1. Commercial objective
- What business number must change?: ____________________
- Current value, target and deadline: ____________________
- Why this matters now: ____________________
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A marketing brief that makes decisions visible.
Copy these six sections into your working document. If a prompt cannot be answered, mark it unknown—do not fill the gap with adjectives.
Ranchi · India → World · MMXXV
2. Audience and decision
- Specific buyer and buying situation: ____________________
- Trigger, barrier and alternative: ____________________
- Evidence from calls, search or sales: ____________________
3. Offer and proof
- What is being offered?: ____________________
- Why should the buyer believe it?: ____________________
- Claims that cannot be made: ____________________
4. Scope and constraints
- Channels and deliverables in scope: ____________________
- Budget, geography and languages: ____________________
- Legal, brand and production constraints: ____________________
5. Measurement
- Primary and guardrail metrics: ____________________
- Data source and attribution rule: ____________________
- Review cadence and decision thresholds: ____________________
6. Ownership
- Decision maker and contributors: ____________________
- Approval window: ____________________
- Accounts, files and handover owner: ____________________
One-sentence test
We need to move [commercial metric] from [current] to [target] by [date] for [specific audience], by changing [behaviour], measured in [source of truth].