campaign-to-field

Campaign to Field

Turn marketing campaigns into field-ready sales tools. Marketing creates campaigns, messaging, and content — but reps need specific guidance on how to use that in their conversations, emails, and deals. This skill bridges that gap.

The Alignment Problem

Marketing launches a campaign: new positioning, new content, new ads. What happens next?

Without this skill: Reps get a Slack message saying "check out our new campaign!" and then... nothing changes in how they sell. Campaign ROI drops because the field doesn't adopt the messaging.

With this skill: The campaign is instantly translated into: talk tracks for each persona, email templates reps can send today, discovery questions that tie into campaign themes, objection responses that leverage new proof points, and a guide for which deals the campaign is most relevant to.

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How It Works

┌─────────────────────────────────────────────────────────────────┐
│                   CAMPAIGN TO FIELD                                │
├─────────────────────────────────────────────────────────────────┤
│  INPUT                                                            │
│  • Campaign brief, messaging doc, or launch plan                 │
│  • Product announcement or feature release                       │
│  • New content piece (whitepaper, case study, report)            │
│  • Updated positioning or messaging framework                    │
│                                                                   │
│  OUTPUT                                                           │
│  • Rep-ready summary (what changed and why it matters)           │
│  • Talk tracks per persona                                       │
│  • Email templates that reference campaign materials             │
│  • Discovery questions tied to campaign themes                   │
│  • Objection responses leveraging new proof points               │
│  • Deal targeting guide (which pipeline deals to apply this to)  │
│  • Internal FAQ for reps                                         │
├─────────────────────────────────────────────────────────────────┤
│  SUPERCHARGED (when you connect your tools)                      │
│  + ~~CRM: Auto-target pipeline deals for campaign relevance      │
│  + ~~CRM: Identify which reps/deals benefit most                 │
│  + ~~data enrichment (LinkedIn): Prospect targeting for campaign  │
│  + ~~chat: Distribute field-ready materials to sales channels    │
│  + ~~calendar/email: Context on upcoming meetings to leverage    │
└─────────────────────────────────────────────────────────────────┘

---

Getting Started

• "Marketing just launched a new campaign around [theme] — make it field-ready"
• "We have a new case study — turn it into sales ammunition"
• "New feature launching next week — build the sales enablement kit"
• "Here's our updated messaging — translate it for the field"
• "New whitepaper dropped — how should reps use this in deals?"

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Execution Flow

Step 0: Automatic Data Pull (Before Asking the User Anything)

CRITICAL: After receiving the campaign brief/materials from the user, immediately check what MCP tools are available and pull data to auto-generate the Deal Targeting section.

CRM Data Pull

Check if you have access to CRM tools (look for tools containing search_crm_objects, get_crm_objects, or similar).

If CRM tools ARE available:

1. Pull active pipeline deals. Search deals for open pipeline.

   • Properties: dealname, amount, dealstage, closedate, pipeline, hubspot_owner_id, dealtype, description, createdate
   • Assess which deals align with the campaign theme based on deal type, stage, and description

2. Pull associated contacts and companies. For high-relevance deals, get contacts and companies.

   • Match contact titles to campaign personas
   • Match company profiles to campaign ICP criteria

3. Map rep names. Use search_owners to identify which reps have deals that match the campaign target.

4. Auto-populate the Deal Targeting table. Instead of a generic template, list actual deals that should leverage this campaign:

   • High priority: Deals in Discovery/Demo stage matching campaign theme
   • Medium priority: Early-stage deals that could benefit from campaign content
   • Cite: "Per CRM: [Deal Name] is in [Stage] and matches campaign ICP"

Sales Intelligence Data Pull

LinkedIn (if available):

1. Search for prospect profiles matching campaign ICP. Use linkedin_search_leads with campaign persona titles.
   • Identify prospects in active pipeline deals who match campaign personas
   • This helps reps personalize campaign outreach to specific contacts

Calendar/Email Data Pull

If calendar/email tools are available (outlook_calendar_search, outlook_email_search):

1. Search for upcoming meetings with prospects matching campaign themes
2. Flag meetings in the next 2 weeks where reps could leverage new campaign materials
3. Add to Deal Targeting section: "Per Calendar: Meeting with [Company] on [Date] — use new talk track"

Chat Data Pull

If chat tools are available:

1. Search for any existing discussion about this campaign or launch
2. Identify which channels to distribute field-ready materials to
3. Surface rep questions or confusion about prior campaigns (to proactively address in FAQ)

Present What You Found

"I analyzed your pipeline and found [N] deals worth $[X] that align with this campaign. [N] of those have meetings in the next 2 weeks where reps can use these materials. I've built the deal targeting list and identified the reps who should prioritize this. Here's your field enablement kit..."

