The detail behind the two departments that bring in the money: how leads are found and scored, exactly what is sent and when, how negotiation stays inside a fence, and how your marketing team and agency get the right information without asking.
Numbers marked "suggested" or "illustrative" are starting points to tune once Phase 0 gives you real baselines. Nothing here is a promise of results.
Every source ends up in one place, the Lead Hub, with the source recorded so marketing can later see which ones really pay.
| Source | Who it finds | What the agent does | Cost |
|---|
Every record is matched against existing leads, Magento customers and Pipedrive so nobody is contacted twice, and staff or test addresses are tagged and excluded from reports.
Campaign, page and device travel with the lead into Pipedrive, the quote and the order, so cost per paid order can be worked out later.
Cold outreach goes to companies (installers, wholesalers, commercial). Homeowners are contacted only when they asked or consented.
Two scores added together: fit (are they the right kind of customer?) and intent (are they acting like a buyer right now?). Tick the boxes to see how a real lead would score and what the agent would do. Weights are suggested and get tuned against real wins.
Scores fade: intent points halve after 7 days with no activity, so the list stays honest.
Four playbooks. Each is a timeline of touches, a stop rule and a hand-over rule. All messages come from templates a person approved once.
When a customer says "can you do better?", the agent walks a fixed ladder. Each rung costs you more than the one before, so the cheapest concessions are offered first. The bands below are placeholders until you set the real margins.
| Rung | Offer | When it is used | Approval |
|---|
Deposit or full payment through Stripe. The Stripe webhook is the only thing that marks a quote paid, then the Magento order is created automatically.
Welcome message, survey or install booking, delivery slot, and a clear list of what happens next, so the customer is never left wondering.
The sale is sent to Google and Meta as a conversion, logged against the source, and the review and add-on offers are scheduled.
Phase 0 records today's baseline for each line. Targets are suggested and are reviewed every month against what the agents actually achieved.
| Measure | Why it matters | Suggested target | Checked |
|---|
Marketing is judged by paid orders, not clicks. Each stage has an agent, the data it needs, and one number it is held to.
This is the answer to "how do we supply the right information to marketing". Each feed has an owner, a schedule, and a clear destination, so your team and agency never chase a spreadsheet.
| Feed | Contains | From | When | Goes to |
|---|
This is how the brief reads. All figures below are made up to show the layout. The real one is filled from live data every Monday at 08:00.
The agents handle the data and the routine. The agency and your team keep the thinking, the taste and the relationships.
| Task | AI agent | Your agency | In-house person |
|---|
Savings, payback, MCS, grant and VAT statements, "world-class" and "best price" claims all come from an approved list that your team signs off. The content and ad agents can only use claims on the list, and each one carries its source, so a statement can be traced if it is ever challenged.