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