Standard operating procedures · Marketing
The Marketing procedure manual
33 written procedures across 11 teams, made of 190 numbered steps. 35 of those steps are a person deciding and 155 are agent work … more
Procedures
33
Median 5 steps long.
Numbered steps
190
Every one carries exactly one actor.
Decision points
35
18% of this function's steps stop for a person.
Agent steps
155
43 of them on the shared spine.
Named agents
98
Registered against the teams inside this function.
Units a week
84,963
Across every procedure in this manual.
Who this manual belongs to
Accountability above the procedures
Accountable
Chief Marketing Officer
The end of the escalation path for every procedure in this manual. more
Chief of staff
Marketing Chief of Staff
Holds the operating rhythm of the function: the cadence these procedures are reviewed on and the queue of changes waiting to be made to them.
Autonomy across this function
71% now · 84% target
This is the function’s declared autonomy, not a reading taken from the procedures. Measured off the procedures themselves, 82% of the steps in this manual run without a person. The two are different questions and they do not have to agree.
The service level
Campaign asset approval
cycle-time · target 24 hrs · Rolling 30 days, 90th percentile
Attainment is 97.1% against a target of 24 hrs.
Asset submitted to approval recorded.
Governance gates on this function
4 declared
These are rules about the function as a whole, not about one procedure. more
| Gate | What trips it | Who releases it | Clock | Waivable |
|---|---|---|---|---|
New or regulated claim approval | Any performance, comparative or regulated product claim not already substantiated | CMO and General Counsel | 2 business days | No |
Budget reallocation guardrail approval | Reallocation above 5% of campaign budget or $100,000 | CMO | 1 business day | No |
New personal-data use approval | Any new data class, inferred attribute or third-party audience source | Privacy officer | 3 business days | No |
Crisis or socially sensitive content escalation | Public position, crisis response or politically sensitive topic | CMO and Communications | 2 hours | No |
Run any procedure in this manual
33 to choose from
This is a run, not a forecast. One unit enters the procedure and is walked station by station in the recorded order, each station taking exactly the dwell the estate records for it, held by whoever the estate says holds it. The clock you watch is worked time: the sum of the time the work is actually being done. Pick a procedure on the left and press run. Happy means nothing goes wrong: no station raises an exception, no gate sends the unit back, no rework loop fires and nothing sits in a queue between stations. Viable means the path is the one the estate already permits: the lanes are the recorded lanes, every decision that stops for a person still stops for that person, and no step is moved unless the owning team has autonomy ceiling left to cover it. It is a floor for how fast this procedure can go while staying inside its own rules, not a promise about any particular Tuesday.
Nothing has happened yet. more
- The lanes are the recorded lanes. 1 of the 6 stations stop for a person and every one of them still does on this run.
- Every one of the 1 decision is still taken by the person who holds it. The happy path is that each one is released first time, not that it is skipped.
- The owning team is held to a 84% autonomy ceiling and this run sits at 86% unattended, inside it.
- 3 systems are attributed across the stations, and 0 of them are connected. Nothing in this run has been watched executing against a real system of record.
One decision, held by Director, Marketing Analytics. more
- 05 Leader review — The last decision on the line. Something on every procedure ends with a person, so this one is never offered.
