CoreCMO

Your Operator Brief

Fill this once. Every prompt in the playbook will speak to your real company.

This is the central context file. Once you've populated it, every prompt card on the site will substitute your real company name, your real ICP, your real voice rules — no more [COMPANY NAME] placeholders. Your Brief stays on this device (saved in your browser); nothing is sent anywhere. Take 15 minutes. Be honest.

WHY THIS DOCUMENT MATTERS MORE IN 2026

"AI helps amplification. It does not inherently generate impact. If what you offer and why is fuzzy, AI multiplies the fuzziness. So before you multiply with AI, ask: what are you multiplying?"

This Brief IS what you're multiplying. Every AI tool you point at marketing work — every prompt, every agent in AI Operating Model (Web Operations, Performance Marketing, Field Marketing and the rest), every output across the playbook — runs on this context. Sloppy Brief, scaled wrongness. Tight Brief, scaled rightness. Fill it well.

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Section 1 · TAM, SAM & Market Sizing

Does the market exist?

The market math every downstream area of the playbook depends on. Source: TAM, SAM & Market Sizing.

1.1 TAM in $ (annual)

1.1.b Top-down sizing source & assumption

1.1.c Bottom-up sizing — account count × ACV ceiling

1.2 SAM in $ (annual)

1.2.b SAM filters & % impact

1.3 SOM in $ (3-year cumulative)

1.3.b Share-of-voice assumption

1.3.c Win rate against incumbents

1.4 Category CAGR

1.4.b Three macro trends shaping demand

Section 2 · ICP & Audience

Who you sell to.

The customer-context layer every targeting prompt and agent inherits from. Source: ICP & Audience.

2.1 Top 3 verticals (comma-separated)

2.2 Economic buyer (title + reporting line)

2.3 Champion (title + reporting line)

2.4 Technical evaluator

2.5 End user

2.6 Top 3 pains buyers describe in their own words (comma-separated)

2.7 Top 3 triggers — events that move a buyer from passive to active

Section 3 · Buyer Personas & Propensity

The humans inside the ICP.

One persona per buying-committee role, with propensity-to-buy signals per role. Source: Buyer Personas & Propensity.

3.1 Economic Buyer — title and reporting line

3.1.b Goals + Priorities + Challenges

3.1.c Top 3 objections + disarming response

3.2 Champion — title and reporting line

3.2.b Goals + Priorities + Challenges

3.2.c Top 3 objections + disarming response

3.3 Technical Evaluator — title

3.3.b Top 3 objections + disarming response

3.4 End User — title and context

3.4.b Top 3 objections + disarming response

3.5 Propensity scoring — signal weights

3.5.b Hot / Warm / Watching / Cold thresholds

Section 4 · Right-to-Win

Where you win consistently — the empirical truth.

The bridge between knowing your ICP and being able to charge a premium for it. Source: Right-to-Win.

4.1 Sales signal — top win-rate segment (industry + size + geography)

4.1.b Win rate vs. company average (multiple)

4.1.c Average sales cycle in this segment (days)

4.2 PLG or CS signal — highest-retention segment

4.2.b 12-month logo retention or NPS in segment

4.2.c Expansion velocity (NDR or seat growth)

4.3 Customer language — the recurring phrase across five conversations (verbatim)

4.3.b Buyer pain in their own words

4.3.c Named competitor or alternative they evaluated against

4.4 The three intersections — buyer pain you uniquely solve

4.4.b Segment where you have credibility

4.4.c Competitive gap that favors you

4.5 The synthesized Right-to-Win statement (one sentence)

Section 5 · Pricing & Packaging

What you charge, and how.

The pricing philosophy, tier architecture, value metric, discount policy, competitive position. Source: Pricing & Packaging.

5.1 Pricing anchor (value-based / cost-based / hybrid)

5.1.b Pricing transparency posture

5.2 Tier 1 (Starter) — name, price, target buyer

5.2.b Tier 2 (Professional) — name, price, target buyer

5.2.c Tier 3 (Enterprise) — name, price model, target buyer

5.3 Primary value metric

5.4 Discount approval tiers

5.4.b Justified discount conditions

5.5 Competitive price position (premium / parity / disruptor)

Section 6 · Brand & Positioning

Who you are.

The brand-context layer every prompt inherits from. Source: Brand & Positioning.

6.1 Company name

6.2 Category (one sentence — what you are, who you serve)

6.3 Stage

6.4 ACV (average contract value, $USD)

6.5 GTM motion — the single biggest driver of everything that follows. PLG and sales-led don't share a playbook.

6.6 Vertical & buyer environment — vertical SaaS gets the vertical playbook. Events, reviews, and analyst mix all change.

3.7 Regulatory posture — multi-select. Drives review platforms, legal-review cadence, and disclosure language.

SOC 2 (standard for B2B SaaS) HIPAA (US healthcare) FedRAMP / StateRAMP (US public sector) FINRA / SEC / SOX (financial services) GDPR / EU data residency ISO 27001 PCI DSS (payment data) Industry-specific (HITRUST, NIST CSF, etc.)

6.8 Buyer profile — who's actually using the product. Drives lifecycle channel, voice, and event tier.

6.9 Core conviction (one contrarian, defensible sentence about the world)

6.10 Brand pillars (4, comma-separated)

6.11 Voice DOs (5–8, comma-separated specific verbs/moves)

6.12 Voice DON'Ts (5–8, comma-separated)

6.13 Forbidden language (10 dead phrases, comma-separated)

6.14 Positioning statement (one sentence)

6.15 The differentiator you'd defend last

6.16 Right-to-Win statement — the upstream synthesis the brand work above is built on. One sentence: where you have the strongest right to win, and against whom. See Brand & Positioning for the framework, Product Marketing & Competitive Intel for competitive intel.

Section 7 · KPIs & Measurement

What you measure.

The metrics your CFO has signed off on. Source: KPIs & Measurement.

7.1 Primary KPI marketing owns

7.2 MQL definition (Boolean rule)

7.3 CAC payback target (months)

Section 8 · AI Voice Rules

How AI represents you.

The specific rules every agent in your stack must follow. Reinforces Sections 1.7–1.9.

8.1 AI-specific voice rules (one per line)

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Strategic · Creative · Data Driven · Revenue Accelerator