Owner: Shahzaib Abbas (Marketing Manager)
Entity: REMAP.ai + PrivateAI (both)
Status: v0.9 · In Progress · Pending Andrew Herbert review
Upstream: Company strategy (Andrew) · EOS quarterly planning (Ops)
Downstream: → Gate G1 → Sales (D2)
Marketing's job is to generate qualified demand and hand it to Sales as a booked discovery meeting on Andrew's calendar. It runs in two layers — planning sets the direction, execution runs continuously underneath it.
MKT-01e (Strategy Planning)
↓ approved strategy
MKT-01f (Lead Gen Strategy Planning)
↓ ICP + channel targets + MQL criteria
MKT-01a (Outbound) ←→ MKT-01b (Inbound)
↓ ↓
MKT-01c (Content) feeds organic demand into 01b
MKT-01d (Brand) drives inbound inquiries into 01b
↓
Gate G1 → qualified lead with booked meeting → Sales (D2)
| ID | Name | Layer | Trigger | Output |
|---|---|---|---|---|
| MKT-01a | Lead Generation: Outbound | Execution | Approved 01f plan + target list | Qualified prospect with booked meeting → G1 |
| MKT-01b | Lead Generation: Inbound & Organic | Execution | Inbound inquiry arrives (always-on, 24/7) | Qualified lead with booked meeting + ClickUp card → G1 |
| MKT-01c | Content Creation & Publishing | Execution | Weekly cadence (continuous) | 2 blog posts/week + social content across 4 accounts |
| MKT-01d | Brand & Thought Leadership | Execution | Weekly cadence (continuous) | Andrew's LinkedIn presence — 3–5 posts + newsletter |
| MKT-01e | Marketing Strategy Planning | Planning | Start of quarter / Andrew direction change | Approved strategy doc — mandate for all execution |
| MKT-01f | Lead Gen Strategy Planning | Planning | Approved strategy from 01e + Sales targets | Approved lead gen doc — channel targets, ICP, MQL bar |
| MKT-02 | Product & Service Validation | Planning | Andrew confirms new product ready to validate | Signed MKT-02-DOC-01 → triggers MKT-03 |
| MKT-03 | GTM Master | Execution | Andrew confirms new product ready to launch | Fully activated GTM launch — landing page, assets, blog, cold email live |
| MKT-03a | GTM: Primary Product (AI Adoption Pathway) | Execution | Approved GTM master plan from MKT-03 | Discovery calls booked from all activated channels |
| MKT-03b | GTM: Secondary Product/Service | Execution | Market signal or multiple client requests for same solution | Live secondary product — priced, documented, delivery-ready |
| MKT-04 | Crisis Communications | Always-on | Negative public signal detected on any channel | Resolved situation — complaint addressed, content corrected, incident logged |
| Item | Detail |
|---|---|
| Entry rule | Lead fits ICP + discovery meeting confirmed on Andrew's calendar |
| Who qualifies | Shahzaib (outbound/inbound) — disqualification authority: Andrew + Shahzaib jointly |
| Output artifact | Qualified lead record + ClickUp card created by Umar |
| SLA | ClickUp card created within 24h of lead identification |
| Feeds | SAL-01a — Lead Capture & Qualification |
| Workflow | When Andrew is involved |
|---|---|
| MKT-01e | Sets 80–90% of strategy — nothing executes without his approval |
| MKT-01f | Sets lead targets, approves channels and budget |
| MKT-01a | His personal meeting link used for all qualified handoffs |
| MKT-01b | His WhatsApp is an active inbound channel |
| MKT-01c | Content authority — structural changes require his sign-off |
| MKT-01d | He is the brand — all content published in his name |
| # | Gap | Impact | Owner |
|---|---|---|---|
| 1 | No instant-response agent for leads outside 09:00–17:00 PKT | AUS/USA leads go cold overnight — single biggest conversion risk | Marketing + Dev |
| 2 | MQL definition not shared with Sales | Marketing and Sales qualify on different criteria — Andrew's calendar used before Sales bar is checked | Shahzaib + Umar + Andrew |
| 3 | WhatsApp inbound not agent-ready | Leads missed when Andrew doesn't notify Umar | Andrew (standing rule) |
| 4 | CRM undecided (OPS-O02 pending) | Lead-source attribution is manual in Google Sheets | Ops |
| 5 | MKT-02 — Product & Service Validation not yet documented | No formal validation gate before GTM launches | Hammad + Andrew |
| Tool | Used in |
|---|---|
| Apollo.io | MKT-01a (prospect research) |
| Instantly.ai | MKT-01a (cold email sequences) |
| Dripify | MKT-01a (LinkedIn sequences) |
| n8n | MKT-01c (blog automation pipeline) |
| WordPress | MKT-01c (blog publishing) |
| Canva | MKT-01c/01d (design) |
| Mailchimp | MKT-01f (EO webinar promotion) |
| ClickUp | MKT-01b (lead cards — Umar) |
| Google Calendar | MKT-01a/01b (meeting confirmation) |
| Discord | MKT-01e/01f (strategy sharing with Andrew) |