This is a run, not a forecast. more
Happy means nothing goes wrong: no station raises an exception, no gate sends the unit back, no rework loop fires and nothing sits in a queue between stations. more
The second clock is the allowance. more
A decision may be handed to the agent lane only if two things hold … more
The run reads the station rows only. more
What this run does not model: arrival patterns, contention between procedures for the same person, shift patterns, weekends, learning curves, and the cost of anything. more
Brand & Positioning
3 procedures · 17 steps · 3 decisions
Runs the line
Brand Orchestrator
Accountable
VP Brand
Layers in play
strategy · policy · observe · workflow
That team’s remit
Owns brand asset work end to end inside Marketing. more
Why the ceiling sits there
Agents author the positioning with evidence and dissent attached. more
The 2 rules every procedure in this team runs inside
Brand & Positioning Decision Envelope
activeMK1-POL-200 · Envelope · v2.8 · approved by VP Brand
Agents in this lane may act without a human when the brand asset sits inside the stated value, risk and confidence envelope. more
Brand & Positioning Evidence Standard
activeMK1-POL-201 · Evidence · v5.3 · approved by VP Brand
Every autonomous decision writes inputs, the rule version applied, the model and prompt version, the output and a reversal path. more
| Code | Procedure | Steps | Decisions | Who does the work | Agent % | A week | |
|---|---|---|---|---|---|---|---|
| MK1A | Positioning RefreshJ | 8 | 1 | 88% | 1 | ||
| MK1B | Brand Compliance SweepT | 5 | 1 | 80% | 7,558 | ||
| MK1C | Brand Health ReadA | 4 | 1 | 75% | 34 |
Market & Competitive Intelligence
3 procedures · 16 steps · 3 decisions
Runs the line
Market Intelligence Orchestrator
Accountable
Director, Market Intelligence
Layers in play
strategy · observe · workflow
That team’s remit
Owns intelligence brief work end to end inside Marketing. more
Why the ceiling sits there
Monitoring and synthesis are continuous and touchless. more
The 3 rules every procedure in this team runs inside
Market & Competitive Intelligence Decision Envelope
activeMK2-POL-200 · Envelope · v5.4 · approved by Director, Market Intelligence
Agents in this lane may act without a human when the intelligence brief sits inside the stated value, risk and confidence envelope. more
Market & Competitive Intelligence Evidence Standard
activeMK2-POL-201 · Evidence · v1.7 · approved by Director, Market Intelligence
Every autonomous decision writes inputs, the rule version applied, the model and prompt version, the output and a reversal path. more
Market & Competitive Intelligence Escalation Rule
activeMK2-POL-202 · Escalation · v4.0 · approved by Director, Market Intelligence
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. more
| Code | Procedure | Steps | Decisions | Who does the work | Agent % | A week | |
|---|---|---|---|---|---|---|---|
| MK2A | Competitive Move ResponseT | 5 | 1 | 80% | 2,842 | ||
| MK2B | Quarterly Market ReadA | 6 | 1 | 83% | 78 | ||
| MK2C | Analyst EngagementT | 5 | 1 | 80% | 2,346 |
Demand Generation
3 procedures · 17 steps · 3 decisions
Runs the line
Demand Gen Orchestrator
Accountable
VP Demand Generation
Layers in play
strategy · observe · workflow · gbs
That team’s remit
Owns campaign work end to end inside Marketing. more
Why the ceiling sits there
Bidding, allocation and creative rotation run inside a spend envelope with no human in the loop. more
The 4 rules every procedure in this team runs inside
Demand Generation Decision Envelope
activeMK3-POL-200 · Envelope · v5.1 · approved by VP Demand Generation
Agents in this lane may act without a human when the campaign sits inside the stated value, risk and confidence envelope. more
Demand Generation Evidence Standard
activeMK3-POL-201 · Evidence · v3.8 · approved by VP Demand Generation
Every autonomous decision writes inputs, the rule version applied, the model and prompt version, the output and a reversal path. more
Demand Generation Escalation Rule
activeMK3-POL-202 · Escalation · v2.7 · approved by VP Demand Generation
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. more
Demand Generation Autonomy Ceiling
