How we work

How an engagement works

We identify the constraint, make it measurable, improve the customer journey, and expand what works. Four phases, in a fixed order, with something shipping every week.

The sequence

From diagnosis to scale in 18 weeks

Most engagements follow this timeline. The order is fixed because each phase builds on the last; the time spent in each varies with what is already in place.

  1. Phase 01 · Weeks 1–4 · 4 weeks

    Diagnostics

    You get Prioritized constraints and opportunities, with the evidence behind each.

    Phase 1 details

  2. Phase 02 · Weeks 5–10 · 6 weeks

    Measurement

    You get Shared metric definitions and reporting the team can rely on.

    Phase 2 details

  3. Phase 03 · Weeks 11–18 · 8 weeks

    Conversion

    You get Tested improvements to the customer journey, kept only where the evidence supports them.

    Phase 3 details

  4. Phase 04 · Week 19+ · Ongoing

    Scale

    You get Continued investment in the channels and changes that have demonstrated value.

    Phase 4 details

The phases overlap in practice. Conversion experiments start as soon as measurement is in place, and anything proven during Conversion is scaled without waiting for the phase to end.

Phase by phase

What happens in each phase

Purpose, the work involved, and what you have at the end of it.

Phase 01 Weeks 1–4 4 weeks

Diagnostics

Identify the strongest opportunities and the constraints behind them, so the work that follows is aimed at the right problem.

Business economics
Acquisition cost, lifetime value, payback periods, and cohort retention.
Product and data systems
Analytics, attribution, and experimentation capabilities as they stand today.
Operational handoffs
Processes, workflows, and team structure between marketing, product, and engineering.
Market context
Industry benchmarks and competitive positioning.

Phase 02 Weeks 5–10 6 weeks

Measurement

Establish the tracking and definitions needed to evaluate changes consistently, before decisions depend on them.

Events
Event-based tracking for every meaningful user action.
Metric definitions
One definition of each metric, agreed once and used everywhere.
Attribution
Marketing spend connected to the revenue it produced.
Reporting
Dashboards and an experimentation framework for A/B and incrementality tests.

Phase 03 Weeks 11–18 8 weeks

Conversion

Test improvements to messaging, journeys, and pricing before expanding acquisition, so spend scales behind a funnel that converts.

Messaging
Does the audience understand the value quickly?
Intent alignment
Are landing pages matched to the intent of each traffic source?
Friction
Where do users drop off, and why?
Pricing tests
Is pricing and packaging capturing the value delivered?

Phase 04 Week 19+ Ongoing

Scale

Continue improving the product and channels while expanding the opportunities that have proven themselves.

Channels
Where each dollar goes, based on measured return.
Creative iteration
Systematic creative testing rather than one-off tests.
Feedback cycles
Faster learning loops between channels and product.
Acquisition economics
Optimising for lifetime value, not only for conversions.

Week to week

How weekly delivery fits the phases

The phases describe what the work is aimed at, not a waiting period. Something ships every week from the first one. During Diagnostics and Measurement that is usually instrumentation fixes, tracking, dashboards, and the quick wins the audit turns up; from Conversion onward it is experiments and product changes.

Compare plan capacity
Weekly delivery
Something ships every week, plus a written update on what moved and why.
Prioritised together
We agree the priorities with you and work inside your existing systems and tools.
Senior review
AI accelerates research and code; a senior operator signs off before anything ships.

Questions

Questions about the process

What people ask once they have read the sequence. Anything not covered here, ask us directly.

Is every phase required?
The sequence is, because each phase depends on the one before it: you cannot test conversion changes you cannot measure, and you should not scale spend behind a funnel you have not tested. The time spent in each phase varies. If your tracking is already reliable, Measurement becomes a validation pass rather than a rebuild.
Is the first conversation the diagnostic?
No. The first conversation is where we talk through your context, assess whether we are the right team, and agree on the next step. Diagnostics is the first phase of an engagement and runs inside whichever plan you choose.
Why does diagnostics come before everything else?
Because growth problems are easy to misread from the inside. A traffic problem can look like a conversion problem, and a messaging problem can look like a design problem. Diagnostics makes sure we solve the right problem first.
What if we already have good analytics in place?
We validate that during Diagnostics and move faster through Measurement. In our experience there are usually a few gaps worth closing, such as attribution, missing events, or dashboards built around traffic instead of revenue. If yours is solid, this phase is short.
Do the phases overlap?
Yes, and they usually do. We start conversion experiments as soon as measurement is in place, and begin scaling winners as soon as they are proven. The timeline is sequential in logic but overlapping in practice, which is how the first three phases fit into 18 weeks.
What ships during the first month?
Month one is the Diagnostics phase: we audit the funnel, review the data, assess the tracking setup, and identify the highest-leverage opportunities. Instrumentation gaps that block measurement get fixed as they are found, so something ships every week from the start.
What happens after the Scale phase begins?
Scale is ongoing. Once the growth engine is built and running, we continue optimising: testing new channels, improving conversion rates, and expanding what works. Many clients stay in Scale with us for quarters or years.
How do you decide what to work on in each phase?
Expected revenue impact, confidence, and effort. Every initiative is tied to a measurable outcome. If we cannot say what it should move, we do not start it.

Start with a conversation

Tell us what you are trying to improve. We will talk through the context, assess fit, and explain the next step.

View plans