Project — Sprint / SKU 04

Marketing Instrumentation Sprint

Ship a minimal event taxonomy and a reporting view that marketing and sales actually trust.

Fixed fee

$15k

Duration

2 weeks

Engagement

Standalone — no retainer required

Start onboarding →Book a 15-minute fit call ← All sprint SKUs

The problem this solves

Why this exists

Most 'event taxonomies' are either too lean (3 events, useless) or too heavy (every click, also useless). Marketing and sales end up arguing about MQL definitions in a Slack thread that nobody wins.

We ship a minimal stage-aligned taxonomy that ties product behavior to pipeline stages, with both teams co-signing MQL and SQL definitions. The result is one dashboard everyone uses.

Is this for you?

Concrete fit and anti-fit

If we're not a fit, we'd rather you find out here than after a sales call.

Good fit

▹Your marketing team and your sales team disagree about what an MQL is, and the dashboard reflects nobody's reality.
▹You have product surfaces (signup, pricing, contact, key feature events) and marketing surfaces (landing pages, ads) that are not joined.
▹You want a small, well-defined event spec your team can extend — not a 200-event SaaS template.
▹You have an analytics platform (GA4, Mixpanel, PostHog, Plausible+Tinybird, your warehouse) and someone who can write SQL.

Not a fit

×You don't have a real product surface yet — instrument when there is something to measure.
×You want full multi-touch attribution modeling — separate scope; this is the foundation.
×You want a CDP migration — this is not a Segment-replacement sprint.
×Your marketing and sales leads cannot agree to align in writing inside two weeks — bad fit for fixed-scope.

Schedule

Week by week

What happens, in order, with checkpoints. The SOW dates match this schedule.

Week 1
1. Define and instrument
- ▹Kickoff with marketing + sales + engineering.
- ▹Map your funnel (visitor → lead → MQL → SQL → opportunity → close) to product and marketing surfaces.
- ▹Define ~10–15 events with stage assignments, properties, and owners.
- ▹Align on MQL and SQL definitions with both teams in writing.
- ▹Instrument the events on your analytics platform of choice.
Week 2
2. Report and document
- ▹Build the reporting view (one funnel dashboard).
- ▹Write the event spec doc — names, properties, stages, owners.
- ▹60-minute walkthrough with marketing + sales (recorded).
- ▹Final delivery.

Deliverables

What you have at the end

Each deliverable has a format. We don't ship slide decks instead of code.

01

Event taxonomy spec

Stages, names, properties, owners. The reference document marketing and sales both work from.

FormatMarkdown in your repo or Notion

02

Instrumented surfaces

We instrument the agreed surfaces — product and marketing — using the analytics platform you already pay for.

FormatCode in your repo, events in your analytics platform

03

MQL/SQL definitions doc

Specific behavioral and firmographic criteria. Co-signed in writing so the argument is settled.

FormatMarkdown — co-signed by marketing and sales

04

Funnel reporting view

One dashboard with the funnel, lifecycle stages, and key conversion rates. The single source of truth.

FormatDashboard in your analytics platform

05

Handoff walkthrough recording

60-minute recording your team can re-watch when onboarding new marketing or sales hires.

FormatVideo, included

What you provide

Concrete dependencies, not 'share relevant info'

If these aren't in place, the ship date moves. We say so up front.

▹A named decision-maker on the marketing side (Director or CMO equivalent).
▹A named decision-maker on the sales side (Head of Sales or equivalent).
▹An engineering contact for the instrumentation work (~4 hours across the sprint).
▹Access to the analytics platform of your choice.
▹Access to your repo for the surfaces being instrumented.
▹Decision on the analytics platform at kickoff.

Out of scope

What this does NOT include

Read this. If something you assumed is here isn't, raise it on the fit call before we sign.

×Migrating to a new analytics platform — we use the one you already pay for.
×Retroactive backfill of historical events.
×Multi-touch attribution modeling.
×Full CRM integration build-out (we wire the events; CRM mapping can be added).
×Paid ads instrumentation depth beyond the funnel events (separate scope).
×Any work not expressly listed in the weekly schedule or deliverables above.

Success looks like

One paragraph, plain English

Day 14, marketing and sales open the same dashboard and agree on what they are seeing. New surfaces follow the taxonomy by default — no more 'wait, what do we call this event?' threads.

What happens after

Common post-sprint paths

What clients typically do after this sprint ships. None of these are required.

▹Many clients add a Retainer for ongoing analytics work — instrumenting new surfaces, building cohort reports, running experiments.
▹The taxonomy is yours. We are available async for 2 weeks for clarifications.
▹Some clients pair this with SKU 05 (web build) when the site is also being rebuilt.

Pricing and terms

What it costs and when you pay

The same numbers appear in the SOW. No bait-and-switch on the legal.

Fixed fee: $15,000 USD, fixed.
Payment schedule: 50% on signing ($7,500), 50% on final delivery ($7,500).
Net terms: Net-15 from invoice date.
Cancellation: Cancel for convenience: you owe work performed plus 25% of the unbilled remaining fixed fee. Cause-based termination follows the MSA.
Founding-client discount: Up to 20% off, first 3 months only, capped to the first 3 clients to sign at any tier.

FAQ