A new marketing lead
Misd for Business · Updated
New marketing lead starts Monday? Give them the market, not just the logins.
A new marketing lead inherits the ad accounts, the email list, the brand folder and six months of opinions about why things worked or didn't. What they don't inherit is a read of the market around the business: which weeks the calendar moves, where the customers actually live, whether the slow month everyone is worried about was the business or the street.
Pulse gives that person a Monday read. Every Sunday night the cards rebuild for each location: what changed around it, why it matters, one move. It is written to be read with a coffee, not studied, and it is the same read the owner sees, so the first conversation of the week starts from the same page.
What should a marketing lead know by the end of week one?
Which neighborhoods the business draws from, and whether the current targeting matches them. Which events in the next three weeks reach the address, so the calendar runs the content plan and not the other way around. And how the category is running in the market, so the first report to the owner can separate 'we did this' from 'everyone had this week.'
Those are three cards. The rest of the stack fills in the picture: what is opening and closing nearby, where the crowd goes after it leaves, what people are saying about the category.
How does this sit next to the tools a marketer already has?
Underneath them. Analytics tells you what happened on your site and your ads. Your point of sale tells you what happened at the register. Neither tells you what happened on the block, and the block is where the week is decided for a physical business. Pulse reads outward: the crowd, the calendar, the market, and hands over one move per card that the existing tools then execute.
There is nothing to export and no dashboard to learn. A card is a sentence, its evidence, and a move. Cards don't quietly change after they publish, so the number quoted in a Monday email is still there when someone checks it in March.
Why one move per card?
Because a new lead's first weeks are a flood of things that could be done. A card that says 'the two neighborhoods that still showed up during the heat were Summerlin and the southwest; aim the mid-week offer there' is a decision made smaller. Take it or skip it, and move on. The team page goes deeper on how small teams use the briefing.
What the Sunday edition would say
A five-location coffee roaster's first marketing hire, week one. Las Vegas and Henderson, September, with the summer heat breaking and the school year three weeks in.
- Pulse III · Where do my customers come from?
Two doors share one neighborhood. Measured Misd activity around your Summerlin and Spring Valley doors draws from the same two zip codes.
SHARED DRAW, LAST 30 DAYS2 doors · 2 zips
Move: Stop running the two doors as separate audiences in the ad account; one neighborhood campaign, two pickup points.
- Pulse II · Why was last month slow?
August was the market, not you. Cafes across the market ran behind their usual August; the heat kept locals home in the afternoon.
AUGUST SOFTNESSMarket-wide
Move: Report it as a market month in the first owner update, and plan the fall push for the week the heat breaks.
- Pulse I · What's coming?
Three school-calendar dates in your radius. Two back-to-school nights and a district holiday fall within a mile of your Henderson doors in the next three weeks.
SCHOOL DATES, NEXT 3 WEEKS3
Move: Put the family-hour offer on those three evenings and nowhere else.
A sample edition for an archetype, not a customer. The place and the calendar are real; the numbers are illustrative and show the shape of a card, not a finding. Your cards are built from your address.
Questions we get asked
- Can more than one person read the briefing?
- Yes. The owner and the marketing lead can both sign in to the same account and see the same cards. The for-teams page covers how a small team works from the briefing.
- How much time does it take?
- About ten minutes on Monday. Cards rebuild Sunday night. Each one is a sentence, the evidence behind it, and one move you can take or skip.
Go deeper
Your first card is free
One real finding about the market around your business, before you pay anything. Claim your business to unlock its Pulse.