activation-map

Activation Map Skill

When to Use

• After defining new customer segments or insights that require action.
• Aligning marketing, sales, CS, and product teams on who owns what.
• Tracking adoption and performance of segment-driven campaigns.

Framework

1. Segment/Insight Summary – describe target segments, size, and business goal.
2. Play Mapping – list recommended plays (campaign, nurture, CS program, product change) with owners.
3. Channel & Asset Needs – specify content, tooling, and integrations required.
4. Measurement – define KPIs, dashboards, and review cadence.
5. Feedback Loop – gather learnings, update plays, and inform next iteration.

Templates

• Activation matrix (segment, play, owner, timing, KPI).
• Brief template for play owners.
• Scorecard format for exec reviews.

Tips

• Keep owners accountable by including due dates and status fields.
• Tie KPIs back to the original segmentation goal for clarity.
• Pair with segmentation-framework updates to maintain alignment.

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