# Your complete marketing workflow

Fill in the goal, audience, offer, source permissions, named owners, channels, baseline and review date. This is a planning worksheet; it does not execute work.

## 1. Define the business goal
Choose the business decision, success measure, scope, budget and review date.
- Input: Offer, business context and current baseline
- Output: A scoped brief with a measurable goal
- Review: The customer agrees the scope and owns the decision.
- If blocked: Return to the sponsor to resolve the goal before research.
- Named owner:
- Due date / evidence of completion:

## 2. Map the buyer journey
Define the buyer, their decision, the objection to answer and the next action at each channel.
- Input: Brief, ICP and existing customer questions
- Output: Audience, message hypotheses and a channel journey
- Review: The intended reader and conversion route are explicit.
- If blocked: Interview the customer expert and narrow the audience.
- Named owner:
- Due date / evidence of completion:

## 3. Collect and qualify evidence
Gather first-hand material, check public sources and map claims to dated evidence. Record gaps and permissions.
- Input: Buyer question and authorized sources
- Output: Evidence pack and claim ledger
- Review: Consequential claims have support; unknowns remain visible.
- If blocked: Research further, narrow the claim or remove it.
- Named owner:
- Due date / evidence of completion:

## 4. 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.
- Input: Audience map and evidence pack
- Output: Production brief and, where needed, a test plan
- Review: A hypothesis is labeled as a hypothesis; spending needs an assigned owner.
- If blocked: Return to research or revise the test. Inconclusive results trigger another decision.
- Named owner:
- Due date / evidence of completion:

## 5. Produce the complete asset set
Write the core asset, adapt it for each channel and create the supporting visuals. Preserve claims and source context across versions.
- Input: Accepted production brief, sources and brand context
- Output: Core content, channel adaptations and finished media
- Review: Each asset has a destination, source context and version.
- If blocked: Return the missing input to the brief owner.
- Named owner:
- Due date / evidence of completion:

## 6. 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.
- Input: All finished assets and evidence
- Output: Version-bound findings and corrected assets
- Review: Content quality, no-AI-slop and applicable media checks pass. A failed check sends the asset back.
- If blocked: Return to evidence for unsupported claims or production for writing and media fixes. Recheck the changed version.
- Named owner:
- Due date / evidence of completion:

## 7. Get customer acceptance
Present the article, channel copy and media. Collect changes or acceptance for the exact version and destination.
- Input: Readable package and resolved review findings
- Output: Accepted version or a specific revision request
- Review: A human decision is recorded. Revisions require renewed review.
- If blocked: Route edits to production, then repeat quality review and customer acceptance.
- Named owner:
- Due date / evidence of completion:

## 8. Deliver usable files
Package a PDF, editable copy, channel text and original media. Share through the agreed channel and confirm receipt.
- Input: Accepted package and agreed delivery channel
- Output: Customer files, version record and delivery receipt
- Review: Files open, links work and the correct customer can access the package.
- If blocked: Repair the export or access issue and confirm receipt again.
- Named owner:
- Due date / evidence of completion:

## 9. Publish and distribute
Schedule or publish the approved versions. Check live rendering, links and tracking; record where and when each asset appeared.
- Input: Accepted assets, calendar and channel permissions
- Output: Live URLs and a distribution log
- Review: Publishing authorization and channel access are in place. Prepared files do not count as published.
- If blocked: Hold the affected channel until access or approval is resolved. Do not duplicate an uncertain send.
- Named owner:
- Due date / evidence of completion:

## 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.
- Input: Replies, enquiries and permitted engagement data
- Output: A qualified conversation or a recorded no-fit decision
- Review: Interest is verified and follow-up matches the person's context and permissions.
- If blocked: Request missing context or close the lead with a reason.
- Named owner:
- Due date / evidence of completion:

## 11. Agree the next commercial step
Agree a meeting, proposal, purchase or scoped engagement. Record objections, the decision and the owner of onboarding.
- Input: Qualified need and evidence of fit
- Output: A won, lost or pending opportunity with a next action
- Review: Terms and commitments are confirmed by the responsible person.
- If blocked: Follow the agreed decision timeline, revise the scope or close the opportunity.
- Named owner:
- Due date / evidence of completion:

## 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.
- Input: Baseline, delivery effort, channel results and buyer decisions
- Output: Outcome review and the next prioritized brief
- Review: Observed results are separate from assumptions. Customer success and onboarding questions feed the next cycle.
- If blocked: Keep unknowns marked and assign data collection before claiming improvement.
- Named owner:
- Due date / evidence of completion: