Marketing Protocols
Every marketing activity mapped to capabilities and status. The work chart for marketing operations.
Playbook
Overview — The whole marketing system
- Principles — Immutable Truths
- Performance — Metrics that matter
- Platform — Leverage Technology
- Players — Team Chemistry
- Work Charts — A framework to replace Org Charts with human/AI skills matrices
Activities Matrix
| JTBD Activity | Type | Status | Frequency | Human Role | AI Role | AI % | Trend |
|---|---|---|---|---|---|---|---|
| Brand Strategy | Strategy | ✓ | Quarterly | Defines positioning | Researches market | 15% | → |
| Marketing Strategy | Strategy | ✓ | Quarterly | Decides direction | Models scenarios | 20% | ↑ |
| ICP Analysis | Strategy | ✓ | Monthly | Defines segments | Researches, synthesizes | 40% | ↑ |
| Content Pipeline | Strategy | ✓ | Weekly | Directs editorial | Researches topics | 35% | ↑ |
| Article Copywriting | Content | ✓ | Weekly | Reviews, calibrates voice | Drafts, optimizes | 70% | ↑↑ |
| SEO Management | Content | ✓ | Ongoing | Defines topic strategy | Researches keywords | 50% | ↑ |
| Social Media | Content | ✓ | Daily | Calibrates tone | Generates, posts | 75% | ↑↑ |
| YouTube Content | Content | ✓ | Weekly | Directs creative | Edits, optimizes SEO | 55% | ↑ |
| Podcast Management | Content | ✓ | Weekly | Selects guests | Edits, distributes | 50% | → |
| Landing Pages | Conversion | ✓ | As needed | Defines conversion strategy | Generates copy, variants | 60% | ↑ |
| Personalization | Conversion | ✓ | Ongoing | Defines segment strategy | Generates dynamic content | 65% | ↑ |
| Brand Design | Creative | ✓ | As needed | Directs, approves | Generates variants | 55% | ↑↑ |
| Data Analysis | Analytics | ✓ | Weekly | Interprets insights | Collects, reports | 60% | ↑ |
| Market Sizing | Research | ✓ | Per opportunity | Decides assumptions | Researches, calculates | 50% | ↑ |
| Email Marketing | Execution | ⚠️ Missing | Weekly | Defines segmentation | Generates copy | 65% | ↑ |
| Paid Media / Ads | Execution | ⚠️ Missing | Ongoing | Decides budget, targeting | Optimizes creative | 60% | ↑ |
| Events & Webinars | Execution | ⚠️ Missing | Monthly | Defines strategy, hosts | Handles logistics | 40% | ↑ |
| Demand Generation | Strategy | ⚠️ Missing | Ongoing | Defines pipeline strategy | Scores leads, routes | 55% | ↑ |
| Lead Nurturing | Execution | ⚠️ Missing | Ongoing | Designs journey | Automates triggers | 70% | ↑ |
| ABM (Account-Based) | Strategy | ⚠️ Missing | Quarterly | Selects accounts | Personalizes outreach | 50% | ↑ |
| PR / Communications | Execution | ⚠️ Missing | As needed | Manages relationships | Monitors, drafts | 45% | ↑ |
| Community Building | Execution | ⚠️ Missing | Ongoing | Shapes culture, moderates | Tracks engagement | 35% | → |
| Competitive Intelligence | Research | ⚠️ Missing | Weekly | Decides response | Monitors, alerts | 70% | ↑ |
| Partner Marketing | Strategy | ⚠️ Missing | Quarterly | Selects partners | Generates co-marketing | 45% | ↑ |
| Referral Programs | Execution | ⚠️ Missing | Ongoing | Designs program | Tracks, rewards | 60% | ↑ |
| Influencer Marketing | Execution | ⚠️ Missing | As needed | Selects creators | Manages outreach | 50% | ↑ |
Web3 Marketing Activities
| Activity | Type | Status | Frequency | Human Role | AI Role | AI % | Trend |
|---|---|---|---|---|---|---|---|
| Token Economy Design | Strategy | ✓ | Quarterly | Designs incentives | Models tokenomics | 35% | ↑ |
| Airdrops | Execution | ✓ | As needed | Defines targeting | Executes distribution | 60% | ↑ |
| Loyalty Tokens | Execution | ✓ | Ongoing | Designs program | Tracks, rewards | 55% | ↑ |
| Phygital Experiences | Execution | ✓ | As needed | Designs experience | Handles logistics | 40% | → |
| Meme Marketing | Content | ⚠️ Missing | Daily | Judges cultural fit | Generates, tracks trends | 70% | ↑↑ |
| On-chain Analytics | Research | ⚠️ Missing | Ongoing | Decides privacy rules | Analyzes wallets | 75% | ↑↑ |
AI Takeover Summary
Current aggregate: 50% (as of 2025-12)
| Spectrum | Count | % of Documented |
|---|---|---|
| Human-Led | 2 | 14% |
| AI-Assisted | 9 | 64% |
| AI-Led | 3 | 22% |
The aggregate trend is your prediction signal for the 2027 thesis.
Gap Analysis
Protocols become Standards when adopted. Use the Process Checklist to fill gaps:
- Email Marketing — Campaigns, nurture sequences, lifecycle automation
- Paid Media / Ads — Google, LinkedIn, Meta advertising
- Events & Webinars — Virtual events, IRL conferences, customer roundtables
- Demand Generation — Pipeline programs, lead scoring, MQL→SQL flows
Medium-priority:
- Lead Nurturing
- ABM (Account-Based Marketing)
- PR / Communications
- Community Building
Job Documentation Standard
Knowledge Schema: Each activity page should include:
- Purpose — Job purpose and business impact
- Process — Step-by-step documentation
- Inputs/Outputs — Requirements and deliverables
- Quality Standards — Acceptance criteria
- Metrics — Performance benchmarks
- Tools — Required access and systems
- Failure Modes — Common issues and solutions
- Human/AI Split — Responsibility breakdown
AI Takeover Tracking
| Date | AI % | Change | Trigger |
|---|---|---|---|
| 2025-12 | 50% | Baseline | Initial work-charts skill assessment |
Review quarterly. The trend is the signal. When aggregate crosses 70%, you're approaching the threshold.
Trend legend: → Stable | ↑ Increasing | ↑↑ Rapid increase
The Pattern
Jobs × Attributes. This matrix makes marketing visible.
- Knowledge Schema — The meta-pattern
- Jobs To Be Done — Same pattern for products
- Matrix Thinking — Making invisible visible
Links
- Work Charts Framework — Human/AI capability mapping
- Microsoft Work Trend Index 2025
- The Frontier Firm