The campaign operating system of GTM Operator, built by James Gilbert, 3x B2B SaaS CMO. One campaign type can't carry a growth plan. This OS makes sure all three engines fire, and that brand, GEO, and AI layer across all of them instead of becoming a fourth engine nobody owns.

The three engines

🔄 Channel / Lifecycle — the always-on engine. Paid, organic, nurture, and lifecycle motion that never stops running. Its job is coverage and consistency. It is never "done." It gets tuned.

⚡ Episodic — the memory engine. Themed creative moments and big ideas that make the market feel something. Its job is flashbulb memories the market can't forget. Two to four per year, done loudly, beats twelve done quietly.

🎯 GTM — the pursuit engine. Targeted pursuit of a mapped TAM: ABM waves aligned with Sales and BDR, segment by segment. Its job is putting the right accounts in motion on purpose, not waiting for them.

The rule: brand investment, GEO strategy, and AI agents are layers across all three engines, not a fourth engine. Every campaign card carries them.

How to run the OS

1. Every campaign lives in the Campaigns database below. One owner per card, not a team.
2. A card doesn't move to In production without a written Memory moment: one sentence on what the market should remember. If you can't write it, it's a task, not a campaign.
3. Weekly: open the Quarterly Calendar view in the GTM meeting. Anything Live gets 60 seconds: pacing vs. goal.
4. Per wrap: post-mortem within 5 business days. The Wrapped, no post-mortem view stays empty. Anything sitting there is a campaign you paid for and didn't learn from.
5. Quarterly: rebalance on the Engine Board. An empty lane means the plan is leaning on one engine. Fix the plan, not the slide.

Post-mortem format

Every wrapped campaign gets a post-mortem page with five sections:

• What shipped. One paragraph: what went out, where, when. Links to the work.
• The number. Goal metric vs. actual. No narrative yet, just the number and the gap.
• What made it memorable (or didn't). Did the memory moment land? Evidence: replies, mentions, screenshots. If nothing was memorable, say so plainly. That is a finding.
• What compounds. What feeds the next campaign: assets to reuse, audiences built, lessons that change the playbook. A campaign that leaves nothing behind was rented, not built.
• Keep / kill / scale. One word, one sentence of reasoning. Update the experiment repository so the team never re-tests what it already learned.