Standard operating procedure · MK9B · Marketing

Reference Request

Transactional procedure owned by Customer Advocacy in Marketing. 5 numbered steps, 1 of them a person deciding and 4 of them agent work … more

Marketing manual Service view

Procedure code

MK9B

Transactional

Rule versions in force

v3.7 · v3.0 · v4.3

3 governing rules stacked over it

In force since

2025-04-25

Earliest effective date across those rules

Last reviewed

2026-08-08

Latest review date across those rules

Rules approved by

Director, Customer Advocacy

Rule health

2/3

1 under review · 0 superseded

There is no document register behind this header. The version, the dates and the approver names are read off the governing rules this procedure runs inside, which is the closest thing the estate holds to a document control record. Nobody wrote these procedures. There is no document library behind this page and no Word file anywhere in the estate. Every procedure below is generated from rows this platform already holds: the line and its ordered stations, the owning team and the person accountable for it, the policy items bound to that team, and the governance gates seeded against the function. The steps, the owners, the gates, the approvers, the dwell times and the volumes are read straight off those rows. The sentences that join them together are generated. Read a procedure as the estate describing itself, not as a document somebody signed.

Purpose and scope

What this procedure is for and where it stops

To run reference request to one repeatable standard inside Customer Advocacy, part of Marketing. more

Entry condition

Runs transactional. Starts when a threshold is crossed.

Exit condition

The unit clears log outcome. more

In scope

Every unit of reference request raised inside Customer Advocacy, from the trigger below through to the final step.
4 of the 5 steps, which run without a person present.
1 decision that stops the line until a named person releases it.

Out of scope

Anything outside the envelope set by the owning team. It leaves the line at a gate and becomes the named approver's decision.
Work that belongs to another function. This line records no handoff, so nothing leaves it mid-flow.
The 1 step carried on the shared AI GBS spine. They are done for this line but not by this function.

Who owns it

Runs the line

Advocacy Orchestrator

Accountable person

Director, Customer Advocacy

The end of the escalation path. Above them sits Marketing Chief of Staff for the function.

That team’s remit

Owns advocacy asset work end to end inside Marketing. more

That remit describes the whole team, not this one procedure, so its counts are larger than the ones on this page.

Autonomy

66% now · ceiling 72%

Matching and drafting are agentic. more

The procedure, step by step

5 numbered steps · 1 of them stop for a person

A step is one station on the line. more

No.	Step	Who does it	What happens	System of record	Time on the step	In flight
01	Match request Agentworkflow	Advocate Identification Agent	Advocate Identification Agent performs this step unattended at the workflow layer, inside the envelope its owning team has set, and writes an evidence record naming the actor, the authority it acted under and the digests of what it read and wrote.	Customer Relationship Management	1.6 hrsstandard 2.6 hrs	2
02	Check fatigue GBSgbs	Advocate Identification Agent	Advocate Identification Agent performs this step unattended on the shared AI GBS transaction spine, outside the function, inside the envelope its owning team has set, and writes an evidence record naming the actor, the authority it acted under and the digests of what it read and wrote.	Customer Relationship Management	2.0 hrsstandard 3.2 hrs	18
03	Secure consent HumanpolicyDecision	Director, Customer Advocacy Releases: Director, Customer Advocacy	Work stops. Director, Customer Advocacy reviews what the line has produced and either releases the unit or sends it back. Nothing downstream of this step runs until that decision is made.Holds until: Held for a named human when the unit exceeds the advocacy asset decision envelope, when confidence falls below the floor, or when a policy clause is engaged.	Customer Relationship Management	4.2 hrsstandard 7.4 hrs	1
04	Broker call Agentworkflow	Review Solicitation Agent	Review Solicitation Agent performs this step unattended at the workflow layer, inside the envelope its owning team has set, and writes an evidence record naming the actor, the authority it acted under and the digests of what it read and wrote.	Marketing Automation	1.1 hrsstandard 2.2 hrs	14
05	Log outcome Agentworkflow	Advocate Health Agent	Advocate Health Agent performs this step unattended at the workflow layer, inside the envelope its owning team has set, and writes an evidence record naming the actor, the authority it acted under and the digests of what it read and wrote.	Digital Analytics	44 minstandard 57 min	12

