“The rules that carry routine work, lead assignment and score recalculation, are set with you during setup and written down, so both sides know exactly what runs and what does not.”
5 things.
And what each one is for.
Audience segmentation
Reusable segments built from customer fields, lifecycle state, source, ownership and engagement conditions with real AND and OR logic, and the exact membership previewed before the segment is used for anything.
Benefit Teams work from a defined audience instead of a spreadsheet somebody exported.
Proof: AND/OR rules · membership preview · saved audiences · field catalogue
Campaign planning and personalisation
Create a campaign, choose the audience, and resolve approved personalisation tokens with explicit fallbacks. It tells you which recipients are missing a name while the campaign is still a plan, so nothing is addressed to Dear.
Benefit Personalisation stops quietly breaking when the data is incomplete.
Proof: Campaigns · audience snapshot · tokens · fallback report
Preview at phone and desktop width
Render the campaign at phone and desktop width and read it the way a recipient would, so a typo is caught while it is still a plan.
Benefit You find the mistake, not a customer.
Proof: Phone preview · desktop preview · read as a recipient
Rules that run the same way every time
Two kinds of rule run without anyone remembering them: assignment rules give a new lead an owner, and lead scores recalculate when the data changes. Both are set with you during setup and written into the scope. There is no general automation builder.
Benefit Routine routing happens the same way every time, and exceptions stay visible.
Proof: Assignment rules · score recalculation · written into the scope
Cost, attribution and ROI
Record what a campaign cost and read the return against it, shown with the formula used, the attribution window applied and how much of the underlying data was available. With no cost recorded or no attributed revenue, the report says Not calculable and names the missing input rather than showing a confident zero.
Benefit You can take a percentage off this page and reconstruct it on paper. A zero and an unknown are different things here.
Proof: Formula · window · coverage · Not calculable
Four steps, in this order, every time.
- 01
Define
Build the segment and look at who is actually in it.
- 02
Prepare
Personalise, and read the missing-token report.
- 03
Preview
Proof it at phone and desktop width.
- 04
Measure
Read cost and return with the arithmetic shown.
Thirty minutes, and you leave with three answers.
Whether a pilot fits the way your orders arrive, what we would set up, and what it would cost. Written down, so you can put it in front of a partner or a board.
Bring three things
- A few real orders, as they arrive today.
- Your product and price list, in whatever form it is in.
- Who takes and confirms orders now.
Leave with three answers
- Whether the pilot fits.
- What we would set up, and how.
- What it would cost, written down.