Funnel-Aligned · Attract · Convert · Close · Customer3 Tiers · 4 Outcomes · 1·2·3 Plays
00Quick Reference5 min
The whole system on one page — outcomes, tiers, plays, pod.
The whole system, on one page.Read this first · 5 minutes
What we sell
Two foundations + three tiers
One-Time Foundations
Clear Messaging → Blueprint $5K – $15K
Visual Brand Identity → Brand Kit $5,000
Recurring Tiers (Monthly)
Foundation · 1 play / quarter $3,500
Growth · 2 plays / quarter $6,000
Scale · 3 plays / quarter $12,000+
The funnel
Four outcomes.
Stages of the Customer Journey
I · Attract Strangers → Visitors
II · Convert Visitors → Prospects
III · Close Prospects → Customers
IV · Customer Serve · Delight · Upsell
Twelve Plays in the Menu
Content Multiplier · Google Ads · Meta Ads
Photography · Podcast Support · Print Design
Custom Landing Pages · Lead Gen + Nurture
Lead Generating Resource · Webinar · Video Shoot
CRM Automation
How it works
One outcome. One quarter.
The Engagement
Client picks the tier — sets the pace
AM diagnoses + commits the outcome
Pod picks the plays — 1, 2, or 3 by tier
Pod runs a weekly sprint
Outcome rotates every 90 days
The Bet
Productized internally
Flexible for the client
Account Manager
The Relationship.
Owns client trust and retention
Runs the diagnostic + commits outcome
Hosts the monthly review
Defends scope when tactics drift
Project Manager
The Rhythm.
Translates outcome into the sprint + onboards new clients
Runs weekly pod planning + owns file org and agent/skill training
Reports against the outcome + coordinates cross-pod for consistency
Co-runs the quarterly review and improvement loop
Creative Manager
The Production.
Produces all creative output with AI
Directs the AI — doesn't follow it
Protects brand voice across plays
Owns asset library + QC
01The Architecture4 min
How the four layers stack into one product — foundation, outcomes, plays, pod.
The Full Product Stack
One-Time Foundations
Layer One
Clear Messaging
$5,000 – $15,000
→ The Blueprint
Layer Two
Visual Brand Identity
$5,000
→ The Brand Kit
↓ Then Enter the Partnership ↓
Outcomes — The Funnel Stages
I
Attract
II
Convert
III
Close
IV
Customer
↓ Directs Capacity Toward ↓
Tiers — Recurring Partnership
Tier One
Foundation
$3,500 / Month
1 play / quarter
Tier Two
Growth
$6,000 / Month
2 plays / quarter
Tier Three
Scale
$12,000 / Month
3 plays / quarter
Foundations First ✦ Outcome Picks the Point ✦ Team Picks the Plays
02The Pod at Work6 min
Three roles. One pod. AI in the middle.
The whole system on one page — outcomes, tiers, plays, pod.
The pod you already have — AM, PM, CM — is the right shape. The outcome model just
clarifies what each role owns. Jay and Chris provide strategic lift on
Scale-tier diagnoses and quarterly reviews. TM runs the foundation underneath.
Account Manager
The Relationship.
Own the client. Lead the diagnostic. Run monthly outcome reviews. Defend the chosen outcome when tactics drift.
Owns
Client trust and retention
Diagnostic conversations
Monthly outcome reviews
Quarterly outcome commits
Scope conversations
Tier upgrade recommendations
Project Manager
The Rhythm.
Translate outcome into a sprint and onboard new clients. Keep file org and agent/skill training current. Coordinate cross-pod for consistency. Co-run quarterly review and enforce scope discipline.
Owns
Sprint planning + client onboarding
Weekly pod standup and reporting
File org + agent/skill training
Cross-pod coordination + consistency
Timeline, budget, capacity tracking
Quarterly review delivery + improvement
Creative Manager
The Production.
Produce creative output at volume with AI. Direct the AI — don't be directed by it. Protect brand voice.
Owns
Copy, content, and creative
AI direction and editing
Brand voice consistency
Visual and video production
Asset library management
Creative quality control
AI, the fourth seat.
AI is not a tool the pod uses — it is a pod member.
It drafts, researches, and produces volume. The team directs and edits.
Every sprint assumes AI has done the first pass on writing, keyword research,
design variations, and reporting. The human hours go into judgment, taste, and relationships.
