InfoWest Q2 2026 Execution Plan

The mission By Jun 30, the existing pipeline is being squeezed two ways — better offers convert inbound leads, GHL nurture activates the leads and customers already in our database. The Sales/CSR → Infrastructure handoff designed so leads don't drop at the install boundary.

📍 Status 2026-05-12: Persona LP audit + copy polish DONE. Critical path now compresses to offer mechanic decision → sales script → sales training → paid creative → Jun 1 launch. A6/A7 (creative) is now the longest pole. Offer mechanic (A1) is the single biggest risk if it slips past May 15.

Not in scope for Q2 (deferred to Q3): Fiber new-project sourcing pipeline, Content Engine kickoff. Steve Miles' in-flight deals get operational backstop, not priority focus. Workstream C (Fiber Blitz <6-month rule) is an operational quick-win, not a priority.

Gating decisions Lock by Fri May 15

Jun 1 is 20 days out. Every day of decision-delay collapses creative + sales-training time. If these six don't lock by Friday May 15, the Jun 1 launch is at risk.

#	Decision	Who decides	Blocking
1	Offer mechanic. 6-mo intro vs 12-mo intro. Which? Both? Different by persona?	Adam + Kelly	LP copy, sales scripts, paid creative, May/Jun offer launches
2	Intro price floor for Family + Budget. $45? $50? Different per plan?	Adam + Kelly	Margin math, sales talking points, migration test math
3	May offer = which mechanic launches first?	Adam	Creative production start, sales training
4	Migration test segment size + criteria. Which fiber-eligibility cohort? How many customers?	Adam + Tyler	GHL build, segmentation queries
5	Sales team training format. Live session with Heather + Kenzie + Kaden? Recorded SOP? Both?	Adam	Calendar holds, materials prep
6	GHL dev team scope of work. What is Tyler asking the dev team to build vs configure?	Tyler + Adam	Tyler's first deliverable

Once these six are in writing, Workstreams A and B can run in parallel without crossing wires.

Workstream A · ICP Acquisition + Offer

Outcome by Jun 30: Family + Budget paid campaigns live, first rotating offer in market, all 5 persona pages reachable, sales team trained on new packages and offer rotation rhythm.

ID	Deliverable	Owner	Target
A1	First offer brief + math. Mechanic chosen, pricing locked, margin signed off. ← Single biggest critical-path item now that LPs are done.	Adam	May 15
A2	Persona LP audit. All 5 pages reviewed against plans-pricing canon + new-site spec.	Adam	✓ DONE
A3	Persona LP copy polish. Done as non-offer baseline. Minor copy pass after A1 to bake offer hooks into hero / body / CTA.	Adam + CopyOS cards	✓ DONE
A4	Sales script + offer talking points. Written SOP for Heather + Kenzie + Kaden + Steve M.	Adam	May 22
A5	Sales team training session. Live walkthrough of new packages, offer mechanic, objection handling.	Adam	May 27
A6	Paid creative — Family campaign. Statics first (square, vertical, landscape), copy variants per plan tier.	Adam + Jasper	May 29
A7	Paid creative — Budget campaign. Statics first, senior-lean creative direction.	Adam + Jasper	May 29
A8	Soft check / dry run. Site staging review, offer copy on staging, sales team final walk-through.	Adam + team	May 31
A9	NEW SITE LIVE + first offer launches. Paid campaigns activate, LPs live, sales armed, attribution wired.	Adam	Jun 1
A10	First-week performance read. Calls in, signups, sales-team feedback, technical issues triage.	Adam	Jun 8
A11	First offer 3-week performance read. Gross MRR added, take rate, CAC trend.	Adam	Jun 22
A12	July offer brief + creative. Locked by mid-June for late-June creative production.	Adam	Jun 15 / Jul 1
A13	End-of-Q2 LTGP:CAC + payback read. 4-week window data, decide Q3 paid spend posture.	Adam	Jun 28

Dependencies inside A

A1 gates A3, A4, A6, A7 — can't write copy without the offer
A4 gates A5 — no training without a script
A8 gates A9, A10 — no attribution data without traffic
A11 must start before A8 lands so June isn't a scramble

Tability KR alignment

"≥5 persona campaigns launched by Jun 30" — A2 + A3 deliver this. "Launched" = page live and reachable. Family + Budget get paid + offer; Tech/Pro/Ultimate are launched as self-select pages.
Gross MRR KR — A10 + A11 give the read window.

