Next 2 Weeks: Tactical Action Plan
Concrete steps to align with ELT priorities from Jan 14 meeting
Week 1 (Jan 20-24): Foundation Setting
Monday, Jan 20
Theme: Audit & Align
Morning (2 hours):
- Review all ELT meeting notes from Q4 2025 → Jan 2026
- List every commitment made to leadership (check against delivery)
- Identify gaps between “what we said we’d do” vs “what we did”
Afternoon (3 hours):
- Schedule 1:1s with key stakeholders for Week 2:
- Ryan (experimentation program lead)
- Mitesh (marketing GM)
- Judd (lifecycle marketing)
- Brad (ops - Monday.com reconciliation)
- Draft stakeholder discovery questions (see templates below)
End of Day:
- Share updated priority doc with team (the one I just created)
- Get team buy-in on “stop being an inbox” mindset shift
Tuesday, Jan 21
Theme: Affiliate Win Story
Morning (3 hours):
- Pull all affiliate performance data from Catalyst:
- Total revenue attributed to affiliates (Dec 2024 vs Dec 2025)
- Commission growth MoM (Nov → Dec → Jan)
- Approval rate improvements (before/after server-side tracking)
- Cost savings from stopping overpayments
- Calculate ROI story:
- Investment: Cost of building reverse ETL + server-side tracking
- Return: $500K+ saved on overpayments + X% revenue increase
Afternoon (3 hours):
- Create 5-slide “Affiliate Win Story” deck:
- Slide 1: The Problem (2 months ago, no one wanted to work with us)
- Slide 2: What We Built (technical capabilities upgrade)
- Slide 3: Business Impact ($ saved, % approval rate increase)
- Slide 4: Channel Performance (affiliates vs. CPC, email, influencers)
- Slide 5: What This Unlocks (recruiting new partners, scaling program)
End of Day:
- Share draft with Zoran for review (he’s closest to affiliate work)
- Send to leadership for Jan 28 ELT call
Wednesday, Jan 22
Theme: Experimentation Framework
Morning (2 hours):
- Meet with Ryan (if scheduled):
- What experiments is he planning for Q1?
- What data/analysis support does he need from Brainforge?
- How does he want to measure experiment success?
- What’s blocking him from hitting 4 tests/month?
Afternoon (4 hours):
- Build Intake Form CVR Analysis (per Greg’s guidance from Jan 9):
- Pull Mixpanel data: intake_started → order_completed by form URL
- Calculate CVR by product (GLP-1, hair loss, etc.)
- Identify outliers (why is hair loss 22% vs GLP-1 10%?)
- Analyze drop-off points (which questions cause abandonment?)
- Create “true median CVR” benchmark (excluding outliers)
- Draft 3 experiment hypotheses to test:
- Shorten quiz length for low-performing forms
- Add progress indicators
- Test pricing visibility (during quiz vs. post-quiz)
End of Day:
- Share intake form analysis with Ryan
- Get his feedback on experiment priorities
Thursday, Jan 23
Theme: Self-Service Enablement
Morning (3 hours):
- Create “Mixpanel 101” training doc:
- How to filter by cohort (e.g., “1,000 customers to track”)
- How to build simple funnels
- How to create saved reports
- When to ask Brainforge for help vs. do it yourself
- Build request intake form (Google Form or Typeform):
- What are you trying to answer?
- Have you tried building this in Mixpanel yourself? If not, why not?
- What business decision depends on this answer?
- Timeline: When do you need this by?
Afternoon (2 hours):
- Schedule training sessions for Week 2:
- Jonah (ops reporting)
- Ryan (experiment measurement)
- Judd (lifecycle segments)
- Record Loom videos for common Mixpanel tasks:
- Creating a funnel
- Building a cohort
- Exporting data
End of Day:
- Share training materials in Slack
- Announce new request intake process (effective Monday, Jan 27)
Friday, Jan 24
Theme: Monday.com Data Reconciliation
Morning (3 hours):
- Meet with Brad:
- Where does his Monday.com SLA data come from?
