From a broad question
to a practical plan.
A clear process helps everyone understand the work. The sequence below provides a starting framework; the details are adapted to the engagement.
Discover the context
We begin with the business question, intended audience and current situation. The goal is to understand what would make the engagement useful and whether the available information can support it.
Useful inputs
- Business objectives and the offer
- Existing channels and marketing materials
- Known constraints and open questions
Define the engagement
The proposal translates the discussion into a specific scope. It identifies the deliverables, responsibilities, timing, fees and any access or approvals needed before work starts.
What is agreed
- Activities and outputs included in the work
- Ownership, dependencies and review points
- Consulting fees and separate third-party costs
Develop the work
Recommendations or agreed implementation tasks are developed against the scope. Questions and assumptions are documented so that decisions can be reviewed with the relevant context.
How the work is organized
- Clear inputs and agreed access
- Documented recommendations and decisions
- Approvals for changes where required
Review and refine
The review connects the outputs to the original question. Where performance information is available, we discuss its meaning and limitations before recommending what to keep, investigate or change.
What the review should clarify
- What the available evidence shows
- What remains uncertain or requires input
- The next priorities and responsibilities
Useful reporting
starts with useful questions.
Not every metric answers the same question. We consider the purpose of the activity, the quality of the data and the business context when discussing progress.
Explore the measurement guide →Before work begins.
How is the timeline set?
Timing depends on the scope, the information available, implementation dependencies and review requirements. A proposed schedule is discussed before the engagement starts.
Who owns implementation?
Responsibilities are stated in the proposal. A consulting scope may provide recommendations for your business to implement, while a separate agreed scope may include implementation support.
What access will be required?
Access depends on the task. An initial conversation can usually use business context and existing materials. Where platform access is necessary, the scope and authorization should be agreed first.
What happens if the scope changes?
New requirements should be discussed before additional work begins. Changes to deliverables, timing or fees should be documented so that expectations remain clear.