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campaign-planning skill

/plugins/campaign-orchestration/skills/campaign-planning

This skill helps you plan campaigns by defining objectives, audience, messaging, channels, and workback schedules to align stakeholders and accelerate

npx playbooks add skill gtmagents/gtm-agents --skill campaign-planning

Review the files below or copy the command above to add this skill to your agents.

Files (2)
SKILL.md
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---
name: campaign-planning
description: Use when developing campaign strategy, briefs, KPIs, and workback schedules before execution.
---

# 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.

---

Overview

This skill guides planning and alignment for multi-channel go-to-market campaigns, from objectives to timelines. It produces clear campaign briefs, KPI definitions, audience mappings, channel mixes, and workback schedules to reduce execution risk. Use it to ensure stakeholder buy-in and a single source of truth before launch.

How this skill works

The skill walks teams through a repeatable framework: set measurable objectives, define audiences and offers, craft messaging architecture, choose the channel mix, and build a workback plan with dependencies and approvals. It surfaces risks (legal, creative bandwidth, data access) and recommends mitigations, plus outputs RACI-style role assignments and timeline milestones. The result is a compact campaign brief and a prioritized execution plan ready for handoff to operations and creative teams.

When to use it

  • Before launching multi-channel GTM campaigns or product releases
  • During quarterly planning cycles or major go-to-market pivots
  • When you need stakeholder alignment on goals, personas, and offers
  • When defining primary and secondary KPIs to measure success
  • When preparing a detailed execution timeline with resource allocations

Best practices

  • Define one primary KPI and up to two secondary KPIs to maintain focus
  • Run a kickoff with every execution lead to review the brief and capture risks live
  • Include review and QA milestones in the workback to prevent last-minute rework
  • Maintain a single source-of-truth dashboard for timing, assets, and blockers
  • Map approvals and dependencies explicitly using a RACI or similar decision matrix

Example use cases

  • Draft a campaign brief tying objectives to revenue and pipeline targets
  • Map personas and ICP tiers with tailored value propositions for segmentation
  • Design a channel mix with budget split, sequencing logic, and cadence
  • Create a Gantt-style workback plan listing creative, ops, and legal milestones
  • Run a pre-launch risk assessment and assign mitigations for potential blockers

FAQ

How many KPIs should I include in the brief?

Keep it simple: one primary KPI tied to your business objective and one or two secondary KPIs to capture supporting outcomes.

What level of detail is needed in the workback plan?

Include milestones, dependencies, approval gates, owners, and estimated effort. Enough detail to sequence work and flag blockers, but avoid overloading with task-level minutiae.