SBK Marketing Operations Requirements Document¶

Document Purpose: Operational planning template for SBK marketing automation, prospecting, sales pipeline, and brand-aligned content creation. Status: Draft - Requires completion by stakeholders Last Updated: ___

Table of Contents¶

Social Channel Inventory & Account Requirements
Channel-Specific Strategies
Prospecting & Lead Management
Sales Pipeline & Deal Tracking
Brand Voice & Content Guidelines
Content Creation Workflows
KPIs & Measurement Framework
CIMP Dashboard Integration

1.1 LinkedIn (Primary B2B Channel)¶

Requirement	Status	Owner	Notes
Company Page	[ ] Exists / [ ] Create	_	URL: _
Page Admin Access	[ ] Confirmed	_	Admins: _
Company Description	[ ] Current / [ ] Needs Update	_
Logo & Banner	[ ] Current / [ ] Needs Update	_
Showcase Pages	[ ] N/A / [ ] Needed	_	Topics: _

LinkedIn Ads Account: | Requirement | Status | Owner | Notes | |-------------|--------|-------|-------| | Campaign Manager Access | [ ] Exists / [ ] Create | _ | | | Billing Setup | [ ] Complete / [ ] Pending | _ | | | Insight Tag Installed | [ ] Yes / [ ] No | _ | Website: _ | | Matched Audiences | [ ] Configured / [ ] Pending | _ | |

Personal LinkedIn Profiles for Thought Leadership: | Name | Role | Profile Optimized | Content Creator | |------|------|-------------------|-----------------| | __ | _ | [ ] Yes / [ ] No | [ ] Yes / [ ] No | | __ | _ | [ ] Yes / [ ] No | [ ] Yes / [ ] No | | __ | ____ | [ ] Yes / [ ] No | [ ] Yes / [ ] No |

1.2 Twitter/X¶

Requirement	Status	Owner	Notes
Company Handle	[ ] Exists / [ ] Create	_	@_
Profile Complete	[ ] Yes / [ ] No	_
Blue/Premium Verification	[ ] Yes / [ ] No / [ ] N/A	_
API Access	[ ] Yes / [ ] No	_	For automation

Twitter Ads: | Requirement | Status | Owner | Notes | |-------------|--------|-------|-------| | Ads Account | [ ] Exists / [ ] Create / [ ] N/A | _ | | | Conversion Tracking | [ ] Installed / [ ] Pending | _ | |

1.3 YouTube¶

Requirement	Status	Owner	Notes
Channel	[ ] Exists / [ ] Create	_	URL: _
Brand Account	[ ] Yes / [ ] Personal	_
Channel Art	[ ] Current / [ ] Needs Update	_
Channel Description	[ ] Complete / [ ] Pending	_
Playlists Created	[ ] Yes / [ ] No	_

Content Types Planned: - [ ] Webinar recordings - [ ] Educational tutorials - [ ] Client testimonials - [ ] Compliance explainers - [ ] Product demos (OnePane) - [ ] Other: _

1.4 Facebook¶

Requirement	Status	Owner	Notes
Business Page	[ ] Exists / [ ] Create	_	URL: _
Page Admin Access	[ ] Confirmed	_
Meta Business Suite	[ ] Connected	_
Facebook Pixel	[ ] Installed / [ ] Pending	_

Priority Level: [ ] Primary / [ ] Secondary / [ ] Monitor Only

1.5 Instagram¶

Requirement	Status	Owner	Notes
Business Account	[ ] Exists / [ ] Create / [ ] N/A	_	@_
Linked to Facebook	[ ] Yes / [ ] No	_

Priority Level: [ ] Primary / [ ] Secondary / [ ] Monitor Only / [ ] Not Using

1.6 Other Channels¶

Google Business Profile: | Requirement | Status | Owner | Notes | |-------------|--------|-------|-------| | Profile Claimed | [ ] Yes / [ ] No | _ | | | NAP Consistent | [ ] Yes / [ ] No | _ | Name, Address, Phone | | Reviews Strategy | [ ] Defined / [ ] Pending | _ | |

Industry-Specific Platforms: | Platform | Account Status | Priority | Owner | |----------|----------------|----------|-------| | G2 | [ ] Exists / [ ] Create / [ ] N/A | _ | _ | | Clutch | [ ] Exists / [ ] Create / [ ] N/A | _ | _ | | Capterra | [ ] Exists / [ ] Create / [ ] N/A | _ | _ | | TrustRadius | [ ] Exists / [ ] Create / [ ] N/A | _ | _ | | UpCity | [ ] Exists / [ ] Create / [ ] N/A | _ | _ |

