Marketing

When to run it

When the team is launching, when messaging has drifted, or when a new audience is being targeted.

What you'll have at the end

positioning and messaging entities, SEO-keyword targets, growth_campaign records across marketing_channel entities, with attribution back to revenue or activation.

Common starting point

The positioning statement. We help [persona] [accomplish job] by [unique mechanism], unlike [alternative]. Write the one-liner; then build the campaign layer around it.