Every channel says the same thing, and the campaign adds up to one number.
Gully Sales plans and runs marketing campaigns that work as one: a single objective, one message adapted to each channel, one conversion path, and one report showing what the whole campaign produced.
One campaign objective every channel, team and vendor is working towards.
One message, adapted per channel, so buyers recognise you everywhere.
One dashboard adding paid, organic, email and offline into a single result.
Gully Sales Private Limited works with businesses across India, with campaign, creative, media and sales people on the same team.
In one paragraph
What is Integrated Marketing Campaigns in India?
An integrated marketing campaign is one objective carried across several channels at the same time, with each channel given a different job and the whole measured as one result. Gully Sales defines the objective and offer, builds one message system, sequences the channels, coordinates your teams and vendors through a single approval workflow, and reports the campaign as one number.
The problem
Five channels are running and none of them knows about the other four.
Your ads agency is optimising clicks. Your social handle is posting what it posted last month. A designer has made a brochure with a different headline. The dealer boards say something else again, and the exhibition stall still carries last year's tagline. Each piece may be competent on its own. Together they ask one buyer to recognise five different companies, and nobody in your business can say what the whole effort produced, because every vendor reports only its own screen.
You will recognise it as
The same offer appears with a different headline on your ads, your website, your brochure and your dealer signage.
Each vendor sends a separate report, and none of them adds up to a figure you can take into a review meeting.
One channel launches weeks before the others are ready, so the push is spread thin instead of concentrated.
Creative waits days for a single approval while the media booking or print deadline comes closer.
Sales hears about the campaign when a customer mentions it, and has no answer ready for the offer being advertised.
Nobody can say which channel was meant to build recognition and which was meant to bring the enquiry, so all are judged on leads.
What it costs the business
Budget is spread evenly because no channel has an agreed role, so nothing reaches the frequency it needed to work at all.
Your message never accumulates. A buyer sees you five times and remembers nothing, because each exposure said a different thing.
The campaign is judged by whoever reports fastest, and the slower channels that were building recognition get cut first.
Launches slip, because the last approval arrives after the media slot, the print deadline or the event date has passed.
Why it persists. Integration is nobody's job. Each channel has an owner, and each owner is measured on the metric that channel produces, so everyone can be doing well while the campaign as a whole is not. Most Indian SMBs also grew their marketing one vendor at a time: an ads freelancer, a designer, a printer, an event team, each hired in a different year for a different reason. There was never a moment when someone was asked to hold the whole campaign, and there is no single brief that all of them work from.
If it stays unresolved. Marketing stays a set of parallel expenses instead of one investment. Spend rises because each channel asks for more, results stay flat because none of them reinforces the others, and the eventual decision is to cut whatever cannot show a lead of its own, which is usually the work that was making the rest function.
What changes
What changes once the campaign runs as one.
In the first weeks
Everybody working on the campaign reads the same one-page brief, including your outside vendors.
One message and one visual system replace four versions of the same offer.
A dated calendar shows what goes live where, and what has to be approved by when.
In how the work runs
Creative, media, print and sales follow one approval route with named owners and turnaround times.
Every channel carries the same tracking and naming, so an enquiry can be traced back without guesswork.
Sales knows the offer, the likely objections and the promised response time before the campaign goes live.
In sales and marketing
Budget moves to the channels doing the job assigned to them, not to the ones that report first.
Response rate and cost per qualified lead are visible for the campaign as a whole, not per vendor.
Pipeline created by the campaign is recorded against the baseline you started from.
In what management can see
One dashboard shows reach, response, leads and pipeline for every channel side by side.
A weekly log records what was changed, why it was changed, and what happened next.
Over the longer term
You keep the message system, the asset library and the campaign calendar, and reuse them for the next campaign.
Each campaign starts from the last one's evidence instead of from a blank page.
Gully Sales controls the plan, the message, the channel roles, the workflow and the reporting. Response depends on your market, your offer and your sales follow-up, so we report what the campaign produced against a recorded baseline rather than promise a result in advance.
Who it is for
This is for businesses running more than one channel at once.
The businesses it suits
Businesses running three or more channels, digital or offline, with nobody holding the whole campaign together.