Podcast/Audio: | Requirement | Status | Notes | |-------------|--------|-------| | Company Podcast | [ ] Exists / [ ] Planned / [ ] N/A | _ | | Guest Appearances | [ ] Active / [ ] Pursuing | Target shows: _ |

1.7 Account Credentials & Access Management¶

Credential Storage: - [ ] Password Manager: _ - [ ] Shared vault configured - [ ] 2FA enabled on all accounts - [ ] Recovery contacts documented

Access Matrix: | Platform | Admin(s) | Editor(s) | Viewer(s) | |----------|----------|-----------|-----------| | LinkedIn | _ | _ | _ | | Twitter/X | _ | _ | _ | | YouTube | _ | _ | _ | | Facebook | _ | _ | _ | | Instagram | _ | _ | _ | | Google Ads | _ | _ | _ |

2. Channel-Specific Strategies¶

2.1 LinkedIn Strategy¶

Target Audiences (aligned with SBK personas):

Persona	Job Titles	Industries	Engagement Focus
CISO/Executive	CISO, CTO, VP IT, CIO	Healthcare, Finance, Defense	Strategic content, ROI focus
IT Director/Manager	IT Director, IT Manager, SysAdmin	Mid-market, SMB	Technical content, implementation
Compliance Officer	Compliance Manager, Risk Officer, Privacy Officer	Regulated industries	Framework-specific, regulatory
Technical Evaluator	Security Analyst, IT Architect	All	Deep-dive technical, comparisons

Content Mix: | Content Type | Frequency | Voice Gear | Owner | |--------------|-----------|------------|-------| | Thought leadership posts | /week | Executive/Educational | _ | | Compliance updates | /week | Compliance Officer | _ | | Case study snippets | /month | Enterprise | _ | | Engagement posts (polls, questions) | /week | Educational | _ | | Company updates | /month | Standard | _ | | Employee advocacy shares | /week | Various | _ |

Signature Messaging Themes: - [ ] "Stop getting sold to" - Vendor-neutral positioning - [ ] "Pass audits first try" - Certification speed - [ ] "30-40% IT budget waste" - Cost discovery - [ ] "OnePane: One dashboard" - Platform value

LinkedIn Engagement Rules: - Response time target: _ hours - Comment engagement: [ ] Active / [ ] Reactive - Connection strategy: _ - InMail usage: [ ] Yes / [ ] No

2.2 Twitter/X Strategy¶

Content Mix: | Content Type | Frequency | Notes | |--------------|-----------|-------| | Industry news commentary | /week | _ | | Compliance deadline alerts | As needed | _ | | Thread content (educational) | /month | _ | | Engagement/community | /day | _ | | Cross-posted LinkedIn content | /week | _ |

Hashtag Strategy: - Primary hashtags: _ - Industry hashtags: _ - Compliance hashtags: _

Engagement Rules: - Monitor mentions: [ ] Real-time / [ ] Daily / [ ] Weekly - Response protocol: _

2.3 YouTube Strategy¶

Content Pillars: | Pillar | Description | Frequency | Owner | |--------|-------------|-----------|-------| | Compliance Explainers | HIPAA, SOC 2, CMMC deep-dives | /month | _ | | Webinar Recordings | Gated event replays | /month | _ | | Quick Tips | <5 min tactical content | /week | _ | | Client Stories | Testimonial videos | /quarter | _ | | Product Walkthroughs | OnePane demos | /quarter | ____ |

Production Requirements: - [ ] Recording equipment: _ - [ ] Editing software: _ - [ ] Thumbnail templates: _ - [ ] Intro/outro branding: _

SEO/Discovery: - Keyword strategy defined: [ ] Yes / [ ] Pending - Description templates: [ ] Created / [ ] Pending - End screens configured: [ ] Yes / [ ] No

2.4 Facebook Strategy¶

Primary Use: - [ ] Brand presence only - [ ] Active community engagement - [ ] Ads platform for retargeting - [ ] Event promotion - [ ] Other: _

Content Approach: - Cross-post from: [ ] LinkedIn / [ ] Twitter / [ ] Original - Frequency: ___/week - Community management: [ ] Active / [ ] Passive

2.5 Cross-Channel Content Calendar¶

Weekly Publishing Schedule:

Day	LinkedIn	Twitter/X	YouTube	Facebook
Monday	_	_	_	_
Tuesday	_	_	_	_
Wednesday	_	_	_	_
Thursday	_	_	_	_
Friday	_	_	_	_

