Commitment · Foundational

Campaign is the accountable initiative

adopted a build gate proves it

Campaign is the time-bounded accountable initiative. Parent Campaign is an optional roll-up, Campaign Purpose is a classifier, and Tactic is the executable child; no parallel Program hierarchy is introduced.

What goes wrong without it

Marketing organisations accumulate layers — programme, portfolio, initiative, workstream — each added by a team that wanted one more level of roll-up. Every layer is another place spend and outcome can be attributed, and after two or three of them it stops being answerable which level owns a number. One accountable unit that may nest inside itself gives the roll-up without the ambiguity.

What proves it — 2

Each is a gate the build runs: a check inside a ring, a whole ring, or an eval beside them. A build stops at the first that refuses.

registry integritytyped relationships
Every relationship has declared endpoint kinds and a governed cardinality.
registry integritythe hierarchy holds
A tactic stands within its campaign and an action within its tactic. For each containment the kernel declares, along the road that makes one the child of the other, the child narrows what the parent declares, a window, a geography, an audience, and never widens it, or keeps what the parent honours, a preference, a permission basis, and never drops it. A parent that declares nothing binds nothing, and the same road declared at two levels can no longer contradict itself.

Derived from — 1

SalesforceUnderstand Campaign Hierarchy

Kinds it licenses

Campaign Campaign Purpose Tactics KPIs Goals Channel Surface Content Types

Relationships it licenses

parent campaign · has purpose · contains tactic · measured by · supports goal · uses channel · uses surface · uses content type

Where this model stands

Campaign is the only accountable unit. Programme and Portfolio are not separate kinds; a roll-up is a Campaign whose parent is another Campaign. An objective is a Goal and a key result is a Target, the level on a KPI that a Campaign pursues and is judged against; neither is a unit of accountability.

A Campaign carries exactly one purpose from a closed set of seven, and at most one parent.

A tactic stands within its campaign: it runs in a window, a geography and an audience its campaign declares and never a wider one, and it keeps every preference and permission basis its campaign honours; an action stands within its tactic the same way. The kernel’s campaign declares each containment with its rule, narrows or keeps, and FND-038 holds every one, so the roads the two levels share cannot contradict each other.

RUL-002