campaign-brief

Produces a campaign brief that an empowered team can execute without needing a follow-up meeting. Every brief is anchored to one phase of the customer journey (Before/During/After) using Allan Dib's 1-Page Marketing Plan. Phase determines channels, assets, and success metrics - not the other way around.

When to use

• "Plan a campaign for our Q3 launch"
• "Build a GTM plan for "
• "Brief a demand gen campaign targeting CMOs"
• "Write the launch plan for the integration with X"
• "We need a marketing plan for <event/feature/audience>"

Framework: Before/During/After (Allan Dib, The 1-Page Marketing Plan)

Every campaign primarily serves one phase. Force the choice before building anything else.