Monthly Themes (align with compliance calendar): | Month | Theme | Key Dates | |-------|-------|-----------| | January | _ | _ | | February | _ | _ | | March | _ | _ | | April | _ | _ | | May | _ | _ | | June | _ | _ | | July | _ | _ | | August | _ | _ | | September | _ | _ | | October | Cybersecurity Awareness | National Cybersecurity Awareness Month | | November | _ | _ | | December | Year-end compliance | Annual audit prep |

3. Prospecting & Lead Management¶

3.1 Lead Sources¶

Source	Priority	Current Status	Integration
Website forms	[ ] High / [ ] Medium / [ ] Low	[ ] Active / [ ] Setup	CIMP: [ ] Yes / [ ] Pending
LinkedIn Lead Gen Forms	[ ] High / [ ] Medium / [ ] Low	[ ] Active / [ ] Setup	CIMP: [ ] Yes / [ ] Pending
Webinar registrations	[ ] High / [ ] Medium / [ ] Low	[ ] Active / [ ] Setup	CIMP: [ ] Yes / [ ] Pending
Content downloads	[ ] High / [ ] Medium / [ ] Low	[ ] Active / [ ] Setup	CIMP: [ ] Yes / [ ] Pending
Referrals	[ ] High / [ ] Medium / [ ] Low	[ ] Active / [ ] Setup	CIMP: [ ] Yes / [ ] Pending
Cold outreach	[ ] High / [ ] Medium / [ ] Low	[ ] Active / [ ] Setup	CIMP: [ ] Yes / [ ] Pending
Partner leads	[ ] High / [ ] Medium / [ ] Low	[ ] Active / [ ] Setup	CIMP: [ ] Yes / [ ] Pending
Events/conferences	[ ] High / [ ] Medium / [ ] Low	[ ] Active / [ ] Setup	CIMP: [ ] Yes / [ ] Pending

3.2 Lead Scoring Model¶

Demographic Scoring (Fit):

Attribute	Score	Notes
Company Size
1-50 employees	+___
51-200 employees	+___
201-1000 employees	+___
1000+ employees	+___
Industry
Healthcare	+___	HIPAA focus
Finance	+___	SOC 2, PCI focus
Defense/Government	+___	CMMC focus
Technology/SaaS	+___
Other regulated	+___
Non-regulated	+___
Title/Role
C-suite (CISO, CTO, CIO)	+___
VP/Director	+___
Manager	+___
Individual contributor	+___
Geography
Primary market	+___	Regions: _
Secondary market	+___
Outside market	+___

Behavioral Scoring (Engagement):

Activity	Score	Decay
Website visit	+___	___days
Pricing page visit	+___	___days
Content download	+___	___days
Webinar registration	+___	___days
Webinar attendance	+___	___days
Email open	+___	___days
Email click	+___	___days
Demo request	+___	___days
Assessment request	+___	___days
Multiple page visits (same session)	+___	___days
Return visit	+___	___days

Score Thresholds: | Stage | Score Range | Action | |-------|-------------|--------| | Cold | 0-24 | Nurture sequence | | Warm | 25-49 | Targeted content | | Marketing Qualified (MQL) | 50-69 | Sales notification | | Sales Qualified (SQL) | 70+ | Sales handoff | | Hot | 85+ | Immediate outreach |

3.3 Lead Lifecycle Stages¶

Anonymous → Known → Engaged → MQL → SQL → Opportunity → Customer → Advocate

Stage Definitions:

Stage	Definition	Entry Criteria	Exit Criteria
Anonymous	Unknown visitor	Website visit	Form submission
Known	Identified contact	Email captured	First engagement
Engaged	Active interest	Content interaction	MQL threshold
MQL	Marketing qualified	Score ≥50 + behavior	Sales accepts
SQL	Sales qualified	Sales validation	Opportunity created
Opportunity	Active deal	In pipeline	Won/Lost
Customer	Closed won	Contract signed	Churned
Advocate	Active promoter	Reference willing	Inactive

3.4 Prospecting Automation Workflows¶

Inbound Lead Workflow:

Trigger: Form submission
    ↓
Action: Add to CRM/CIMP
    ↓
Action: Calculate lead score
    ↓
Branch: Score ≥ 70?
    → YES: Alert sales, add to "Hot Lead" sequence
    → NO: Add to nurture sequence based on interest

Outbound Prospecting Workflow:

