Customer journey
Discover the offer → define the brief → review the work → receive usable files → see the outcome → choose the next engagement.
The complete operating process
From the first brief to the next buyer decision.
See the entire workflow, including who does the work, what the customer receives and how results feed the next cycle.
Use this as an operating plan. Research, production and sharing are currently operator-led; the planner does not start a live workflow.
End-to-end overview
Four phases. One continuous learning loop.
- 01
Define
An agreed brief and usable evidence
View steps 1 to 3 → - 02
Build
A complete package with quality checks
View steps 4 to 6 → - 03
Approve and deliver
Accepted files and recorded publication
View steps 7 to 9 → - 04
Follow through and learn
Buyer decisions that inform the next cycle
View steps 10 to 12 →
Buyer questions, customer feedback and measured outcomes return to the next brief.
Marketing journey
Content → distribution → intent capture → nurture → conversion. Carry the buyer question and next action through all five.
Revision loop
Missing evidence returns to research. Failed quality checks return to production. Customer edits go through review again before delivery.
Choose your workflow
Every step, from brief to business outcome.
Choose a path to see its assets, production work and checks. All paths include customer delivery and the commercial follow-through.
Content campaign
Answer a buyer question and distribute it across your chosen channels.
Expected assets: Article, LinkedIn copy, supporting visual, delivery package and publishing plan.
Phase 1 / An agreed brief and usable evidence
Define
- STEP 01
Define the business goal
Choose the business decision, success measure, scope, budget and review date.
- Owner
- Marketing lead + customer
- Starts with
- Offer, business context and current baseline
- Produces
- A scoped brief with a measurable goal
- Review before handoff
- The customer agrees the scope and owns the decision.
If this step needs more work
Return to the sponsor to resolve the goal before research.
Methods and current delivery
Brand intake and content strategy
Operator-led
- STEP 02
Map the buyer journey
Define the buyer, their decision, the objection to answer and the next action at each channel.
- Owner
- Strategist + customer expert
- Starts with
- Brief, ICP and existing customer questions
- Produces
- Audience, message hypotheses and a channel journey
- Review before handoff
- The intended reader and conversion route are explicit.
If this step needs more work
Interview the customer expert and narrow the audience.
Methods and current delivery
Customer journey and positioning
Operator-led
- STEP 03
Collect and qualify evidence
Gather first-hand material, check public sources and map claims to dated evidence. Record gaps and permissions.
- Owner
- Researcher + subject expert
- Starts with
- Buyer question and authorized sources
- Produces
- Evidence pack and claim ledger
- Review before handoff
- Consequential claims have support; unknowns remain visible.
If this step needs more work
Research further, narrow the claim or remove it.
Methods and current delivery
Editorial research and content quality gate
Operator-led
Phase 2 / A complete package with quality checks
Build
- STEP 04
Choose the message and test
Choose the angle, asset mix and CTA. If a message is uncertain, define a bounded test, its budget and success criteria before scaling it.
- Owner
- Strategist + marketing lead
- Starts with
- Audience map and evidence pack
- Produces
- Production brief and, where needed, a test plan
- Review before handoff
- A hypothesis is labeled as a hypothesis; spending needs an assigned owner.
If this step needs more work
Return to research or revise the test. Inconclusive results trigger another decision.
Methods and current delivery
Content planning and Angle Test
Operator-led; experiments use configured tools
- STEP 05
Produce the complete asset set
Draft the article, adapt its useful points for LinkedIn and create a supporting image. Keep the same claim ledger across the package.
- Owner
- Writer + designer or video editor
- Starts with
- Accepted production brief, sources and brand context
- Produces
- Article, LinkedIn copy, supporting visual, delivery package and publishing plan
- Review before handoff
- Each asset has a destination, source context and version.
If this step needs more work
Return the missing input to the brief owner.
Methods and current delivery
Writing, repurposing, image and video methods
Operator-led
- STEP 06
Review content and finished media
Check usefulness, claims, writing style and source fidelity. Inspect actual images at display size; play finished video and check captions and audio when included.
