Rule #
28
Marketing responsibility continues after conversion.
The moment a lead converts is not the end of marketing's job — it's the beginning of retention. Onboarding, education, loyalty, and advocacy all live inside the marketing function and directly drive LTV.
penalty
• Lost LTV
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Yellow Flag
CX
Rule #
29
Marketing organizations should maintain documented operational playbooks.
When processes exist only in someone's head, every departure, every new hire, and every agency transition risks losing critical institutional knowledge. Documented playbooks are what make marketing organizations scalable.
penalty
• Slow scaling • Mistakes that cost real money and time
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Yellow Flag
Organization
Rule #
30
Marketing organizations should conduct regular performance reviews and learning cycles.
Without structured retrospectives, marketing teams repeat the same mistakes campaign after campaign. Regular Film Review sessions are how organizations actually improve — not by luck, but by design.
penalty
• No improvement loop
Study the Tape >
Yellow Flag
UX