Marketing

Use This Guide For

Use Customer → Marketing to decide what demand to improve, turn that decision into a campaign, review evidence and draft assets, and deliberately publish through a connected channel. Marketing is not a general content generator: it is an operator-owned path from business context to measurable customer acquisition.

The Marketing tab appears only for people with the marketing capability. Organization setup and a Storefront archetype provide the business context that keeps recommendations, examples, and campaign language relevant.

Begin With One Decision

The first panel asks one owner-level question and recommends one next step. For a restaurant, that might be whether to fill slow nights, grow private dining, promote catering, or launch a seasonal menu. For another archetype, the wording and suggested motion change with that business.

  1. Read the question and the metric the recommendation is intended to move.
  2. Decide whether the recommended step addresses the current constraint.
  3. Choose the call to action or start a Marketing Strategist review.
  4. Keep the outcome specific enough to measure: an audience, offer, channel, proof point, time window, and desired response.

Avoid opening every advanced panel before making that first decision. The page uses progressive disclosure so strategy machinery does not obscure the operator’s immediate choice.

The recommendation reflects real campaign state

The recommended next step is derived from one shared reading of the workspace — the same reading the Marketing Strategist uses when you ask it a question. That reading covers your live campaigns and how far each has been executed, which drafts are waiting on your approval, which channels are actually connected, whether published work has current measurements, and what is currently blocked.

Because both the page and the coworker read the same thing, they cannot tell you two different stories about where marketing stands. The recommendation moves as the workspace moves:

Opening Marketing in more than one tab, or loading page sections at the same time, still uses one strategy workspace for the organization. A concurrent first load may finish through either request, but both views resolve to that same saved strategy rather than presenting a setup error or creating competing records.

What the workspace looks like What you are asked to do next
Drafts are waiting on you Review them before anything reaches customers
Copy is approved and a channel is connected Publish it, one explicit action at a time
Copy is approved but no channel is connected Connect the channel first
No strategy review has run, or it is overdue Run a strategy review
There is a strategy but no campaign Establish one bounded campaign
A campaign still has undrafted asset work Draft the outstanding assets for that campaign
Work is published but its results are stale Pull current channel results before judging it
Results are current Decide whether to continue, stop, or change the campaign

If something is blocking progress, the workspace names it and gives one recovery action rather than showing a wall of zeros. A channel that cannot report engagement (some can publish but not measure) is stated plainly, so results from that channel are attributed with tracked links instead of being silently counted as zero.

Review Strategy, Assumptions, and Proof

Open Strategy, assumptions & proof when the recommendation needs scrutiny. Review:

Use View current assumptions for the detailed strategy surface. Ask the strategist to challenge weak or generic assumptions, make the plan market-ready, or prepare a first campaign. A strategist response should save durable recommendations where the UI can show them; a useful idea that exists only in a chat is not yet an operating plan.

Build a Campaign Before Building Assets

Open Campaigns after the acquisition decision is clear. A campaign brief should establish:

Campaign briefs precede individual assets. This order prevents a polished post or email from becoming the de facto strategy. Asset tasks are the concrete work items that can become approval-gated drafts.

The Marketing Strategist will not invent a placeholder brief to make the page look busy. If it has nothing grounded to propose this cycle, Campaigns stays empty and the overview tells you so plainly, with the next step being to establish one bounded campaign. An empty Campaigns page is a truthful state, not a broken one — and it is more useful than a provisional brief you would have to recognise and discard.

When no campaign exists, return to the strategist workspace rather than creating unrelated assets. When an asset is incomplete, revise the task or proof before moving it into review.

Review and Publish

The marketing overview leads with what is waiting on you. When anything is pending, a strip in the first viewport shows drafts awaiting your review, approved posts ready to publish, or saved campaign briefs that have not yet produced anything reviewable — each linking straight to the action. The “Start here” question is for the state where nothing is actionable, so a month-old approval queue can no longer hide behind onboarding copy.

The Review & publish queue appears after there is archetype-fit campaign work to review. A fresh workspace deliberately shows an unlock message instead of empty operational queues.