Step 1: Generate Field Enablement Kit

Build the complete kit using all evidence. Cite tool-sourced data: "Per CRM:", "Per Calendar:", "Per Slack:"

Step 2: Store and Distribute

• Register new campaign content in memory/content-registry.md
• Update memory/product.md if the campaign reflects a positioning change
• Trigger content-health checks on related assets (battle cards, playbooks) that may need updating

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Output Format

# Field Enablement: [Campaign/Launch Name]

**Campaign:** [Name]
**Launch Date:** [Date]
**Campaign Owner:** [Marketing contact]
**Field Readiness Date:** [When reps should start using this]

---

## TL;DR for Reps

[3-4 sentences: What changed, why it matters to your prospects, and what to do differently starting now. This is the only section a busy rep will read — make it count.]

---

## What's New

### The Change
[Clear description of what marketing launched or what changed]

### Why It Matters to Prospects
[Translate marketing language into prospect benefit language]

### Who Cares Most
| Persona | Why This Matters to Them | When to Bring It Up |
|---------|------------------------|-------------------|
| [Persona 1] | [Their specific pain this addresses] | [Deal stage or conversation context] |
| [Persona 2] | [Benefit] | [When] |

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## Talk Tracks

### For [Persona 1]
> "[Natural conversation script that introduces the campaign theme without sounding like a marketing brochure]"

### For [Persona 2]
> "[Adapted talk track for this persona's priorities]"

### For Existing Customers
> "[How to position this for expansion/upsell conversations]"

---

## Email Templates

### Cold Outreach Leveraging Campaign
**Subject:** [Template]
**Body:**
[Plain text email that references campaign content naturally]

### For Active Pipeline Deals
**Subject:** [Template]
**Body:**
[Email to send to prospects already in your pipeline]

### Content Share
**Subject:** [Template]
**Body:**
[Email that shares campaign content — whitepaper, case study, etc.]

---

## Discovery Questions

Campaign-themed questions to work into discovery:

1. "[Question that surfaces the pain the campaign addresses]"
2. "[Question about the trend/theme the campaign is built around]"
3. "[Question that sets up the campaign's key proof point]"

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## Objection Responses (Updated)

If the campaign introduces new proof points, these objections now have stronger responses:

### "[Objection]"
**Before:** [Old response]
**Now:** [Stronger response leveraging new campaign data/case study/proof point]

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## Deal Targeting

### Which Deals to Apply This To

**High priority:** [Deal characteristics where this campaign is most relevant]
**Medium priority:** [Deals where it's useful but not central]
**Not relevant:** [Deal types where this doesn't apply — don't force it]

### Suggested Outreach
| Deal | Stage | Why This Is Relevant | Suggested Action |
|------|-------|---------------------|-----------------|
| [Deal A] | Discovery | [Connection to campaign theme] | [Send email template X] |
| [Deal B] | Proposal | [Connection] | [Reference new case study] |

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## Rep FAQ

**Q: Do I need to change my pitch?**
A: [Honest answer — is this a tweak or a major shift?]

**Q: What collateral can I share with prospects?**
A: [List with links]

**Q: How does this affect our competitive positioning?**
A: [Impact on battle cards]

**Q: Do I need to update my active proposals?**
A: [Yes/no and guidance]

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Product Launch Kit

For major product launches, the output is more comprehensive:

1. One-page summary — What launched and why
2. Demo guide — How to show the new feature
3. Pricing impact — How pricing changes (if at all)
4. Competitive impact — How this changes our position vs. competitors
5. FAQ — Questions prospects will ask
6. Timeline — When features are available, GA date, etc.
7. Content updates needed — Which existing assets need refreshing (triggers content-health)

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Related Skills

• battle-cards → Update competitive position based on campaign/launch
• playbook-builder → Incorporate campaign messaging into playbooks
• content-health → Register new campaign content and flag stale assets
• gtm-memory → Log campaign context for future reference