Campaign Planning
The plan behind every campaign that works.
Workflow
Step 1Campaign Objectives
ObjectiveDefine campaign goals and success criteria
InputQuarterly OKRs, business priorities, customer data
OutputCampaign objectives and success metrics
Key activities
Define campaign purpose (awareness, demand gen, engagement, conversion) Set campaign targets (# leads, pipeline value, qualified meetings, conversions) Define success metrics and KPIs Set campaign timeline (start date, end date, key milestones) Identify campaign theme or message focus
Decision points
What's the primary goal of this campaign? What targets are realistic and ambitious? What timeframe do we need?
Tools: Campaign planning templates, goal-setting frameworksRoles: Campaign manager: campaign planning · Marketing leadership: objective approval · Sales: target/pipeline input
Success: Campaign objectives defined with clear success metrics
Go: Go if: Objectives approved, targets set, timeline clearLoop back: Loop back if: Objectives unclear, targets disputed
Why it matters
- Campaigns without a plan are expense without intent. Planning is what ties the campaign to a number it must move.
Best practices
- Start from the objective, not the channel.
- Define the audience precisely.
- Allocate budget to the channels that reach them.
- Set tracking before launch.
Common mistakes
- Campaigns launched to 'do marketing'.
- Budget spread across everything.
- No metric defined until it's over.
Key questions
- What must this campaign deliver?
- Who exactly are we reaching, and where?
Agents that drive this
Campaign BuilderAttribution
Tools we use · alternates in [ ]
n8n[ Zapier, Make, Airflow ]HubSpot[ Salesforce, Pipedrive, Attio ]Metabase[ Looker Studio, Power BI, Grafana ]