activeMK3-POL-203 · Ceiling · v1.4 · approved by VP Demand Generation
The ceiling for this lane is 88 on the platform scale. more
| Code | Procedure | Steps | Decisions | Who does the work | Agent % | A week | |
|---|---|---|---|---|---|---|---|
| MK3A | Campaign LaunchT | 8 | 2 | 75% | 3,805 | ||
| MK3B | Always-on OptimizationT | 4 | 1 | 75% | 3,837 | ||
| MK3C | Lead HandoffT | 5 | 0 | 100% | 1,651 |
Content Studio
3 procedures · 17 steps · 4 decisions
Runs the line
Content Orchestrator
Accountable
Director, Content
Layers in play
strategy · policy · observe · workflow · gbs
That team’s remit
Owns content asset work end to end inside Marketing. more
Why the ceiling sits there
Drafting, localization and optimization are agentic at volume. more
The 4 rules every procedure in this team runs inside
Content Studio Decision Envelope
under reviewMK4-POL-200 · Envelope · v2.0 · approved by Director, Content
Agents in this lane may act without a human when the content asset sits inside the stated value, risk and confidence envelope. more
Content Studio Evidence Standard
activeMK4-POL-201 · Evidence · v4.3 · approved by Director, Content
Every autonomous decision writes inputs, the rule version applied, the model and prompt version, the output and a reversal path. more
Content Studio Escalation Rule
activeMK4-POL-202 · Escalation · v4.6 · approved by Director, Content
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. more
Content Studio Autonomy Ceiling
activeMK4-POL-203 · Ceiling · v1.5 · approved by Director, Content
The ceiling for this lane is 78 on the platform scale. more
| Code | Procedure | Steps | Decisions | Who does the work | Agent % | A week | |
|---|---|---|---|---|---|---|---|
| MK4A | Content ProductionT | 7 | 2 | 71% | 2,197 | ||
| MK4B | Localization RunT | 5 | 1 | 80% | 635 | ||
| MK4C | Content RefreshT | 5 | 1 | 80% | 4,284 |
Campaign Orchestration
3 procedures · 19 steps · 2 decisions
Runs the line
Campaign Orchestrator
Accountable
Director, Campaign Operations
Layers in play
strategy · policy · observe · workflow · gbs
That team’s remit
Owns campaign send work end to end inside Marketing. more
Why the ceiling sits there
Orchestration and suppression are fully automated with a hard consent gate the agent cannot override. more
The 4 rules every procedure in this team runs inside
Campaign Orchestration Decision Envelope
activeMK5-POL-200 · Envelope · v4.7 · approved by Director, Campaign Operations
Agents in this lane may act without a human when the campaign send sits inside the stated value, risk and confidence envelope. more
Campaign Orchestration Evidence Standard
activeMK5-POL-201 · Evidence · v5.5 · approved by Director, Campaign Operations
Every autonomous decision writes inputs, the rule version applied, the model and prompt version, the output and a reversal path. more
Campaign Orchestration Escalation Rule
under reviewMK5-POL-202 · Escalation · v3.5 · approved by Director, Campaign Operations
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. more
Campaign Orchestration Autonomy Ceiling
activeMK5-POL-203 · Ceiling · v2.3 · approved by Director, Campaign Operations
The ceiling for this lane is 86 on the platform scale. more
| Code | Procedure | Steps | Decisions | Who does the work | Agent % | A week | |
|---|---|---|---|---|---|---|---|
| MK5A | Integrated Campaign RunT | 8 | 1 | 88% | 3,701 | ||
| MK5B | Nurture ProgramT | 5 | 0 | 100% | 7,979 | ||
| MK5C | Send Incident ResponseT | 6 | 1 | 83% | 6,670 |
Digital & Web
3 procedures · 19 steps · 3 decisions
Runs the line
Digital Orchestrator
Accountable
Director, Digital Experience
Layers in play
strategy · policy · observe · workflow · gbs
That team’s remit
Owns web change work end to end inside Marketing. more
Why the ceiling sits there
Experiments, personalization and reverts run autonomously. more
The 2 rules every procedure in this team runs inside
Digital & Web Decision Envelope
activeMK6-POL-200 · Envelope · v2.5 · approved by Director, Digital Experience
Agents in this lane may act without a human when the web change sits inside the stated value, risk and confidence envelope. more
Digital & Web Evidence Standard
activeMK6-POL-201 · Evidence · v3.1 · approved by Director, Digital Experience
