Marketing Manager only · Marketing · PI Playbook / Annual Planning and Budgeting

Inspect campaigns like production inspects jobs

A PI Playbook treats marketing as a process: plan, inspect, keep what works, kill what does not. Hoping a campaign 'is running' is not management.

Uninspected spend is the most polite form of theft from profit.

Marketing

Tactics by seat

Every campaign has a start date, a stop date, a lead goal, a CPL cap, and an owner. Review weekly.
Do not add a new channel until the current ones have a written inspection rhythm.