The swimlane

The same steps, laid out by who is holding the work

Three lanes: a person deciding, an agent working, and the shared services spine. more

Person1 station and 43% of the dwellAgent3 stations and 36% of the dwellShared spine1 station and 21% of the dwell3 crossings between lanes

Human

decides

Agent

does the work

GBS

shared spine

System

attributed by rule

Customer Relationship Management

Marketing Automation

Digital Analytics

Click any station to see who does it, what it costs in time, the rule that gates it and the system attributed to it.

Run the procedure

One unit walked along that swimlane on the happy viable agentified path

Press run and a single unit enters at station 01. Each station takes exactly the dwell this platform records for it and is held by whoever the estate says holds it. more

speed

worked clock

00:00

allowance clock

00:00

stations cleared

0/5

the happy path, worked time0 min of 9.7 hrs

the same run against its allowance0 min of 16 hrs

Human

decides · 1

Agent

does the work · 3

GBS

shared spine · 1

run log

Nothing has happened yet. more

where the worked time goes9.7 hrs a unit

Person4.2 hrs · 43%Agent3.4 hrs · 36%Shared spine2.0 hrs · 21%3 crossings between lanes

what makes this path viable

The lanes are the recorded lanes. 1 of the 5 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 72% autonomy ceiling and this run sits at 57% 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.

what would have to change

One decision, held by Director, Customer Advocacy. more

stays with a person

03 Secure consent — The last decision on the line. Something on every procedure ends with a person, so this one is never offered.

what this run is, and what it is not

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

Run it again, going wrong

The same unit, the same stations, broken the way the estate already records breaking

This is the same unit on the same stations, breaking. more

No break below was chosen. more

One play head, two tracks, the same scale. The clean run stops when it runs out of stations; the other one keeps going.

As written

5 stations, nothing waiting, nothing sent back

0 min of 9.7 hrs

now Match request · Advocate Identification Agent · 1.6 hrs

As the ledger has it

the same stations, plus 4 categories the estate already counts

0 min of 24 hrs

now Match request · Advocate Identification Agent · 1.6 hrs

personagentshared spinework the break addsnobody working it

What breaks, and where it is counted

No break below was chosen. more

What the two runs say together

4 counted categories land on this procedure. more

What this run cannot claim

These breaks are shown together on one unit so the shape of a bad day fits on one screen. more

The separation register records a duty conflict against a sub-function and a named post, not against one procedure. more

Two clocks run. Worked time is the sum of the time the work is actually being done … more

Roles and responsibilities

5 named parties

The responsibility grid is assigned by a rule, not lifted from a chart. more

Party	RACI	Steps	Duty	Escalates to
Advocacy Orchestrator orchestrator	Runs the line	0	Sequences this line, holds its timetable and decides what has to surface to a person. more	Raises to Director, Customer Advocacy when a unit falls outside the envelope or confidence drops below the floor.
Advocate Identification Agent agent A3% autonomy · ceiling A3% 92% clean · 7% overridden	Responsible	2	Executes the customer advocacy step it owns, posts its evidence, and hands the unit to the next stage.	Escalates to Director, Customer Advocacy when the unit falls outside the decision envelope or confidence drops below the floor.
Director, Customer Advocacy person	Accountable and responsible	1	Holds 1 decision on this line. more	Accountable to Director, Customer Advocacy for the decisions held here.
Review Solicitation Agent agent A3% autonomy · ceiling A3% 93% clean · 3% overridden	Responsible	1	Executes the customer advocacy step it owns, posts its evidence, and hands the unit to the next stage.	Escalates to Director, Customer Advocacy when the unit falls outside the decision envelope or confidence drops below the floor.
Advocate Health Agent agent A3% autonomy · ceiling A3% 92% clean · 14% overridden	Responsible	1	Watches customer advocacy continuously. more	Escalates to Director, Customer Advocacy when the unit falls outside the decision envelope or confidence drops below the floor.

