Intake Questionnaire

Objective

Collect the minimum required business context to make sound media decisions.

Required Participants

• Client decision-maker
• Account strategist
• Tracking owner (internal or external)

Core Intake Sections

1. Business Model
   • Primary offer, margin profile, average order value or lead value
   • Sales cycle length and close-rate assumptions
2. Goals and KPIs
   • Revenue target, lead target, acceptable CPA or ROAS floor
   • Time horizon: 30/60/90 days
3. Audience and Geography
   • Priority services or products
   • Regions to include, exclude, and test
4. Capacity Constraints
   • Daily lead handling capacity
   • Operational constraints (inventory, scheduling, support)
5. Current Marketing Stack
   • Existing channels, known seasonality, promotions, and CRM flow

Intake SOP

1. Run a 45-60 minute discovery call with the decision-maker.
2. Convert goals into measurable account KPIs.
3. Flag contradictions (for example: low budget + aggressive growth target).
4. Confirm approval flow, response times, and escalation contacts.
5. Store finalized intake in the account workspace before build work.

QA Checklist

• KPI definitions are numeric and time-bound
• Budget, billing model, and approval cadence are explicit
• Sales feedback loop owner is assigned
• Legal or policy-sensitive categories are flagged

Client-Facing Script

"Before we optimize ads, we align on business outcomes, not just clicks. This intake protects budget and sets realistic growth milestones."

Next Step

Return to the module overview and continue with the next lesson in sequence.