SOI Campaign Build Spec

Read this first: it's an activation problem, not an ROI problem

Your instinct is to build the campaigns and start marketing. The data says one thing has to come first, and skipping it is the single move that produces confident-looking failure.

My recommendation, up front: fix the foundation (one week), then turn on campaigns tier-by-tier. The strategy is already world-class — the entire GTMOD 2026 system, your channel rules, and your Lofty architecture are sound. The gap is purely operational: the database isn't yet in the shape the automations need.

What the June 15 live diagnostic found

The two channel-rule conflicts you need to decide

Your new channel doctrine tightens the GTMOD 2026 plan in two places. I've defaulted to your new rule and flagged both in the Post-Mortem (Part 6):

• Middle Circle: GTMOD prescribes quarterly phone calls (R-05). Your new rule says Middle = email/text/print, no phone. → Phone moved out of Middle; quarterly call becomes a Middle→Inner promotion signal instead.
• Outer Circle: GTMOD gives Database a quarterly farm mailer (D-02) and an annual upgrade call (D-05). Your new rule says Outer = email only. → Mailer and call removed from the Outer nurture; the upgrade call only fires after a contact is promoted out of Outer.

How this build runs — in order

Do not skip steps. Each part unlocks the next. Estimated total build time: ~4 focused hours plus a one-week data cleanup that can run in parallel with content prep.

1. Part 1 — The Foundation Fix. Clean the data, collapse the three ICP stores into one, and guarantee every contact carries a tier and an ICP. DO FIRST · ~1 week
2. Part 2 — The Channel Doctrine & Tier × ICP Matrix. The governing rules and the campaign grid. ~20 min read
3. Part 3 — Lofty Smart Plan Build Specs. Click-by-click for all six plans. ~90 min build
4. Part 4 — The Outer→Inner Promotion Engine. The "lead-gen platform" — how activity earns a contact a higher tier. ~30 min build
5. Part 5 — Weekly Operating Rhythm. The Friday review that keeps it alive. 15 min/week
6. Part 6 — Pitfalls, Blindspots & Post-Mortem. What breaks this, and how to prevent it. Read before launch
7. Part 7 — This-Week Build Sequence. The checklist. Action

The Foundation Fix

Your own Setup Guide says it best: "Segmented campaigns on dirty data produce worse results than no campaigns." Here is exactly what "clean" means and how to get there.

1.1 — Collapse the three ICP stores into one

Right now ICP is smeared across Segments, a custom field, and (intended) Tags. Pick the model from your architecture and migrate everything to it.

1.2 — Cleanup checklist (work this list before any send)

1.3 — The ICP tag taxonomy (one per contact)

Use your GTMOD ICP set, expressed as Lofty Tags. These are the eight allowed values:

The Channel Doctrine

One rule that ends every "should I text them?" debate. Channel is a function of tier — and only tier.

The Tier × ICP Campaign Matrix

Which GTMOD campaigns run, by tier. H=primary  M=runs  L=background  —=skip.

Note: ICP tags further target content within a tier (e.g., an Inner #4 Builder gets the off-market dealflow note; an Inner #6 Referral Partner gets the monthly intel memo). The tier sets the channel; the ICP sets the message.

Lofty Smart Plan Build Specs

Build in this order. Each is written as: Entry trigger → Audience filter → Steps → Exit. Path in Lofty: Automation → Smart Plans → + New Plan. "Confirm label" = verify the exact field name in your Lofty version.

The Outer→Inner Promotion Engine

This is the part you care most about: "push people from Outer to Inner through activity." The design principle that makes it best-in-class — automate the detection, keep the promotion human.

4.1 — Engagement signals (what earns a flag)

Build: in each tier's Smart Plan (SP-1, SP-2), add an engagement-condition step that applies FLAG:Upgrade-Review. If your Lofty plan exposes "lead behavior / on-site activity" triggers, use them; if not, the email open/click/reply conditions inside the Smart Plan are sufficient. Confirm which behavior triggers your Lofty tier supports.

4.2 — The promotion ladder

4.3 — Demotion (keeps tiers honest)

Tiers must be earned and kept. Inner contact untouched 90 days → re-touch task. Middle zero-engagement 12 months → drop to Outer. Outer zero-engagement 18 months → OC:Dormant, suppress. This prevents tier inflation that would blow up your call-time budget.

The Weekly Operating Rhythm

Automation flags; you decide. Fifteen minutes every Friday is the difference between a CRM and a lead-gen platform.

Friday 15-Minute Review (non-negotiable)

1. 1Upgrade queue. Open saved view FLAG:Upgrade-Review. For each: promote (Outer→Middle / Middle→Inner), keep, or clear flag. Clear the tag when done.
2. 2Dormancy guard. Open "IC not touched >90 days." Call this week or downgrade.
3. 3Hand-raisers. Any reply/booking from the week → confirm a <5-minute follow-up happened. Speed-to-lead is the whole game.
4. 4Log touches. Update Last_Human_Touch on every Inner contact you spoke with.
5. 5Unclassified sweep. Any new contact missing tier or ICP → classify or quarantine. The "Unclassified" view should end at zero.

Monthly non-negotiables

• Refresh Wasatch Insider data before the 1st-Tuesday send (current absorption, $/sqft, one whisper).
• Touch every Inner contact at least once (call + the email rhythm).
• Confirm the quarterly print task went to Corey for Middle/Inner postcards.

The metrics that matter (review monthly)

Retire or rework any campaign that misses its target two months running. The Wasatch Insider reply rate and the promotion count are your two north-star numbers — they prove the platform is actually generating, not just sending.

Pitfalls, Blindspots & Post-Mortem

Per your standing rule, here's where this strategy breaks — surfaced before you build, so you can design the failure out.

This-Week Build Sequence

Do these seven things and every layer — data, segmentation, automation, promotion, and reporting — is live.