---
title: "Plan campaign strategy"
slug: "plan-campaign-strategy"
abstract: "Use Strategy in SitecoreAI to define objectives, coordinate work, and deliver campaigns on time and on brand."
---
# Plan campaign strategy

The **Strategy** app in [SitecoreAI](https://doc.sitecore.com/sai/en/users/sitecoreai/sitecoreai/sitecoreai.html "SitecoreAI") connects long-term marketing planning with briefing, campaigns, deliverables, and collaborative work. Use it to understand what your team plans to deliver, coordinate who will do the work, and track progress.

A *campaign* represents a major marketing initiative, such as a product launch, seasonal promotion, or digital advertising strategy. You can start by creating a brief and converting it into a campaign, **or** create a campaign for a known initiative and then link or create briefs to capture its requirements. This flexibility accommodates both idea-led planning and campaigns scheduled in advance.

Within a campaign, *deliverables* define tangible outcomes, such as a landing page or a set of marketing assets. *Tasks* identify the actions and responsibilities needed to complete those outcomes. Tasks can also be created independently of campaigns for other work. The [campaign calendar](https://doc.sitecore.com/sai/en/users/sitecoreai/plan-campaign-strategy/managing-campaigns/campaign-calendar.html "Campaign calendar") provides monthly and annual visibility into campaign schedules.

Together, these capabilities help marketers progress from annual planning to coordinated execution. Future integrations are intended to connect deliverables more directly with Sitecore content and support agent-assisted work; those future capabilities are not required for the workflows described here.

To access it, in the navigation menu, click **Strategy**.

> [!important]
> To use the Strategy features, ensure Stream is enabled in the Sitecore Cloud Portal and that you have been added as a Stream user. If Stream isn't enabled yet, click Enable Stream in Cloud Portal and follow the on-screen instructions.

![Screenshot of the Strategy tab.](https://doc.sitecore.com/api/markdown-image/sai/en/users/sitecoreai/images/SCAI_Strategy_with_Brieftypes.png)

## Strategy options

The left sidebar in **Strategy** provides the core tools and actions for campaign strategy and planning:

### Overview

A dashboard view of [strategic campaign activities](https://doc.sitecore.com/sai/en/users/sitecoreai/plan-campaign-strategy/strategy-overview.html "Strategy overview"):

- Get a snapshot of insights across your sites.
- View timelines and milestones in the **Deliverable calendar**. This monthly calendar is different from the campaign planning calendar.
- Monitor briefs across their lifecycle (*Draft*, *In review*, *Approved*).
- Review upcoming campaigns.
- Use the [Agentic studio widget](https://doc.sitecore.com/sai/en/users/sitecoreai/sitecoreai/navigating-the-interface.html#agentic-studio-widget "Agentic studio widget") to access agents and other features in Agentic studio.

    > [!important]
    > To use the agentic features, ensure Stream is enabled in the Sitecore Cloud Portal and that you have been added as a Stream user. If Stream isn't enabled yet, click Enable Stream in Cloud Portal and follow the on-screen instructions.

### Assistant

Chat with the AI-powered [Brand Assistant](https://doc.sitecore.com/sai/en/users/sitecoreai/plan-campaign-strategy/using-the-brand-assistant/using-the-brand-assistant.html):

- Ask questions about your brand guidelines, audience, and competitors.
- Access approved brand kit details.
- Generate on-brand content and campaign ideas.
- Draft briefs and brainstorm long-form content.

### Briefs

Turn ideas into structured [campaign briefs](https://doc.sitecore.com/sai/en/users/sitecoreai/plan-campaign-strategy/managing-briefs/managing-briefs.html) faster:

- Create smart briefs manually or with AI assistance using consistent templates.
- Create and manage [brief types](https://doc.sitecore.com/sai/en/users/sitecoreai/plan-campaign-strategy/managing-briefs/brief-types/brief-types.html "Brief types") used to build marketing briefs.
- Add context by uploading supporting files.
- Refine drafts and finalize before approval.
- Publish briefs and use them to create campaigns.


