Stale vs. Savvy Campaigns
Parts 5 & 6 of my GTM playbook
If you've been following along with my 6-part GTM Playbook series, first I'd like to say thank you. Articulating my process has been revelatory for me, and I hope it's been useful for you. Also, congratulations - you made it to the end. Today I'm covering the last 2 C's in my 6 C's framework - Campaigns and Cadence.
I’ll give everyone a sneak peek, but the best parts are behind the paywall. Consider becoming a paid subscriber to learn:
7 recommendations for creating winning campaigns
My “In and Out” list for creating campaigns in 2025
Why Cadence is so much more than a calendar
Before I get into it, a caveat. This Playbook isn’t meant to be prescriptive but rather thought-provoking. It’s not a set of instructions to follow but a collection of recommendations to consider. There’s no single approach to creative strategy. Only frameworks to study, adapt, and learn from. That’s always been my intention.
While my GTM Playbook is designed to be universal across industries, it’s rooted in the unique dynamics of beauty and culture.
It's also time-stamped. While macro concepts like Culture and Community may stand the test of time, the tactical elements of Channel and Campaign Strategy may feel outdated in a year. That's why, woven into each of these C's, is a creative mandate to stay adaptable.
A brand with soul is recognized by it's ability to adapt in the face of cultural shifts, without losing its essence.
Now, let's dive into Campaign Strategy.
Campaigns ≠ GTM Strategies
After decades as a brand and marketing professional, working in-house and on the agency side, supporting startups and 9-figure companies alike, there's one misconception that most everyone shares: that a Campaign is the Go To Market Strategy.
Whether you're a brand founder, CMO, social media manager, agency owner, or advertising exec, chances are you've played a role in developing a GTM Strategy. And chances are, you've been in that first GTM kickoff meeting when the conversation begins with a campaign concept. When this happens, I short-circuit.
I'm all for creative jam sessions. I love big, blue sky creative brainstorms that feel like jazz. In a safe creative space, ideas flow freely, riffing off one another without guardrails. There’s freedom, adventure, and the thrill of chasing the “what ifs,” riding the energy like a wave. It’s the rush of capturing lightning in a bottle.
But there’s a time and place for this—and it’s well before the GTM Strategy phase.
A GTM Strategy needs structure. One that balances creative interpretation with economic realities, cultural trends, industry insights, and business objectives. The Campaign - easily the most "creative" of all the stages - is the final output that is completely informed by the 4 C's before it: Cultural Strategy, Community Strategy, Content Strategy and Channel Strategy. If it is created or executed independent of these four influences...good luck.
In the spirit of "no rules, just recommendations", below are my top tips for creating a winning campaign as part of your GTM Strategy.