Campaign Brief: [Campaign Name]
Service line: [Name of service being tested]
Gate date: YYYY-MM-DD (2-week decision)
Brief owner: [Name]
Last updated: YYYY-MM-DD
Use this brief to run the campaign and to score it against the Campaign Launch Checklist at the gate. Keep the checklist section updated so go/no-go is obvious.
1. Launch checklist progress (gate at 2 weeks)
Copy this block into the brief. Check off as you go; at gate date, use it for go/no-go.
Beta Test (must all be ✅ to advance)
- v1.0 delivery plan created (link: ________)
- 3 SOWs created and sent
- 1 signed contract secured
- Delivery started
- 1 milestone reached
Market Ready (commit when we go)
- Service posted on website
- Lead gen underway (this campaign)
- Supporting content calendar in execution (see Content below)
- Partners updated
- 5 customers attracted to a meeting
SOW & meeting tracking
| # | Company / contact | SOW sent | Signed | Meeting booked | Notes |
|---|---|---|---|---|---|
| 1 | |||||
| 2 | |||||
| 3 |
Target: 3 SOWs sent, 1 signed, 5 total prospects to a meeting (can be same or different from SOW list).
2. Positioning & hypothesis
Value Proposition:
“Best in the world at solving [problem] for [customer] using [solution].”
- Problem:
- Customer (title / segment):
- Solution (service name / approach):
One-line test hypothesis:
e.g. “Marketing leaders at emerging CPG brands will pay $X for a Signal Recovery Audit to get attribution to ~95% accuracy.”
One-pager / narrative: (link or path — required for Market Test)
Pricing: (summary or link)
3. Campaign overview
What we’re testing:
1–2 sentences on positioning and what “success” looks like for this test.
Target audience:
Titles, segments, and any filters (e.g. company size, revenue).
Strategy:
Quality vs quantity, channel mix (warm intros vs cold), and how content supports outreach.
4. Execution: Outreach & leadgen
Execution stack
| Layer | Tool | Role |
|---|---|---|
| Enrichment | Clay (or similar) | Account + contact data (company, headcount, revenue, LinkedIn URL, email). Output = lead list for upload. |
| HeyReach | Connection requests, DMs, sequences. Import list (CSV); run sequence from Message Library below. | |
| Instantly | Email sequences. Import same/enriched list; run sequence for email steps if used. |
This brief is the source of truth for the sequence. GTM lead uploads the list (max 30) and creates the campaign in HeyReach/Instantly using the Order of Operations and Message Library so the first message and follow-ups go out automatically.
Target account list (max 30)
Cap at 30 accounts so we actually execute. Enrichment (Clay) adds contact-level data (name, LinkedIn URL, email) for upload to HeyReach/Instantly.
| Company | Category | Headcount | Annual Revenue | Revenue type | Sources |
|---|---|---|---|---|---|
ICP titles
Bullet list of titles we’re targeting.
Automated vs human-in-the-loop
| What | Who | Notes |
|---|---|---|
| First message + follow-ups (cold path) | Automated | Once list and sequence are in HeyReach/Instantly, connection request and follow-up messages send per the Sequence definition. No manual send per lead. |
| Intro ask (1–9 mutuals) | Human | Slack approval (e.g. Luke & Robert) before asking mutual for intro. Not auto-sent. |
| Founder email intro | Human | After mutual agrees, founder sends intro email. Tool doesn’t send on behalf of founder. |
| Warm path (mutual outreach) | Human or separate sequence | Optional: second sequence in HeyReach for “warm” leads after approval; or keep fully manual. |
Order of operations & rules
Decision tree: when to cold vs warm, mutual thresholds, who approves intros, who sends what. This drives the Sequence definition below.