Companies launching a product, a category, a branch or a season, where several channels must land together.
Owners working with more than one vendor or freelancer and receiving reports that cannot be compared.
B2B and B2C firms that need one recognisable message in the market rather than more individual posts.
Marketing teams of one or two people who must run a campaign across channels without a full department.
Businesses whose trade shows, print and dealer material never connect to what happens online.
What usually prompts the call
A launch date is fixed and four channels have to be ready on the same morning.
The festive or tender season is approaching and last year's push felt scattered.
Your board asked what the marketing budget produced and no single answer existed.
A new agency or freelancer has joined and the message has drifted again.
You are entering a new city or segment and need every surface saying the same thing.
What Gully Sales does
The work, component by component.
Campaign objective and success number
We agree one objective for the campaign and the single number that will judge it: enquiries from a district, bookings for a new service, dealer sign-ups, trial orders. The audience, the offer, the period, the budget and that number go on one page, and everyone working on the campaign, inside and outside your company, works from that page.
Why it matters:
When each channel carries its own objective, the campaign has no result, only several separate reports.
You receive:
Campaign charter: one page carrying the objective, audience, offer, period, budget and success number.
Business value:
Every decision that follows, on channel, creative or spend, has one question to answer.
Audience and the offer they respond to
We define who the campaign speaks to, in the words your sales team would use, and what is actually being offered: a demonstration, a site visit, a sample, a season price, an assessment. The offer is tested against what your salespeople hear on calls before a rupee is spent on reaching anybody.
Why it matters:
Reach is easy to buy and easy to waste. A campaign fails far more often on a weak offer than on a weak channel.
You receive:
Audience definition and campaign offer, with the reasons to respond and the objections to answer.
Business value:
The campaign asks for something a real buyer would say yes to, at a moment they would say it.
The job each channel is given
Every channel gets a specific role: which one creates recognition, which one carries the argument, which one asks for the response, which one returns to people who did not respond, and which one supports your dealers or your front desk. Budget and frequency follow the role, and each channel is judged on the job it was given.
Why it matters:
Judging every channel on leads kills the channels whose job was to make the lead-getting channel work.
You receive:
Channel role matrix: role, audience, budget share, frequency, formats and the measure for each channel.
Business value:
Money concentrates where it does work, and no channel is cut for failing at something it was never asked to do.
One message, built to travel
We build a message system rather than a set of advertisements: the one idea, the line that carries it, the proof points beneath it, and how the idea is adapted for a search ad, a reel, a hoarding, a WhatsApp message and a dealer standee without losing recognition. Templates and usage rules go to whoever produces the next asset.
Why it matters:
Buyers do not separate your channels. Five unrelated executions cost five times as much and accumulate nothing.
You receive:
Message architecture, master creative and per-channel adaptations, with a template kit and usage rules.
Business value:
Every rupee of exposure adds to the same impression instead of starting the argument again.
Workflow, calendar and approvals
We publish a dated campaign calendar and a written approval route: who briefs, who produces, who approves, within how many working days, and what happens when a date is missed. Your internal team, your agencies and your printers work to the same schedule, with one point of coordination chasing it.
Why it matters:
Most campaigns are not lost to poor creative. They are lost to an approval that arrived after the booking date.
You receive:
Campaign calendar showing what goes live where and when, plus an approval workflow with owners and timelines.
Business value:
Channels go live together as planned, and nobody is waiting on an email to release a print file.
The conversion path behind the campaign
Every channel points at a path that has been built and tested: the landing page or WhatsApp flow, the form, the automatic acknowledgement, the routing to a named salesperson, and the script for the first call. We check the path on a phone, on a slow connection, and at nine in the evening, before the campaign is switched on.
Why it matters:
Reach that lands on a broken form, an unanswered number or a salesperson with no context is spend turned into irritation.
You receive:
Conversion path map, campaign landing page or response flow brief, routing rules and first-response script.
Business value:
The response the campaign works so hard to create is actually captured and answered.
Weekly optimisation while it runs
Once live, the campaign is reviewed every week against its own plan: which creative is being seen and ignored, which channel is over-delivering or under-delivering its role, where people drop between click and enquiry, and what should shift. Changes are made one at a time and written down with the reason for them.
