Playbooks

Free frameworks, checklists, and templates I use to launch, optimize, and scale marketing programs. Download, adapt, and make them your own.

Campaign Management

Campaign Launch Checklist: 47-Point Pre-Flight System

The exact checklist I use before launching any paid campaign—from tracking setup to stakeholder alignment. Prevents 90% of launch-day fires.

This checklist covers tracking & attribution setup, audience configuration, creative QA, budget & pacing validation, internal alignment, and post-launch monitoring protocols. Used across Google, Meta, LinkedIn, and Reddit campaigns.
Marketing Operations

Lead Lifecycle Framework: Stages, Definitions & SLAs

A complete lead lifecycle model with stage definitions, entry/exit criteria, SLA expectations, and handoff protocols between marketing and sales.

Includes 7 lifecycle stages (Subscriber, Lead, MQL, SAL, SQL, Opportunity, Customer), behavioral triggers, scoring thresholds, and recommended automation. Designed for Marketo + Salesforce but adaptable to any MAP/CRM stack.
Marketing Operations

Naming Conventions & UTM Standards

The naming convention system that keeps campaigns organized at scale. Includes UTM parameter standards, campaign naming templates, and tagging hierarchies.

Covers campaign naming (channel-tactic-audience-date format), UTM parameter standards (source, medium, campaign, content, term), asset naming for creative files, and Salesforce campaign hierarchy. Includes examples from Google Ads, Meta, LinkedIn, and email.
Strategy & Growth

Experimentation Playbook: How to Run Tests That Matter

A structured framework for hypothesis development, test design, statistical rigor, and decision-making. Includes sample size calculators and reporting templates.

Teaches how to write testable hypotheses, calculate required sample sizes, set success metrics, avoid common pitfalls (peeking, multiple testing, etc.), and document learnings. Includes templates for test briefs, result summaries, and insight libraries.
ABM & Growth

ABM Account Selection Model: ICP Scoring & Tiering

A repeatable method for identifying, scoring, and tiering target accounts. Includes firmographic, technographic, and intent signal criteria plus tier definitions.

Walks through building an ICP profile, scoring accounts across fit and intent dimensions, segmenting into Tier 1/2/3, and maintaining the target account list. Includes sample scoring models, data source recommendations (ZoomInfo, 6sense, Clearbit), and refresh cadence.
Measurement & Analytics

Marketing Dashboard Specification: What to Measure & Why

A blueprint for building executive-level marketing dashboards. Covers KPI selection, metric definitions, data sources, refresh frequency, and visualization best practices.

Includes dashboards for demand gen (traffic, leads, CAC, ROAS), marketing ops (velocity, conversion rates, coverage), ABM (account engagement, pipeline, win rates), and executive summary. Built in Tableau but principles apply to Looker, Power BI, or Google Data Studio.

How to Use These Playbooks

These aren't templates to copy verbatim. They're frameworks to adapt to your context, team size, and tech stack.

Start with your constraints: What tools do you have? What data is available? Who owns what? Then modify the playbook to fit your reality.

Share with your team: Playbooks are most valuable when everyone's on the same page. Use them to align on process, definitions, and expectations.

Iterate based on feedback: No playbook is perfect on day one. Test, learn, refine. Document what works and what doesn't.

Need help implementing these frameworks?

I can help you adapt these playbooks to your company's specific needs and provide hands-on implementation support.

Let's Talk