Trigger: ICP match identified
    ↓
Action: Enrich data (company, contacts)
    ↓
Action: Assign to rep by territory
    ↓
Action: Start outbound sequence
    ↓
Monitor: Engagement tracking

Nurture Sequences (define for each):

Sequence Name	Trigger	Duration	Touchpoints	Content Focus
New Lead Welcome	Form submit	___days	___ emails	_
HIPAA Interest	HIPAA content DL	___days	___ emails	_
SOC 2 Interest	SOC 2 content DL	___days	___ emails	_
CMMC Interest	CMMC content DL	___days	___ emails	_
Re-engagement	30 days inactive	___days	___ emails	_
Post-webinar	Webinar attended	___days	___ emails	_

3.5 Prospecting Tools & Integrations¶

Tool Category	Current Tool	Needed	Integration Status
CRM	_	[ ] Have / [ ] Need	CIMP: [ ] Yes / [ ] Pending
Email automation	_	[ ] Have / [ ] Need	CIMP: [ ] Yes / [ ] Pending
LinkedIn automation	_	[ ] Have / [ ] Need	CIMP: [ ] Yes / [ ] Pending
Data enrichment	_	[ ] Have / [ ] Need	CIMP: [ ] Yes / [ ] Pending
Intent data	_	[ ] Have / [ ] Need	CIMP: [ ] Yes / [ ] Pending
Meeting scheduler	_	[ ] Have / [ ] Need	CIMP: [ ] Yes / [ ] Pending
Call tracking	_	[ ] Have / [ ] Need	CIMP: [ ] Yes / [ ] Pending

4. Sales Pipeline & Deal Tracking¶

4.1 Pipeline Stages¶

Stage	Definition	Entry Criteria	Exit Criteria	Typical Duration
Qualification	Initial discovery	SQL handoff	Qualified need confirmed	___days
Discovery	Deep dive on needs	Qualification complete	Requirements documented	___days
Assessment	Formal evaluation	Discovery complete	Assessment delivered	___days
Proposal	Solution presented	Assessment reviewed	Proposal delivered	___days
Negotiation	Terms discussion	Proposal reviewed	Terms agreed	___days
Closed Won	Deal signed	Contract executed	N/A	N/A
Closed Lost	Deal lost	Disqualified/lost	N/A	N/A

4.2 Deal Tracking Requirements¶

Required Fields per Opportunity:

Field	Type	Required	Notes
Company name	Text	Yes
Primary contact	Lookup	Yes
Deal value	Currency	Yes
Close date (expected)	Date	Yes
Pipeline stage	Picklist	Yes
Deal source	Picklist	Yes	Lead source attribution
Service type	Multi-select	Yes	Assessment, Engagement, Retainer
Compliance framework	Multi-select	No	HIPAA, SOC 2, CMMC, etc.
Competitor	Picklist	No
Loss reason	Picklist	Conditional	If Closed Lost
Next step	Text	Yes
Next step date	Date	Yes

Service Offerings & Typical Deal Sizes:

Service Type	Price Range	Avg Deal Size	Avg Close Rate
Free Assessment	$0	$0	Lead gen
Security Assessment	$-$	$_	___%
Compliance Gap Analysis	$-$	$_	___%
Full Engagement	$-$	$_	___%
Managed Services/Retainer	$___/mo	$_	___%
vCISO Services	$___/mo	$_	___%

4.3 Pipeline Reporting¶

Weekly Pipeline Metrics: - [ ] Total pipeline value: $_ - [ ] New opportunities this week: _ - [ ] Opportunities advanced: _ - [ ] Deals closed: _ - [ ] Deals lost: _ - [ ] Average deal cycle: _days - [ ] Win rate: ___%

Pipeline by Stage (current snapshot): | Stage | # Deals | Value | Weighted Value | |-------|---------|-------|----------------| | Qualification | ___ | $_ | $_ | | Discovery | ___ | $_ | $_ | | Assessment | ___ | $_ | $_ | | Proposal | ___ | $_ | $_ | | Negotiation | ___ | $_ | $_ | | TOTAL | ___ | $_ | $_ |

4.4 Deal Automation¶

Stage Change Triggers:

Trigger	Action
New opportunity created	Notify sales manager, start opportunity task sequence
Moved to Proposal	Generate proposal template, notify leadership
Stuck >___days in stage	Alert sales rep, escalate to manager
Closed Won	Update CRM, trigger onboarding workflow, notify team
Closed Lost	Trigger loss analysis survey, add to nurture sequence

5. Brand Voice & Content Guidelines¶

5.1 SBK Brand Voice Profile¶

Mission: Deliver vendor-neutral cybersecurity advisory that protects organizations, not vendor relationships.

