Purpose: Run this before creating a campaign brief. Collect all required inputs so the brief can be filled out fully. The agent (or human) creating the brief should use this to prompt for missing information. Last Updated: 2026-02-03
How to use
When someone asks to create a campaign brief, run through this intake first.
For each section, either use what they provided or prompt for the missing fields.
Message library must come from GTM assets (message templates). If a format for this campaign type doesn’t exist, create it there first, then reference it in the brief.
Content (posts) use the Campaign Post Template; draft in that format (pastable into Notion).
Once this intake is complete, populate the Campaign Brief Template and save to knowledge/sales/campaign-launch/campaigns/[campaign-name].md.
1. Service line & positioning
Field
Required
Prompt if missing
Your answer
Campaign name
Yes
”What’s the campaign name (e.g. CPG Attribution — Signal Recovery)?”
Service line
Yes
”What service are we testing? One line.”
Value Proposition
Yes
”Best in the world at solving [problem] for [customer] using [solution]. Fill in problem, customer, solution.”
Problem
Yes
”What problem does this solve for the customer?”
Customer (title / segment)
Yes
”Who exactly are we targeting? Titles, segment, company size/revenue.”
Solution (service name / approach)
Yes
”What’s the service or offer? Name + one-line approach.”
One-line test hypothesis
Yes
”What do we believe will happen? e.g. ‘Marketing leaders at X will pay for Y when they see Z.’”
One-pager / narrative
Link when exists
”Do you have a one-pager or narrative doc? Link or path.”
Pricing
Summary or link
”Pricing summary or link to pricing.”
2. Target audience & list
Field
Required
Prompt if missing
Your answer
ICP titles
Yes
”Which job titles are we targeting? Bullet list.”
Target account list
Yes (max 30)
“Provide up to 30 target accounts. Columns: Company, Category, Headcount, Annual Revenue, Revenue type, Sources. Or criteria so we can build the list.”
Revenue/ fit filter
Yes
”Minimum revenue or fit rule (e.g. $10M+ revenue)?”
If they give criteria instead of a list: “I’ll need a list of up to 30 companies (Company, Category, Headcount, Revenue, Revenue type, Sources) before the brief is execution-ready. You can add it later or pull from Clay/enrichment.”
3. Execution stack
Field
Required
Prompt if missing
Your answer
Enrichment
Yes
”Which tool for lead enrichment? (e.g. Clay)“
LinkedIn
Yes
”Which tool for LinkedIn sequences? (e.g. HeyReach)“
Email
If used
”Using email sequences? (e.g. Instantly)“
4. Message library (from GTM assets)
Field
Required
Prompt if missing
Your answer
Message library source
Yes
”Do we have existing message templates for this campaign type in GTM assets? Link or path. If not, I’ll create a new template in gtm/marketing-assets/message-templates/ and add it to the brief.”
Rules:
Message library content must come from GTM assets (marketing-assets, e.g. message-templates/).
If a template for this campaign/audience doesn’t exist, create it:
Create a new file in gtm/marketing-assets/message-templates/ (e.g. cpg-attribution-linkedin.md).
Include: Cold connection, Cold follow-up, Mutual ask (default + variants), Mutual follow-up, Polite close, Founder intro. Use the same structure as in the Campaign Brief Template Message library.
Reference that file in the brief’s Message library section (or paste the templates into the brief and add “Source: gtm/marketing-assets/message-templates/[filename]“).
5. Content calendar (posts)
Field
Required
Prompt if missing
Your answer
CC content system for post drafting
Yes (if drafting posts)
“Which CC content system should draft campaign posts: Robert GPT or Uttam GPT? (Required so we use that voice and format library.)”
Content goal
Yes
”How does content support this campaign? (credibility, connection, consistency + how we use it with prospects)“
Pillars & sequence
Yes
”How many posts? Pillars? (e.g. 6 posts: Problem → Solution → Service)“
Post topics (one line each)
Yes
”One-line topic or hook for each post.”
Notion link
When exists
”Link to Notion content calendar/board for this campaign (when created).”
Post drafts
Optional
”Should I draft full posts? If yes, I’ll use the chosen CC content system (Robert/Uttam GPT), select the post format from that system’s LinkedIn examples, and output in the Campaign Post Template so you can paste into Notion.”
Rules:
Campaign posts must be drafted through the CC content system. The user must specify Robert GPT or Uttam GPT. Use that GPT’s LinkedIn examples and patterns to select the post format (by type: diagnostic, thought leadership list, problem-solution, event, etc.) and draft in that style.
Robert GPT: sales/content/cc-content-system/robert-gpt/memory/examples/linkedin/FORMAT_INDEX.md + examples/linkedin/ + patterns/linkedin-patterns.md.
Uttam GPT: sales/content/cc-content-system/uttam-gpt/memory/examples/linkedin/ (see README for formats) + patterns/.
Output in the Campaign Post Template format (First Draft: Post + Carousel; Outline: Facts / Evidence, Implications, CTA) so it’s pastable into Notion.
Learnings: After a campaign runs, add high-performing campaign posts as new examples (or update pattern confidence) in the same GPT’s memory so the content system improves.
6. Roles & gate
Field
Required
Prompt if missing
Your answer
Brief owner
Yes
”Who owns this brief and the gate decision?”
Gate date
Yes
”What’s the 2-week gate date?”
Outreach owner
Yes
”Who runs outreach (e.g. Sales Coordinator)?”
Intro approval
Yes
”Who approves intro asks (e.g. Luke & Robert)?”
Founder intro
Yes
”Who sends the founder email intro?”
Content publish
Yes
”Who owns content publish?”
After the intake
All required fields above are filled or explicitly deferred.
Message library: existing GTM asset linked, or new template created in gtm/marketing-assets/message-templates/.
Create the brief from the Campaign Brief Template, save to knowledge/sales/campaign-launch/campaigns/[campaign-name].md.
If post drafts were requested, output each post using the Campaign Post Template (pastable into Notion).