Sub-function
Demand Generation
Owns campaign work end to end inside Marketing. Runs 3 lines across 17 stations, drains the repeatable share into the A2L tower, and holds 3 human gates.
Estate rating
A
78 / 100
Bidding, allocation and creative rotation run inside a spend envelope with no human in the loop. Launch and envelope changes are approved once, then the agent runs.
Agents
9
Lines
3
Units / wk
9,293
Timetable vs actual
19.3h → 21.3h
Cost / unit
$17
was $52
Run-rate saving
$16.7M
annualized at this volume
The 9 agents running this sub-function
Grouped by what they are for, not by where they sit. The agent org is process-shaped.
Demand Gen Orchestrator
Owns the demand generation lane end to end. Sequences the other agents, holds the timetable, and decides what surfaces to a human.
ceiling A4 · escalates to Escalates to VP Demand Generation when the unit falls outside the decision envelope or confidence drops below the floor.
Audience Build Agent
Runs the repeatable portion of demand generation inside the shared transaction spine at spine cost and spine controls.
ceiling A4 · escalates to Escalates to VP Demand Generation when the unit falls outside the decision envelope or confidence drops below the floor.
Creative Variant Agent
Runs the repeatable portion of demand generation inside the shared transaction spine at spine cost and spine controls.
ceiling A4 · escalates to Escalates to VP Demand Generation when the unit falls outside the decision envelope or confidence drops below the floor.
Budget Pacing Agent
Runs the repeatable portion of demand generation inside the shared transaction spine at spine cost and spine controls.
ceiling A4 · escalates to Escalates to VP Demand Generation when the unit falls outside the decision envelope or confidence drops below the floor.
Channel Allocation Agent
Executes the demand generation step it owns, posts its evidence, and hands the unit to the next stage.
ceiling A4 · escalates to Escalates to VP Demand Generation when the unit falls outside the decision envelope or confidence drops below the floor.
Bid Optimization Agent
Executes the demand generation step it owns, posts its evidence, and hands the unit to the next stage.
ceiling A4 · escalates to Escalates to VP Demand Generation when the unit falls outside the decision envelope or confidence drops below the floor.
Landing Page Agent
Executes the demand generation step it owns, posts its evidence, and hands the unit to the next stage.
ceiling A4 · escalates to Escalates to VP Demand Generation when the unit falls outside the decision envelope or confidence drops below the floor.
Lead Scoring Agent
Executes the demand generation step it owns, posts its evidence, and hands the unit to the next stage.
ceiling A4 · escalates to Escalates to VP Demand Generation when the unit falls outside the decision envelope or confidence drops below the floor.
Demand Generation Challenger Agent
Adversarial reviewer for demand generation. Argues the opposite case on every position and flags where the evidence does not carry the claim.
ceiling A4 · escalates to Escalates when a ratified position is still running against a break condition it flagged.
Estate rating breakdown
Seven control dimensions. Judgment readiness runs against autonomy on purpose.
People
What the humans stopped doing, and what they do now.
Redeployed into customer-facing escalation ownership.
Lines running in this sub-function
Each line is a workflow. Click a line to walk it station by station.
Strategy positions this sub-function holds
An agent that only executes is a robot. These are the calls it made, the argument against each one, and what would prove it wrong.
Demand Generation Operating Position
Draftv1Should campaign work stay in the shared transaction spine, or come back inside the function where the context lives?
Hold the ceiling at A4 for demand generation. Bidding, allocation and creative rotation run inside a spend envelope with no human in the loop. Launch and envelope changes are approved once, then the agent runs. Raise it only after two consecutive quarters where the override rate stays under five percent and every override has a written cause.
confidence
72%
The challenge — Demand Generation Challenger Agent
Demand Generation Challenger Agent argues the recommendation leans on 5 quarters of data from a period with no volume shock. The confidence band overlaps the alternative, and the position does not say what it would take to be wrong. Recorded as a dissent, not a block.
Break conditions
- ·Override rate rises above 6 percent for two consecutive months
- ·Cost per campaign stops falling while volume keeps rising
- ·A control failure in this lane reaches a customer or a regulator
Evidence gaps
- ·No independent test of the control evidence behind the touchless rate
| Alternative considered | Cost | Risk | Verdict |
|---|---|---|---|
| Hold the current position | $348k run rate | Known and priced. Cedes ground if comparators move faster. | live |
| Raise the ceiling one level now | $1784k to build controls | Override rate is 5 percent; raising the ceiling before that settles imports the error into production. | rejected on evidence |
| Move the exception tail to the spine | $709k transition | Loses local context. Rework risk on the cases that are hardest to recover. | under review |
Policy register
The rules the agents above are bound by. Version, owner, approver, and the agents each rule constrains.
| Ref | Rule | Scope | Owner agent | Approved by | Version | Status |
|---|---|---|---|---|---|---|
| MK3-POL-200 | Demand Generation Decision Envelope Agents in this lane may act without a human when the campaign sits inside the stated value, risk and confidence envelope. Outside it, the unit holds at a gate with a named approver and a running clock. binds 6 agents · APAC | envelope | Demand Gen Orchestrator | VP Demand Generation | v5.1 | Active |
| MK3-POL-201 | Demand Generation Evidence Standard Every autonomous decision writes inputs, the rule version applied, the model and prompt version, the output and a reversal path. An action with no evidence record is treated as a control failure, not a fast decision. binds 6 agents · US · Canada | evidence | Demand Gen Orchestrator | VP Demand Generation | v3.8 | Active |
| MK3-POL-202 | Demand Generation Escalation Rule Escalation is mandatory when confidence falls below the floor, when two options sit inside the confidence band, or when a break condition on a ratified position fires. VP Demand Generation owns the response clock. binds 6 agents · Global | escalation | Demand Gen Orchestrator | VP Demand Generation | v2.7 | Active |
| MK3-POL-203 | Demand Generation Autonomy Ceiling The ceiling for this lane is 88 on the platform scale. Bidding, allocation and creative rotation run inside a spend envelope with no human in the loop. Launch and envelope changes are approved once, then the agent runs. The ceiling is a governance decision, not a technical limit, and only VP Demand Generation can propose moving it. binds 6 agents · LATAM · US | ceiling | Demand Gen Orchestrator | VP Demand Generation | v1.4 | Active |