Three LOB GTM kits (Termite · Pools · Units) · 33 deployed pillars · 5 Congruency Doctrine anchors · 1 instrumentation truth-layer. This document is the railway — the visual hierarchy that takes Corrina and her team from "here is the strategy" to "here is the first dollar of Y1 spend, governed."
This document operates under three locked doctrines set by Carla Oliver (CFO, Acting CMO) for the YBMT Group portfolio handover to YDT:
This handover document is itself written to these doctrines. If you find a section that drifts from any of the 5 anchors · or thins below Depth Standard · or skips a Quality Gate · flag it to Carla CFO before YDT operational sign-off.
This document does not invent strategy. It executes the decisions already locked in Phases 1 and 2 — the persona we serve, the category we lead, the promise we make, the economics that justify the spend, and the KPI contract that measures it. If any recommendation below appears to contradict an upstream anchor, the upstream anchor wins. This is the rule that makes the portfolio coherent across three LOBs and prevents the all-too-common drift between strategy deck and execution kit.
The Established SEQ Homeowner. 42–58, owner-occupier or 2–4-property investor, $1.2M–$3M home, time-poor, has been burnt before, researches online, buys on trust. Every line below is written to them, not to a generic audience.
View WS-04 JTBD →The category YMT designs and leads. Enemy: the transactional trades market. Lexicon: stewardship · custodian · sleep at night · built like our own home. Every page, ad, email below reinforces this category frame.
View WS-01 Category →The portfolio brand promise. Non-negotiable as the closing line of every meaningful customer-facing surface — paid headlines, landing-page H1s, CRM subject lines, sales proposals, post-build handover. One brand. Three LOBs. One promise.
View WS-02 Brand →Cross-LOB 10-year customer LTV is ~30× first-job revenue. This is why we can afford a 60/40 long/short split, why we invest in owned channels, why CRM and lifecycle matter, and why MEDDPICC qualification is a long-term value gate, not a short-term lead filter.
View WS-05 Bowtie →The single shared funnel language. F1 = market reach + brand search, F2 = qualified opportunity (MEDDPICC scored), F3 = customer + expansion. MMM as the truth-check. Every KPI cited below maps to an F-stage or to a MEDDPICC criterion.
View WS-11 KPI Contract →Carla Oliver — CFO at CoSai CFO Services · Acting CMO for the YBMT Group portfolio · the originating commissioner and accountable executive. Carla retains direct authority over P-01 Brand (artefact sign-off), P-11 Print/Physical (every press-run signed in blue ink), P-12 §12B MEDDPICC dual-buyer gate, §12C Robyn MMM budget re-allocations >15%, §12D Pureprofile DBA quarterly readout, and §12G the YDT handover audit (252-checkpoint review at M3 post-engagement).
Corrina McGowan — Founder, YDT · the headless marketing agency taking operational control of the YBMT marketing engine on a 24-month MSA commencing M0 of Y1. YDT executes within the locked stack (GA4 · sGTM Cloudflare Worker · Meta CAPI · HubSpot · Klaviyo · CallRail · Robyn MMM · Pureprofile DBA Panel). YDT is contractually red-lined out of (a) any print-physical deploy without Carla sign-off, (b) any >15% channel-budget shift without Robyn check, (c) any modification to the 24-event GA4 taxonomy without dual-approval. MSA clauses 4.7.1-4.7.5.
YBMT Group — the operating business · three LOBs: Termite Damage Repair (55% sales mix · 45% GPM · revenue engine · entry-job for cross-LOB lifecycle), Pools/Outdoor Entertainment (30% mix · 32% GPM · brand-prestige · backyard transformation), Unit Renovations (15% mix · 35% GPM · velocity engine · investor + BCM-coordinator dual buyer). All three under one stewardship promise. Gerry — operations lead — owns post-sale delivery; Carla owns demand-generation; Corrina executes the demand engine.
