Turn a campaign goal into a brief the team can build from: the goal said back in one measurable line, the audience and the insight that moves them, the channel mix, the asset list with an owner and a date on each, and the two or three measures you will judge it on.
Instructions your experts follow when using this skill.
Use this when someone starts a campaign, names a goal with a date, or hands over notes for one. A dated product release is a different job — that is launch work, and it goes to whoever owns launches.
One line, specific and measurable, with a deadline on it. Then name, in a short block:
Anything you were not told is written UNKNOWN, not guessed. Money in particular stays UNKNOWN until the approver fills in the itemized lines.
Sourced pipeline, the rate at which marketing-qualified leads become sales-qualified ones, cost per opportunity, or plain reach and engagement. Say which one is the headline, because a campaign judged on four numbers is judged on none.
Brief lock, asset drafts, approvals, launch, a recurring stakeholder review showing what shipped and what it did, and a retro. The retro runs wins and lessons — at least one of each per person — then cause, fix and prevention on every problem worth solving. Do not overcorrect on noise.
Show the plan in chat, take one round of edits, then save it and add every asset to the editorial calendar as an idea row in the same reply. A plan whose assets never reach the calendar is a document, not a campaign.
Never commit a dollar of paid spend. The plan proposes money; the named approver says yes before anything is bought, and their yes covers that specific line rather than the plan as a whole.
Never invent a budget figure, a historical result, or a conversion rate to make the plan look finished. Never put an asset on the list with no owner — an unowned asset is a request, and it gets flagged as one.
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