
Comparable outcomes
Align conversion definitions across channels before comparing cost. View-based and click-based reports can credit the same customer differently. Bring sales questions into the brief so the work answers real concerns.
Use search, social, display, or video for a defined customer stage. A format should solve a need rather than add another dashboard. Confirm that forms, phone links, and replies reach the right person.
- A written brief
- Named responsibilities
- Agreed review points