Every autonomous decision writes inputs, the rule version applied, the model and prompt version, the output and a reversal path. more
| Code | Procedure | Steps | Decisions | Who does the work | Agent % | A week | |
|---|---|---|---|---|---|---|---|
| MK6A | Web Change ReleaseT | 8 | 1 | 88% | 3,852 | ||
| MK6B | Conversion ExperimentA | 6 | 1 | 83% | 34 | ||
| MK6C | Site Health WatchT | 5 | 1 | 80% | 2,597 |
Product Marketing
3 procedures · 19 steps · 4 decisions
Runs the line
Product Marketing Orchestrator
Accountable
VP Product Marketing
Layers in play
strategy · observe · workflow · gbs
That team’s remit
Owns launch work end to end inside Marketing. more
Why the ceiling sits there
Narrative and collateral are agent-authored. more
The 2 rules every procedure in this team runs inside
Product Marketing Decision Envelope
activeMK7-POL-200 · Envelope · v5.5 · approved by VP Product Marketing
Agents in this lane may act without a human when the launch sits inside the stated value, risk and confidence envelope. more
Product Marketing Evidence Standard
activeMK7-POL-201 · Evidence · v4.3 · approved by VP Product Marketing
Every autonomous decision writes inputs, the rule version applied, the model and prompt version, the output and a reversal path. more
| Code | Procedure | Steps | Decisions | Who does the work | Agent % | A week | |
|---|---|---|---|---|---|---|---|
| MK7A | Product LaunchT | 8 | 2 | 75% | 2,484 | ||
| MK7B | Portfolio Investment PositionJ | 6 | 1 | 83% | 4 | ||
| MK7C | Adoption DiagnosticA | 5 | 1 | 80% | 14 |
Field & Events
3 procedures · 18 steps · 2 decisions
Runs the line
Events Orchestrator
Accountable
Director, Field Marketing
Layers in play
strategy · observe · workflow · gbs
That team’s remit
Owns event work end to end inside Marketing. more
Why the ceiling sits there
Targeting, logistics coordination and follow-up are automated. more
The 3 rules every procedure in this team runs inside
Field & Events Decision Envelope
activeMK8-POL-200 · Envelope · v4.2 · approved by Director, Field Marketing
Agents in this lane may act without a human when the event sits inside the stated value, risk and confidence envelope. more
Field & Events Evidence Standard
activeMK8-POL-201 · Evidence · v2.1 · approved by Director, Field Marketing
Every autonomous decision writes inputs, the rule version applied, the model and prompt version, the output and a reversal path. more
Field & Events Escalation Rule
activeMK8-POL-202 · Escalation · v5.7 · approved by Director, Field Marketing
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. more
| Code | Procedure | Steps | Decisions | Who does the work | Agent % | A week | |
|---|---|---|---|---|---|---|---|
| MK8A | Event DeliveryT | 8 | 1 | 88% | 1,562 | ||
| MK8B | Field ProgramT | 6 | 0 | 100% | 1,347 | ||
| MK8C | Event Portfolio ReviewA | 4 | 1 | 75% | 26 |
Customer Advocacy
3 procedures · 16 steps · 5 decisions
Runs the line
Advocacy Orchestrator
Accountable
Director, Customer Advocacy
Layers in play
strategy · policy · observe · workflow
That team’s remit
Owns advocacy asset work end to end inside Marketing. more
Why the ceiling sits there
Matching and drafting are agentic. more
The 3 rules every procedure in this team runs inside
Customer Advocacy Decision Envelope
activeMK9-POL-200 · Envelope · v3.7 · approved by Director, Customer Advocacy
Agents in this lane may act without a human when the advocacy asset sits inside the stated value, risk and confidence envelope. more
Customer Advocacy Evidence Standard
under reviewMK9-POL-201 · Evidence · v3.0 · approved by Director, Customer Advocacy
Every autonomous decision writes inputs, the rule version applied, the model and prompt version, the output and a reversal path. more
Customer Advocacy Escalation Rule
activeMK9-POL-202 · Escalation · v4.3 · approved by Director, Customer Advocacy
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. more
| Code | Procedure | Steps | Decisions | Who does the work | Agent % | A week | |
|---|---|---|---|---|---|---|---|
| MK9A | Case Study ProductionT | 7 | 3 | 57% | 3,417 | ||
| MK9B | Reference RequestT | 5 | 1 | 80% | 6,558 | ||
| MK9C | Review ProgramT | 4 | 1 | 75% | 2,333 |
