Process Playbooks Aligned to the Customer Lifecycle

Receives campaign requests from the GTM Orchestrator. Owns the full REQUEST → ACHIEVED process path. Approves agent outputs at HITL gates. Routes attribution back to revenue dashboards.

Receives target-account signals from the GTM Orchestrator. Owns the full account-based motion across pre-sale and post-sale segments. Coordinates with CS Domain Expert for the implementation hand-off.

Owns inbound routing rules, ICP scoring thresholds, and SLA standards for response time. Reviews Tier 1 hand-offs before rep notification. Sets self-serve vs. sales-assist criteria. Coordinates with Campaign Domain Expert on lead source attribution and ABM Domain Expert when inbound accounts match target account list.

Receives event requests from the GTM Orchestrator. Owns the full REQUEST → ACHIEVED flight path for every event. Coordinates day-of execution including human-led live moments. Approves all public-facing event content before activation.

Owns paid spend governance across social and display channels. Approves creative before launch. Sets auto-pause and auto-scale thresholds. Reports spend efficiency to Campaign Domain Expert for cross-channel attribution.

Owns paid search governance. Approves keyword strategy and ad copy before launch. Sets ROAS and CPA guardrails. Coordinates with Campaign Domain Expert for cross-channel attribution. Reviews negative keyword additions before implementation.

Owns the editorial calendar, brand voice, and content quality standards. Approves all drafts before publish. Routes content across channels by lifecycle stage. Coordinates with SEO Domain Expert on keyword and topic strategy.

Owns keyword strategy and organic search performance. Reviews and approves content briefs before creation. Coordinates with Content Domain Expert on editorial calendar. Sets technical SEO standards and approves all structural content changes.

Owns the podcast guesting calendar and strategy. Reviews and personalizes pitches before send. Conducts all interviews directly — human-led. Approves repurposed content before distribution. Tracks appearance pipeline influence.

Owns media relationships and PR strategy. Approves all outbound press releases and pitches before send. Reviews and approves all responses to coverage. Makes editorial decisions on which stories to pursue. Conducts journalist relationship building directly.

Owns community engagement strategy and platform prioritization. Reviews all flagged conversations before response. Posts all brand responses directly — no autonomous posting. Identifies community members who should be routed into Advocacy or Referrals Growth Loops.

Owns review platform presence and strategy. Sets NPS and milestone thresholds for review requests. Approves all public responses — negative reviews always require human approval. Routes product issue patterns to product team. Tracks review-influenced pipeline.

Owns AI search visibility strategy. Reviews and approves all content restructuring before implementation — changes must be coordinated with SEO Domain Expert. Defines priority query list. Evaluates citation accuracy and competitive AI positioning.

Owns intent signal threshold configuration and account tiering. Reviews Tier 1 account briefs and personalizes outreach before send. Sets ICP fit criteria and scoring weights. Coordinates hot account hand-off to ABM Domain Expert when accounts enter active pipeline.

Owns health score model weights, thresholds, and routing rules. Calibrates score components per customer segment. Reviews Red account escalations and approves intervention plays. Coordinates with Renewals Domain Expert — the Health Score Agent feeds both plays. Tracks model accuracy over time.

Owns QBR calendar and account prioritization. Reviews all AI-generated decks before customer presentation. Conducts the QBR meeting directly. Sets action item standards. Routes expansion signals identified during QBR to ABM Domain Expert.

Owns ROI methodology and assessment framework. Approves all benchmark assumption updates — methodology changes require human validation before going live. Reviews high-score leads before routing. Ensures calculator outputs are defensible and accurate.

Owns territory assignment rules, sequence strategy, and booking SLA standards. Reviews Tier 1 prospect briefs before outreach. Monitors sequence performance and adjusts ICP targeting. Coordinates hand-off quality with AE team and ABM Domain Expert.

Owns PQL scoring thresholds, activation milestone definitions, and trial-to-paid conversion benchmarks. Reviews high-fit PQL hand-offs before sales engagement. Sets self-serve vs. sales-assist routing rules. Coordinates with SDR Domain Expert on PQL-to-pipeline conversion.

Owns approval authority thresholds, response library currency, and deal term guardrails. Reviews all non-standard pricing and custom contract terms. Ensures compliance with approved response library. Coordinates with Legal on contract exceptions and with Finance on pricing approvals.

Owns success plan templates, milestone definitions, and time-to-value benchmarks by customer tier. Intervenes when high-value accounts stall or deviate from plan. Coordinates with AE on post-close context and with CS on retention hand-off. Triggers Advocacy Loop when first value is confirmed.

Owns expansion signal thresholds, proposal approval, and commercial escalation rules. Reviews expansion proposals before delivery. Leads negotiation conversations for strategic accounts. Coordinates with CS Domain Expert on account relationship context and with Deal Desk on non-standard expansion terms.

Owns save play selection criteria, escalation authority thresholds, and win-back qualification rules. Leads all Tier 1 save conversations personally. Reviews churn debrief outputs before routing to ICP Learning Loop. Coordinates with executive team for strategic account escalations.

Owns content approval standards, competitive positioning, and asset distribution logic. Approves all battlecard and playbook updates before distribution. Coordinates with Product Marketing on messaging alignment and with Revenue Leadership on coaching priorities.

Owns partner tier criteria, co-sell rules of engagement, and MDF approval authority. Manages strategic partner relationships directly. Reviews all deal registrations for conflict or overlap with direct sales motion. Coordinates with AE team on co-sell opportunities and with Marketing on co-marketing programs.

Owns customer communication calendar, segmentation strategy, and brand voice standards for the installed base. Approves all broadcast communications before send. Coordinates with Product Marketing on feature release messaging and with CS on segment health targeting.

Monitors all open renewal windows. Receives risk classifications from agents. Steps in at Yellow and Red accounts. Approves pricing exceptions. Routes won renewals to CS and expansion signals to ABM. Feeds churn patterns back to ICP Learning Loop.

Monitors onboarding milestones across all active accounts. Reviews internal referral opportunities before any intro is made — human must approve before champion is asked. Coordinates handoff to ABM Domain Expert for new-team pipeline activation.

Manages the advocate roster. Approves all case study briefs and reference requests before customer is asked. Coordinates with Campaign and Content Domain Experts to publish advocacy assets. Tracks advocacy pipeline influence and reports to GTM Orchestrator.

Owns the ICP definition. Reviews proposed ICP updates before distribution — ICP changes have downstream impact across all acquisition plays and must be human-approved. Approves updated targeting criteria. Coordinates with Content to update persona messaging.

Owns the referral program strategy and incentive structure. Sets satisfaction thresholds for loop trigger. Reviews referral invite quality. Routes converted referrals to appropriate Sales motion. Tracks program ROI and adjusts incentives based on conversion data.

Owns the nurture library and segmentation rules. Sets re-engagement thresholds and track assignment logic. Reviews re-engaged prospects before routing back to Campaign or Sales. Tracks nurture-to-pipeline conversion rates and adjusts track content accordingly.