectiveness, while learning to frame their goals in ways that resonate with the technical team.

For Campaign Outcomes: Collaboration between marketing and technical teams ensures campaigns are not only creative and engaging but also technically sound and data-driven.

By bringing technical professionals to the strategy table, BASE3 fosters a culture of collaboration, innovation, and shared ownership of success. This synergy leads to better campaigns, stronger team dynamics, and measurable results that benefit the business as a whole.

How to use the chart for documentation and for collaborating with your team.

Use In Documentation

The visual diagram of a campaign will enable team members, to understand how their creative, writing, or technical work fits into the larger campaign.

The Communication Channels are numbered so that each can be added to your documentation.  

Each channel will have a set of production tasks that are needed for completion.

As you begin to use the chart frequently, you will find that you use some of the same channels often in campaigns, and you can create templates for the to-do lists. 

Below is a simplified example of to-do items for Channel 10, which is blog articles for customers in the early awareness level of their journey.