Responsibility Matrix
Activity
AM
PM
CM
AI
Jay/Chris
Diagnose outcome
—
—
Present & sell the tier
—
—
—
Pick the plays
—
Weekly sprint planning
—
—
Content & creative production
—
—
—
Monthly outcome review
—
—
Quarterly outcome commit
—
—
Client reporting
—
—
Scope defense
—
—
Tier upgrade / upsell
—
—
—
Primary owner Supports— Not involved
Pod Capacity · One pod = AM + PM + CM serving the same client list
Each pod manages up to ~$70,000/month in client revenue.
Mix the tiers however the book demands — what matters is the dollar load, not the
headcount. Different tiers mean different cadences and play counts, not different
pod members.
Tier
Plays / qtr
Cadence
MRR per client
Pure-pod max
Foundation
1 play
Monthly review
$3,500
20 clients
Growth
2 plays
Weekly cadence
$6,000
12 clients
Scale
3 plays
Bi-weekly + daily async
$12,000
6 clients
The Pod-Load Formula
(F × $3,500) + (G × $6,000) + (S × $12,000) ≤ $70,000 MRR / pod
Sample Mixes
20 Foundation = $70K · max breadth
12 Growth = $72K · weekly-cadence focus
6 Scale = $72K · deep partnerships
10 F + 6 G = $71K · typical mid-mix
6 F + 4 G + 2 S = $69K · balanced
Strategic lift sits on top of the pod load: Chris on Growth-tier quarterly reviews; Jay or Chris as fractional CMO for Scale clients.
03Layer One · Foundation3 min
The machinery under every partnership.
The two one-time builds every client buys before the engine turns on.
The tiers don't change. They define what's always running in the background — hosting,
website, CRM, baseline content, SEO fundamentals — and how many plays the team runs
per quarter against the chosen outcome. Pick your tier once. Let it run.
Tier I
Foundation
$3,500 / Month · 12-Month Agreement
1 play per quarter
Growing businesses, often the first real marketing hire. One outcome, one
focused play per quarter, steady monthly rhythm.
Always Running
Starter website + hosting
HubSpot CRM management
Monthly review call
Baseline content rhythm
SEO fundamentals
Google Business Profile
Tier II
Growth
$6,000 / Month · 12-Month Agreement
2 plays per quarter
Established businesses scaling up. Dedicated AM, weekly cadence, two parallel
plays in pursuit of the outcome, meaningful paid budget.
Everything in Foundation, Plus
Standard website (8–15 pages)
Full HubSpot pipeline
Up to 2 paid channels
Full SEO program
Email nurture automation
Quarterly business review
Tier III
Scale
$12,000 / Month · 12-Month Agreement
3 plays per quarter or 2 + custom build
Market leaders, multi-location, complex operators. Jay or Chris as fractional
CMO, three-front execution, custom tools when the outcome demands it.
Everything in Growth, Plus
Advanced website + custom tools
Multi-channel paid media
Full marketing automation
Executive dashboard
Fractional CMO access
Bi-weekly strategy calls
04Layer Two · Outcomes4 min
The aim we chase together.
Four named results we sell — Attract, Convert, Close, Customer.
Every quarter, the client and AM commit to one outcome. That choice reframes the
monthly call, the sprint planning, and the way we report. The tier doesn't change —
but the point of the tier does.
ITop of Funnel · Strangers → Visitors
Attract
"Get found. Get noticed."
The business doesn't have enough top-of-funnel volume. Strangers aren't
finding them, or they're finding the competition first. The aim is awareness,
traffic, and discoverability.
Traffic exists, but few visitors raise their hand. The site, ads, and offers
aren't capturing the intent that's already there. The aim is capture mechanics
and conversion rate.
The Team Leans Into
Lead magnets, capture forms, landing page CRO, A/B tests, sticky offers, GBP optimization, review-volume engines that drive new opt-ins.
IIIBottom of Funnel · Prospects → Customers
Close
"Turn interest into revenue."
Leads are coming in but few close. The aim is sales enablement, nurture, and
the systems that move a prospect from curious to committed.
The customer base is the leverage point. Acquisition is expensive; existing
customers are willing to buy more, refer their network, and stay if we keep
showing up. The aim is loyalty, expansion, and referrals.
How the four outcomes map to the funnel stages your client already lives in.
Our funnel has four parts — Attract, Convert, Close, Customer. Our four
outcomes map directly to those parts. Every Growth Partnership starts by naming
which stage the client needs leverage on this quarter. The outcome they pick is
literally the stage of the funnel we're focused on. The plays we run
determine the move.
One bucket. One question.
Every quarter the AM asks: "Are we attracting new leads, converting them
into prospects, closing them into customers, or growing the customers we
already have?" One answer. That's the outcome.
