Operating model
What the first 90 days would need to prove
The sequence reduces risk by fixing identity, measurement and response before increasing volume.
Days 1–30 — establish truth. Reconcile source, enquiry time, identity, qualification, owner, next action and final outcome. Interview the people who handle the journey and inspect representative records, including failures and duplicate paths. Confirm that the public offer and sector-specific claims match current operating reality.
Days 31–60 — run a controlled pilot. Choose one segment, geography or use case. Align the message, landing path, qualification and human response. Test every hand-off and error notification. Review the quality of individual records before relying on aggregated cost or conversion reports.
Days 61–90 — decide with economics. Compare the pilot cohort with the baseline using the same definitions. Include sales and fulfilment capacity, cancellations, refunds or stage ageing where relevant. Stop, improve or expand; do not convert a scenario range into a promised result.
Documentation. Keep a versioned source register, field dictionary, event map, consent rule, exception owner and decision log. These are part of the system, not administrative overhead.