Product

Brief Coach

A brief is the plan behind a piece of marketing. When the brief is weak, the work that comes out is weak too.

Brief Coach reads your brief and does what a good strategist would: it asks the hard questions until the plan is clear and worth doing. Why are we really doing this, and what would success actually look like? What do we want to be known for? What can only we say? And can the team actually make it? It uses your own goals, numbers and brand, so the questions fit your business, not generic advice. Twenty years of marketing experience, built into the questions it asks.

It pushes, but it never writes the brief for you and never just hands you a yes or no. The thinking stays yours. We build it around your business and hand it over.

A coaching session, in full. A marketer brings a credible-looking brief, and the coach pressure-tests it: where the objective and KPIs sit on the ladder of marketing metrics, which of them is a commercial outcome and which isn't, and what's missing. Press the button to take each turn, and watch which rung the coaching is on. (Illustrative, not a real client.)

The ladder of marketing metrics

Every goal sits on one of these. Only the top is a commercial outcome; only the bottom is an output, not an outcome. The coach lights the rung it's working on.

Commercial

Profit · Revenue

Customer behaviour

Penetration · Frequency · Share of wallet

Memory

Salience · Consideration · Coming to mind

Communication

Reach · Engagement · Registrations

Activity

Budget spent · Impressions bought · Assets shipped

The brief measured only the bottom two rungs. The coaching walks it up.

brief coachA coaching session

You, a marketer

I'm briefing a launch campaign for our new product. The objective is to build awareness and consideration with our target buyers. The KPIs are 2 million in reach, a 4% engagement rate, and 1,500 registrations for the launch webinar. Can you pressure-test it before it goes to the agency?

Step 1 of 13

Want Brief Coach built for you?

We build it around your strategy, your positioning and your metrics, then hand it over. Or talk it through with Paul first.

Book a chat with Paul → See the other products

isa

Hi, I'm Isa. Brief Coach reads your marketing brief and asks the sharp questions a good strategist would, so the plan comes out clear and worth doing. It never writes the brief for you. Would you like to talk to Paul about building it for your team? You can grab thirty minutes here.