Sequence definition (for upload to HeyReach / Instantly)
Build this exact sequence in the tool so the first message and follow-ups run automatically. GTM lead creates the campaign from this table.
| Step | Channel | Action | Message template | Delay |
|---|---|---|---|---|
| 1 | Send connection request | Cold connection | — | |
| 2 | If connected → send message | Cold follow-up | 1 day | |
| 3 | (optional) | — | — | — |
Add rows to match your Message Library. Use template names that match the Message library section below.
Message library
Cold connection, cold follow-up, mutual ask, mutual follow-up, mutual decline, founder intro. These are the templates referenced in the Sequence definition and pasted into HeyReach/Instantly.
Outreach checklist (per prospect)
- Confirm ICP fit
- Check mutual count
- Identify top mutuals / Slack approval if needed (human)
- List uploaded; sequence live (first message + follow-ups automated)
- Outcome logged
5. Execution: Content (supporting calendar)
Goal:
How content supports the campaign (credibility, connection, consistency) and how we use it (e.g. “Thought this would be interesting” with prospects).
Pillars & sequence:
e.g. Problem → Solution → Service; 6 posts over 2–3 weeks.
Content is created and queued in Notion; the brief stays the single place to see what content supports this campaign and where to find it. No duplicate post copy here.
Content lives in:
[Link to Notion board, calendar, or filtered view for this campaign — e.g. “CPG Attribution” content queue.]
Content index (one-line reference; full copy & status in Notion):
| # | Pillar | Topic / hook | Notion / link |
|---|---|---|---|
| 1 | |||
| 2 | |||
| 3 | |||
| 4 | |||
| 5 | |||
| 6 |
At gate: “Supporting content calendar in execution” = confirm in Notion that posts are queued/going out; use the link above.
Post drafts: To draft content directly for this campaign, use the Campaign Post Template. Each post = First Draft (Post + Carousel) + Outline (Facts/Evidence, Implications, CTA). Output in that format so it’s pastable into Notion. You can add a “Post drafts” subsection below with one or more posts in that structure, or keep drafts in Notion and link from the content index.
6. Roles & owner
| Action | Owner |
|---|---|
| Brief owner / gate decision | |
| Outreach execution (coordinator) | |
| Intro approval (1–9 mutuals) | |
| Founder intro send | |
| Content publish |
7. Gate decision (fill at gate date)
Gate date: YYYY-MM-DD
- Go — Beta criteria met; proceeding to full rollout (website, leadgen, content, partners, 5 to meeting).
- Conditional go — Beta met; Market Ready actions committed with follow-up date.
- No-go — Beta not met; iterate or pause. Next test date: _______________.
Notes:
Related
- Service Maturity Process
- Campaign Launch Checklist
- Campaign Brief Intake
- Campaign Post Template
- Service Line Test Template
- GTM Marketing Assets (message library source)
Appendix A — Filename conventions
Filename: {service-line}-{campaign-slug}-campaign-brief.md under knowledge/sales/campaign-launch/campaigns/.
Example: analytics-omni-migration-2026-campaign-brief.md.
Appendix B — Agent guardrails (anti-fluff)
Do:
- Write the value proposition in buyer language, not Brainforge terminology.
- Keep the gate checklist updated as the campaign progresses — go/no-go should be obvious.
- Link to actual content drafts in Notion; don’t duplicate post copy in the brief.
- Be specific about timelines and owners.
Do not:
- Use generic value claims (“drives actionable insights”) without tying to a specific outcome.
- Let the gate checklist go stale — update it before the gate date.
- Write the brief without filling the positioning and hypothesis section first.
- Overclaim — if a metric is projected, say “estimated” or “target.”
Appendix C — Pre-handoff QA checklist
- Value proposition follows the format: “Best in the world at solving [problem] for [customer] using [solution]”
- ICP description is specific enough to evaluate a lead against
- Gate checklist is populated (even if some items are still in progress)
- Channel plan identifies primary and secondary channels
- Content index is linked to actual drafts in Notion
- Roles and owners are assigned
- Gate date is set and realistic for the beta test scope