Internal Operations Guide

MH-1
Operating System

The standard client delivery process — from kickoff to QBR — with the skills we have, the outputs we ship, and the skills we still need to build.

Client Delivery

Process Flow

Onboarding through ongoing execution and quarterly strategy. The first three meetings + Creative Brief + QBR need dedicated skills built.

Scroll horizontally to see full timeline
⏱ 2-Week Trial · Day 0 → Day 14
Pre-Signing Day 0 — Setup Client Meetings Day 9–10+ · Channel Execution & Reporting Quarterly
Start →
Verbal Client Approval
Confirm
Sales Handoff via #ai-deal-contracts
S1
Contract Signed
Close
EmailsWelcome
S2
Kickoff Scheduling
Schedule
Same day if signed before 3pm ET · otherwise next business day
Onboarding Coordinator → Rachelle via #mh1-meeting-scheduler
Week 0
Kickoff
Call
Discover
TemplatesDTCB2B
EmailsPost-KOC
ArchivePast Decks
Week 1
Business Review
or GTM Plan (pre-revenue)
Analyze
BRDTCB2B
GTMDTCB2B
EmailsPost-BizRev
ArchivePast Reviews
Week 2
30-60-90 Plan
Approve
TemplatesDTCB2B
EmailsPost-Plan
ArchivePast Plans
Move Forward?
YES
→ Exec
NO
→ Triage
Day 9+
Channel Execution
Execute
BriefsMedia PlanCreative Brief
CMO Cadence · M / W / Fcmo-cadence
Day 10+
Channel Reporting
Inform
BriefsClient PerformancePlatform HealthWeekly Reporting
Quarterly
Quarterly Business Review (QBR)
Grow
TemplatesDTCB2B
Format
Slack
Owner
Raaja
S1 ·Format
PandaDoc
Owner
Onboarding Coordinator
S2 ·Format
Meeting Invite
Owner
Rachelle
Format
Vercel / MH2
Owner
CMO or Chris and/or Jarred if no CMO
Attendees
Chris Jarred CMO optional Josh CMO PM Rachelle (scheduler · #mh1-meeting-scheduler)
Format
Vercel / MH2
Owner
CMO w/ Co-Pilots
Attendees
Chris Jarred CMO Co-Pilots Josh CMO PM Rachelle (scheduler · #mh1-meeting-scheduler)
Format
Vercel / MH2
Owner
CMO w/ Co-Pilots
Attendees
Chris optional Jarred CMO Co-Pilots Josh CMO PM Rachelle (scheduler · #mh1-meeting-scheduler)
Owner
Co-Pilots Build Team Creative Team
Tools
Notion/Asana · AIR · Slack · Channel Platforms · MH2
Format
Vercel / MH2
Owner
Co-Pilots
Cadence
Weekly email + Slack updates · Monthly meeting · Daily dashboard links live
Format
Vercel / MH2
Owner
Jarred + CMO
Attendees
Jarred CMO
Client Goal
Verbally agree to move forward.
MH-1 Goal
Team notified, contract drafted + sent.
S1 ·Client
Sign the contract + confirm billing.
MH-1
Contract signed + billing confirmed.
S2 ·Client
Receive kickoff invite with agenda.
MH-1
KOC date locked, team confirmed.
Client Goal
Understand how MH-1 works.
MH-1 Goal
Understand the business, align expectations.
Client Goal
See AI insights about their business.
MH-1 Goal
Validate assumptions, build 30-60-90 Plan foundation.
Client Goal
Approve channel strategy + confirm execution scope.
MH-1 Goal
Finalize channels, creative plan + budget allocation.
Client Goal
Campaigns live across all channels.
MH-1 Goal
Execute with full co-pilot coverage.
Client Goal
Informed without chasing updates.
MH-1 Goal
Dashboards + consistent reporting cadence live.
Client Goal
Validate ROI, confirm next quarter.
MH-1 Goal
Surface opportunities, deepen relationship.
↳ Trigger: Client verbal yes
1Post to #ai-deal-contracts
Owner: Raaja
Details: Client name, tier, start date
2Draft + Send Contract
Owner: Drea
SLA: Within 2 hours of Slack post
Slack post in #ai-deal-contracts
Contract sent to client
↳ Trigger: Contract received
S1 ·Contract Signed
1Billing Setup Initiated
Owner: Onboarding Coordinator
SLA: Same day, before 5pm ET
2Follow Up on Contract + Billing
Owner: Onboarding Coordinator
SLA: Daily until complete
3Create Slack Channels