Decision points and escalation

1 places this procedure stops

03 · Secure consent

4.2 hrs

Held for a named human when the unit exceeds the advocacy asset decision envelope, when confidence falls below the floor, or when a policy clause is engaged.

Director, Customer Advocacy

Handoffs out of this procedure

Nothing leaves this procedure for another function. It completes inside Customer Advocacy.

The rules this procedure runs inside

3 governing rules

Customer Advocacy Decision Envelope

active

MK9-POL-200 · envelope · vv3.7

Agents in this lane may act without a human when the advocacy asset sits inside the stated value, risk and confidence envelope. more

Approved by Director, Customer Advocacy · in force 2025-08-23 · reviewed 2026-08-01

Binds Advocate Identification Agent, Reference Matching Agent, Case Study Drafting Agent, Review Solicitation Agent

Global

Customer Advocacy Evidence Standard

under review

MK9-POL-201 · evidence · vv3.0

Every autonomous decision writes inputs, the rule version applied, the model and prompt version, the output and a reversal path. more

Approved by Director, Customer Advocacy · in force 2025-09-28 · reviewed 2026-07-20

Binds Advocate Identification Agent, Reference Matching Agent, Case Study Drafting Agent, Review Solicitation Agent

EU · UK · US

Customer Advocacy Escalation Rule

active

MK9-POL-202 · escalation · vv4.3

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

Approved by Director, Customer Advocacy · in force 2025-04-25 · reviewed 2026-08-08

Binds Advocate Identification Agent, Reference Matching Agent, Case Study Drafting Agent, Review Solicitation Agent

US · Canada

Systems this procedure touches

3 named · 0 connected

System attribution is a rule, not a reading. more

System	Vendor	Domain	Criticality	Steps	Connection
Customer Relationship Management	Salesforce Sales Cloud	crm	critical	3	modeled
Marketing Automation	Marketo Engage	marketing	medium	1	modeled
Digital Analytics	Adobe Analytics	marketing	medium	1	modeled

0 of the 3 systems on this procedure is connected to the platform, and none of the twenty-six in the estate register is. 2 of them are marked as taking a write back, which is a property of the system, not a live path from here.

How it performs

End to end

9.7 hrs

Summed from the time each step sits, standard 16.4 hrs — running at 59% of the standard.

Touchless

69%

Agent share

80%

A week

6,558

In flight

Effort a week

251 human minutes · 328 agent minutes

Volume multiplied by the time on each step. more

Assurance over this procedure

4 governance gates sit above it

The twenty-four controls and eighteen exception classes in this platform are held at estate level … 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

Next to it on the same team

Customer Advocacy

Case Study Production

MK9A

Review Program

MK9C

All of Marketing

What this document is and is not

These procedures describe the modeled estate. more

Actions

What is waiting on a person

What one procedure document gives you, and what to check before you treat it as the standard.

151

named approvers appear across the library

Every decision point on every procedure carries a job title, not a queue. more

143

steps in the library hand their unit to another function

A handoff is where a procedure stops being one team’s problem. more

controls exist in the estate, and they belong to no procedure in particular

Controls and exception classes are held estate-wide. more

Operations

What this desk is allowed to start

A surface that only reports is not operable. more

Trigger and bound

A procedure document prints purpose, scope, entry and exit, the numbered steps with the actor on each, the roles and their RACI position, the swimlane, the decision points and escalation, the handoffs, the governing rules with version and approver, the systems by rule and the timings. more

Live observability

What the record shows right now

The whole library, by lane, so a single document can be read against the estate it came from. more

Current distribution

2,748 steps

Agent, inside the function1,38951%

Agent, on the shared spine85131%

Person deciding at a gate50818%

Is policy and strategy coming to fruition

Whether the written intent is holding here

Half. The document is complete and every actor on it is measured more

Not holding on the record

A procedure here carries a version, an approver, an in-force date and a last-review date. more