The campaign bullet is an important pitch tool. The bullet is
similar to an "elevator pitch" or other short form communique – in that
the purpose is to quickly and effectively communicate intent or
purpose. The campaign bullet is a composite paragraph constructed from
the primary components of your campaign. This is an example of a
campaign bullet:

The mission of the campaign is to expand the western sales territory. The objective of the campaign is to increase our market share 50% over the next 6 months. Our strategy
is to take this share from competitor XYZ by promoting our quality and
price advantages relative to XYZ’s product recall and union strike. Our
primary tactic will be to identify XYZ’s largest most vulnerable key accounts and win these accounts. The required campaign elements, competencies and infrastructure
will include key account selling, supported by email/direct mail +
custom landing pages, and a lock-in three year deal. The total campaign
budget is $239,000. We expect results of $7.5 million in new customer wins with a margin of $2.5 million within the 6 month campaign duration. Expected campaign ROI is in excess of 10x.

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