Plan marketing campaigns
Define the customer need, truthful proposition, approved audience, channel, operational capacity, measurement limits, and stop criteria before producing campaign assets.
| Field | Value |
|---|---|
| Business area | marketing |
| Primary role | marketing-manager |
| Frequency | monthly |
| Privacy sensitivity | medium |
| Security sensitivity | low |
| Compliance review | needed |
Trigger and handoff
Trigger: An approved marketing priority enters campaign planning.
Inputs
- Validated audience need
- Current offer and capacity
- Prior channel and sales evidence
Outputs
- Campaign brief and decision rights
- Measurement and consent plan
- Production schedule
Current manual methods
- Content calendar
- Channel-first brainstorming
- Reuse last promotion
Human judgment and approvals
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Select a credible proposition and audience
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Balance evidence
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brand
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timing
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and operational constraints
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Approval: Marketing
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Approval: commercial
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Approval: and operations owners approve claims
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Approval: audience
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Approval: offer
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Approval: and capacity
Failure modes
- Campaign promises capacity operations cannot deliver
- Objective is reach rather than customer action
Success metrics
- Campaign has an approved customer and operational outcome
- Claims and audience are verified before production