The system at a glance
Lane A · Sales & Onboarding — Tyler owns the client relationship end to end
Sell the deal→
Onboard the client→
Verify & sign the Handoff SLA
✓
The baton · Definition of ReadyOps starts only when the signed handoff is complete. Anything missing goes back to Tyler — Nick never fills the gap.
Lane B · Fulfillment & Optimization — Nick runs ops, blind to the client
Intake→
Audience→
Creative→
Instrument→
Launch→
Measure & Optimize ↺
Lane A
Sales & Onboarding
Owner · Tyler
Tyler sells the deal, onboards the client, and captures everything fulfillment needs into the signed Handoff SLA. The client never talks to ops — Tyler is the single relationship.
1
Sell & sign
Close the deal on the fixed management-fee model. Client funds media directly — sales never touches ad dollars.
2
Onboard the client
Schedule the onboarding call, set expectations (pipeline & presence over time, not week-one leads), and submit the in-house tracking codes for the client to apply.
3
Complete & sign the Handoff SLA
Fill every block — engagement · targeting/ICP · creative · tracking & routing · context & success · media & budget — then attest and sign. That signature is the go-ahead.
The Baton
Definition of Ready
The one contract between the two lanes
This is what "ready" means, identically, on both sides. Ops doesn't start the clock until every item is present and the handoff is signed. If something's missing, it goes back to Tyler — fulfillment never fills the gap, because a gap filled by guessing is how accounts go wrong.
Account & buyer type
ICP + target titles
List + approx. size
Creative status + assets
Landing destination URL
Lead recipient (end client) + agency BCC
Tracking contact + codes agreed
Offer + funnel + success metric
Client-funded budget meets minimum
Launch respects the 30-day window
Lane B
Fulfillment & Optimization
Owner · Nick
Nick runs the account end to end without client contact. Each phase is a step on his certification path — proven clean, with zero interruptions, it's his to own.
1
Intake & Readiness
Receive the signed package; confirm it clears the Definition of Ready. Optional add-on: build the landing page in Claude.
2
Audience Build
Source the ICP in AudienceLab → integrate into your GHL.
3
Creative Production
Brief copy (Noggin · Jim) and design (200x300), build the A/B set. On PMG accounts, the B is the motorsport challenger. You hold creative go/no-go.
4
Instrumentation
Stand up your GA4/GTM/GHL, verify every tag fires, run one end-to-end conversion test before spend.
5
Launch
Set campaign & audience in Path3, upload creative, load the client's dictated spend, run the go-live checklist.
6
Measure & Optimize
Pacing check, build the analytics page, then run the 45/90 loop — the engine that beats the baseline.
The 45 / 90 Testing Loop
Launch the A/B → at day 45 (or once conversions are real) declare the winner → the winner runs as champion against a fresh challenger → at day 90 read, crown the new champion, build the next challenger, repeat. The winner never runs unchallenged.
Authority
Who Decides What
The account type set at intake governs authority all the way down the line.
Client (white-label) accounts
- Nick holds full creative go/no-go and go-live authority
- Standard A/B variant — no motorsport creative
- Tyler owns all client contact; Nick stays blind to the client
- Founder advises; not in the per-account loop
PMG sponsor accounts
- Same process, but the founder holds final creative say
- The B variant is the motorsport challenger — PMG's methodology
- Founder makes the sale; Tyler runs onboarding as the sponsor's rep
- Flagged at intake via the account-type field
Before you host: swap the three [your-subdomain] placeholders below for your real subdomain URLs, and set the two href="#" links to point at the Handoff and Ops pages once they're live.