# B2B paid-social pilot decision brief

Use one brief per business, buyer problem, offer and destination. Enter **Unknown** for missing evidence. Zero means measured none. Planning approval does not authorize launch.

## 1. Scope

| Field | Value | Evidence/source | Owner |
| --- | --- | --- | --- |
| Plan ID and version |  |  |  |
| Business |  |  |  |
| Buyer problem |  |  |  |
| ICP and geography |  |  |  |
| Offer |  |  |  |
| Destination |  |  |  |
| Decision owner |  |  |  |
| Currency |  |  |  |
| Timezone |  |  |  |

## 2. Buyer population

| Population ID | Grain | Inclusion rule | Exclusions | Source/version | Cutoff | Completeness |
| --- | --- | --- | --- | --- | --- | --- |
|  |  |  |  |  |  | Unknown |

## 3. Channel evidence

Use Yes, No, Unknown or Not applicable. Yes and No need evidence. Every required Unknown needs an evidence request.

| Check | LinkedIn | Evidence / request ID | Meta | Evidence / request ID |
| --- | --- | --- | --- | --- |
| Proposed audience route |  |  |  |  |
| Audience feasibility after filters/exclusions | Unknown |  | Unknown |  |
| Data-use readiness for this route | Unknown |  | Unknown |  |
| Account access | Unknown |  | Unknown |  |
| Approved creative | Unknown |  | Unknown |  |
| Offer and destination fit | Unknown |  | Unknown |  |
| Tested conversion route | Unknown |  | Unknown |  |
| Hypothesis |  |  |  |  |
| Population and exclusions |  |  |  |  |
| Broader-delivery setting and boundary |  |  |  |  |

## 4. Shared CRM outcome

| Field | Value | Evidence/source | Owner |
| --- | --- | --- | --- |
| Observable event |  |  |  |
| Unique counting key |  |  |  |
| Qualification conditions |  |  |  |
| Acquisition cohort |  |  |  |
| Outcome cutoff |  |  |  |
| Deduplication/grouping rule |  |  |  |
| Multi-touch treatment |  |  |  |
| Tagged test receipt | Unknown |  |  |
| Reporting owner |  |  |  |

## 5. Follow-up capacity

| Owner | Procedure | Available capacity | Pause/escalation rule | Evidence |
| --- | --- | --- | --- | --- |
|  |  |  |  |  |

## 6. Budget

| Item | Amount | Currency | Evidence / feasibility |
| --- | ---: | --- | --- |
| Total media envelope |  |  |  |
| LinkedIn |  |  |  |
| Meta |  |  |  |
| Unallocated |  |  |  |
| Production |  |  | Kept outside media |
| Agency / operations |  |  | Kept outside media |
| Data / software |  |  | Kept outside media |

Check: LinkedIn + Meta + unallocated = total media envelope.

## 7. Schedule and time scopes

| Scope | Start | End / cutoff | Population ID | Owner |
| --- | --- | --- | --- | --- |
| Frozen historical evidence, if used |  |  |  |  |
| Immediate pilot acquisition |  |  |  |  |
| Outcome observation cutoff | Not applicable |  | Same immediate-pilot cohort unless a new cohort is declared |  |
| Review date | Not applicable |  |  |  |

## 8. Success rule

| Field | Value |
| --- | --- |
| Verbatim owner-supplied rule |  |
| Observation that supports the hypothesis |  |
| Observation that rejects the hypothesis |  |
| Insufficient-evidence condition |  |
| Measure, population and unit |  |
| Author and source |  |
| Approval state | Unknown |

## 9. Choice policy

| Field | Value |
| --- | --- |
| Intended route: LinkedIn / Meta / Split / undecided |  |
| Priority learning question |  |
| Reason |  |

## 10. Evidence requests

| ID | Channel | Field | State | Owner | Reason | Exact request | Blocks |
| --- | --- | --- | --- | --- | --- | --- | --- |
|  |  |  | Unknown |  |  |  |  |

## 11. Decision

| Field | Value |
| --- | --- |
| Route: LinkedIn / Meta / Split / Hold | Hold until evaluated |
| Primary reason |  |
| First action |  |
| Secondary constraints |  |
| Why alternatives are not first |  |
| Planning status | Hold |
| Launch status | **Hold until separate authorization** |

## Review sign-off

| Review | Person | Date | Scope / evidence | State |
| --- | --- | --- | --- | --- |
| Decision review |  |  |  | Unknown |
| Spend and launch authorization |  |  |  | Unknown |