Why it matters:
A campaign left untouched for a month spends its whole budget learning what a week of attention would have shown.
You receive:
Weekly optimisation log: what was changed, why, and what happened after the change.
Business value:
Budget keeps moving towards what is working while the campaign is still running, not after it ends.
One report for the whole campaign
Every channel is tracked with the same naming and source rules, including a number or code for offline, so the campaign reports as one thing: reach and its quality, responses, qualified leads, cost per lead, pipeline created and what closed. Vendor dashboards continue to exist, but decisions are made on the single roll-up.
Why it matters:
A campaign that can only be described channel by channel cannot be defended, repeated or improved.
You receive:
Tracking plan with source naming, a single campaign dashboard, and an end-of-campaign review.
Business value:
You can say what the campaign cost, what it produced, and what you would do differently next time.
What you will have at the end.
Campaign charter on one page: objective, audience, offer, period, budget and the number that judges it.
Audience definition and campaign offer, with reasons to respond and the objections your sales team hears.
Channel role matrix with budget share, frequency and the measure each channel is accountable for.
Message architecture and master creative, plus adaptations sized for every channel you are running.
Template kit and usage rules, so the next asset anyone produces still looks like the campaign.
Dated campaign calendar showing what goes live where, and what must be approved by when.
Approval workflow naming owners, sequence and turnaround times for internal teams and outside vendors.
Conversion path map with landing page or WhatsApp flow brief, routing rules and a first-response script.
Tracking plan with source and campaign naming applied consistently across every channel, offline included.
One campaign dashboard combining paid, organic, email, messaging and offline response.
Weekly optimisation log recording each change, the reason for it and what followed.
End-of-campaign review with the baseline, the result, and a written brief for the next campaign.
How it runs
The engagement, step by step.
1
Campaign definition
A working session with you, your marketing team and one or two salespeople. We settle what this campaign is for, who it speaks to, what it offers, when it runs, what it can spend, and the single number that will judge it. Anything that does not serve that objective is taken out of scope in the same session.
You provide:
Two hours from the decision makers, your revenue target for the period, and last year's campaign results if they exist.
We produce:
The campaign charter, agreed before any creative or media work starts.
Done when:
One objective, one audience, one offer and one success number are written down and signed off.
2
Channel roles and calendar
We map the channels available to you, from paid search, social, email and WhatsApp to print, outdoor, dealer material, events and your own website, and give each one a role, a budget share and a frequency. They are then placed on a dated calendar, so channels that build recognition start before the channels that ask for a response.
You provide:
Current vendor list, existing media commitments, the dealer and event calendar, and any channel you are contractually tied to.
We produce:
Channel role matrix and the campaign calendar, with the approval workflow attached.
Done when:
Every channel has a written job, a budget share and a live date.
3
Message and creative system
We write the one idea the campaign carries and the line that expresses it, then build the master creative and adapt it to every format on the calendar: search copy, social formats, email, WhatsApp, brochure, hoarding, standee and stall panel. Templates and rules are handed over so future assets stay recognisable.
You provide:
Brand guidelines, logo and product photography, technical claims you can substantiate, and one round of consolidated feedback.
We produce:
Message architecture, master creative, per-channel adaptations and a template kit.
Done when:
Every channel has approved creative that a customer would recognise as one campaign.
4
Conversion path and tracking
We build or brief the page, form or WhatsApp flow that every channel points to, set routing so an enquiry reaches a named person with the campaign context attached, write the first-response script, and apply one tracking and naming convention across all channels, including a phone number or code for offline sources.
You provide:
Website or CRM access, the salespeople who will receive enquiries, and agreement on a response time.
We produce:
Conversion path map, response flow brief, routing rules, first-response script and the tracking plan.
Done when:
A test enquiry from each channel reaches the right person, tagged to the right source.
5
Launch in sequence
Channels go live in the order the calendar sets, not all at once and not whenever each vendor happens to be ready. We brief your sales and front-desk teams on the offer and the likely questions the day before, and watch the first seventy-two hours closely for anything broken.
You provide:
Final approvals on the agreed dates, and the sales team's attendance at a short briefing.
