Key questions answered
- Where should EB sit? — Structure matters less than shared planning and goals.
- What do we plan together? — Personas, calendars, message house, and hiring windows.
- How do we measure the work? — Outcomes like conversion and retention by source/message.
Common models
- TA-owned with dotted line to Marketing: fastest path for hiring needs; align on brand guardrails quarterly.
- Marketing-owned with embedded EB/RM leads: strong creative quality; requires TA escalation paths.
- Hybrid council: monthly joint planning across TA, Marketing, Comms, HR.
Shared artifacts
- Audience personas by role family and region.
- Editorial calendar with hiring windows and EB "always-on."
- Message house: Who/Why (EB) → What/How (RM).
Download the Quarterly EB/RM Planning Template
Cadences, roles, and a shared goals worksheet.
DOWNLOAD FORM WILL GO HERE