IAttractStrangers → Visitors. Get found and noticed.
IIConvertVisitors → Prospects. Capture the hand-raise.
IIICloseProspects → Customers. Turn interest into revenue.
IVCustomerServe · Delight · Upsell · Refer.
How the play menu maps
Twelve productized plays from the canonical menu — Content Multiplier, Google
Ads, Meta Ads, Custom Landing Pages, Lead Gen + Nurture, Print Design, Photography,
Video Shoot, Webinar, Podcast, Lead Generating Resource, CRM Automation. Some
plays appear in multiple outcomes — a Video Shoot for brand story is
Attract; the same shoot day used for
testimonials is Close. The team picks
the play, the strategist picks the framing.
06Four Playbooks5 min
The play menu. Twelve productized plays.
The four outcome-level recipes the pod runs every quarter.
Twelve canonical plays. The team picks plays from this menu based on the diagnostic,
the business, and the tier. Foundation runs 1, Growth runs 2, Scale runs 3.
Some plays appear in multiple outcomes — they flex based on what the strategist
deploys them for. A Video Shoot for a brand-story film is Attract; the same
shoot day used for testimonials is Close.
ITop of Funnel
Attract
The Plays
Content Multiplier · 2× base output — 8 social, 2 blogs, 2 emails / month
Deliverable8 social posts + assets · 2 SEO blogs (1500–2000w) · 2 HubSpot email campaigns · Monthly cadence · CM → AM → Client
Google Ads Management · campaign + up to $5K monthly spend, optimization
DeliverableCampaign setup + ongoing optimization · Monthly performance report · Ongoing · PM (ops) + AM (results)
Meta Ads Management · Facebook / Instagram campaign, up to $5K monthly spend
DeliverableCampaign setup + creative + optimization · Monthly performance report · Ongoing · PM (ops) + AM (results)
Photography · one-day pro shoot, products + people, edited gallery
Deliverable1-day shoot, single location · 30–50 edited photos via gallery link · 2 weeks shoot-to-delivery · CM + Client
Podcast Support · production, editing, show notes, distribution, promo clips
DeliverablePer episode: full edit · 3 short-form clips · show notes · platform distribution · Weekly or bi-weekly cadence · CM + Client
Inbound traffic up materially, brand recognized in market, top-3 SERP for key terms.
IIMid-Funnel
Convert
The Plays
Custom Landing Pages · up to 2 / quarter — copy, design, tracking
Deliverable2 landing pages / quarter · Desktop + mobile design · HubSpot form · GA4 events · 2 weeks per page · CM + PM + Client
Lead Gen + Nurture Sequence · custom magnet + 5-email follow-up
Deliverable1 lead magnet (PDF / guide / toolkit) · 5-email automated sequence in HubSpot · 4 weeks · CM + AM + Client
Lead Generating Resource · calculator, quiz, or interactive assessment
Deliverable1 interactive tool, embedded on site · Captures leads to HubSpot · 4–6 weeks · CM + TM + Client
Webinar Creation · strategy, slides, promotion, registration, follow-up
DeliverableStrategy + slide deck + registration page + promotion plan + live tech support + follow-up sequence · 6–8 weeks · CM + AM + Client
Foundation 1 · Growth 2 · Scale 3
Toolkit
HubSpot forms · Pencil / Figma · Claude · WebinarJam · Calendly · Hotjar
Metrics
Visitor-to-lead rate · Opt-in rate · Form completions · Cost-per-prospect
Done Looks Like
Visitor-to-lead conversion up meaningfully; capture mechanics measurable at every entry point.
IIIBottom of Funnel
Close
The Plays
CRM Automation · workflows, pipeline setup, lead scoring, dashboards
DeliverableHubSpot workflow setup · Lead scoring rules · Custom pipeline + dashboards · 4–6 weeks · PM + AM + Client
Video Shoot · half-day shoot — testimonials, sales videos, objection handling
DeliverableHalf-day shoot, single location · 2–3 final cuts (long + short) · Social-cropped versions · 3 weeks shoot-to-delivery · CM + AM + Client
Lead Gen + Nurture Sequence · close-side nurture sequences for booked leads
DeliverableClose-flavored 5-email sequence · Sales-team handoff doc · Triggers + branching logic in HubSpot · 4 weeks · CM + AM + Client
Webinar Creation · sales-focused webinars with conversion follow-up
DeliverableSales-focused deck + registration page + promotion + follow-up conversion sequence · 6–8 weeks · CM + AM + Client
Referrals are a measured channel, upsell revenue is a line item, LTV trending up.
