Useful work. Made tangible.

Illustrative sample01 / Decision brief

Which audience should we focus on first?

Hypothetical context: a small service business has several possible audiences and limited capacity to market to all of them.

Decision to resolve

Select one audience and one offer for an initial validation effort.

Evidence to gather

Review existing enquiries, interview potential buyers and map the team’s delivery capacity. No evidence has been collected for this example.

Assumptions to test

The audience recognizes the problem, has a reason to act and can be reached through a manageable channel.

Options to compare

Compare audience fit, access to buyers, urgency and delivery requirements. Record uncertainty rather than assign invented scores.

Proposed next step

Agree an owner and a small discovery effort before committing to a broader campaign.

What the real engagement would need

Your business context, approved source material, agreed interview access and a decision-maker. The scope determines whether primary research is included.

Hypothetical example. No client data, completed project or achieved result is represented.

Illustrative sample02 / 90-day roadmap

From an audience hypothesis to a reviewable test.

Hypothetical objective: find out whether one defined service offer creates relevant enquiries. Outcomes are unknown.

1. Days 1-30 · Clarify

   Review the offer and customer questions. Select one audience and one next action. Document the assumptions and the available baseline.

   Example output: Decision brief and message outline

   Owner to agree: Business lead, with advisory support

2. Days 31-60 · Build & test

   Prepare a scoped landing-page message and a small set of outreach or content assets. Confirm approvals, follow-up ownership and permitted data use.

   Example output: Campaign brief and enquiry follow-up plan

   Owner to agree: Marketing lead; technical work scoped separately

3. Days 61-90 · Review & decide

   Review enquiry relevance, customer questions and follow-up completion. Record attribution limits. Decide whether to refine the offer, continue the test or stop.

   Example output: Review note and next decision

   Owner to agree: Business decision-maker

Dependencies, not hidden promises

Timing depends on approvals, access, team capacity and agreed scope. Media spend, website engineering and specialist work are not automatically included.

Hypothetical example. No client data, completed project or achieved result is represented.

Illustrative sample03 / Measurement plan

Measure what supports the next decision.

Hypothetical test: connect an offer page and selected content to a relevant enquiry. These rows define measures, not performance.

Review agreement

Assign an owner, define each measure and agree a review cadence. Note missing data and attribution limits before interpreting a change.

Privacy boundary

Use only permitted data, minimize personal information and agree access and retention before collection. AI-assisted summaries require approved tools and human review.

Hypothetical example. No client data, completed project or achieved result is represented.