Core Value Pillars: | Pillar | Evidence Statement | |--------|-------------------| | Zero Vendor Conflicts | No reselling, no commissions, no kickbacks since 2010 | | Accelerated Compliance | HIPAA 75 days, SOC 2 90 days, CMMC 120 days | | Enterprise-Grade Expertise | Former Fortune 500, Big 4, and enterprise security architects | | Quantified Results | 35% avg cost savings, 98% first-time pass rate | | OnePane Platform | Unified operations intelligence dashboard |

5.2 Voice Tone Spectrum (Base Settings)¶

Dimension	Setting (0-1)	Description
Formality	0.70	Professional, not stuffy
Technicality	0.55	Accessible to C-suite, credible to engineers
Energy	0.60	Active urgency without panic
Innovation	0.55	Progressive without buzzword fog
Warmth	0.45	Approachable but not soft
Authority	0.85	High — enterprise-grade expertise

5.3 Voice Gears by Persona¶

Executive Gear (C-suite, Board): | Adjustment | Value | |------------|-------| | Authority | +0.15 | | Formality | +0.10 | | Energy | -0.05 | | Lead with | ROI and risk reduction | | Prove with | Fortune 500 case studies, board-level metrics | | CTA style | "Schedule Executive Briefing" |

Technical Decision Maker Gear (IT Directors, Architects): | Adjustment | Value | |------------|-------| | Formality | -0.10 | | Technicality | +0.20 | | Authority | +0.05 | | Lead with | Architecture and capability details | | Prove with | Technical benchmarks, API documentation | | CTA style | "Explore the API" |

Compliance Officer Gear (Risk, Compliance): | Adjustment | Value | |------------|-------| | Authority | +0.10 | | Formality | +0.15 | | Energy | -0.10 | | Lead with | Framework specifics and regulatory citations | | Prove with | Audit outcomes, enforcement action references | | CTA style | "Get Your Compliance Roadmap" |

IT Director Gear (Operations, Implementation): | Adjustment | Value | |------------|-------| | Technicality | +0.10 | | Warmth | +0.10 | | Lead with | Operational efficiency and team impact | | Prove with | Implementation timelines, support metrics | | CTA style | "See Implementation Plan" |

Urgent Gear (Crisis, Deadline): | Adjustment | Value | |------------|-------| | Energy | +0.25 | | Authority | +0.10 | | Warmth | -0.15 | | Lead with | Penalty deadlines, recent enforcement | | Prove with | Breach statistics, regulatory timelines | | CTA style | "Start Before [Deadline]" |

Educational Gear (Awareness, Nurture): | Adjustment | Value | |------------|-------| | Warmth | +0.20 | | Authority | +0.05 | | Energy | -0.10 | | Lead with | Knowledge transfer | | Prove with | Examples, frameworks, checklists | | CTA style | "Download the Guide" |

Enterprise Gear (Large Organizations): | Adjustment | Value | |------------|-------| | Formality | +0.15 | | Authority | +0.10 | | Lead with | Scale, security, compliance | | Prove with | Enterprise logos, SOC 2 attestation | | CTA style | "Talk to Enterprise Sales" |

5.4 Voice Rules¶

ALWAYS: - [ ] Lead with outcomes and penalties, not services - [ ] Quantify impact (%, $, days, violations) - [ ] Name specific frameworks and regulatory bodies - [ ] Use industry-specific terminology correctly - [ ] Cite real enforcement actions and case law

NEVER: - [ ] Buzzwords without substance (world-class, cutting-edge, synergy) - [ ] Vague promises without timelines - [ ] Vendor product names in generic claims - [ ] Passive voice for accountability claims - [ ] Fear without actionable solution

5.5 Signature Phrases Library¶

Opening Hooks: - "Stop getting sold to." - "Pass audits first try." - "Your IT budget has 30-40% waste." - _ - _

Proof Statements: - "100% first-time pass rate." - "Zero vendor conflicts since 2010." - "Enterprise security architects. Fortune 500 experience." - _ - _

CTAs: - "Start Free Assessment" - "Schedule Executive Briefing" - "Calculate Your ROI" - _ - _

Transitions: - "Here's what that means for you:" - "The real question is:" - "What your vendor won't tell you:" - _ - _

