Problem
What actually needs to change.
Problem We Fix
I’m about to spend money. What should I fix first?
A proposal can be technically good and still be the wrong first move. Check the business problem, dependencies and expected role of the tactic before committing budget.
DemandMessageActionLeadSalesSystem view
Situation
This is the moment to slow down
- You have quotes for different tactics and cannot compare them.
- A vendor recommends their own specialty first.
- You were burned by marketing spend before.
- You do not know what result the proposed work should move.
System diagnosis
Separate ‘good tactic’ from ‘right next move’
Use the Second Opinion when you already have a proposal. Use the Leak Check when you only know that something is not working. Use a Full Audit when several parts of the system are involved.
What the work includes
Concrete outputs, connected to the next step.
Fit
Whether the tactic addresses it.
Dependencies
What must work before it can pay off.
Sequence
What should happen first, later or not at all.
Alternative
A different route if needed.
Decision
Clear reasoning you can use.
Process
A visible sequence,not a black box.
- 01
Review
Business context and proposal.
- 02
Challenge
Assumptions, dependencies and order.
- 03
Decide
Keep, change, defer or replace.
Good fit
Use this route when
- You are about to approve marketing spend
Boundaries
Not included by default
- Guaranteeing another vendor’s work
Next step