Campaign Launch & Service Line Testing
Purpose: Tight feedback loop to launch and test service lines quickly. Use the Service Maturity Process to know within ~2 weeks whether a service line passes beta and becomes market ready.
Last Updated: 2026-02-03
Before you create a campaign brief
- Run the Campaign Brief Intake — Collect all required inputs (positioning, target list, execution stack, message library source, content plan, roles). If anything is missing, prompt for it before filling the brief.
- Message library comes from GTM assets — Use existing templates in message-templates. If a format for this campaign type doesn’t exist, create it there first, then reference it in the brief.
- Content drafting — Campaign posts must be drafted through the CC content system. The user specifies Robert GPT or Uttam GPT. Use that GPT’s LinkedIn examples and format index to select the post style (diagnostic, thought leadership list, problem-solution, event, etc.) and draft in that format. Output using the Campaign Post Template (First Draft: Post + Carousel; Outline: Facts, Implications, CTA) so it’s pastable into Notion. Learnings: Add high-performing campaign posts back into that GPT’s memory (new examples or pattern updates) so the system improves.
How This Works
- Test specific positioning for each service line using a clear, stage-gated checklist.
- Run a 2-week beta gate: By the end of the window, we know if the service line meets Beta Test criteria and can advance to Market Ready.
- If Market Ready → trigger full rollout: website, targeted leadgen, event planning, content calendar, partner updates.
- If not → iterate on positioning or pause; no full rollout until the checklist is met.
All of this is measured against the Service Maturity Process.
The 2-Week Feedback Loop
| Phase | What happens | Decision |
|---|---|---|
| Start | Pick a service line + positioning to test. Create a Service Line Test and work the Value Prop → Market Test → Beta Test criteria. | — |
| Within 2 weeks | Execute: one-pager, stakeholder vetting, 3 SOWs sent, 1 signed, delivery started, 1 milestone hit. | Run Campaign Launch Checklist (Beta → Market Ready gate). |
| Pass | All Market Ready criteria can be committed to (website, leadgen, content, partners, 5 customers to a meeting). | Go: Full rollout. |
| No pass | One or more Beta or Market Ready criteria not met. | No-go: Iterate on positioning or pause; do not do full rollout. |
What “Market Ready” Triggers (Full Rollout)
When a service line reaches Market Ready per the Service Maturity Process, we:
- Post the service on the website
- Run targeted lead generation for the right customers
- Execute supporting content calendar
- Update partners on the service
- Drive to 5 customers attracted to a meeting
So we only do full rollout when the checklist says we’re market ready—keeping the loop tight and avoiding big launches on unproven positioning.
Content and Notion
The content calendar (post copy, queue, publish status) lives in Notion where the marketing team works. Campaign briefs in the vault do not duplicate that; they stay the single place to see what content supports a campaign and where to find it:
- In the brief: Content strategy (goal, pillars), a link to the Notion board/calendar for that campaign, and a content index (post #, pillar, topic one-liner, link to Notion). No full post copy in the brief.
- In Notion: Full copy, scheduling, and execution. Use a campaign tag or filter (e.g. “CPG Attribution”) so the brief’s link can point to the right view.
- At gate: “Supporting content calendar in execution” = confirm in Notion that posts are queued/going out; use the link in the brief.
That way the brief stays execution-ready and tied to the launch checklist without disconnecting from where marketers actually run the calendar.
Where Things Live
| Resource | Use |
|---|---|
| Campaign Brief Intake | Run first when creating a brief. Collect all inputs; prompt for missing fields. Message library from GTM assets; create new template if needed. |
| Campaign Brief Template | Execution-ready brief structure; ties to checklist and SOW/meeting tracking. |
| Campaign Post Template | Draft campaign posts (First Draft: Post + Carousel; Outline: Facts, Implications, CTA). Pastable into Notion. |
| Batch Content Strategy and Outline | Plan content batches: pillar mix, post structure (Format Index + patterns), CTA mix, per-post outline, pre-batch setup. |
| Service Maturity Process | Full 7-stage criteria; how we measure every campaign/service line. |
| Campaign Launch Checklist | Beta → Market Ready gate (2-week go/no-go). |
| Service Line Test Template | One doc per service line test (positioning + checklist progress). |
| GTM Marketing Assets / message-templates | Message library source for briefs. Create new template here if one doesn’t exist for the campaign type. |
| CC content system (post drafting) | User specifies Robert GPT or Uttam GPT. Robert: content/cc-content-system/robert-gpt/memory/examples/linkedin/FORMAT_INDEX.md + linkedin examples + patterns. Uttam: content/cc-content-system/uttam-gpt/memory/examples/linkedin/. Learnings from campaigns update that GPT’s memory. |
knowledge/sales/campaign-launch/campaigns/ | One brief per campaign (e.g. CPG Attribution — Signal Recovery). |