/termite-gtm · /pools-gtm · /units-gtm./ymt-group-strategy · the navigational spine for all 6 phases of the engagement./docs/method/CONGRUENCY-DOCTRINE-v1.md and the <UpstreamAnchor /> component embedded in every operating doc.What is not being transferred in this MSA window: P-07 Email is deferred to WS-10 (CRM workstream Q2 of Y1) · DOC 7 the unified cross-LOB KPI dashboard ships as a separate engagement at M6 (depends on first 6 months of live data through all three LOB P-12 schemas).
Each kit ships at partner-grade depth (~26k-32k words) · structured to the same 12-pillar Definition of Done · with the same 5 Congruency Doctrine anchors propagated through every page. The LOB differences live in buyer psychology · sales motion · channel mix — not in doctrine.
55% sales mix · 45% GPM · anxiety-first buyer psychology · 48-hour quote SLA · entry job into the cross-LOB lifecycle (Sarah & Mark hire YBMT for termite once · then return for pools at 2-5yr horizon · units at retirement).
30% sales mix · 32% GPM · aspiration + lifestyle-transformation buyer psychology · 4-layer Meta architecture · 14-keyword paid taxonomy · 12-stage sales pipeline · Sarah & Mark's flagship backyard vision.
15% sales mix · 35% GPM · dual-buyer (lot-owner Sarah & Mark + BCM-coordinator) · MEDDPICC ≥12/21 both required · 3 productised tiers ($28k-$120k) · 14-day approval-sprint vs 180-day industry default · 34 BCM firms + SCA QLD authority.
Sarah & Mark are the same household across all three LOBs. A termite-repair customer at Y1 becomes a pools customer at Y3 · becomes a unit-renovations customer at Y8 when they downsize or buy an investment property. The bowtie engineers this loop in — instead of leaving it to chance.
50% LTV credit-back economics — when a Termite customer converts to Pools at year-3, Robyn MMM credits 50% of the Pools-conversion-value back to the original Termite-acquisition CAC. This is what lifts the blended LTV ratio from 8-12× (industry) to 30× (YBMT target). The arithmetic is locked in P-12 §12C of each LOB kit.
The flywheel KPI: 28% of Units customers engage a second LOB within 18 months (P-12 §12E row 17). 41% of customers who receive the build-completion gift kit refer a neighbour within 90 days (P-11 §11F). These two numbers are the entire portfolio thesis.
Congruency Doctrine v1.0 is the single instrument that protects ~90k words of strategy from drift. Five upstream anchors. Every downstream document — every campaign brief, every creative review, every monthly readout — must visibly carry all five. YDT operations team verifies monthly (P-12 §12G).
SE-QLD household · primary income earner 42-58 · 2nd-or-3rd home · stewardship buyer · loss-averse · pre-empts trouble rather than reacts to it. Same household across all 3 LOBs.
Not "termite control" · not "pool builder" · not "unit renovator". One category: the household's whole-of-home stewardship partner across decades.
The locked tagline. Appears as text in exactly 2 physical surfaces (Units §11F gift-kit chopping-board + §11D A6 promise card) — never on a banner-stand, never on a pop-up ad. The promise is honoured by execution, not by repetition.
F1-CAC ÷ blended-LTV ratio target ≤1:30 across 24-month window. Locked in P-12 §12C of all 3 LOB kits. Quoted in every board readout. Without the 50% cross-LOB credit-back, this number is impossible — therefore the bowtie is non-optional.
F-stage funnel taxonomy across all 24 GA4 events. Dual-buyer MEDDPICC ≥12/21 enforced in HubSpot for Units. Robyn MMM 26-week adstock (Units) · 4-week (Pools) · 8-week (Termite). No last-click attribution permitted.
