Who will do what, when, and in which channel: A single timeline for all of marketing
The marketing plan sets the targets; the calendar places every step toward those targets in time. Launches, campaigns, trade fairs and events, e-mail and message sends, social media and advertising periods,
dealer campaigns, season transitions, price changes, and content publications all reach the same customer, and all share a limited budget and a limited team. The marketing calendar is making all of these activities
visible on a single timeline, together with their owner, channel, budget, and preparation steps. The calendar is not merely a planning tool; it is an early warning system that shows
overlaps, gaps, and preparation delays in advance.
Without a shared calendar, every team keeps its own plan in its own tool: the digital team in one spreadsheet, the events team in another, regional marketing in e-mails. In the same week, three separate campaigns go to the same segment;
a launch and a major dealer campaign fall on the same day, and each diminishes the effect of the other; the quiet weeks in mid-season with no activity at all go unnoticed. The campaign’s go-live date is known,
but the preparation steps such as content delivery, approval, production, and dealer briefing have no dates; this is why campaigns always start on the last day, always incomplete. At year end, the answer to the question “what did we do when”
remains in a few people’s memories and in scattered files.
In Minerva, the marketing calendar is the shared time view of the campaign, activity, and event records under the marketing plan; it is not kept in a separate tool but generated from the records themselves. Every campaign and event
appears on the calendar with its start and end dates, channel, target segment, owner, and budget item; preparation steps are defined as tasks and assigned to owners, and delays become visible through alerts and notifications.
The calendar is filtered by brand, product group, channel, region, or team; because activities at the head office, regional, and dealer levels are seen on the same line, overlaps and gaps are noticed at the planning stage.
Because launch and season dates are fed from the product and brand plan, budget usage from budget management, and actual results from the contact, quotation, and order records tied to the campaign, the calendar also becomes a permanent record
that shows, retrospectively, what was done in which period and what it brought.
Manage your marketing activities not in separate spreadsheets, but in a single calendar all teams look at simultaneously; see the overlap, the gap, and the delay before they happen.