- Why does he trust it over Tableau?
- What’s the definition of “outside SLA” in his view vs. ours?
- Pull Tableau SLA data for same time period
- Compare side-by-side:
- Same date range?
- Same definition of “SLA breach”?
- Same source data (Bask)?
Afternoon (2 hours):
- Root cause analysis:
- Is our Tableau data wrong?
- Is his Monday.com data wrong?
- Are we measuring different things?
- Document findings + resolution plan
- If our data is wrong: Fix it
- If his data is wrong: Show him why
- If we’re measuring different things: Align on definitions
End of Day:
- Share reconciliation findings with Brad + leadership
- Commit to single source of truth going forward
Week 2 (Jan 27-31): Execution & Delivery
Monday, Jan 27
Theme: Stakeholder Discovery
1:1 with Mitesh (Marketing GM):
- What are your top 3 goals for Q1?
- What data/insights would help you hit those goals?
- What reports are you using regularly? What are you ignoring?
- Pacing dashboard: Do you want full automation or manual check-ins?
- How can we help you run better WBRs?
1:1 with Judd (Lifecycle Marketing):
- What win-back campaigns are you planning?
- How do you currently define “reactivated user”?
- What segments do you wish you had but don’t?
- What’s blocking you from running more lifecycle experiments?
1:1 with Ryan (Experimentation Lead):
- Follow-up from Wed meeting: Which experiments are greenlit?
- What experiment tracking do you need?
- How can we make it easier to launch 4 tests/month?
Tuesday, Jan 28
Theme: ELT Call Preparation
Morning (3 hours):
- Finalize affiliate win story deck
- Prepare 3-slide update for ELT call:
- Slide 1: Affiliate Win Story (business impact)
- Slide 2: Experimentation Support (intake CVR analysis + testing roadmap)
- Slide 3: Self-Service Progress (training launched, request intake live)
- Rehearse 2-minute pitch (lead with wins, not roadmap)
Afternoon (2 hours):
- Anticipate ELT questions:
- “How much $ did we save on affiliates?” (Have number ready)
- “When will experimentation scale to 4 tests/month?” (Timeline)
- “How do we know self-service is working?” (Metrics)
- Prepare backup slides:
- EdenOS data model progress
- LTV:CAC by channel (if asked)
ELT Call (assume afternoon):
- Lead with affiliate win story (30 sec)
- Show experimentation framework (30 sec)
- Highlight self-service progress (30 sec)
- Ask for confirmation: “Does this align with where you want us focused?”
- Take notes on any new priorities or pivots
Wednesday, Jan 29
Theme: Ecommerce Best Practices
Morning (3 hours):
- Research Shopify data model standards:
- Customer 360 (unified profile across touchpoints)
- Product catalog structure
- Order lifecycle events
- Attribution model
- Document gap analysis:
- What does Bask give us today?
- What does Shopify standard look like?
- What does EdenOS need to enable?
Afternoon (3 hours):
- Meet with Surf (EdenOS lead):
- Share ecommerce best practices research
- Align on data model requirements
- Identify any blockers or unknowns
- Update analytics rebuild tracker:
- 5 tables done (status: complete)
- 2 tables in progress (status: by when?)
- X tables remaining (priority order)
Thursday, Jan 30
Theme: LTV:CAC Payback Model
Morning (4 hours):
- Pull data for LTV:CAC analysis:
- CAC by channel (Meta, Google, Affiliates, etc.)
- Revenue by cohort (first 30/60/90/180 days)
- Refill rates by channel
- Churn rates by channel
- Calculate payback periods:
- How long to recoup CAC by channel?
- Which channels have best LTV:CAC ratio?
- Where should we shift budget?
Afternoon (2 hours):
- Build LTV:CAC dashboard:
- Chart 1: Payback period by channel
- Chart 2: LTV:CAC ratio by channel
- Chart 3: Cohort retention curves
- Draft insights:
- “Affiliates have X-day payback vs. Y-day for Meta”
- “6-month plans outperform 12-month plans in LTV:CAC”
- “Recommendation: Shift $X budget from Meta to Affiliates”
Friday, Jan 31
Theme: Week 2 Wrap-Up & Retro
Morning (2 hours):
- Team retro:
- What did we ship in the last 2 weeks?
