Marketing team playbook

Planning Playbook

Open calendar

Purpose

One system for decisions, dates, ownership, and results.

Use this playbook when deciding what to create, where it belongs, and how to move it from idea to measured work.

What?Why?When?Who?Result?
Signal
Decision
Calendar
Tasks
Results

The plays

Run work through these steps

01

Capture the signal

Trigger
Something worth attention appears.
Action
Add the signal with a clear title, short description, source, and status.
Output
A reviewable input, not a commitment.
02

Decide what it becomes

Trigger
The team agrees the signal needs action.
Action
Choose the smallest planning object that fits: campaign, content, event, or significant date.
Output
One clear item in the right place.
03

Plan the calendar item

Trigger
The item has a date or date range.
Action
Set owner, countries, platforms, theme, pillar, objective, and any needed brief/media.
Output
A calendar item the team can understand without asking around.
04

Break it into tasks

Trigger
Work is needed to make the item happen.
Action
Create tasks with one owner, start/end dates, description, and status.
Output
Execution work that can be tracked.
05

Review results

Trigger
The item is live or complete.
Action
Record measurements against objectives and key results.
Output
A learning we can use next time.

Decision rules

Pick the smallest object that fits

If it needs a business objective and coordinated workCampaign
If it is one publishable assetContent
If it is a conference, webinar, partner, or market activityEvent
If it is just a date the team must rememberSignificant date
If it is only an input or observationSignal

How we work

Sunday to Thursday rhythm

SunReview signals and choose priorities.
MonPlan campaigns, content, events, and owners.
TueProduce work and update task status.
WedUnblock, approve, and adjust timing.
ThuClose the week, record results, prep next week.

Definition of ready

Before it belongs on the calendar

Type is correct Dates are clear Owner is assigned Countries and platforms are selected Theme and pillar are selected when relevant Objective or key result is linked when relevant

Rules

Keep it usable

One item, one owner. Use fields instead of stuffing details into titles. Campaigns should link to an objective or key result. Tasks are for execution, not strategy. Show tasks when timing matters. Hide them when reviewing the big picture. Close the loop with results.

Before launch

Nothing goes live with mystery work

Brief is usable Media files are attached Tasks have owners Task dates make sense Approvals are clear Result metric is known