Before publishing:

  1. Confirm the campaign and asset fit the current business archetype.
  2. Read the complete draft, audience, destination, and channel.
  3. Check proof, links, timing, consent, and contact restrictions.
  4. Confirm the correct channel connection is available.
  5. Use the channel’s explicit publish/send action and confirmation.
  6. Preserve the approval and resulting channel evidence.

Publishing is an external side effect. Approval of a draft and transmission to a channel are separate decisions; neither should be inferred from the existence of generated content.

Quarantined or Imported Content

If saved material uses language from a different business type—for example, software-platform copy in a restaurant workspace—the platform flags it as imported/test content and blocks it from publishing.

Your own product is never treated as a leak. If your storefront offers or value proposition name what you sell — including the platform itself, if you sell or resell it — copy about it can be approved and published.

Do not edit only the headline to clear the symptom. Replace or reset the off-archetype campaign, its asset tasks, and any dependent draft so audience, offer, proof, and measurement all describe the actual business.

Marketing to Other Business Types

If you sell the platform — as its vendor or as a partner reselling it — your buyers are other businesses, and each kind buys for a different reason. The Marketing Strategist plans one campaign per buyer type (for example HVAC contractors, dental practices, or IT partners), and drafts speak to that owner’s own day and benefit, while staying inside what is available today.

Correcting a Plan That Started Wrong

If the plan was bootstrapped on the wrong premise — the wrong buyer, or the wrong sales motion — tell the Marketing Strategist what is true. It can change how you reach buyers (for example to a partner channel) and retire the briefs and asset tasks built on the old premise. Retired work is archived with the reason, not deleted, and stops appearing on the strategy page, the calendar and the scheduler.

Understand the Two Funnels

Use Marketing Funnel to decide where acquisition work is weak. Use Sales Funnel to identify the weakest handoff from interest to engagement, engagement to opportunity, or opportunity to won work. A low conversion rate is a diagnostic signal; inspect the underlying records before changing the campaign.

Treat Automation as a Proposal

Automation shows candidate workflows, triggers, intended actions, and approval posture. The surface is read-only: a candidate does not publish, send, schedule, or mutate CRM data.

Before later enabling an automation, define:

Keep human review at the boundary where work leaves DPF or changes a customer record.

A Practical Operating Rhythm

Before launch

During the campaign

After the review window

Asking the Marketing Strategist About a Campaign

Ask for the overall picture first — “how is marketing doing?” or “what should we do next?” The strategist reads the whole workspace in one step, including each campaign’s name, its execution state, and its measured results. That is usually enough to answer.

Ask about a specific campaign by name when you want its full plan or its detailed performance. The strategist already holds the campaign identities from the overall reading, so it does not need you to look anything up. If it ever asks about a campaign that is not in your workspace, it is told which campaigns do exist and corrects itself rather than reporting an unexplained failure.

Campaign detail is scoped to your organization. A campaign belonging to another organization is not readable, even by its exact identifier.

Ask for a Presentation

The Marketing Strategist can produce a presentation for you: a board update, a campaign pitch, a volunteer briefing. Ask for it in plain words, for example “six slides for Thursday’s board meeting on the spring adoption drive”.

  1. The strategist reads the marketing workspace first (your playbook, the campaign’s plan and its measured results), so it asks you only what it cannot find there: usually the audience, the decision you want, and how many slides.
  2. It drafts the slides and produces a PowerPoint file, a PDF and a preview of every slide, in your organization’s brand: the colours, fonts, logo and name from your brand settings.
  3. It replies with a link to the document. Review the slide previews there, and use Download original for the .pptx.
  4. To change it, tell the strategist what to change (“make slide 3 a chart”). It regenerates the deck and saves it as the next version of the same document, so the version history shows every revision.

Figures on the slides come from your marketing workspace or from you. If a number is missing, the strategist says so rather than making one up. A deck is never sent or published by producing it; sharing it is your decision.

For final polish, edit the downloaded .pptx in your own office suite and save it back to the document as a new version. If document conversion is not set up on this install, the strategist tells you it cannot produce the file and offers the slide text instead.

What To Watch

Edit this page on GitHub