07Quarterly Plays · The Menu4 min
Click any play for what's included and how we deliver it.
The twelve productized plays a client picks from each quarter.
Foundation picks 1. Growth picks 2. Scale picks 3 (or 2 + custom). Swap quarterly as
priorities shift. Your strategist and pod deliver everything inside the sprint model.
2x
Content Multiplier
Double your base output — 8 social posts, 2 blogs, 2 email campaigns per month.
G
Google Ads Management
One Google Ads campaign, up to $5K/mo ad spend, ongoing optimization + reporting.
M
Meta Ads Management
One Meta (Facebook/Instagram) campaign, up to $5K/mo ad spend, ongoing optimization.
▦
Custom Landing Pages
Dedicated landing-page builds — up to 2 per quarter with copy, design, and tracking.
◆
Lead Gen + Nurture
Custom lead magnet (PDF, guide, toolkit) plus a 5-email follow-up nurture sequence.
Production, editing, show notes, distribution, and promotional clips for your podcast.
⚙
Lead Generating Resource
Calculator, quiz, assessment, or interactive tool — built to capture leads and drive conversions.
⚙
CRM Automation
Workflow building, pipeline setup, lead scoring, custom dashboards — for clients who need their CRM actively managed.
1
Annual plan. Pick your tier and select plays during onboarding.
2
Quarterly adjustments. Swap plays each quarter as priorities shift.
3
Same team, same sprint. Your strategist and pod deliver everything in the sprint model.
08The First 60 Days4 min
How a new client enters the partnership.
How a new partnership opens — onboarding, blueprint, first sprint.
A repeatable onboarding that ends with a committed outcome and play menu for Q1.
Same rhythm across all three tiers — only depth and velocity change.
i
Week 1
Discovery & Blueprint
15-min qualifying call, then a Growth Blueprint session.
Chris · AM
ii
Week 2
Foundation Setup
Tier signed. Hosting, HubSpot, kickoff call set.
PM · TM
iii
Week 3
The Diagnostic
AM runs the 10-question diagnostic, names the real problem.
AM · Chris (Scale)
iv
Week 4
Outcome Commit
Pick the outcome and the plays. Define what wins look like.
AM · Client
v
Wk 5–12
Quarter One Sprint
PM runs weekly. CM produces with AI. AM hosts monthly.
Full Pod
vi
Day 90
Quarterly Review
Measure. Keep going, rotate, or layer. Plan Q2.
AM · PM · Chris
09Ridgeline · A Year in the System8 min
One client. One year. Three outcomes.
One client, one year, three outcomes — the worked example.
A 3-location orthodontic practice in suburban Denver. Growth tier ($6,000/mo · 2 plays/quarter).
Here's what 12 months in the Growth System actually looked like — the annual arc, one
sprint up close, then the numbers and the quote.
The four-quarter arc.
Worked Example
Ridgeline Orthodontics
Growth Tier · $6,000/Mo
Q1
Jan — Mar
I · Attract×2 Plays
Google Ads ManagementLocation-targeted campaigns across all three locations, $3K/mo spend.
Content Multiplier2× output to feed search and social — 8 posts, 2 blogs, 2 emails monthly.
Measured By
New consultation bookings, branded search volume
Q2
Apr — Jun
III · Close×2 Plays
CRM AutomationPipeline setup, lead scoring, source-to-revenue tracking for every consult.
Lead Gen + Nurture SequenceCustom magnet for "Is Orthodontics Right For You?" + 5-email nurture for booked consults.
Measured By
Consultation-to-start conversion rate
Q3
Jul — Sep
III · Close×2 Plays
Video ShootAdult-aligner launch — patient testimonials, financing walkthroughs, objection-handling videos.
Webinar Creation"Adult Orthodontics 101" educational webinar with conversion follow-up.
Measured By
New starts from launch, consult-to-start conversion
Ridgeline opened its third location in late 2025 and quickly
discovered the problem. Two existing locations ran at 85% chair capacity on
referrals alone — the third sat at 38%. The founder, Dr. Lena Ridge,
had never needed marketing beyond a directory listing and a competent website.
Suddenly she needed a pipeline.
The Growth Blueprint revealed a harder truth. Referrals weren't declining;
they were being absorbed by the new chair count without any system to replace
them. Ridgeline didn't need marketing. It needed a manufactured demand
engine that could eventually match organic growth. The team committed
to Growth tier and a Q1 outcome of Attract, with two plays.
By Q2, paid acquisition was producing reliable consultations, but the
consultation-to-start conversion had flatlined at 42%. Industry average is 65%.
