AI Marketing Playbook Template

# AI Marketing Playbook ## [Company Name] | [Quarter/Year] --- ## Executive Summary **Objective:** Implement AI in [ONE high-friction workflow] to reduce operational debt, improve [specific metric], and prove measurable ROI within 90 days. **The Problem We're Solving:** - [Describe the workflow bottleneck: e.g., "Content approval cycles take 5+ days, blocking campaign launches"] - **Time leaking:** [Quantify: e.g., "12 hours/week in coordination and rework"] - **Revenue at stake:** [Connect to business impact: e.g., "Delayed campaigns miss 15% of monthly pipeline opportunities"] **Why This Matters Now:** [Explain operational debt impact: e.g., "Our team spends 40% of strategy time on admin tasks instead of growth work. AI can rewire this."] --- ## Part 1: Workflow Audit & Selection ### The Workflow We're Targeting **Name:** [e.g., "Content Brief to First Draft Production"] **Current State:** | Step | Owner | Time | Bottleneck? | Cost | |------|-------|------|-------------|------| | [Step 1: e.g., "Gather requirements"] | [Role] | [Hours] | [Yes/No] | [$ or % of salary] | | [Step 2: e.g., "Write brief"] | [Role] | [Hours] | [Yes/No] | [$ or % of salary] | | [Step 3: e.g., "Draft content"] | [Role] | [Hours] | [Yes/No] | [$ or % of salary] | | [Step 4: e.g., "Internal review"] | [Role] | [Hours] | [Yes/No] | [$ or % of salary] | | [Step 5: e.g., "Revisions"] | [Role] | [Hours] | [Yes/No] | [$ or % of salary] | | **Total Cycle Time** | — | **[X hours]** | — | **[Total $]** | **Why This Workflow:** - Directly impacts [revenue metric: e.g., "campaign velocity and pipeline contribution"] - Affects [team size]: [X] people spend [Y]% of their time here - Operational debt: [Describe: e.g., "5 approval loops, unclear ownership, tool sprawl between Slack, email, and docs"] --- ## Part 2: AI Lever & Solution Design ### The AI Intervention **What We're Automating:** [e.g., "AI-assisted brief-to-draft generation using GPT-4 + brand guardrails"] **How It Works:** 1. [Step 1: e.g., "Marketer inputs brief into custom prompt template"] 2. [Step 2: e.g., "AI generates 3 draft variations in brand voice"] 3. [Step 3: e.g., "Marketer selects best version, makes light edits (5 min)"] 4. [Step 4: e.g., "Approved draft moves to review (no rework loop)"] **Tools & Stack:** - **AI Model:** [e.g., "GPT-4 via OpenAI API"] - **Integration:** [e.g., "Custom Zapier workflow + Slack notification"] - **Governance Layer:** [e.g., "Brand compliance rules, data masking, approval log"] - **Ownership:** [Role] is DRI for setup and maintenance **What Success Looks Like:** - **Time Saved:** From [X hours] to [Y hours] per cycle = [Z]% reduction - **Quality Gate:** [Metric: e.g., "0 brand violations, 90%+ approval on first draft"] - **Velocity Impact:** [e.g., "Campaigns launch 3 days faster, enabling 2 additional campaigns/quarter"] --- ## Part 3: Lightweight Governance & Risk Management ### Guardrails (Not Gatekeepers) **Data & Security:** - ✓ [Policy: e.g., "No customer PII, account numbers, or confidential pricing in prompts"] - ✓ [Policy: e.g., "All AI outputs logged and retained for 90 days for audit"] - ✓ [Policy: e.g., "API keys stored in [secure vault], rotated quarterly"] **Brand & Compliance:** - ✓ [Rule: e.g., "All AI drafts must pass brand voice checklist before human review"] - ✓ [Rule: e.g., "Legal review required for [specific content types]"] - ✓ [Rule: e.g., "Regulatory/compliance claims require human verification"] **Ownership & Escalation:** - **DRI:** [Role] — day-to-day tool management - **Escalation:** [Role] — brand/compliance decisions - **Executive Sponsor:** [Role] — ROI tracking and expansion decisions **Shadow AI Prevention:** - [Action: e.g., "Monthly team sync to surface ad-hoc AI use"] - [Action: e.g., "Approved tools list published in team wiki"] - [Action: e.g., "Quarterly audit of AI spend across all subscriptions"] --- ## Part 4: 90-Day Implementation Roadmap ### Phase 1: Setup & Pilot (Weeks 1–2) | Milestone | Owner | Deadline | Success Criteria | |-----------|-------|----------|------------------| | Tool procurement & access | [Role] | [Date] | [e.g., "API keys live, test prompts running"] | | Prompt engineering & brand templates | [Role] | [Date] | [e.g., "3 approved prompt templates, tested with 5 samples"] | | Governance doc signed off | [Role] | [Date] | [e.g., "Legal, compliance, brand all approved"] | | Pilot team trained (4–5 people) | [Role] | [Date] | [e.g., "100% attendance, hands-on test completed"] | ### Phase 2: Controlled Rollout (Weeks 3–6) | Milestone | Owner | Deadline | Success Criteria | |-----------|-------|----------|------------------| | Pilot produces [X] outputs | [Role] | [Date] | [e.g., "20 AI-assisted drafts completed, logged"] | | Quality & time metrics tracked | [Role] | [Date] | [e.g., "Avg draft time: [Y] hours, approval rate: [Z]%"] | | Feedback loop & prompt refinement | [Role] | [Date] | [e.g., "2 prompt iterations based on pilot learnings"] | | Governance stress-tested | [Role] | [Date] | [e.g., "0 compliance issues, audit trail complete"] | ### Phase 3: Full Rollout & Scale (Weeks 7–12) | Milestone | Owner | Deadline | Success Criteria | |-----------|-------|----------|------------------| | All [X] team members trained & live | [Role] | [Date] | [e.g., "100% adoption, 50+ outputs/month"] | | ROI dashboard live | [Role] | [Date] | [e.g., "Time saved, campaign velocity, pipeline impact visible"] | | Expansion decision made | [Role] | [Date] | [e.g., "Approved to scale to [next workflow]"] | --- ## Part 5: ROI Measurement & Business Case ### Baseline Metrics (Pre-AI) | Metric | Current State | Target State (90 days) | Impact | |--------|---------------|------------------------|--------| | [e.g., "Avg cycle time per asset"] | [X hours] | [Y hours] | [Z]% faster | | [e.g., "Approval cycles per asset"] | [X] | [Y] | [Z] fewer loops | | [e.g., "Assets produced per FTE/month"] | [X] | [Y] | [Z]% increase | | [e.g., "Campaign launch delays"] | [X days avg] | [Y days avg] | [Z] days saved | | [e.g., "Pipeline contribution (campaigns/qtr)"] | [X] | [Y] | [Z] additional campaigns | ### Financial ROI **Cost of Implementation:** - Tool subscription: $[X]/month × 3 months = $[Total] - Setup & training (internal time): [X hours] × $[rate] = $[Total] - **Total Investment:** $[Amount] **Value Created (90 days):** - Time saved: [X hours/month] × 3 months × $[hourly rate] = $[Total] - Productivity gain: [X additional campaigns] × $[avg revenue per campaign] = $[Total] - Operational efficiency: [X% reduction in rework] × [team cost] = $[Total] - **Total Value:** $[Amount] **ROI:** [X]% | **Payback Period:** [X weeks] **Annualized Impact (if scaled):** $[Amount] + [X] additional campaigns/year --- ## Part 6: Scaling & Next Workflows ### Workflows to Tackle Next (Priority Order) 1. **[Workflow Name]** — [Why: e.g., "Same team, similar bottleneck, proven playbook"] - Estimated time savings: [X hours/month] - Estimated ROI: [X]% 2. **[Workflow Name]** — [Why] - Estimated time savings: [X hours/month] - Estimated ROI: [X]% 3. **[Workflow Name]** — [Why] - Estimated time savings: [X hours/month] - Estimated ROI: [X]% ### System-Level Wins (Beyond Tools) - [e.g., "Consolidate approval workflows across [X] teams using AI-assisted routing"] - [e.g., "Build reusable prompt library to reduce tool sprawl and training time"] - [e.g., "Establish AI CoE to govern expansion and prevent shadow AI"] --- ## Appendix: Team Roles & Responsibilities | Role | Responsibility | Time Commitment | |------|-----------------|------------------| | [e.g., "Content Lead"] | [e.g., "Pilot execution, feedback, rollout champion"] | [X hours/week] | | [e.g., "Marketing Ops"] | [e.g., "Tool setup, integration, governance logging"] | [X hours/week] | | [e.g., "Brand Manager"] | [e.g., "Prompt templates, brand compliance, QA"] | [X hours/week] | | [e.g., "Legal/Compliance"] | [e.g., "Risk review, policy sign-off, audit"] | [X hours/week] | | [e.g., "CMO/Sponsor"] | [e.g., "Executive alignment, scaling decisions, reporting"] | [X hours/week] |