### Tasks

Manage and track work across SitecoreAI from a centralized [Tasks](https://doc.sitecore.com/sai/en/users/sitecoreai/plan-campaign-strategy/managing-tasks/managing-tasks.html) workspace:

- Create tasks independently or as part of a campaign.
- Assign tasks to team members and set priorities and due dates.
- View and manage tasks assigned to you or other team members.
- Collaborate using comments and keep discussions connected to tasks.
- Use checklists to organize activities and define review requirements.
- Set status, due date, and priority to track task progress.

### Campaigns

Plan and manage [campaigns](https://doc.sitecore.com/sai/en/users/sitecoreai/plan-campaign-strategy/managing-campaigns/managing-campaigns.html) in a single workspace:

- Create campaigns and define objectives, timelines, deliverables, and tasks.
- Plan campaigns using **Month**, **3 months**, **6 months**, and **Year** calendar views.
- Add an existing brief or create a brief after the campaign has been created.
- Assign responsibilities to team members.
- Update campaign details as work evolves.
- Track progress and identify bottlenecks early.

## Example workflow: From plan to execution

Your starting point depends on how the marketing initiative develops.

### Start with an idea or brief

1. **Explore an idea** - use the [Brand Assistant](https://doc.sitecore.com/sai/en/users/sitecoreai/plan-campaign-strategy/using-the-brand-assistant/generate-a-campaign-brief.html "Generate a campaign brief") to brainstorm and generate an initial brief, or create one from **Briefs**.
2. **Refine the brief** - review the audience, objectives, message, and creative requirements. Edit or collaborate on the brief as needed.
3. **Create the campaign** - when ready, [convert the brief into a campaign](https://doc.sitecore.com/sai/en/users/sitecoreai/plan-campaign-strategy/managing-briefs/convert-a-brief-into-a-campaign.html "Convert a brief into a campaign").
4. **Define outcomes** - [add deliverables](https://doc.sitecore.com/sai/en/users/sitecoreai/plan-campaign-strategy/managing-campaigns/add-a-deliverable-to-a-campaign.html "Add a deliverable to a campaign") and [tasks](https://doc.sitecore.com/sai/en/users/sitecoreai/plan-campaign-strategy/managing-campaigns/add-a-task-to-a-deliverable.html "Add a task to a deliverable"). Assign contributors and track work.
5. **Monitor execution** - use the campaign views and the **Overview** page to monitor deadlines and progress.

## Start with a scheduled campaign

1. **Plan the marketing year** - use the [campaign calendar](https://doc.sitecore.com/sai/en/users/sitecoreai/plan-campaign-strategy/managing-campaigns/campaign-calendar.html "Campaign calendar") to review known product launches and seasonal initiatives in the **Year** view.
2. **Create the campaign** - [create a campaign](https://doc.sitecore.com/sai/en/users/sitecoreai/plan-campaign-strategy/managing-campaigns/create-a-campaign.html "Create a campaign") directly, including from the calendar's **Month** view.
3. **Add briefing context** - use the campaign's **Briefs** tab to [link an existing brief](https://doc.sitecore.com/sai/en/users/sitecoreai/plan-campaign-strategy/managing-briefs/link-a-brief-to-a-campaign.html "Link a brief to a campaign") or [create a new one](https://doc.sitecore.com/sai/en/users/sitecoreai/plan-campaign-strategy/managing-briefs/create-a-smart-brief.html "Create a smart brief"). Add more briefs as requirements develop.
4. **Create deliverables** - identify concrete outputs, such as a product landing page and associated assets, and set their due dates.
5. **Coordinate work** - create tasks within deliverables or the campaign, assign team members, and use task comments to collaborate.
6. **Track progress** - review the campaign and associated work. You can also use the separate **Tasks** page [to manage other tasks across SitecoreAI](https://doc.sitecore.com/sai/en/users/sitecoreai/plan-campaign-strategy/managing-tasks/manage-tasks-across-sitecoreai.html "Manage tasks across SitecoreAI").