In 2012, Palin was somewhat of an effective cheerleader... BUT... she also attached herself to the Tea Party movement, with FOX news behind her, and then took credit for their advances. It could have just as easily been Huck or Rudy or Bachmann or whoever with the FOX pundit hat, and the tea party still would have won all those seats. America was ready for it. It was an engineered effort by a network (fox) from the RNC, and Palin was a very effective spokeswoman for it. Good at it - but not her work. Rather, she was an employee for a movement way bigger than her.
That being said, she's effective at that. She didn't need to brag about a "Chief of Staff" to do that. I see no other possibility than the fact she's running, at this point.