We produce:
A launch checklist, the sales briefing note, and a live campaign dashboard.
Done when:
Every channel is live as scheduled and the first enquiries have been received and answered.
6
Weekly optimisation
Each week we review the campaign against its plan: which channel is delivering its role, which creative has stopped working, where responses drop away, and where budget should move. One change at a time, recorded with a reason, so the campaign improves without anybody losing track of why.
You provide:
Thirty minutes a week, and honest feedback from sales on the quality of what is arriving.
We produce:
A weekly optimisation log and an updated campaign dashboard.
Done when:
Budget and creative are reallocated while the campaign is still running.
7
Review and reuse
At the end of the period we report against the baseline recorded at the start: reach quality, response, qualified leads, cost per lead, pipeline created and conversion at each step. We say plainly what worked, what did not, and what the next campaign should keep, change or drop, and hand over every asset and template.
You provide:
Closed-order data for the period, so pipeline can be followed through to revenue.
We produce:
End-of-campaign review, asset library handover and the brief for the next campaign.
Done when:
The result is recorded, the assets are yours, and the next campaign starts from evidence.
Ways to work with us
Ways to work with us on a campaign.
Campaign build
We define the objective, channel roles, message system, creative, conversion path and tracking, then hand the campaign to your team and your existing vendors to run. Suitable when you have people who can execute but nobody holding the whole.
Build and run
We do the build and then run the campaign with you through its period: coordination across vendors, weekly optimisation, the dashboard and the end review. Your vendors keep their own scopes; we hold the campaign together.
Retained campaign calendar
A rolling quarter of campaigns rather than a single one: launches, seasons and events planned, run and reviewed to the same method, with each campaign's learning carried into the next.
Campaign rescue
For a campaign already live and not working. We review the objective, channel roles, message and conversion path, and correct what can still be corrected inside the remaining period.
Why Gully Sales
What you are actually choosing when you choose us.
One team holds the whole campaign.
Campaign planning, creative, media, web and sales sit in the same team at Gully Sales, so the message, the path and the follow-up are decided together instead of being handed between three vendors who never meet.
Your existing vendors keep working.
We are used to coordinating an ads freelancer, a printer, a designer and an event team who have never spoken. You do not have to replace people doing good work in order to make the campaign coherent.
Offline is part of the campaign, not an afterthought.
For most Indian SMBs, dealer boards, trade shows, print and local presence still carry real weight. We give them a role and a way to be measured, alongside the digital channels, instead of leaving them out of the report.
Sales is briefed before the campaign is live.
The people answering the phone know the offer, the objections and the promised response time before the first advertisement runs, so the demand a campaign creates is not lost at the moment it arrives.
Everything is measured against a recorded baseline.
We write down what your channels were producing before the campaign, so the result can be compared honestly rather than described in whichever numbers happen to look healthy afterwards.
You keep the system.
The message architecture, templates, calendar, tracking plan and dashboard stay with you. The next campaign begins from a working system, whoever ends up running it.
Where it applies
The same service, in different businesses.
Industry
The situation
How it applies
Likely benefit
Manufacturing
A manufacturer is launching a new product line and needs dealers, existing customers and new engineering buyers to hear about it within the same month.
One campaign runs across a dealer mailer and standee kit, a trade portal listing, search and LinkedIn, a customer email and one exhibition stall, all carrying the same message and the same demonstration offer.
Dealers and direct buyers see one coordinated launch, and enquiries from every source arrive tagged and routed to the right regional salesperson.
Healthcare
A hospital is opening a new department, with outdoor sites booked, a health camp planned and a social handle posting daily, and no connection between any of them.
Outdoor is given the job of recognition in the catchment, search and social the job of answering questions, the camp the job of response, and WhatsApp the job of follow-up and appointment reminders.
The catchment hears one consistent message, and every enquiry from outdoor, search or the camp reaches the front desk the same way.
Retail and consumer brands
A festive push involves marketplace banners, Meta ads, creator posts, store signage and an email list, each planned by a different person in a different week.
One offer, one visual system and one calendar cover all five, with a single response path and codes that tell marketplace, store and online response apart.
The season is reported as one campaign with a cost per order, instead of five separate claims of success.
