Marketing Pipeline

Primary KPI: Cost Per Qualified Booked Call ($CPQBC)

Approved Creative from Creative Production Pipeline

Script the idea — hook, body, CTA outline
Create creative brief (angle, format, platform, funnel stage)

Ad Ideas Mktg Manager Brief created within 48h

Campaign built in Ads Manager — naming, targeting, budget confirmed

Ready To Test Automations Mgr Launch within 24h of approval

Kill at $50 spend with <5 unique link clicks → Losers
Kill at $500 spend with 0 qualified booked calls → Losers
Winner at $1,000 spend with 4+ qualified booked calls → Winners

In Progress Automations Mgr Review daily

Losers

Auto-logged — log loss reason: hook, offer clarity, audience, or format

Scale budget or duplicate to new ad sets
Document winning angle, hook, and format for the brief library

Winners Automations Mgr $CPQBC ✓

Scale + New Split Test ↓

Active stage

Winner stage

Terminal branch

Trigger / input