6. Content Creation Workflows¶

6.1 Content Types & Approval Matrix¶

Content Type	Creator	Reviewer	Approver	Auto-Publish?
Social posts (standard)	_	_	_	[ ] Yes / [ ] No
Social posts (promotional)	_	_	_	[ ] Yes / [ ] No
Blog posts	_	_	_	[ ] Yes / [ ] No
Case studies	_	_	_	[ ] Yes / [ ] No
Whitepapers	_	_	_	[ ] Yes / [ ] No
Email campaigns	_	_	_	[ ] Yes / [ ] No
Video scripts	_	_	_	[ ] Yes / [ ] No
Ad copy	_	_	_	[ ] Yes / [ ] No
Website pages	_	_	_	[ ] Yes / [ ] No

6.2 Content Production Workflow¶

Standard Content Workflow:

1. Brief Created
   └── Template used: [ ] Yes / [ ] No
   └── Voice Gear assigned: _______
   └── Persona target: _______

2. Draft Generated (AI-assisted)
   └── Tool: _______
   └── Voice Gear applied: [ ] Yes / [ ] No

3. Human Review
   └── Brand voice check: [ ] Passed / [ ] Revise
   └── Technical accuracy: [ ] Passed / [ ] Revise
   └── Compliance review (if needed): [ ] Passed / [ ] Revise

4. Approval
   └── Approver: _______
   └── Status: [ ] Approved / [ ] Rejected

5. Scheduling
   └── Platform: _______
   └── Date/Time: _______
   └── Added to CIMP: [ ] Yes / [ ] No

6. Publishing
   └── Auto-publish: [ ] Yes / [ ] Manual
   └── UTM tracking: [ ] Added / [ ] N/A

7. Performance Tracking
   └── Metrics logged in CIMP: [ ] Yes / [ ] Pending

6.3 Content Brief Template¶

Content Brief: | Field | Value | |-------|-------| | Title/Topic | _ | | Content Type | _ | | Target Persona | _ | | Voice Gear | _ | | Primary Keyword | _ | | Secondary Keywords | _ | | Funnel Stage | [ ] Awareness / [ ] Interest / [ ] Consideration / [ ] Decision | | CTA | _ | | Key Messages (3-5) | _ | | Proof Points | _ | | Word Count/Length | _ | | Assets Needed | _ | | Due Date | _ | | Publish Date | _ | | Distribution Channels | _ |

6.4 AI Content Generation Guidelines¶

AI Tool Usage: | Use Case | Tool | Human Review Required | |----------|------|----------------------| | Social post drafts | _ | [ ] Yes / [ ] No | | Blog outlines | _ | [ ] Yes / [ ] No | | Blog drafts | _ | [ ] Yes / [ ] No | | Email variations | _ | [ ] Yes / [ ] No | | Ad copy variants | _ | [ ] Yes / [ ] No |

Human-in-the-Loop Checkpoints: - [ ] All AI drafts require human review before publishing - [ ] Technical claims must be fact-checked - [ ] Client names/data must be verified - [ ] Compliance statements must be reviewed - [ ] Competitive claims must be validated - [ ] Voice Gear adherence confirmed

Quality Standards: | Standard | Target | Measurement | |----------|--------|-------------| | Brand voice compliance | % | _ | | Technical accuracy | % | _ | | Grammar/spelling | % | _ | | CTA inclusion | % | _ | | On-time delivery | % | ____ |

7. KPIs & Measurement Framework¶

7.1 Funnel Metrics¶

Conversion Benchmarks: | Stage | Target Rate | Current Rate | Gap | |-------|-------------|--------------|-----| | Visitors → Leads | 3-5% | % | % | | Leads → MQL | 20-30% | % | % | | MQL → SQL | 40-50% | % | % | | SQL → Opportunity | % | % | % | | Opportunity → Customer | 25-35% | % | ___% |

7.2 Channel-Specific KPIs¶

LinkedIn: | Metric | Target | Current | Frequency | |--------|--------|---------|-----------| | Follower growth | +/month | _ | Monthly | | Post impressions | /month | _ | Weekly | | Engagement rate | % | _ | Weekly | | Click-through rate | % | _ | Weekly | | Leads generated | /month | ____ | Monthly |

Twitter/X: | Metric | Target | Current | Frequency | |--------|--------|---------|-----------| | Follower growth | +/month | _ | Monthly | | Impressions | /month | _ | Weekly | | Engagement rate | % | _ | Weekly | | Link clicks | /month | _ | Weekly |