Owner: Onboarding Coordinator
#proj-[client] (internal) + #cust-[client] (client-facing)
Signed contract
Billing confirmed
#proj- & #cust- channels created
↳ Trigger: Billing complete
S2 ·Kickoff Scheduling
3Kickoff Call Scheduled
Owner: Rachelle · #mh1-meeting-scheduler
SLA: Within 24h of billing complete
4Kickoff Invite Includes
Client · Raaja · Chris · Jarred · Assigned CMO · Core pod
60-min slot confirmed
2–4 business days out
5 minIntroductions + roles
45 minClient business context — priorities, challenges, success definition
5 minMH-1 approach — next 2 weeks, how we operate, comms cadence
3 minData + access requirements — platforms, assets, dependencies
2 minNext steps + expectations — asks, timeline, ownership
Post-Call · Account Access & Assets
  • CMO PM sends Account Access & Assets request email to client
  • Grant access to CMO individually across all confirmed platforms
  • Grant access to each Co-Pilot for their assigned channels
  • Collect brand assets · creative library · prior reports · org charts
  • All inputs received before Business Review begins
  • LTV, CAC & Value Density scored
  • High-value clusters defined (top 20%)
  • Competitor benchmarks surfaced
  • Product + AOV analysis complete
  • Value Profiles → Creative Strategy mapped
  • CAC:LTV targets set per channel
  • 30-60-90 day roadmap built
  • Channel scope + creative plan aligned
  • Media optimized to Value Density + CAC:LTV
  • Budget allocation tracked: spend % by channel + funnel stage
  • Creative fatigue monitored: frequency, CTR decay, CPA trends
  • Creative pipeline triggered when fatigue signals detected
  • % High-Value customers tracked per channel weekly
  • Pacing vs Plan shown at top of every weekly report
  • AI Insight Layer: what's happening, why, what to do next
  • Budget allocation view: spend % by channel + funnel stage
  • Weekly narrative connects last week → this week → next week
  • Creative fatigue status flagged with pipeline action noted
  • Always-On Platform Health: daily pixel, feed, spend, ad alerts
  • Severity scoring: Critical / High / Medium / Low per account
  • QoQ Executive Dashboard review
  • CAC:LTV trend + channel recs updated
  • Value Profiles refreshed
  • Upsell opportunities surfaced by MH2
Proposed Template
Kickoff Call Week 0 · Day 0
Welcome
Team Intros How We Work SLAs + Slack
Month 1 Calendar
Day 0
Kickoff
Day 7
Biz Rev
Day 14
30-60-90
The MH2 Stack
Data → Intelligence → Execution loop explained visually
Next Steps
Account access · Data upload · Day 7 confirmed
Proposed Template
Business Review Week 1 · Day 7
Executive Dashboard
CAC:LTV
3.4×
LTV
$420
Val Density
2.1
Value Clusters
● High Value22% of customers · 61% rev
● Mid Value41% · 30% rev
● Low Value37% · 9% rev
Top Insights
Top channel underperforming vs. benchmark · High-value customers cluster in one product line · Payback period 2× industry avg
Proposed Template
30-60-90 Plan Week 2 · Day 14
Primary Channels · CAC:LTV Targets
Paid Social4.1× target
Email6.2× target
Paid Search3.5× target
30 · 60 · 90 Day Plan
30
Launch
60
Optimize
90
Scale
SOW Summary
3 core channels · 2 co-pilots · Creative scope defined · Monthly retainer confirmed
Welcome sent · No client access ask yet Internal setup only Account Access & Assets requested post-Kickoff
Inputs
MH2
Audited
Primary Channels confirmed in scope alignment · planned, executed & reported
  • Paid Social
  • Paid Search
  • Email
  • Organic Social
  • Creative
  • SEO
expands
All Active Channels New channels proposed based on performance & opportunity
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