Professional and B2B services
A consulting firm wants to be considered for larger mandates, and has a report, a webinar, a LinkedIn presence and an email list all working separately.
The campaign builds one argument and releases it in sequence: the report earns attention, LinkedIn and email carry it, the webinar asks for the response, and retargeting reaches those who read but did not register.
Prospects meet a single argument that builds, and the firm can see exactly which stage loses people.
Education
An admission season depends on hoardings, a school outreach team, digital ads and parent referrals that have never been planned together.
Each is given a role and a date, with one enquiry form, one counsellor routing rule, and a common code so walk-ins, calls and web enquiries can be attributed.
The institute learns which sources actually filled seats this season, and plans next season's spend from evidence rather than habit.
Real estate and interiors
A project launch involves a site event, portal listings, print, outdoor and a broker network, each managed by a different agency.
One message system covers all of them, brokers receive the same creative kit as the portals, and every channel points at one site-visit booking path.
Site visits can be traced to the channel that created them, and brokers stop competing against the developer's own advertising.
Manufacturing
The situation:
A manufacturer is launching a new product line and needs dealers, existing customers and new engineering buyers to hear about it within the same month.
How it applies:
One campaign runs across a dealer mailer and standee kit, a trade portal listing, search and LinkedIn, a customer email and one exhibition stall, all carrying the same message and the same demonstration offer.
Likely benefit:
Dealers and direct buyers see one coordinated launch, and enquiries from every source arrive tagged and routed to the right regional salesperson.
Healthcare
The situation:
A hospital is opening a new department, with outdoor sites booked, a health camp planned and a social handle posting daily, and no connection between any of them.
How it applies:
Outdoor is given the job of recognition in the catchment, search and social the job of answering questions, the camp the job of response, and WhatsApp the job of follow-up and appointment reminders.
Likely benefit:
The catchment hears one consistent message, and every enquiry from outdoor, search or the camp reaches the front desk the same way.
Retail and consumer brands
The situation:
A festive push involves marketplace banners, Meta ads, creator posts, store signage and an email list, each planned by a different person in a different week.
How it applies:
One offer, one visual system and one calendar cover all five, with a single response path and codes that tell marketplace, store and online response apart.
Likely benefit:
The season is reported as one campaign with a cost per order, instead of five separate claims of success.
Professional and B2B services
The situation:
A consulting firm wants to be considered for larger mandates, and has a report, a webinar, a LinkedIn presence and an email list all working separately.
How it applies:
The campaign builds one argument and releases it in sequence: the report earns attention, LinkedIn and email carry it, the webinar asks for the response, and retargeting reaches those who read but did not register.
Likely benefit:
Prospects meet a single argument that builds, and the firm can see exactly which stage loses people.
Education
The situation:
An admission season depends on hoardings, a school outreach team, digital ads and parent referrals that have never been planned together.
How it applies:
Each is given a role and a date, with one enquiry form, one counsellor routing rule, and a common code so walk-ins, calls and web enquiries can be attributed.
Likely benefit:
The institute learns which sources actually filled seats this season, and plans next season's spend from evidence rather than habit.
Real estate and interiors
The situation:
A project launch involves a site event, portal listings, print, outdoor and a broker network, each managed by a different agency.
How it applies:
One message system covers all of them, brokers receive the same creative kit as the portals, and every channel points at one site-visit booking path.
Likely benefit:
Site visits can be traced to the channel that created them, and brokers stop competing against the developer's own advertising.
Proof
Work we can point to.
Kerur Pain Clinic
The problem:
The clinic needed to understand the pain management market and its competitors, and to be found by patients in more than one of the places they look rather than through a single channel working alone.
What we did:
Gully Sales conducted market research and competitor analysis to shape the positioning and market strategy, then ran website development, SEO, social media and Quora marketing as one programme rather than as separate pieces of activity.
The result:
The study reports significant improvements in visibility, engagement and brand recognition from that combined approach. It publishes no figures, and none are claimed here.
How will channels, teams and approvals be coordinated around one campaign objective?
Through three documents everyone shares. The campaign charter states the objective, audience, offer and success number. The channel role matrix says what each channel is accountable for and what it may spend. The calendar and approval workflow name who briefs, who produces, who approves and by when. Your vendors keep their own tools and scopes, but they all work from these three, and one Gully Sales coordinator chases the dates.
