Define ownership.
Measure useful progress.
A launch sequence, practical acceptance checks and a consistent route from enquiry to opportunity and won project.
The build and the first 90 campaign days.
These are two related clocks. The indicative eight-week build establishes the foundation; the first 90 campaign days start after the agreed launch checks. January–December describes the editorial plan, while actual campaign activation follows readiness and the agreed start date.
| Phase | Work | Ready to progress when |
|---|---|---|
| Week 1 | Confirm scope, access, licences, current data and client owners. | The account inventory, connection routes and responsibilities are agreed. |
| Weeks 2–3 | Approve design, sitemap, key copy and metric definitions. | Integra provides consolidated sign-off. |
| Weeks 3–6 | Build pages/forms; configure intake, owner rules and Ruddr mapping. | Successful, duplicate and failed-delivery test paths are evidenced. |
| Weeks 5–8 | Build reporting; reconcile sources; test permissions; train owners. | Acceptance checks and handover are complete. |
| Campaign days 1–30 | Activate LinkedIn and Google within the 60/40 cap and verify incoming enquiries. | Spend, routing and qualification feedback are visible. |
| Campaign days 31–60 | Refine creative, terms and destinations using relevant requests and sales feedback. | Changes and reasons are logged for review. |
| Campaign days 61–90 | Review accepted opportunities and delivery capacity alongside acquisition activity. | The next-quarter allocation and priorities have an evidence-based decision. |
Acceptance means evidence, not just a launch date.
RainRocks and the relevant Integra owner review these checks before the agreed service goes live.
| Workstream | Acceptance evidence | Client owner |
|---|---|---|
| Website | Approved priority pages; mobile and keyboard review; working redirects and consent controls. | Approval contact and service reviewer |
| Enquiry handling | Test receipts, assigned owner, preserved source, duplicate replay and failed-delivery recovery. | Sales owner |
| Ruddr handoff | Required fields, supported update routes, next actions and a reconciled opportunity/project test. | Sales and delivery owners |
| Reporting | Campaign spend and lead counts reconciled; financial definitions agreed; refresh/failure states tested. | Marketing and finance owners |
| Handover | Recorded training, operating guide, support route and unresolved-issue register. | Account/licence owner |
Attribution and Ruddr
Every stage needs the same definition.
Use one campaign ID across website links, email, ads and the opportunity record, for example ip_2027_03_copilot. Keep the initial source separate from the latest campaign interaction. UTM source identifies the platform, medium identifies paid versus organic, campaign identifies the offer and content identifies the creative.
| Stage | Definition | Owner |
|---|---|---|
| Enquiry | A unique person requests information or submits a valid form | Marketing |
| Qualified lead | Sales confirms company fit, a relevant need and a credible next step | Sales |
| Opportunity | Sales accepts a scoped potential engagement with stage and estimated value | Sales |
| Won project | Agreement accepted and project created | Sales and delivery |
| Delivered value | Recorded revenue, delivery costs and margin for the agreed period | Finance and delivery |
Capture lead ID, company, business contact, service interest, original source, original campaign, latest campaign, landing page, consent evidence, owner, status, rejection reason and relevant opportunity ID. Record estimated opportunity value separately from won revenue. Do not send confidential form content into analytics platforms.
Ruddr supports companies, contacts, opportunities and custom API integrations. Verify which fields and write endpoints are available in their actual workspace before choosing the integration. Keep consent, detailed attribution and email suppression in a marketing system or companion database if Ruddr cannot hold them. [S26 S27]
Suggested integration: website form creates a deduplicated lead in the lead store, sends an internal notification and creates or updates the relevant Ruddr record when qualified. Email stays in an email platform. Ads and analytics data join the lead and opportunity data in a reporting dataset, which can feed Power BI or a simpler dashboard.
Report spend, clicks, valid leads, qualified leads, meetings, accepted opportunities, pipeline value and won revenue. Cost per qualified lead equals spend divided by qualified leads. Paid ROAS equals attributed revenue divided by paid spend; it is not profit or total marketing ROI. Count each opportunity and sale once. Keep first-touch, last-touch and assisted views separate. Reconcile a 30-day acquisition report with 90-day opportunity follow-up.
Reporting framework
Report the measures that matter.
| Measure | Definition | Owner | Important distinction |
|---|---|---|---|
| Valid enquiries | Unique people making a relevant request | Marketing and sales | Deduplicate, reject spam and log reasons |
| Qualified leads | Company fit plus confirmed need and next step | Sales | Do not count all downloads as qualified |
| Cost per qualified lead | Paid spend divided by qualified leads | Marketing | Unavailable when qualified-lead count is zero |
| Meetings | Completed or explicitly agreed discovery meetings | Sales | Distinguish booked from attended |
| Accepted opportunities | Scoped potential engagements accepted by sales | Sales | One opportunity ID, one owner |
| Pipeline CAD | Estimated value of accepted open opportunities | Sales | Separate estimates from revenue |
| Won revenue CAD | Revenue attributed once using the agreed reporting view | Finance | Separate recognised revenue from contract value |
| Project margin | Revenue less agreed delivery costs for the period | Finance and delivery | Not the same as advertising ROAS |
Execution checklist
Launch tasks and evidence.
Owner: Leadership. Acceptance evidence: Offer scope and owner agreed.
Owner: Marketing lead. Acceptance evidence: Named reviewers and review deadlines.
Owner: Marketing lead. Acceptance evidence: Only eligible recipients enter campaigns.
Owner: Analytics owner. Acceptance evidence: Baseline with source dates and gaps.
Owner: Paid media specialist. Acceptance evidence: Volume, bid ranges and relevance recorded.
Owner: Web owner. Acceptance evidence: Working forms, mobile layout and correct routing.
Owner: Analytics owner. Acceptance evidence: One valid submission creates one lead.
Owner: Sales operations. Acceptance evidence: One definition used across channels.
Owner: Sales operations. Acceptance evidence: Original source survives opportunity creation.
Owner: Paid media specialist. Acceptance evidence: No more than two core groups; negatives applied.
Owner: Marketing lead. Acceptance evidence: First four weeks approved.
Owner: Sales lead. Acceptance evidence: Reject reasons and response time logged.
Owner: Marketing and sales. Acceptance evidence: Document one change to test.
Owner: Service SME. Acceptance evidence: Useful asset and confirmed host.
Owner: Marketing lead. Acceptance evidence: Audience large enough or budget returns to Search.
Owner: Marketing lead. Acceptance evidence: Spend capped and leads reviewed by sales.
Owner: Leadership. Acceptance evidence: Continue, change or stop each tactic.
Owner: Marketing lead. Acceptance evidence: Dated offer/content/ad log; no inferred spend.
Owner: Analytics owner. Acceptance evidence: No duplicated revenue or invented attribution.
Owner: Service SME. Acceptance evidence: No unapproved client names or results.
Ownership
Who owns what.
| Role | Responsibility |
|---|---|
| Marketing lead | Calendar, copy, assets and distribution |
| Service SME | Technical accuracy and approved proof |
| Sales lead | Response, qualification and opportunity records |
| Web and analytics owner | Working forms, tags, deduplication and attribution |
| Leadership | Budget, capacity and commercial promises |
The service behind the calendar.
The managed programme includes content production, ads, website checks, lead-routing monitoring, pipeline hygiene and Power BI reconciliation.
Read the complete monthly checklist