- What’s blocking us from being strategic vs. tactical?
- Are we still getting pulled into ad hoc requests?
- What should we stop/start/continue?
Afternoon (2 hours):
- Update roadmap based on Jan 28 ELT feedback
- Plan next 2 weeks:
- What experiments are launching? (support needed)
- What training sessions are scheduled? (self-service)
- What strategic analyses are due? (LTV:CAC, CRO funnel)
- Share Week 3-4 plan with team
End of Day:
- Celebrate wins 🎉
- Document lessons learned
Stakeholder Discovery Question Templates
For Mitesh (Marketing GM):
- What metrics do you look at every day? Every week?
- What reports are you using regularly? Which ones are you ignoring?
- If you could wave a magic wand, what analysis would help you make better decisions?
- What’s blocking you from hitting 2x growth this year?
- How do you want to run your weekly team meetings? What data do you need?
For Ryan (Experimentation Lead):
- What’s your goal for # of experiments per month?
- What’s blocking you from launching more tests?
- What analysis do you need before launching an experiment?
- How do you currently measure experiment success?
- What would make experimentation easier/faster?
For Judd (Lifecycle Marketing):
- What campaigns are you planning for Q1?
- How do you currently segment users?
- What segments do you wish you had but don’t?
- What’s your definition of “reactivated user”?
- What data would help you improve win-back campaigns?
For Brad (Ops Lead):
- Why do you use Monday.com instead of Tableau?
- What data do you trust? What data do you question?
- How do you define “SLA breach”?
- What reports would make your job easier?
- What’s the biggest data gap you’re dealing with?
Success Metrics (How to Know We’re On Track)
After 2 Weeks, We Should Have:
- ✅ 5-slide affiliate win story deck (leadership can share externally)
- ✅ Intake form CVR analysis (shows where to test)
- ✅ 3 experiment hypotheses (ready to support Ryan)
- ✅ Mixpanel 101 training materials (launched to 5+ users)
- ✅ Request intake form (live and enforced)
- ✅ Monday.com data reconciliation (root cause found + fixed)
- ✅ LTV:CAC payback model (proves affiliate ROI)
- ✅ Ecommerce best practices doc (guides EdenOS build)
Leading Indicators (Check Weekly):
- Ad hoc request volume (should be decreasing)
- Self-service Mixpanel usage (should be increasing)
- Stakeholder engagement (are they using our work?)
- Experiment velocity (tests launching on schedule?)
Red Flags (If We See These, We’re Off Track):
- ❌ Still spending >50% time on ad hoc reports
- ❌ Building dashboards no one uses
- ❌ Missing ELT call commitments
- ❌ Getting surprised by stakeholder priorities (not talking to them enough)
Communication Cadence
Daily (5 min):
- Team standup: What are you working on? Any blockers?
Weekly (30 min):
- Team check-in: Are we on track? Do priorities need to shift?
Bi-Weekly (1 hour):
- ELT call: Lead with wins, get feedback, align on priorities
Monthly (2 hours):
- Business review: Show impact metrics ($ saved, % conversion increase, etc.)
Final Checklist Before Jan 28 ELT Call
Must Have Ready:
- Affiliate win story (quantified $$ impact)
- Experimentation support (intake CVR analysis + testing roadmap)
- Self-service progress (# of users trained, request volume down)
- Clear ask: “Does this align with where you want us focused?”
Nice to Have (Backup Slides):
- EdenOS data model progress
- LTV:CAC by channel
- CRO funnel analysis preview
Don’t Bring:
- ❌ Long roadmap decks (they don’t care about plans, they care about results)
- ❌ Measurement-heavy proposals (they said “too much measurement last quarter”)
- ❌ Product-specific deep dives (semaglutide lifecycle, etc.)
Created: January 20, 2026 Review after Jan 28 ELT call and update based on feedback