The outcome rotated to Close. The team rebuilt the nurture
sequence and instrumented the CRM to trace every lead from ad click to signed
treatment plan.
Q3 was a launch — but a Close-flavored one. Ridgeline had been planning an
adult clear-aligner service line for months and finally pulled the trigger.
The outcome stayed on Close. Plays focused on consult-to-start
conversion for the new service: dedicated funnel, financing content, sales
videos, plus updated sales enablement collateral.
Q4 turned inward. The aim moved to Customer. Patient
newsletter relaunch as the cornerstone asset, plus a structured referral
program. Existing patients became the lead source we'd been ignoring.
Three of four outcomes used in twelve months. Eight plays total.
Same tier all year.
"We didn't buy a marketing package. We bought a team that changed what they were doing every ninety days because the business needed something different every ninety days."
— Dr. Lena Ridge, Founder, Ridgeline Orthodontics
10The Diagnostic5 min
Read the signal. Name the outcome.
The signals that tell us which outcome to lead with on day one.
Clients rarely know which outcome they need. They describe symptoms. The AM's job
is to hear the signal beneath the complaint and translate it into the right
quarterly aim.
"Strangers aren't finding us. We need traffic and awareness."
→
I
Attract
"Traffic comes through but few people raise their hand."
→
II
Convert
"Leads come in, our close rate is below industry."
→
III
Close
"Acquisition's expensive. Our best customers would buy more or refer."
→
IV
Customer
AM Sidebar · The Diagnostic Call
Ten questions the AM asks every time.
What would have to happen in the next 90 days for you to call this a win?
What is your current monthly lead volume, and what's your capacity to serve?
Of the leads you receive, what percent close? Where do the rest drop off?
How do your best customers describe what you do — in their own words?
What's your current average review score, and how many reviews per month?
What dates are on your calendar in the next 12 months that require a campaign?
Is the founder a public figure? Does the business want them to be?
What percentage of new business comes from referrals today?
If you had to cut all marketing except one thing, what would you keep?
Which outcome on our list sounds most like the one you need right now?
The Commit Rule
One outcome per quarter — every tier. The team picks which plays
execute it: 1, 2, or 3 by tier. Scale may run a second concurrent outcome only as
a rare judgment call by Jay or Chris.
11Scope & Scale4 min
What stays, what rotates, what requires a conversation.
What's included, what rotates, and when to escalate to a real conversation.
The model only holds if everyone — AM, PM, CM, and client — knows where the
boundaries are. These rules protect the margin, the rhythm, and the relationship.
The Fixed Parts
Always true.
Hosting, website, and maintenance
HubSpot CRM management
Baseline content rhythm for the tier
Monthly outcome review call
Quarterly outcome commit
Foundation SEO and GBP hygiene
Review monitoring and SLA
The Rotating Parts
Shifts every quarter.
The single outcome we chase
Which plays the team runs (1/2/3 by tier)
Where creative capacity points
Paid channel mix and emphasis
What the monthly report highlights
Which AI tools get heaviest use
The KPIs the client cares about most
Conversation Triggers
Requires a talk.
Work outside the current outcome
Net-new service lines (video, AI Solutions)
Crisis comms that pre-empt the plays
Client wants more plays than tier allows
Mid-quarter outcome swap request
Scope expansion beyond tier capacity
Concurrent outcome — Scale only judgment call
The Seven Operating Rules
Foundation doesn't flex.
Hosting, website, HubSpot, and baseline rhythm are always on. They never get traded for more plays in a given quarter.
One outcome per quarter — every tier.
No secondary outcomes at Foundation or Growth. Scale may run a second concurrent only as a rare judgment call by Jay or Chris — not a feature to sell.
Tiers buy plays, not outcomes.
Foundation gets 1 play per quarter. Growth gets 2. Scale gets 3 (or 2 plus a custom build). Client picks the tier, the team picks which plays execute the chosen outcome.
The team picks the plays.
Clients don't shop a menu. The AM and pod choose which plays best execute the outcome for this business right now. Strategic judgment is the product — don't give it away.
Rotation at quarter boundaries.
Both outcomes and plays are locked for the quarter once committed. Swapping mid-quarter is a scope conversation, not a silent pivot.
Upgrades triggered by ceilings, not upsells.
When the client wants more plays than the tier allows, or their business legitimately needs multi-threaded execution, the AM initiates the upgrade conversation.
Project work lives outside the play menu.
Video production, AI Solutions blueprints, HubSpot onboarding, branding — separate scopes priced separately. Plays are included in the tier; project work is quoted on top. Keep the line clean.