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Strategy

Strategy is the page where you decide who you are selling to, what you say to them and how you reach them. You decide it once, and Social, CRM, Ads and Creatives use that decision instead of asking you to retype it on every run. The page lives at /<workspace>/strategy, needs a Launch-tier plan, and is shown by default to the Marketing role.

📷 Screenshot: Strategy page with the four tabs (Overview, Audiences, Positioning, Campaigns) and the "Draft my strategy" action on an empty Overview.

What this page is for​

Everything else in Launch produces content: a post, an email, an ad campaign. Each of those needs the same three answers: which audience, which message, which destination. Without Strategy, each surface would work them out again from your product summary, or ask you to type "target audience" and "brand context" into a form.

Strategy is the one place those answers live. You write them, or let the platform draft them and correct them, and the rest of Launch reads them. Agents never assemble the strategy from parts. They read one compiled strategy brief, which this page keeps up to date every time you save.

It is deliberately not a 27-section marketing planner. Sales process, budgets, unit economics and org planning are out of scope. The objects here are the ones a 2–50 person software team actually uses to go to market.

Tabs​

The page has four tabs, read in the order you work: Overview → Audiences → Positioning → Campaigns.

Overview​

Your goal, the plan and how it is going, in one place:

  • the headline goal and its progress
  • a compact Strategy health strip: how complete the strategy is, when it was last confirmed, Refresh from product, and a notice only when the product summary changed after your last confirmation
  • the Business card (the category you compete in and the problem you solve), shared by every audience
  • the AI status, the plan, experiments and recent activity

An empty workspace shows Draft my strategy here instead.

Audiences​

The list of who you sell to. Each audience combines the segment, the personas on the buying committee, their pains and jobs-to-be-done, the trigger events that make them look for a product like yours, the objections you will hear, and which of your features matter most to them. You can rank, activate or archive audiences. The AI can suggest new ones; they arrive as suggested until you keep or discard them.

Each row shows two chips:

  • Positioning: Shared or Positioning: Customized: whether this audience uses the shared positioning or has its own version of some fields. The chip opens Positioning for that audience.
  • N campaigns: how many campaigns target the audience. The chip opens Campaigns filtered to it.

The older ?tab=segmentation link still lands here.

Positioning​

How you talk about the product. The tab has three groups, and each one has its own Refresh and Confirm, so refreshing one never rewrites another:

  • Product core: what the product does (its capabilities), the differentiators, and proof points (numbers, logos, quotes).
  • Messaging: the category statement, the value proposition, messaging pillars, tone and voice, the offers you send people to (trial, demo, a plan), and objection handling.
  • Market context: market trends and the alternatives buyers weigh you against, including "do nothing", each with why you win and why you lose.

Positioning for one audience. When you have active audiences, a Positioning for selector at the top switches between All audiences (shared) and one audience. Most audiences should simply use the shared positioning. If one audience's story really is different, choose it and press Customize for this audience. Nothing is saved until you edit a field.

  • Every field is marked Inherited from shared or Overridden.
  • You can override the value proposition, pillars, proof, objections, which capabilities to emphasize, trends and alternatives. Tone and offers are always shared.
  • Reset to shared drops one override. Stop customizing names every override it will discard, asks you to confirm, and returns the audience to the shared positioning.
  • An audience-specific field replaces the shared field as a whole. Fields you did not override keep following the shared positioning, including later edits to it.

Switching the selector only changes the view; nothing is loaded or saved.

Campaigns​

The executable unit: a campaign pairs an audience with a message, channels and a goal. Each campaign has a target audience, a trigger, the message and offer, the channels it runs on, a journey stage, its landing pages and a measurable goal. New campaigns start with one audience. You can add more, but the first active audience in the list is the campaign's target audience, and its positioning is the one the campaign uses. From a campaign you generate content for Social, draft outreach for CRM or draft an ad campaign for Ads. All of them use the target audience's positioning, unless a piece of content is written for one of the campaign's other audiences. The campaign lists every artifact it produced together with its outcomes, and shows which Positioning it uses: shared, or the target audience's customized version.

Stages. Every campaign shows one stage: Idea / experiment → In review → Approved → Running → Measuring → Scaled (or Stopped). An experiment is not a separate kind of campaign; it is the stage a campaign starts in. A campaign set up to test a hypothesis moves through the same stages, driven by its experiment's review and results. A paused campaign keeps its stage and shows a Paused badge.

Proposed for review. When the AI proposes campaigns (Propose campaigns), they appear in their own Proposed for review list with the AI's reasoning. Approve, Edit or Dismiss each one. A proposal can't go live until it is approved. If your workspace runs experiments automatically, proposals arrive already approved.