Workstream B · Lead + Customer Nurture (GHL)

Outcome by Jun 30: Retention + tier-upgrade + testimonial flows live in GHL. Migration test running on a fiber-eligible segment. The Sales/CSR → Infrastructure handoff designed. The end-to-end pipeline works — leads, upsells, retention, and migration all move smoothly through GHL.

Project ownership (TBC): Tyler is the potential PM for this pillar — he doesn't build the individual flows. His role is project management for the GHL nurture pipeline: coordinate with the dev team to unlock platform capability, take what Adam (or the dev team) builds, and make sure retention + upsell + testimonial + migration flow through GHL as one smooth pipeline. Not yet formally booked; assignment confirms after the gating decisions land.

ID	Deliverable	Owner	Target
B1	GHL platform capability audit. What we're paying for vs using, gap list.	Adam (or PM if confirmed)	May 24
B2	Dev team kickoff + scope of work. What GHL integrations/builds the dev team owns this quarter.	Adam + dev lead	May 28
B3	Sales/CSR → Infrastructure current-state map. Where leads drop today, between which teams, at which step.	Adam (or PM)	May 24
B4	Sales/CSR → Infra handoff SOP v1. Written, signed off by sales lead + CSR lead + Infra Ops.	Adam (or PM)	Jun 7
B5	Retention flow built + tested. Copy, triggers, segment, exclusions.	Adam (copy + GHL config)	Jun 7
B6	Tier-upgrade flow built + tested. Family→Tech, Family→Professional, Budget→Family upgrade paths.	Adam	Jun 14
B7	Video testimonial collection live. GHL native feature, trigger logic, customer-side UX.	Adam	Jun 14
B8	Migration test segment defined. Which fiber-eligible wireless customers, sample size, control vs treatment.	Adam	May 28
B9	Migration test offer locked. What we're offering wireless customers to switch to fiber.	Adam + Kelly	May 31
B10	Migration test live. Small-scale, measurable.	Adam + Heather	Jun 14
B11	Reactivation list built. Past leads in GHL not converted, segmented for offer re-engagement.	Adam	Jun 21
B12	End-of-Q2 nurture performance read. Retention save rate, tier-upgrade conversion, migration test results.	Adam	Jun 28

Dependencies inside B

B1 + B3 are independent and can run weeks 1-2 in parallel
B1 gates B2 — can't scope dev work without knowing the platform
B3 gates B4 — can't design the SOP without mapping current state
B5-B7 can run in parallel after A1 (offer mechanic) lands — same copy infrastructure
B8 + B9 gate B10
B11 depends on B5, B6 patterns being established

Cross-workstream handoff

A1 (offer mechanic) feeds B9 (migration test offer)
A9 (attribution) and B5-B7 (flows) share GHL setup work — coordinate to avoid double-wiring
A4 (sales script) and B4 (handoff SOP) ship to the same sales team — combine into one team enablement touchpoint where possible

Workstream C · Fiber Blitz <6-Month Quick-Win Operational, not a priority

Outcome by Jun 30: Existing Passings Blitz schedule restricted to projects within 6 months of cross-connect certification. Infrastructure adds community names to its cross-connect notifications so Marketing can apply the rule consistently. Budget freed from >6-month areas redirects to fresher cross-connects + Steve Miles' new-project pipeline support.