Marketing Ops & MarTech
3 procedures · 16 steps · 3 decisions
Runs the line
Marketing Ops Orchestrator
Accountable
Director, Marketing Operations
Layers in play
strategy · policy · observe · workflow · gbs
That team’s remit
Owns ops change work end to end inside Marketing. more
Why the ceiling sits there
Hygiene and monitoring run continuously without a human. more
The 2 rules every procedure in this team runs inside
Marketing Ops & MarTech Decision Envelope
under reviewMK10-POL-200 · Envelope · v4.8 · approved by Director, Marketing Operations
Agents in this lane may act without a human when the ops change sits inside the stated value, risk and confidence envelope. more
Marketing Ops & MarTech Evidence Standard
activeMK10-POL-201 · Evidence · v5.2 · approved by Director, Marketing Operations
Every autonomous decision writes inputs, the rule version applied, the model and prompt version, the output and a reversal path. more
| Code | Procedure | Steps | Decisions | Who does the work | Agent % | A week | |
|---|---|---|---|---|---|---|---|
| MK10A | Data Quality RemediationT | 5 | 1 | 80% | 3,057 | ||
| MK10B | Stack ChangeT | 6 | 1 | 83% | 5,504 | ||
| MK10C | Consent Register AuditT | 5 | 1 | 80% | 4,452 |
Attribution & Analytics
3 procedures · 16 steps · 3 decisions
Runs the line
Marketing Analytics Orchestrator
Accountable
Director, Marketing Analytics
Layers in play
strategy · observe · workflow · gbs
That team’s remit
Owns analysis work end to end inside Marketing. more
Why the ceiling sits there
Modeling and reporting are fully agentic. more
The 2 rules every procedure in this team runs inside
Attribution & Analytics Decision Envelope
under reviewMK11-POL-200 · Envelope · v3.0 · approved by Director, Marketing Analytics
Agents in this lane may act without a human when the analysis sits inside the stated value, risk and confidence envelope. more
Attribution & Analytics Evidence Standard
activeMK11-POL-201 · Evidence · v3.7 · approved by Director, Marketing Analytics
Every autonomous decision writes inputs, the rule version applied, the model and prompt version, the output and a reversal path. more
| Code | Procedure | Steps | Decisions | Who does the work | Agent % | A week | |
|---|---|---|---|---|---|---|---|
| MK11A | Monthly Performance ReadA | 6 | 1 | 83% | 71 | ||
| MK11B | Incrementality TestA | 5 | 1 | 80% | 28 | ||
| MK11C | Mix Reallocation PositionJ | 5 | 1 | 80% | 5 |
Where this manual comes from
Nobody wrote these procedures. more
What it cannot claim
The twenty-four controls and eighteen exception classes in this platform are held at estate level … more
These procedures describe the modeled estate. more
Actions
What is waiting on a person
What a single function manual is for, and the three things worth checking the moment you open one.
governing rules bind the teams inside these functions
Every team carries between two and four rules covering evidence, envelope, escalation and ceiling. 395 are active. more
governance gates are declared across the function estate
A governance gate is a rule about the function, not about a single procedure: a threshold, a named approver and a clock. more
points separate the most and least agent-run function, Customer Service and Legal
Customer Service runs 90% of its steps without a person and Legal runs 76%. The gap is not a target and not a failing … more
Operations
What this desk is allowed to start
A surface that only reports is not operable. more
Trigger and bound
A function manual gathers every procedure the function owns, grouped by the team that runs it, with the orchestrator, the accountable human, the autonomy ceiling and the governing rules printed against each team. more
Live observability
What the record shows right now
How the manuals differ in size, by number of written procedures. more
Current distribution
211 procedures
Is policy and strategy coming to fruition
Whether the written intent is holding here
Holding on structure, not on assurance. more
Not holding on the record
Every manual is complete: 475 procedures with nothing unassigned, 154 teams each carrying an orchestrator and a named accountable human, and every step attributed to a lane. more