Demand Generation Campaign Brief

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  "description": "Demand Generation Campaign Brief is a fictional OPF example for marketing teams. It demonstrates a realistic presentation structure with catalog-backed design and content payloads.",
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    "outcome": "Launch an integrated campaign around the new benchmark report",
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      "The audience can state the decision in one sentence.",
      "The owner and next checkpoint are explicit."
    ]
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      "Make the decision visible.",
      "Use concrete operating language."
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  "narrative": {
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    "description": "Demand Generation Campaign Brief uses a compact evidence-to-decision arc for Brightpath Analytics.",
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        "name": "Evidence",
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      {
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        "signal": "#334155",
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      "center": {
        "text": "Internal planning draft"
      },
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        "slideNumber": true
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      "src": "asset:cover-bg",
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  "slides": [
    {
      "id": "s1",
      "section": "Opening",
      "layout": "title-subtitle",
      "tag": "Marketing",
      "title": "Demand Generation Campaign Brief",
      "subtitle": "Brightpath Analytics Marketing",
      "notes": "Open by naming the decision: Launch an integrated campaign around the new benchmark report."
    },
    {
      "id": "s2",
      "section": "Context",
      "layout": "text-3x",
      "title": "Why This Matters",
      "text": [
        "Brightpath Analytics should focus the next cycle on ",
        {
          "text": "launch an integrated campaign around the new benchmark report",
          "bold": true,
          "color": "#B45309"
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        " while making the operating tradeoffs clear to marketing stakeholders."
      ]
    },
    {
      "id": "s3",
      "section": "Evidence",
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      "title": "Signal Trend",
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      "chart": {
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            "Current",
            "Baseline"
          ],
          "rows": [
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              "Q1",
              21,
              18
            ],
            [
              "Q2",
              25,
              20
            ],
            [
              "Q3",
              28,
              22
            ],
            [
              "Q4",
              32,
              24
            ]
          ]
        }
      }
    },
    {
      "id": "s4",
      "section": "Options",
      "layout": "table-1x",
      "title": "Decision Options",
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        "columns": [
          "Workstream",
          "Owner",
          "Status",
          "Decision"
        ],
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          [
            "Marketing",
            "Program lead",
            "At risk",
            "Continue"
          ],
          [
            "Data and reporting",
            "Analytics",
            "On track",
            "Tighten metric definitions"
          ],
          [
            "Field adoption",
            "Operations",
            "Watch",
            "Add weekly office hours"
          ]
        ]
      }
    },
    {
      "id": "s5",
      "section": "Plan",
      "layout": "text-2x",
      "title": "Execution Timeline",
      "type": "timeline",
      "timeline": {
        "name": "Marketing execution path",
        "description": "Major milestones for Brightpath Analytics.",
        "events": [
          {
            "when": "Jul",
            "what": "Baseline",
            "description": "Confirm current state, owners, and constraints."
          },
          {
            "when": "Aug",
            "what": "Pilot",
            "description": "Run a narrow pilot with visible success criteria."
          },
          {
            "when": "Sep",
            "what": "Scale",
            "description": "Expand the approach after risk review."
          },
          {
            "when": "Oct",
            "what": "Embed",
            "description": "Move reporting and routines into steady-state operations."
          }
        ]
      }
    },
    {
      "id": "s27-regions",
      "section": "Operating model",
      "layout": "number-3x",
      "title": "Operating Model",
      "top:left": {
        "metric": {
          "value": "11 days",
          "label": "Primary signal",
          "description": "Launch an integrated campaign around the new benchmark report",
          "trend": "down"
        }
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          "Brightpath Analytics should focus the next cycle on ",
          {
            "text": "launch an integrated campaign around the new benchmark report",
            "bold": true,
            "color": "#B45309"
          },
          " while making the operating tradeoffs clear to marketing stakeholders."
        ]
      },
      "middle+bottom:left": {
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          "text": "The path is workable if we keep the metric simple and the decision owner visible.",
          "attribution": "Marketing working group",
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        }
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            "Owner",
            "Status",
            "Decision"
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              "Marketing",
              "Program lead",
              "At risk",
              "Continue"
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              "Data and reporting",
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              "Tighten metric definitions"
            ],
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              "Field adoption",
              "Operations",
              "Watch",
              "Add weekly office hours"
            ]
          ]
        }
      },
      "notes": "Use this slide to slow the conversation down around ownership and operating rhythm."
    },
    {
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      "section": "Evidence",
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      "title": "Evidence Pack",
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                  "Q2",
                  17,
                  12
                ],
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                  "Q3",
                  20,
                  14
                ],
                [
                  "Q4",
                  24,
                  16
                ]
              ]
            }
          }
        },
        {
          "quote": {
            "text": "Teams already know where the friction is; the deck makes the sequence of choices explicit.",
            "attribution": "Program sponsor",
            "source": "Planning interview"
          }
        },
        {
          "metric": {
            "value": "91%",
            "label": "Expected improvement",
            "unit": "%",
            "delta": "+6 pts",
            "trend": "up"
          }
        }
      ]
    },
    {
      "id": "s27-image",
      "section": "Context",
      "layout": "image-2x",
      "title": "Field Context",
      "type": "image",
      "image": {
        "src": "asset:supporting-photo",
        "alt": "Marketing context photo for Brightpath Analytics",
        "title": "Marketing context"
      },
      "notes": "Use the image as context, not decoration."
    },
    {
      "id": "s27-code",
      "section": "Appendix",
      "layout": "code-1x",
      "title": "Decision Rule",
      "code": {
        "source": "const score = urgency * confidence;\nif (score >= threshold) {\n  routeToSponsor(workstream);\n} else {\n  keepInWeeklyReview(workstream);\n}",
        "language": "ts",
        "filename": "demand-generation-campaign-brief-rule.ts"
      },
      "hidden": false
    },
    {
      "id": "s10",
      "section": "Close",
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      "title": "Decision and Follow Through",
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        [
          "Commit to ",
          {
            "text": "launch an integrated campaign around the new benchmark report",
            "bold": true
          }
        ],
        {
          "text": "Name the sponsor and operating owner.",
          "description": "Keep one person accountable for momentum."
        },
        {
          "text": "Publish the progress rhythm.",
          "description": "Use the same metric definitions every week."
        },
        {
          "text": "Return with proof.",
          "description": "Bring customer, employee, resident, or learner evidence into the next review."
        }
      ]
    }
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    "id": "brightpath-analytics",
    "name": "Brightpath Analytics",
    "legalName": "Brightpath Analytics, Inc.",
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    "domain": "brightpath-analytics.example",
    "email": "hello@brightpath-analytics.example",
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      "threads": "@brightpath-analytics",
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  "speaker": {
    "id": "speaker",
    "name": "Jon Alvarez",
    "title": "Operating Lead",
    "organizationId": "brightpath-analytics",
    "bio": "Leads marketing planning for Brightpath Analytics.",
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      "threads": "@brightpath-analytics-speaker"
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  "takeaway": "Launch an integrated campaign around the new benchmark report",
  "duration": 9,
  "tags": [
    "business-functions",
    "marketing",
    "sell",
    "persuasive",
    "dense"
  ],
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      "src": "./assets/brightpath-analytics-logo.svg",
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      "title": "Marketing walkthrough",
      "mediaType": "video/mp4"
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    "metric-data": {
      "src": "./data/demand-generation-campaign-brief.csv",
      "format": "csv",
      "title": "Demand Generation Campaign Brief data"
    },
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