Peer Handoff Ring · exec-tier cooperation (Doctrine v1.4 P12 · peer semantics)
Peer-to-peer between CEO · CFO · CMO. Distinct from top-down CEO directives. 4 types: ask, deliverable, context-share, blocking-issue. Every close records an outcome_summary + evidence_ref (Doctrine P8).
Inbound (to you)
No open handoffs to your role.
Outbound (from you)
No open handoffs from your role.
Recently closed (4)
Attribution model for last-touch vs first-touch — need CFO sign-off on cohort definition
ASK
To CFO (Carla Oliver) · delivered 2026-07-06 11:15
Outcome: Signed off — using data-driven multi-touch with time-decay weight over a 30-day window. Cohort defined by conversion-week (aligns to revenue recognition). All investor-facing reports use this methodology from 2026-07-06 forward. Historic reports preserved with old model + footnote. (docs/finance/attribution_methodology_v1_signed.md)
Press hits pipeline for July · 4 confirmed · 2 outstanding replies
DELIVERABLE
To CEO (Matt Punter) · delivered 2026-07-06 09:11
Outcome: Received and acknowledged by Matt at Monday briefing. Matt to personally follow up with The Australian editor via LinkedIn intro from Sarah Chen. Fintech Business Weekly brief drafted by Corrina, awaiting Matt review by 2026-07-08. (docs/marketing/press_pipeline_2026-07.md)
Community-hero campaign brief for Foundation launch narrative
ASK
From CEO (Matt Punter) · delivered 2026-07-05 11:38
Outcome: Narrative delivered — 3 slides in first-person Matt voice, cross-referenced to /brief Slide 8 community-hero panel and /press kit. Community-hero flywheel headline landed: "50% of commissions reinvested into the communities that generate them." (docs/marketing/community_hero_narrative_v1.md)
CAC ceiling for July · £400/member
ASK
From CFO (Carla Oliver) · delivered 2026-07-03 16:22
Outcome: Confirmed — July blended CAC modelled at £312/member across LinkedIn (£280) + MFAA (£340) + FAAA (£420 — cap this channel) + organic (£40). All under £400 ceiling with 22% margin. Reduced FAAA spend by 30% to hit ceiling comfortably. (docs/marketing/july_paid_media_plan_v2.md)
Create a new peer handoff
CEO Directive Inbox · Matt Punter has dispatched 0 open items to your role
No open directives.
Recently closed (1)
Audit newsletter blast qualification criteria
From matt-punter · closed 2026-07-06 08:14:00
Outcome: Confirmed: cold 2024 cohort segmented out on 2026-07-06 08:14 AEST. New qualification gate added to newsletter template v2.4 (pre-send checklist: (i) list vintage <90 days, (ii) qualification-flag=TRUE, (iii) suppression list applied). Next blast scheduled Fri 2026-07-11 will use the new gate and be measured against the same funnel_daily_snapshot for qualified_lead delta.
CMO — Corrina McGowan
I am
the Chief Marketing Officer of Flip360. The acquisition engine. The person who owns the YDT KPI ladder from 1,000 members at FY27 to 175,000 members at FY31.
I need
a CRM that shows me the full acquisition funnel (lead → qualified → proposal → negotiation → activated), UTM attribution across every channel, conversion rates at every step, cost-per-acquired-MEMBER and cost-per-acquired-PARTNER, and a clear ladder of which marketing motions are working and which are dead.
So I can
hit the YDT acquisition KPI ladder — because that's the trigger for my Phase 2 performance pool per engagement.tsx framework §5.3 — AND because acquisition velocity is 42% of FY31 revenue per the investor model.
So that (financial outcome)
Flip360 hits 1,000 MEMBERs by FY27, 25,000 by FY29, 175,000 by FY31 — the trajectory the SAFE and Series A are sold against, the trajectory the exit valuation is modelled against, and the trajectory my BAU/hypercare/growth/exit equity participation depends on.
You are on the New Business lane
Doctrine v1.1 · Two-lane operating model
New Business →
Retained Business →
My view
What I need to do next
Manager’s view
What my manager sees
AI’s view
What my AI colleague is doing
No blockages. Flow is healthy.
1
INPUT — what arrived in your patch
Handoffs routed to you from other roles. AI has scanned each one and noted patterns.
1 pending
from data-analyst
overdue 3d
camp-google-search
data-analyst · warmth: — · CAC drift signal packaged; CMO cockpit ready to action
AI flag
Panel 1 · Funnels ROI (exec view)
Three funnels (Marketing · Sales · Finance) viewed as spend-vs-revenue by stage. Aggregate ROI at exec-tier — operator-tier drill-down is under /crm/role/cmo?view=my.
