GTM Engineering · Campaign framework

One way to bring a campaign to this table.

The framework GTM Engineering works with, as asked for in the Sep 3 invite. An idea gets written down once, runs in waves, and comes back to this meeting with a number. Any idea fits in the rows below, or in a sentence, and GTM Engineering writes it up with you.

0rows per brief
0steps per campaign
0 to 50contacts per wave
0 wksone wave, one read, per meeting
ForGTM Campaign Alignment: Sales, SDRs, Marketing, GTM
ByDallas Andrews, GTM Engineering
DateSeptember 3, 2026
UseAny campaign idea, in these ten rows
Before it runs

Write the idea down once, in the agenda's order.

The first seven rows are the agenda from the invite. The last three are what lets the campaign be counted later. Type into any row; the draft stays in this browser. "Load the Stars example" shows a finished one, and "Copy brief" puts the text on the clipboard for email, Slack, or the Zoom agenda doc.

Target market01Vertical, segment, size, and the list it comes from. Customers in or out, and who clears them.
Roles and titles02The VITO for this market, and the champion thread beneath them. Proposed per vertical, the AE confirms.
Data collected03The fields every contact carries before it enters a sequence: fit, trigger, verified email, LinkedIn, reports-to, Salesforce owner.
Key signals04What makes an account fire now, with a freshness window. Signals are config, so they change without a rebuild.
Tooling05Where the list lives, where it sends, where it's counted.
Marketing support06Content, ad audience, landing page, and who owns budget and creative.
Execution07How the SDR sees leads, the cadence (touches, channels, days), and what we expect: spend, meetings, conversion, opps, against the Cold baseline.
Gates08 · same for every campaignCustomer exclusion, verified claims only, a person approves the first sends.
Tracking09 · same for every campaignLead Source value proposed as GTM Engineering, one Salesforce campaign per sequence, meetings logged monthly in Sales Ops' schema.
Owner and next read10One name, and the date the results come back to this group.
While it runs

Then it moves through the same seven steps, one wave at a time.

This is how GTM Engineering runs one. A wave is 30 to 50 contacts and takes about nine business days, so each campaign is back at this meeting with a read and a decision. Owners along the way are as proposed; this group sets them.

  • 1
    Brief
    Anyone proposes · GTM Eng writes
    The ten rows above, reviewed here. Output: a brief with an owner and a read date.
  • 2
    Source and gate
    GTM Eng
    The list, customers out, verified email, one Salesforce campaign name. Output: a count.
  • 3
    Confirm the targets
    AEs · AMs
    AEs confirm the VITO per account; AMs clear or hold names inside customer accounts. Output: cleared names.
  • 4
    Messaging options
    Marketing · GTM Eng
    Marketing supplies options per role and vertical; GTM Eng compiles the sequence through the claims check. Output: a draft sequence.
  • 5
    Launch a wave
    SDR
    30 to 50 contacts, a person approves the first sends, the SDR sends, calls, and logs. Output: a wave live.
  • 6
    Read
    GTM Eng · Sales Ops
    Replies, meetings, cost per meeting, in the council's schema and on its row. Output: a scorecard.
  • 7
    Adjust or retire
    This meeting
    Change the lane, the copy, or the list, then the next wave. Or stop. Output: a decision.
Step 7 starts the next wave, so the loop is two weeks long.
Sales
VITO per account, account maps
SDRs
Send, call, log the reply
Marketing
Messaging options, ads, landing page
Sales Ops
Lead Source, the dashboard row
GTM Engineering
List, gates, sequences, scorecard, the brief
After it runs

And it comes back here with a number.

Baseline

$3,402 per meeting

Cold's cost per meeting in the council workbook, with 19% meeting to opp. Each campaign reports against it; targets are set with this group after two waves.

Row

One row on the dashboard

One Salesforce campaign per sequence and meetings logged monthly in Sales Ops' schema, so each campaign is its own line at the council. The Lead Source value is proposed, with Sales Ops.

Read

Back here in two weeks

Replies, meetings, cost per meeting. The group adjusts the lane, the copy, or the list, or retires the campaign.

Any idea, in the ten rows or in a sentence. GTM Engineering writes it up with the owner before the next meeting.
Copied
GTM Engineering · Campaign framework

One way to bring a campaign to this table.

Written down once, run in waves, and back at this meeting with a number.

Before it runs

Written down once, in the agenda's order.

While it runs

The same seven steps, one wave at a time.

1 · BriefAnyone proposes, GTM Eng writes
2 · Source and gateGTM Eng. Output: a count
3 · Confirm the targetsAEs confirm the VITO, AMs clear names
4 · Messaging optionsMarketing supplies, GTM Eng compiles
5 · Launch a wave30 to 50 contacts, a person approves first sends
6 · ReadReplies, meetings, cost per meeting
7 · Adjust or retireThis meeting decides
Then step 1Two weeks, one wave, one read
As proposed

Who does what along the way.

After it runs

And it comes back here with a number.

$3,402Cold's cost per meeting, the baseline each campaign reports against
19%Meeting to opp, council workbook
1Salesforce campaign per sequence, one row on the dashboard

Any idea, in the ten rows or in a sentence. GTM Engineering writes it up with the owner before the next meeting.

Intradiem · Campaign framework
1 / 5