> ## Documentation Index
> Fetch the complete documentation index at: https://b2-b-playbook.mintlify.site/llms.txt
> Use this file to discover all available pages before exploring further.

# Campaign brief (GACCS)

<img src="https://mintcdn.com/b2-b-playbook/8TjYHkeg5vZEv16F/assets/illustrations/worksheet-campaign-brief.webp?fit=max&auto=format&n=8TjYHkeg5vZEv16F&q=85&s=d62995471cfcad7048b7d246e97765ea" alt="Goal; Audience; Creative / unique take" width="1600" height="900" data-path="assets/illustrations/worksheet-campaign-brief.webp" />

B2B Playbook working file. Read [content strategy](../playbooks/03-brand-story-and-content/content-strategy.md) first.

One asset or campaign. Delete teaching notes. Do not start production before the five lines exist.

Copyright © 2026 Ivan Xu. Private operating copy permitted. See LICENSE.

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## Goal

* Perception we are trying to move, or OKR this ladders to:
* What we will stop if this cannot name either:

## Audience

* ICP seat and buying job:
* Why this person, not an adjacent title:
* ICP maturity this is for (core / scaling / testing):

## Creative / unique take

* The one thing only we can say (or the one cut of data only we have):
* Still useful if the product name is removed? (yes / no):
* Add-value test: what does the reader leave with that they did not have?

## Channels

* Owned URL or artifact:
* Who distributes it (us / peer room / operator / paid):
* What we will not do (spray, syndication without gates, calendar filler):

## Stakeholders

* Who must approve before this ships:
* Who actually produces and distributes it:
* Who is informed, and does not get a veto:
* Date we will not slip past:

## Decision

* Next step the audience can take:
* Owner and ship date: