Intake quality is an operating control
A campaign request is ready when the team has enough reliable information to make the next decisions without guessing. A long form does not guarantee quality, and a short form is not automatically agile. The test is whether missing information will create avoidable clarification, rework, approval delay, or launch risk.
Use the checklist at the point where a request moves from idea to committed work. Requirements can evolve, but material unknowns should be visible and owned rather than silently transferred to delivery teams.
Business objective and audience
- Decision or behavior
The request states what the audience should understand, decide, or do.
- Business outcome
The intended contribution is named without treating a channel metric as the final objective.
- Audience definition
Inclusion, exclusion, geography, language, eligibility, and suppression rules are understood.
- Evidence
The audience need or opportunity is supported by an approved insight, strategy, or business decision.
- Priority
The request has a clear reason to enter the queue now and can be compared with competing work.
Offer, content, and channel readiness
- Value exchange
The offer or message is clear, approved in principle, and relevant to the intended audience.
- Terms and constraints
Eligibility, dates, inventory, fulfilment, pricing, and required legal terms are known where applicable.
- Content scope
Required assets, variants, languages, formats, and accessibility needs are identified.
- Channel role
Each requested channel has a defined purpose in the experience, not simply a copied deliverable list.
- Rights and expiry
Usage rights, review dates, and content expiry are understood before production begins.
Data, technology, and measurement
- Data availability
Required attributes, consent, identifiers, and activation dates are confirmed with the responsible owner.
- Platform path
The systems that create, approve, activate, and measure the work are known.
- Dependencies
Feeds, integrations, agency inputs, landing experiences, and external decisions have owners and dates.
- Success measure
The primary measure, supporting diagnostics, baseline, and reporting owner are defined.
- Learning plan
The request states what the team expects to learn and how that learning will influence later work.
Ownership, approvals, and timing
- Business owner
One person is accountable for the objective, priority, and material trade-offs.
- Decision makers
Creative, legal, privacy, data, brand, channel, and executive approvals are identified where required.
- Real deadline
The launch date is tied to a business event or decision, and internal review time is included.
- Exception authority
The person who can accept scope, timing, quality, or risk trade-offs is known.
- Working team
The teams expected to deliver have acknowledged the request and surfaced material constraints.
Assign a readiness decision
| State | Meaning | Action |
|---|---|---|
| Ready to plan | Material requirements and owners are clear | Commit the work and confirm the delivery plan |
| Needs clarification | A bounded set of questions remains | Assign each question, owner, and decision date |
| Blocked | A critical dependency, approval, or feasibility issue prevents responsible commitment | Keep the request visible but do not start hidden production work |
| Not prioritized | The request may be valid but does not currently justify capacity | Record the decision and revisit through the normal prioritization cadence |