Landing pages. A campaign has one primary landing page, which is where its links send traffic, and can list more pages. The Landing pages view inside Campaigns is the library: each page's URL, its conversion definition (a GA4 key event, optionally on another GA4 property, or a path reached after landing), its variants, its GA4 sessions, conversions and conversion rate, and Used by: the campaigns that use it. You can't archive a page that an active campaign uses as its primary page; the library tells you which campaign to change first. A page the AI registered is marked and waits for your approval. The library measures pages that already exist; it does not build them.

📷 Screenshot: Campaigns tab with a proposed campaign awaiting review and the stage chips on the list.

Links to the retired tabs still work: Plays links open Campaigns (a link to one play opens that campaign), Landing Pages links open the landing page library, and Context links open Overview. Campaign links use ?tab=campaigns&campaignId=…; the landing page library is ?tab=campaigns&view=landingPages.

Draft my strategy​

A workspace with no strategy shows one primary action: Draft my strategy. It runs the strategy agent over what the platform already knows and fills every section with an editable first draft. Its inputs are your product summary, the AI product analysis, repository capabilities, site metadata, the marketing fields on recent ChangeLog entries, your GA4 audience report (if connected), post history and contact-list counts. You correct the draft rather than start from a blank form.

Each group can be refreshed on its own (Refresh on Business, Product core, Messaging or Market context) without overwriting fields you have already edited, unless your Strategy settings say to. Refresh from product on Overview refreshes everything.

Provenance chips​

Every field records where its current value came from and when:

  • AI draft: written by the drafting agent and not yet touched.
  • Edited: you changed it.
  • Confirmed: you reviewed it and marked it correct. Confirm on a group confirms that group only.

These chips let a downstream agent say "based on your Engineering Managers at Series A SaaS audience, last confirmed three weeks ago". They also let Overview flag the strategy as stale when the product summary has changed since it was confirmed.

How Social, CRM, Ads and Creatives consume the brief​

  • Social: Compose and Ideas accept an optional audience or campaign; the draft carries a chip showing what it was written for.
  • CRM: the Create tab offers Draft from campaign, with a subject and body written for the campaign's audience and offer (see CRM).
  • Ads: Draft from campaign produces a local, pending ad campaign structure: objective, ad groups, keywords, headlines and descriptions from your messaging pillars, and a suggested audience. You push it to Google Ads paused with an explicit second click.
  • Creatives: Target Audience and Brand Context are pickers from Strategy, with an "override for this run" option instead of a required free-text field.

All four read the same compiled brief. When a run is for one audience or one campaign, the brief uses that audience's positioning, including its overrides. A change on Positioning reaches every channel on the next run.

Campaigns → Agents → Scheduler​

A campaign can be run now, on a date, or on a recurring schedule ("every Monday"). Each of those creates a schedule on Agents → Scheduler next to every other scheduled item, with the campaign name as a chip and a campaign filter. You can also schedule a campaign's CRM or social drafts from the campaign itself. They go through the same checks those pages apply (HubSpot sender, list eligibility, platform limits). The campaign lists its schedules, so you can always see what it is about to do.

Landing pages, conversion rates and UTM tagging​

A campaign's goal can be conversions or conversion rate on its primary landing page, so the goal is measurable rather than aspirational. To make that work, every link a campaign produces is tagged automatically: social post bodies, CRM email bodies and Ads final URLs all go through the same tagger. It sets the source to the channel, the medium to social / email / cpc, the campaign to the campaign and the content to the individual artifact. You never see or type a UTM. Because of the tags, the landing page library can split a page's conversions by campaign and by channel from one source (GA4). Google Ads keeps its own auto-tagging as well.

Without a connected GA4 account the landing page library shows Connect analytics, and campaigns use provider-side metrics only. GA4 data lags a day or two; the rollup runs nightly and shows when it last synced.

How Strategy ties to the other pillars​

  • From Code → ChangeLog: the marketing fields on each entry (customer impact, social angle, demo strategy) feed the strategy draft, and a release is a natural trigger for a new campaign.
  • From Discover → Analytics: the GA4 audience report seeds Audiences. The conversions, attribution and landing-page reports are what the landing page library and campaign goals are measured against.
  • From Discover → Roadmap: a feature moving to Complete is a trigger event; the campaign you attach to it is what Social and Ads draft from.
  • To Social, CRM, Ads and Creatives: each reads the compiled brief and an optional audience or campaign, so messaging stays consistent across channels without being retyped.
  • To Agents → Scheduler: campaign runs and scheduled sends appear there with a campaign chip, so everything that goes out is in one list.
  • To Discover → Analytics: every campaign link is UTM-tagged, so the Attribution tab can break performance down by campaign and channel.