This brief carries the strategic and operational context for Jay, Chris, and Brandon — the why behind the Growth System, the counterpoint risks we're managing, and the migration plan for moving the existing book of 25 clients onto the new model. The team brief at /bb covers what we sell, how it works, and how the pod delivers it. This brief is the layer underneath that.
"What are you trying to accomplish this quarter?" opens a better conversation than "how many blogs do you want?" Prospects recognize their problem in an outcome category long before they'd know what a Tier 2 SEO package is.
Instead of "we produced 36 posts," the review becomes "leads grew 42%, cost-per-lead fell 18%." The outcome is the scoreboard. If we don't move it, we address it together.
"You're hitting the play ceiling for Growth. Next quarter let's move you to Scale and run three plays simultaneously." Upgrades stop feeling like renegotiations and start feeling like momentum.
The AM isn't a traffic cop for deliverables — they diagnose the outcome, pick the plays, defend the focus. That's the job we want them paid for. It's also the job AI can't do.
Clients often don't know which outcome they actually need. They'll say "more leads" when the real problem is poor conversion, or ask for a launch campaign when the brand can't sustain the attention. The AM has to diagnose before they direct. That's a heavier competency than running a checklist — and it raises the bar for who can hold that seat. Autumn and Mary will need training, plus a diagnostic playbook. Get that right, and this is the most defensible product we've ever sold.
25 clients are currently on the old menu model. A six-month migration — triaged by readiness, timed with renewals, with a clean decline path for anyone who doesn't want to come along.
Score every existing client on fit, monthly revenue, relationship health, and renewal date.
Migrate the 5–8 easiest wins. Healthy relationships, strong fit, meaningful revenue. Build proof.
Move the rest as contract anniversaries hit. The renewal is the natural moment.
Clients who won't move transition to hosting + maintenance only at existing pricing.