
Avoid disconnected activity
List which customer problem each channel solves and who maintains it. Retire work that has no clear audience or business role. Leave the team with a decision, an owner, and a review date.
Match search with existing intent and social with discovery or repeat contact. Different channels should not be judged by one identical target. Record the decision as well as the numbers behind it.
- A written brief
- Named responsibilities
- Agreed review points