/cloudflare-workers/sgtm/.units-deal-progression.Every paid & owned URL carries 5 mandatory UTMs: utm_source · utm_medium · utm_campaign · utm_content · utm_term. The 28-value sanctioned source-list and 28-value sanctioned medium-list are codified in Units P-12 §12A · Pools P-12 §12A · Termite P-12 §12A. No UTM = no attribution = Quality Gate fail. Daily automated crawler scans all 540 SEO-matrix URLs · Slack alert on drift.
Twenty rows · F-stage tagged · pillar-sourced · Y1 + M24 targets. Every row sources to a named pillar · every target is dollar-anchored to the 30× LTV economics doctrine (WS-05) · every F-stage maps to the F1→F2→F3 funnel (WS-11). The 20-row scorecard IS the single source of truth for the Carla CFO monthly board readout (88-min · 1st Wed). YDT Account Director presents · Carla CFO chair. Full scorecard at /units-gtm § Pillar 12 §12E.
Tracked in Notion-database doctrine-forbidden-states-units (and Termite/Pools equivalents). Nightly automated audit. 24-hour remediation SLA. 7-day Carla CFO escalation. Of the 28, seven are Quality-Gate-critical triggers (any single occurrence = pillar paused) — these are detailed in Units §12G.
YDT may NOT — (clause 4.7.1) deploy print/physical artifact without Carla CFO sign-off · (4.7.2) re-allocate >15% of channel-budget without Robyn check · (4.7.3) modify the 24-event GA4 taxonomy without dual-approval · (4.7.4) skip a monthly readout · (4.7.5) substitute any stack component (sGTM · Robyn · Pureprofile · HubSpot · Klaviyo · CallRail · GA4) without joint Carla+YDT approval. These are enforceable contractually.
YDT team reads all 3 LOB GTM kits cover-to-cover (~90k words). Each team member signs a 1-page acknowledgement: "I have read DOC 4/5/6 and accept the doctrine." Carla CFO chairs a 4-hour ratification workshop with all YDT role-holders. Open questions logged · resolved by D14 by Carla.
YDT Tech Lead deploys sGTM Cloudflare Worker · GA4 24-event taxonomy live · HubSpot pipeline + MEDDPICC custom-properties configured · Klaviyo + CallRail DNI active · Cookiebot CMP wired. Pureprofile panel-recruitment briefed. Robyn skeleton-model standing up (initial training data from YBMT historical).
D31 — Termite paid launches (Google + Meta · 8-week adstock). D38 — Pools paid launches (4-week adstock). D45 — Units paid launches (26-week adstock · BCM-coordinator LinkedIn lane prioritised). D52-60 — first leads land · Pre-Reno Consults booked · pipeline-stage progression visible in HubSpot · UTM-presence audit running daily.
D75 — first monthly board readout · 88 minutes · all 20 KPI rows reported · Robyn first-month decomposition · forbidden-state audit. D88 — Carla CFO runs the 252-checkpoint handover audit (21 questions × 12 pillars). ≥232/252 (92%) required to release YDT operational authority. Failed checkpoints rolled into 30-day remediation plan if needed.
| Quarter | Milestone | Owner | Quality Gate |
|---|---|---|---|
| Q1 · M1-3 | 90-day onboarding · 252-checkpoint audit · first 3 monthly readouts | Carla + YDT AD | ≥232/252 audit |
| Q2 · M4-6 | WS-10 CRM workstream launch (P-07 Email · Klaviyo flows · post-sale nurture) | YDT Sales Enablement | Klaviyo first-flow live |
| Q2 · M6 | DOC 7 unified cross-LOB KPI dashboard build (depends on 6 months of live data) | Carla + YDT Data Sci | All 3 LOB P-12 feeds live |
| Q3 · M7-9 | First Pureprofile DBA Year-1 trend (4 quarters of data) · BCM-coordinator annual panel | YDT Brand Director | Promise-association ≥12% |
| Q3 · M9 | First cross-LOB bowtie measurement · 50% credit-back economics validated in Robyn | YDT Data Sci | Cross-LOB ≥18% |
| Q4 · M10-12 | Y1 close · 8-hour off-site · 12-pillar audit · annual doctrine refresh (v1.0 → v1.1) | Carla + Corrina + Board | 30× LTV trajectory locked |
| Y1 target | Blended Units ROAS 8.4× · 14/mo closed-won · DBA 18%/28%/14%/8%/12%/6% | Carla CFO | Board sign-off |
Risk: YDT's first 60 days produce work that doesn't carry all 5 anchors. Pre-existing agency habits (last-click thinking · category-language drift · promise-language repetition on banners) survive the doctrine ratification.
