VEL_PROTOCOL_02 // PROTOCOL_SPEC
Cohort Design + Exposure Windows
Create structured cohorts and exposure windows so the impact of paid media on deal progression can be measured with statistical confidence.
Velocity Claims Need Experimental Design
If everyone receives media, there’s no comparison group. Cohort design allows teams to isolate whether paid media actually accelerated opportunity movement or if the deals were simply destined to close anyway.
CRITICAL FAILURE MODES
- ✕ Media impact can't be separated from organic deal progression
- ✕ Teams attribute every win to marketing influence without a control
- ✕ Revenue leadership lacks credible evidence for budget expansion
Cohort Design Logic
COHORT INPUTS
Target account universe
Tier segmentation
Opportunity stage entry dates
Media exposure windows
→
EXPERIMENT OUTPUT
Control vs Exposed Cohorts
Logic: Target Accounts → Randomized Cohorts → Defined Exposure Window
Artifacts You Receive
- ✓Cohort Design Framework
- ✓Exposure Window Definitions
- ✓Control Group Governance Policy
- ✓Experiment Tracking Dashboard
Implementation Steps
WK 1
Define target account cohort and segmentation rules based on Tier 1 account profiles.
WK 2
Assign exposed and control groups using a randomized or matched-pair methodology.
WK 3
Launch campaigns and track stage movement velocity by cohort.