- Owner
- Editorial reviewer + media reviewer
- Starts with
- All finished assets and evidence
- Produces
- Version-bound findings and corrected assets
- Review before handoff
- Content quality, no-AI-slop and applicable media checks pass. A failed check sends the asset back. Path checks: Content quality, no-AI-slop, image inspection and exact-version customer acceptance.
If this step needs more work
Return to evidence for unsupported claims or production for writing and media fixes. Recheck the changed version.
Methods and current delivery
Content, writing, visual and format-specific gates
Local review records; operator inspection
Phase 3 / Accepted files and recorded publication
Approve and deliver
- STEP 07
Get customer acceptance
Present the article, channel copy and media. Collect changes or acceptance for the exact version and destination.
- Owner
- Named customer reviewer
- Starts with
- Readable package and resolved review findings
- Produces
- Accepted version or a specific revision request
- Review before handoff
- A human decision is recorded. Revisions require renewed review.
If this step needs more work
Route edits to production, then repeat quality review and customer acceptance.
Methods and current delivery
Content quality gate and customer handoff
Manual customer review; portal integration planned
- STEP 08
Deliver usable files
Package a PDF, editable copy, channel text and original media. Share through the agreed channel and confirm receipt.
- Owner
- Delivery owner
- Starts with
- Accepted package and agreed delivery channel
- Produces
- Customer files, version record and delivery receipt
- Review before handoff
- Files open, links work and the correct customer can access the package.
If this step needs more work
Repair the export or access issue and confirm receipt again.
Methods and current delivery
Customer content exporter
Local exports; sharing is operator-led
- STEP 09
Publish and distribute
Publish the article and approved social posts; check links and log relevant replies.
- Owner
- Channel owner
- Starts with
- Accepted assets, calendar and channel permissions
- Produces
- Live URLs and a distribution log
- Review before handoff
- Publishing authorization and channel access are in place. Prepared files do not count as published.
If this step needs more work
Hold the affected channel until access or approval is resolved. Do not duplicate an uncertain send.
Methods and current delivery
Channel-specific distribution workflows
Manual or separately configured publishing
Phase 4 / Buyer decisions that inform the next cycle
Follow through and learn
- STEP 10
Capture intent and follow up
Record the buyer question and source. Qualify the need, assign a next step and send a relevant response through an agreed channel.
- Owner
- Marketing operations + relationship owner
- Starts with
- Replies, enquiries and permitted engagement data
- Produces
- A qualified conversation or a recorded no-fit decision
- Review before handoff
- Interest is verified and follow-up matches the person's context and permissions.
If this step needs more work
Request missing context or close the lead with a reason.
Methods and current delivery
Intent capture and nurture
Operator-led; connected CRM optional
- STEP 11
Agree the next commercial step
Agree a meeting, proposal, purchase or scoped engagement. Record objections, the decision and the owner of onboarding.
- Owner
- Sales or engagement owner
- Starts with
- Qualified need and evidence of fit
- Produces
- A won, lost or pending opportunity with a next action
- Review before handoff
- Terms and commitments are confirmed by the responsible person.
If this step needs more work
Follow the agreed decision timeline, revise the scope or close the opportunity.
Methods and current delivery
Sales handoff and proposal workflow
Human-led
- STEP 12
Measure, learn and start again
Review the agreed window. Compare accepted work, time, cost and qualified outcomes. Record limits, corrections and the next question.
- Owner
- Analyst + marketing lead
- Starts with
- Baseline, delivery effort, channel results and buyer decisions
- Produces
- Outcome review and the next prioritized brief
- Review before handoff
- Observed results are separate from assumptions. Customer success and onboarding questions feed the next cycle.
If this step needs more work
Keep unknowns marked and assign data collection before claiming improvement.
Methods and current delivery
Analytics digest and learning record
Operator-led; measurement sources configured per engagement
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