How long does an integrated campaign engagement take?
Definition, channel roles, message and creative usually take a few weeks, depending on how much creative has to be produced and how quickly approvals move. The campaign then runs for the period you set, whether that is a launch window, a season or an admission cycle, with weekly optimisation throughout and a review at the end. We agree these dates in the first session and hold the calendar to them.
What do we need to provide?
Decision-maker time in the definition session, your revenue target and current results, brand assets and product photography, technical claims you can substantiate, access to your website and CRM, your vendor and media commitments, one round of consolidated feedback on creative, and the salespeople who will receive enquiries. Where something is missing we say so, and either build it into scope or work without it, rather than waiting quietly.
How is success measured?
Against a baseline recorded before the campaign starts. We report reach quality, response rate by channel, marketing qualified leads accepted by sales, cost per qualified lead, pipeline created, and conversion rate at each step, then campaign return once orders close. Every channel uses one tracking and naming convention, including a code or number for offline, so the campaign reads as one result rather than as several vendor reports.
What is excluded from the scope?
Media and production budgets are yours and are paid to platforms and suppliers directly. Deep single-channel work, such as an ongoing search account, a full social content calendar or a website build, is separate scope, though we brief and coordinate whoever does it. We will not make claims you cannot substantiate or run creative your compliance team has not seen. Calling and closing stay with your sales team.
How is this different from your demand and lead generation service?
Demand and lead generation builds a standing engine that produces a monthly number of qualified enquiries. An integrated campaign has a start, an end and a single objective, such as a launch, a season or entry into a new city, and coordinates several channels around that moment. Many businesses need both: the engine running underneath, and campaigns that concentrate effort when it matters most.
Do we have to change our current agencies or freelancers?
No. Most of our campaigns run with the vendors already in place. What changes is that they work from one brief, one calendar and one naming convention, and are measured on the role their channel was given rather than on a metric of their own choosing. If a vendor will not work that way, the decision is yours, and we will say plainly what it costs the campaign.
How many channels should an integrated campaign use?
Fewer than most businesses expect. A channel earns its place if your audience is genuinely there, you can afford enough frequency on it to be noticed, and it has a job no other channel is already doing. Three channels run at proper weight usually outperform six run thinly. We recommend the set your budget can actually support, and say plainly what we are leaving out and why.
4 more questions
Can print, hoardings, dealer material and events be part of the campaign?
Yes, and for many Indian SMBs they carry it. Offline gets the same treatment as digital: a defined role, a place on the calendar, creative from the same message system, and a way to be measured, whether that is a campaign phone number, a code on the coupon, a QR to a tagged page, or one question asked at the front desk. Without that, offline stays unaccountable and gets cut first.
What happens if one channel is clearly not working mid-campaign?
The weekly review exists for exactly that. We check whether the channel is failing at its own role or being judged on somebody else's, whether targeting or creative is the problem, and whether the conversion path behind it works. Then we change one thing, record why, and watch what follows. If it still does not perform, budget moves to a channel that is delivering, and the decision is written down.
We are a small team. Who actually does the work?
Gully Sales does the planning, the message system, the creative direction and the coordination, and either produces the assets or briefs your vendors to produce them. From your side, one person needs to own approvals and one salesperson needs to answer enquiries quickly. Campaigns fail more often on slow approvals than on small teams, so we agree turnaround times in writing at the start.
What do we keep at the end of the campaign?
The campaign charter, the channel role matrix, the message architecture, the master creative and every adaptation, the template kit, the calendar, the approval workflow, the tracking plan, the dashboard and the end-of-campaign review. All of it belongs to you. The next campaign, run by us or by your own team, then starts from a working system instead of from a blank page.
Talk to us
Show us your channels and we will audit what they are saying.
The free audit is a working session, not a pitch. We look at what you are already running, where the message has drifted, and whether you need a full campaign build or only the coordination layer around the vendors you already have.
No obligation and no sales script
A reply from someone who does the work
Your details are never sold or shared
Get a free audit of how you sell, and a scored report of where the work is.
