Marketing calendar software is a must have for most modern marketing departments. People both inside and outside marketing need to know what’s going on when. However, the term “calendar” is misleading. There is a big gap between the personal calendar apps we all use to plan our day and the robust requirements of enterprise marketing calendar software like that of my current startup adventure, Markodojo.
Aligning Priorities, Processes And People
Unlike our individual monthly calendars, marketing calendar software is fundamentally groupware that helps align marketing priorities, processes and people. That’s a pretty high expectation for a “calendar.” Because of this “calendar” confusion, marketing managers often try in vain to bend generic office software to the purpose of creating a marketing calendar, but these tools simply are not up to the task.
To align marketing priorities, your marketing calendar software must provide views that highlight tradeoffs like channel, segment, resources and value. To align marketing processes, your marketing calendar software must provide customizable views of individual, functional and cross-functional marketing work, not just marketing programs, e.g., all the work and hand-offs that go into producing a marketing campaign, not just the campaign. Finally, to align people, your marketing calendar software must be easily accessible to everyone inside the marketing department and easily shareable to stakeholders outside the marketing department.
So, don’t just settle for a “calendar.” Below are seven critical marketing calendar software features you should demand.

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