YouTube: | Metric | Target | Current | Frequency | |--------|--------|---------|-----------| | Subscribers | +/month | _ | Monthly | | Views | /month | _ | Monthly | | Watch time (hours) | /month | _ | Monthly | | Click-through rate | % | _ | Monthly |

Website: | Metric | Target | Current | Frequency | |--------|--------|---------|-----------| | Organic traffic | /month | _ | Monthly | | Paid traffic | /month | _ | Monthly | | Bounce rate | <% | _ | Monthly | | Avg session duration | >min | _ | Monthly | | Pages per session | > | _ | Monthly | | Form conversion rate | % | _ | Monthly |

Email: | Metric | Target | Current | Frequency | |--------|--------|---------|-----------| | Open rate | % | _ | Per campaign | | Click rate | % | _ | Per campaign | | Unsubscribe rate | <% | _ | Per campaign | | List growth | +/month | _ | Monthly |

7.3 Business KPIs¶

Metric	Target	Current	Frequency
Marketing Qualified Leads	___/month	_	Monthly
Sales Qualified Leads	___/month	_	Monthly
Cost per Lead	$_	$_	Monthly
Cost per MQL	$_	$_	Monthly
Cost per SQL	$_	$_	Monthly
Marketing-sourced pipeline	$_	$_	Monthly
Marketing-sourced revenue	$_	$_	Quarterly
Customer Acquisition Cost	$_	$_	Quarterly
Marketing ROI	___%	___%	Quarterly

7.4 Attribution Model¶

Attribution Approach: - [ ] First-touch - [ ] Last-touch - [ ] Linear - [ ] Time-decay - [ ] Position-based (U-shaped) - [ ] Data-driven/custom

Tracking Requirements: | Requirement | Status | Owner | |-------------|--------|-------| | UTM parameter standards defined | [ ] Yes / [ ] No | _ | | UTM tracking on all campaigns | [ ] Yes / [ ] No | _ | | CRM source tracking | [ ] Yes / [ ] No | _ | | Multi-touch attribution tool | [ ] Yes / [ ] No | Tool: _ | | Conversion goals in analytics | [ ] Yes / [ ] No | _ | | Call tracking implemented | [ ] Yes / [ ] No | _ |

7.5 Reporting Cadence¶

Report	Frequency	Owner	Recipients
Channel performance	Weekly	_	_
Lead pipeline	Weekly	_	_
Campaign performance	Per campaign	_	_
Marketing dashboard	Real-time	Auto	_
Monthly marketing review	Monthly	_	_
Quarterly business review	Quarterly	_	_

8. CIMP Dashboard Integration¶

8.1 CIMP Overview¶

CIMP (Content Intelligence & Marketing Platform) serves as the central hub for all marketing operations, providing unified visibility and automation across channels.

Core Functions: - [ ] Unified analytics dashboard - [ ] Social media management - [ ] Content planning & scheduling - [ ] Lead management & scoring - [ ] Campaign orchestration - [ ] Performance reporting - [ ] AI-assisted content generation

8.2 Integration Requirements¶

Social Media Integrations: | Platform | Integration Type | Status | Priority | |----------|-----------------|--------|----------| | LinkedIn (organic) | API | [ ] Connected / [ ] Pending | [ ] P1 / [ ] P2 / [ ] P3 | | LinkedIn (ads) | API | [ ] Connected / [ ] Pending | [ ] P1 / [ ] P2 / [ ] P3 | | Twitter/X | API | [ ] Connected / [ ] Pending | [ ] P1 / [ ] P2 / [ ] P3 | | YouTube | API | [ ] Connected / [ ] Pending | [ ] P1 / [ ] P2 / [ ] P3 | | Facebook | API | [ ] Connected / [ ] Pending | [ ] P1 / [ ] P2 / [ ] P3 | | Instagram | API | [ ] Connected / [ ] Pending | [ ] P1 / [ ] P2 / [ ] P3 |

CRM/Sales Integrations: | System | Integration Type | Status | Priority | |--------|-----------------|--------|----------| | CRM System: _ | API/Webhook | [ ] Connected / [ ] Pending | [ ] P1 / [ ] P2 / [ ] P3 | | Email platform: _ | API | [ ] Connected / [ ] Pending | [ ] P1 / [ ] P2 / [ ] P3 | | Meeting scheduler: _ | API | [ ] Connected / [ ] Pending | [ ] P1 / [ ] P2 / [ ] P3 |

