Individual skill

campaign-benchmarking

Use this skill when someone needs to know whether a campaign's numbers are actually good — before setting targets for a launch, when reporting performance to someone who needs context rather than raw figures, or when comparing across clients, segments, and time periods. Produces a verdict with the comparison layer named, plus what to do about it. Trigger phrasings: "is this reply rate good", "what should we expect", "set targets for this campaign", "how do we compare", "benchmark this", "our numbers dropped", "is 3% good", "what's a normal reply rate".

skills/tanyo-gochev/campaign-benchmarking/SKILL.md

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Last checked: Nov 11, 2026

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Repository stars (not skill ratings): 237
Repository last updated: Oct 20, 2026
License: MIT

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marketing Derived category

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Applies when a number needs a verdict. Produces the verdict, the layer it was judged against, and the action it implies.

## A number without a comparison is not a result

A 5% reply rate is exceptional cold to enterprise executives and poor for warm re-engagement with existing users. The number alone tells you nothing. Benchmarking supplies the missing half — whether to celebrate, optimise, or stop.

## Three layers, in order of usefulness

**Layer 1 — external averages.** Published figures aggregated across platforms and agencies. Use these as a sanity check only: they average across wildly different offers, segments, and levels of competence, so they're a floor for "is something catastrophically wrong", never a target.

**Layer 2 — your own history.** What the same motion produced for you before. This is the layer that actually drives decisions, and it's the one most teams don't keep. Building it costs nothing but the discipline of recording every campaign's outcome next to its offer, segment, and volume.

**Layer 3 — like-for-like within your own book.** The same offer to a different segment, or the same segment with a different offer. This is the only layer that isolates a variable well enough to be causal.