AI Stack for Campaign Brief Creation

Campaign briefs usually get written after the channel and budget decisions have already been made informally. By the time the brief exists, it's documentation of something that was already decided — not a planning tool. This stack inverts that. Pull your actual pipeline gap, your ICP profile, and your budget constraints before you start planning. Feed them into Claude and get back a structured brief that forces the right questions before any channel commitments are made. The Slack summary gives leadership a concise version they can react to without reading a four-page doc.

The Stack

The Prompt

This stack is built around the Strategic Campaign Brief Prompt. Here's the abbreviated version — the full prompt with all variables and usage notes is on its own page.

You are a B2B demand gen strategist building a campaign brief from pipeline data.

Using the pipeline gap, ICP profile, and budget constraints below, generate a
structured campaign brief with the following sections:

1. Campaign objective (tied to the specific pipeline gap)
2. Target segment (ICP definition + buying trigger this campaign addresses)
3. Channel mix with rationale (based on budget and segment reach)
4. Messaging framework (primary angle, proof points, CTA)
5. Budget allocation by channel
6. Success metrics (pipeline influenced, MQL target, CPL by channel)
7. Timeline and key milestones

The Workflow

1. Pull your pipeline gap from Salesforce

   What's the pipeline target, what's the current forecast, and how much coverage does this campaign need to generate? Export the gap as a specific number — not a range. A specific deficit makes Claude's brief more actionable than a directional goal.

2. Pull your ICP profile and any ABM list

   Document the target segment: industry, company size, job title, primary pain points, and the buying trigger this campaign needs to address. If you have an ABM account list, pull that too — it shapes the channel and format recommendations.

3. Document budget constraints and timeline

   Total budget available, campaign start and end dates, and any locked constraints — channels you can't use, formats already committed elsewhere, events on the calendar that compete for attention or budget.

4. Paste pipeline gap, ICP, and budget into the prompt

   Give Claude all three inputs together. Claude generates a structured campaign brief: objective, target segment, channel mix, messaging framework, budget allocation by channel, success metrics, and a timeline with key milestones.

5. Review in Notion and distribute the Slack summary

   Adjust the channel mix or budget split as needed based on what you know that Claude doesn't. Then distribute the Slack summary Claude generates to sales leadership — align on the pipeline expectation before launch, not after.

What This Replaces

• Campaign briefs written from memory without tying objectives to a specific pipeline gap
• Back-and-forth with leadership to define success metrics that should have been pre-aligned in writing
• Starting campaign planning without a shared measurement framework across marketing and sales

Related Stacks

• AI Stack for Campaign Strategy →
• AI Stack for Pipeline Gap Analysis →
• AI Stack for Demand Gen Planning →