Campaign Kickoffs

Campaign Kickoff Process

Kickoff Documents

Before the internal kickoff takes place, a kickoff document must be created using the standardized templates (Content or Demand Gen).

Kickoff Document Creation Process

The kickoff document is built using these templates Content & Demand Gen in the following stages:

Step 1: Dry Details

Owner: Raisa

Raisa is responsible for filling in all factual, system-based details, including:

• Dashboard access information

• Customer logos

• Relevant links (PeerSpot pages, dashboards, assets)

• Contracted programs (high level)

• Any other Salesforce-based or static account information

Step 2: Delivery Input

Owner: Delivery Team

Delivery adds all known delivery context, including:

• Summary of the most recent campaign(s), if applicable

• Existing integrations

• New or updated integrations required

• Dates, timelines, and pacing

• Job title lists

• Target account lists

• Any delivery-related constraints or dependencies
  
  

Delivery should also clearly list open questions to be addressed during the kickoff call.

Step 3: Customer Success Finalization

Owner: Customer Success

Customer Success reviews the full document and:

• Connects all sections into a clear narrative

• Adds best practices and recommendations

• Suggests relevant training sessions

• Proposes cadence (e.g., bi-weekly syncs)

• Ensures the document aligns with customer goals and expectations

Once finalized, the document is used for internal alignment and then for the customer kickoff call.

Internal Kickoff Meeting

Please prioritize scheduling this internal kickoff as soon as a deal is closed.

The internal kickoff process ensures clear alignment across Customer Success, Sales, and Delivery before engaging the customer. This helps us share context, confirm ownership, surface open questions, and run more focused, effective customer kickoff calls.

Once a Customer Win comes in, the CSM is responsible for scheduling an internal kickoff meeting between:

• Customer Success (CSM)

• Account Executive (AE)

• Delivery

Purpose:

• Review the kickoff document together

• Align on goals, scope, and messaging

• Review open questions and ownership

• Confirm next steps ahead of the customer kickoff

This meeting ensures everyone is aligned before speaking with the customer.

Customer Kickoff Call

The CSM is responsible for:

• Reaching out to the customer to schedule the kickoff call (see sample email below)

• Using the finalized kickoff document as the agenda and source of truth during the call

• The goal of the customer kickoff is to align on objectives, confirm execution details, and set the foundation for a successful engagement.