ID	Deliverable	Owner	Target
C1	Blitz schedule audit. Pull the fiber projects spreadsheet, tag each scheduled project with cross-connect cert date and age.	Adam (w/ Ryon)	May 22
C2	Ask Infrastructure for community-name on cross-connect notifications. Surface the small data ask to Infra Ops leadership.	Adam	May 19
C3	Prune blitz schedule. Drop scheduled spend on projects >6 months past cross-connect (door-knock, door-hang, direct mail, geo-push).	Adam	May 29
C4	Reallocate freed budget. Direct to fresh cross-connects + Steve's MDU/HOA/SFH demand-gen support.	Adam	Jun 5

Why this is a quick-win, not a priority: The rule itself is one decision (already made). Execution is mechanical: audit, ask, prune, reallocate. Doesn't compete with A/B workstream time. Full rule: projects/fiber-blitz-cross-connect-rule-2026-05.

Weekly milestone grid Compressed for Jun 1

7 weeks: 3 weeks of intense pre-launch sprint, 1 week of launch, 3 weeks of measure + GHL build-out.

Week

Dates

Workstream A

Workstream B

May 12-15

✓ LP audit done (A2) · All gating decisions locked (A1) ← single biggest critical-path item

GHL audit started (B1) · Current-state mapping started (B3)

May 18-22

✓ LP copy polish done (A3) · Sales script done (A4) · Offer-hook copy pass on LPs (after A1)

B1 + B3 done · Migration test segment defined (B8)

May 25-31

Sales training delivered (A5) · Family + Budget creative done (A6, A7) · Soft check (A8) · Migration offer locked (B9)

Dev team kickoff done (B2)

Jun 1-7

🚀 Jun 1: New site + first offer LIVE (A9) · First-week read (A10)

Handoff SOP v1 (B4) · Retention flow live (B5)

Jun 8-14

June offer iterations based on first-week data

Tier-upgrade flow live (B6) · Testimonial collection live (B7) · Migration test launches (B10)

Jun 15-21

July offer brief locked (A12)

Reactivation list built (B11)

Jun 22-30

3-week perf read (A11) · End-of-Q2 LTGP:CAC + payback read (A13)

End-of-Q2 nurture read (B12) · Q3 handoff prep

Critical week = Week 1 (May 12-15). Every gating decision must close by Friday or Jun 1 slips. Decisions cascade: offer mechanic → LP copy → sales script → creative → training. Each delay compresses downstream further.

Hardest week = Week 4 (Jun 1-7). Site launch + offer launch + paid campaigns activate + Workstream B retention flow goes live. Plan for issues; reserve Adam's calendar for triage.

Risks + dependencies

Offer mechanic decision slips past May 15

Impact: Every Workstream A deliverable downstream slides. Sales gets trained on a moving target. Site launches Jun 1 without an offer attached, defeating the launch.

Mitigation: Put a meeting on the calendar this week with Kelly. Bring the math: pricing scenarios, margin impact, take-rate model. Force the decision. If Kelly is not available before May 15, escalate — this is the highest-impact decision of the quarter.

New website not ready by Jun 1

Impact: Offers ready but no site to put them on; or site live but persona pages broken. Either way, Jun 1 launch fails.

Mitigation: Verify with web/dev team THIS WEEK that Jun 1 is real and persona pages are part of the launch scope. If site slips, decide whether offers launch on existing pages or wait. Don't find out Jun 1 morning.

No PM confirmed for the GHL Nurture pillar

Impact: Adam carries both the marketing-side AND the project management — coordinating dev team, mapping handoff seams, integrating the pieces. B-side delivery slips because no one's stitching it together.

Mitigation: Confirm Tyler (or another PM) for the pillar by end of Week 1. If Tyler can't be confirmed, scope down: drop B3/B4 (handoff SOP) to Q3 and keep Q2 focused on the four flows + migration test. Dev team scope (B2) sized to what dev can actually deliver — not a wishlist.

Persona pages aren't paid-traffic-ready

Impact: A9 launches paid traffic to underperforming LPs; ad spend wastes; CAC misses ceiling.

Mitigation: A2 audit is the truth-teller. If Family or Budget LPs need more than copy polish (e.g., structural redesign), surface in Week 1, not Week 4. Plans-pricing canon is the spec of record.