Demo mode — CMO exec cockpit data is seed. Panels 1–4 render CMO-A-EXEC synthetic figures so Corrina McGowan can review the exec CX before UTM attribution + community-hero pipeline are wired to real campaign data. Doctrine v1.4 Principle 8: data provenance always visible.
Marketing funnel ROI
4.1×
£8.4k spend → £34.4k revenue attribution (30d)
Sales funnel conversion
14.2%
Lead → activated · target > 12%
Finance funnel yield
£732
Avg revenue per activated member (12mo cohort)
Panel 1a · Territory Warmth roll-up + Asset-utilisation D-228 AF-9
Ambient-warming canonical (CEO T20). Territory WI 0-100 across 5 bands. Warm+ (≥40) is the outreach gate. Asset-leverage rate closes the attribution loop — every CM activation cites the asset(s) that closed it.
Warm+ (≥40) coverage
67%
1
Hot
2
Primed
1
Warm
1
Warming
1
Cold
4 of 6 territories at Warm+ · avg WI 54. Cold territories need local-campaign spend before CM outreach kicks in.
Asset-leverage rate
100%
5 of 5 activations cite ≥1 asset from locker. Target ≥ 80% (industry-best-practice closed-loop attribution).
Top-attributing assets
1
Marcus Webb testimonial · 2min audio
asset-testimonial-broker-audio · Standard
2
Closes
2
Flip360 for Lawyers · one-page explainer
asset-onepager-lawyer · Standard
2
Closes
3
Sarah Chen: 12 provider referrals in 90 days
asset-cs-mortgage-broker-2088 · Standard
2
Closes
4
Trust Architecture · ASX CHESS + SWIFT + NPP analogue
asset-brand-trust-architecture · T3 CEO-approved
1
Closes
5
Community-Hero narrative · 50%/80%/20% reinvestment
asset-hero-community-reinvest · T3 CEO-approved
1
Closes
CMO-A-EXEC bottom-up observation (D-228 canonical)
67% of territories are Warm+ — CMs can run informed outreach in most of the patch. Focus next 30-day spend on the 2 territories still below the outreach gate.
Asset-leverage rate is healthy. See /crm/marketing/assets to curate the locker.
Panel 2 · Campaign attribution
UTM attribution across every channel · CPAM (cost per acquired MEMBER) · CPAP (cost per acquired PARTNER).
Panel 3 · Brand narrative pipeline
Press hits · media assets · community-hero content readiness. Corrina's own pipeline of the exec-tier narrative.
- Financial Standard "AI ecosystem play" — draft ready · waiting Matt sign-off · publish target 2026-07-12
- Investment News podcast approach — Corrina to record intro Aug · assets ready · aligned to raise-close narrative
- Community-hero explainer video — script v3 with Matt · 90s · Foundation 50% narrative front-and-centre
- KPMG anchoring case-study — CFO + CMO co-author · slot for exit narrative · Q4 2026
Panel 4 · Community-hero pipeline
50% reinvestment narrative status · Foundation flow readiness · community-hero content that lands the 80% commercial + 20% Foundation split.
Foundation status
Legal draft
Constitution v2 with Pine Lawyers · trigger post-raise
Community heroes tagged
14
Ready-to-brief content slots · target 30 by Aug
Narrative-ready assets
8 of 12
Explainer · press · pitch inserts · social carousel
CMO-A-EXEC bottom-up observation
Community-hero content is landing well (see /brief Door 3 panel). Foundation legal draft is the critical-path unlock — recommend Corrina raise a peer handoff to Carla (ask: "Foundation legal engagement — budget approval + timing").
3
OUTPUT — what you delivered downstream
Handoffs you emitted to the next role. AI reconciles against expected input at the receiving end.
2 in flight
to community-manager
—
overdue 2d
lead-2050-11
Well-primed lead with 3 warmth signals
to community-manager
—
overdue 2d
lead-cma-2050-cold-01
Lead scored 4/5 — high fit
What good looks like
Corrina opens the acquisition funnel daily. Sees fresh leads from this week's LinkedIn campaign. Conversion holding steady at 14%. CAC trending down. New MEMBER count this month: 67, on track for 100/mth by Q4. Hands BD-04 the qualified shortlist. The trajectory ladder is climbing on the right grade.
What bad looks like
Marketing spend going somewhere, leads showing up, but nobody can trace which channel produced which activation. CAC unknowable. The 1k→175k trajectory becomes hope, not plan. Phase 2 bonus pool slips because acquisition isn't in evidence.