Analytics Integrations: | System | Integration Type | Status | Priority | |--------|-----------------|--------|----------| | Google Analytics | API | [ ] Connected / [ ] Pending | [ ] P1 / [ ] P2 / [ ] P3 | | Google Search Console | API | [ ] Connected / [ ] Pending | [ ] P1 / [ ] P2 / [ ] P3 | | Google Ads | API | [ ] Connected / [ ] Pending | [ ] P1 / [ ] P2 / [ ] P3 |

8.3 CIMP Dashboard Views¶

Unified Marketing Dashboard: | Widget/View | Data Source | Refresh Rate | |-------------|-------------|--------------| | Total leads (MTD) | CRM + Forms | Real-time | | Pipeline value | CRM | Real-time | | Channel performance | Social APIs | Hourly | | Campaign status | CIMP | Real-time | | Content calendar | CIMP | Real-time | | Top performing content | Social + Analytics | Daily |

Lead Intelligence View: | Widget/View | Data Source | Refresh Rate | |-------------|-------------|--------------| | Lead scoring breakdown | CIMP | Real-time | | Lead source attribution | CRM + UTMs | Daily | | MQL/SQL pipeline | CRM | Real-time | | Engagement timeline | Multi-source | Real-time |

Content Performance View: | Widget/View | Data Source | Refresh Rate | |-------------|-------------|--------------| | Content by stage | CIMP | Real-time | | Publishing calendar | CIMP | Real-time | | Engagement by content type | Social APIs | Hourly | | Conversion by content | Analytics + CRM | Daily |

8.4 Automation Rules in CIMP¶

Trigger	Condition	Action	Status
New lead	Score ≥ 70	Notify sales + start sequence	[ ] Active / [ ] Build
Lead inactive	No engagement 30 days	Start re-engagement sequence	[ ] Active / [ ] Build
Content published	Auto	Update content inventory	[ ] Active / [ ] Build
Campaign ends	Auto	Generate performance report	[ ] Active / [ ] Build
Stage change	Deal moves stage	Update analytics	[ ] Active / [ ] Build
High engagement	3+ touches in 7 days	Flag for outreach	[ ] Active / [ ] Build

8.5 CIMP Implementation Phases¶

Phase 1 - Foundation (Target: ______): - [ ] Core platform setup - [ ] Social channel connections (LinkedIn, Twitter) - [ ] Basic analytics integration - [ ] Content calendar setup - [ ] User access configured

Phase 2 - Automation (Target: ______): - [ ] Lead scoring model implemented - [ ] CRM integration complete - [ ] Email automation connected - [ ] Basic workflow automation - [ ] Reporting dashboards live

Phase 3 - Intelligence (Target: ______): - [ ] AI content generation enabled - [ ] Advanced analytics/attribution - [ ] Predictive lead scoring - [ ] Cross-channel optimization - [ ] Full workflow automation

Appendix A: Account Setup Checklist¶

Pre-Launch Checklist¶

Brand Assets Required: - [ ] Logo files (PNG, SVG, various sizes) - [ ] Brand colors (hex codes) - [ ] Brand fonts - [ ] Headshot photos (leadership) - [ ] Cover images (sized per platform) - [ ] Bio templates (per platform character limits)

Legal/Compliance: - [ ] Privacy policy URL - [ ] Terms of service URL - [ ] Social media policy (internal) - [ ] Disclosure requirements documented - [ ] Trademark usage guidelines

Technical Setup: - [ ] UTM tracking standards documented - [ ] URL shortener configured (if using) - [ ] Link tracking enabled - [ ] Conversion pixels installed - [ ] Google Tag Manager configured

Appendix B: Definitions¶

Term	Definition
CIMP	Content Intelligence & Marketing Platform - central marketing dashboard
MQL	Marketing Qualified Lead - meets score threshold for sales attention
SQL	Sales Qualified Lead - validated by sales as genuine opportunity
Voice Gear	Persona-specific tone adjustments for content
Lead Score	Numerical representation of lead quality and engagement
Attribution	Assigning credit for conversions to marketing touchpoints
UTM	Urchin Tracking Module - URL parameters for campaign tracking

Document Sign-Off¶

Role	Name	Date	Signature
SBK Owner	_____	_	_
Marketing Lead	_____	_	_
Implementation Lead	_____	_	_

Next Steps: 1. [ ] Review and complete all sections 2. [ ] Create missing social accounts 3. [ ] Set up credential management 4. [ ] Begin CIMP integration (Phase 1) 5. [ ] Schedule weekly review meetings

Document Version: 1.0 Created: January 2026 Next Review: ______