At this point, you've defined what you sell, how to explain it, when it becomes relevant, and how the conversation starts.
Now we can answer the question most people jump to too early: What should the outreach actually look like?
The Core Model
Buying Situation × Motion = Campaign Strategy
Buying Situation → when it matters
Motion → how conversation starts
Campaign Strategy → how you approach it
Same situation + different motion = different strategy
Same motion + different situation = different strategy
What Strategy Actually Defines
A strong campaign strategy answers four things:
- Entry Point — How you open the conversation
- Narrative Path — How the idea unfolds across messages
- Framing — How the problem and solution are positioned
- CTA Style — How you move the conversation forward
Example: Same Situation, Three Strategies
Buying situation: decisions are escalating to the CEO
Cold Outbound Strategy
Entry: pattern observation
Narrative: recognition → consequence
Framing: peer insight
CTA: light check
"After a missed quarter, I often see more decisions land back on the CEO — does that show up for you right now?"
Search Intent Strategy
Entry: align with active problem
Narrative: mechanism → outcome
Framing: solution clarity
CTA: evaluation-oriented
"If decisions keep escalating to the CEO, the fix is usually clarifying ownership in the weekly leadership rhythm…"
Inbound Strategy
Entry: reference prior interest
Narrative: tighten problem → suggest next step
Framing: continuation
CTA: direct but natural
"Saw you were looking at how leadership teams handle decision flow — want to walk through one example together?"
What Comes Next
Once the strategy is defined, the next step is making it repeatable.
That's where Messaging Frameworks come in.