Migration test introduces churn/confusion in wireless base

Impact: Wireless customer relationship damage; CSR queue spike.

Mitigation: B8 keeps sample small. B9 offer math protects the customer (clearly better, not a downgrade). CSR informed before launch (overlap with sales training A5 if timing allows).

GHL attribution (A9) doesn't capture offer performance accurately

Impact: A10 + A11 reads are wrong; wrong Q3 decisions.

Mitigation: Tyler validates A9 setup before A9 launches. Test with internal traffic. Cross-check against Sonar activations sheet.

Dependency on Sonar: Both workstreams hit Sonar — for activation matching (A9, A10, A11) and segmentation (B6, B8, B11). Sonar field-mapping work may surface mid-quarter; budget half a Tyler-day for that.

Q2 definition of done Jun 30 checklist

5 persona pages live and reachable (Tability Q2 KR)

Family paid campaign live for ≥4 weeks

Budget paid campaign live for ≥4 weeks

At least one rotating offer in market through a full month-cycle (May or June)

Sales team trained on packages + offer cadence (Heather, Kenzie, Kaden, Steve M., CSR)

Retention flow live in GHL with measurable saves

Tier-upgrade flow live in GHL with measurable upgrades

Video testimonial collection live, ≥3 testimonials captured

Migration test launched, ≥30 fiber-eligible wireless customers in segment

Sales/CSR → Infrastructure handoff SOP v1 signed off by Sales, CSR, Infra Ops

GHL platform capability gaps documented + Q3 dev workplan in place

End-of-Q2 reads done: Family/Budget LTGP:CAC, payback, retention save rate, tier-upgrade conv, migration test results

Q3 priority kickoff materials ready (Fiber new-project sourcing brief + Content Engine launch plan)

If 10 of 13 are checked at Jun 30, Q2 was a win. If fewer, Q3 first action is a retro on what stalled and why.

Out of scope reminders Do not let scope creep

Fiber new-project sourcing — Q3, not Q2. Steve Miles' in-flight deals get operational backstop only.
Content Engine — Q3 kickoff. Do not start blog cadence or video series this quarter.
Per-city landing pages — Q3 with Content Engine. St George, Cedar City, Washington, Hurricane, Richfield, etc. Q2 attention stays on the 5 persona pages.
Per-project fiber LPs — Q4. Regional fiber pages per the Fiber Marketing Plan motion (construction status, opt-in capture, area-specific copy). Deferred because Q2/Q3 are heavily loaded with the personas campaign.
Referral revamp — Q3 sub-phase within the GHL pillar. Not a Q2 build.
Wireless→Fiber migration full rollout — Q4. Q2 is the small-segment test only.
Tech / Professional / Ultimate paid distribution — not for now (budget too small to spread across 5 personas; revisit when share-of-spend allows). Self-select + sales upsell only this year.

Companion artifacts

Visual artifacts:
· Diagnosis & Strategy one-pager — ~/infowest-q2-diagnosis-strategy-2026-05-11.html
· Quarterly Roadmap (Q2→Q1 2027) — ~/infowest-brand-strategy-roadmap-2026-05-11.html

Strategic frame & canon:
· Operating memory — marketing-strategy-pivot-2026-05.md
· Canon draft (pending promotion) — ~/copyos-vault/99-Generated/marketing-strategy-pivot-draft.md
· Positioning (load-bearing for copy) — ~/copyos-vault/00-Canon/positioning.md
· Plans + pricing canon — ~/copyos-vault/00-Canon/plans-pricing.md
· Personas canon — ~/copyos-vault/00-Canon/personas/*.md

Reference memories:
· Offer framework — projects/offer-strategy-2026.md
· Tyler's role — projects/tyler-ghl-handoff-role-2026-05.md
· Fiber <6-month rule — projects/fiber-blitz-cross-connect-rule-2026-05.md
· Market context — projects/market-context-2026-05.md