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.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.