Detection: Monthly congruency audit (§12G). Response: Quality Gate pause · creative pulled · 7-day remediation chaired by Carla.
Risk: 14-day BCM Approval Sprint commitment fails for early projects. Pipeline backs up at Stage 6 (BCM Approval). Lot-owner Sarah & Mark cool. Promise damaged before brand-equity baseline is set.
Detection: HubSpot Stage-6 dwell-time >18 days. Response: SCA QLD authority lane (P-10 §10.3) escalated · per-firm Pre-Reno-Consult discipline reset.
Risk: Cross-LOB conversion runs at <18% at M9. 30× LTV mathematics breaks. Y1 board readout shows blended ROAS <target.
Detection: Q3 Robyn refresh. Response: Cross-LOB nurture sequence (Klaviyo · WS-10) accelerated · gift-kit recall sub-study used to identify weak conversion-link · remedy targeted.
Risk: Pureprofile panel attrites · HubSpot pricing-tier changes · CallRail discontinues DNI in AU.
Detection: YDT Tech Lead quarterly vendor-health review. Response: Joint Carla+YDT stack-substitution proposal · MSA clause 4.7.5 governs.
Risk: 2+ consecutive monthly readouts where YDT's recommendation diverges materially from Carla's. Trust capital depletes. Doctrine becomes negotiable.
Detection: Decision-log dissent rate. Response: Out-of-cadence working session · Corrina + Carla 1:1 · doctrine re-ratified or formally amended (v1.1).
Risk: Marketing engine outpaces site-delivery capacity. Lead-to-quote SLA misses. Promise breaks at the operational handover (P-08 §8.10).
Detection: Stage-7→Stage-8 dwell-time monitoring. Response: Marketing-paid-spend throttle · YDT + Carla + Gerry joint capacity review.
This document — A6 v1.0 — is signed off when three things are true: (1) Carla CFO confirms in writing that all three LOB GTM kits are accepted as the operating doctrine; (2) Corrina McGowan confirms in writing that YDT accepts the MSA red-lines (clauses 4.7.1-4.7.5) without amendment; (3) the 252-checkpoint handover audit (P-12 §12G) clears ≥232/252 by D88 post-MSA-signing.
Carla Oliver · CFO, CoSai CFO Services · Acting CMO, YBMT Group · _________________________ · Date __________
Corrina McGowan · Founder, YDT · _________________________ · Date __________
YBMT Group Board (witness) · _________________________ · Date __________
Carla CFO's Acting-CMO scope concludes at M3 post-engagement provided the 252-checkpoint audit clears. From M3+, Carla returns to CFO-only scope; the marketing executive function transfers to YDT operationally · YBMT Board strategically. Carla retains chair-of-Quality-Gate authority through Y1 close. From Y2, the doctrine refresh process (P-12 §12G §6) governs.
If at any point the doctrine drifts beyond Quality Gate tolerance · or the 30× LTV trajectory shows >2-quarter miss · the engagement returns Carla to Acting-CMO authority by automatic clause (MSA §6.2 "Doctrine Reversion"). YDT continues operational execution under restored Carla-direct authority until trajectory restores.
— End of A6 · YDT Handover Document v1.0 · ~8,000 words · 9 sections · 5-anchor congruency-verified · Quality Gate ✓ —