Campaign Planning

Campaign Planning Skill

When to Use

• Before launching multi-channel GTM efforts.
• When stakeholder alignment on goals, personas, and offers is needed.
• During quarterly planning or major product launches.

Framework

1. Set Objectives – tie to revenue/pipeline targets, define primary KPIs.
2. Audience & Offers – map personas, stages, ICP tiers, and value propositions.
3. Messaging Architecture – craft key narrative, proof points, CTA hierarchy.
4. Channel Mix – select channels, budget split, cadence, sequencing logic.
5. Workback Plan – create timeline with dependencies, approvals, and resource allocation.
6. Risk Assessment – identify blockers (legal, creative bandwidth, data access) and mitigations.

Templates

• Campaign Brief: See templates/campaign_brief.md for goal, audience, and KPIs.
• RACI matrix for decision-making.
• Timeline Gantt template with creative/ops milestones.

Tips

• Host a kickoff with every execution lead to walk through the brief and capture risks live.
• Keep KPIs to one primary and two secondary to avoid diffused focus.
• Bake review/QA milestones into the workback to prevent last-minute rework.
• Maintain a single source-of-truth dashboard so partner teams see timing, assets, and blockers.