Identity card

Mission

Goals & KPIs the agent moves

Task list

1. Real-time Ingest every marketing touchpoint event (form fill, ad click, content view, event scan, demo request, reference call) and stamp it with account_id + opportunity_id + touchpoint_type + timestamp.
2. Real-time When a CRM opportunity stage changes, recompute attribution for all touches in its history. Update per-channel and per-account pipeline credit.
3. Daily Reconcile yesterday’s pipeline number against the CRM’s self-reported number. Flag any gap > 2%. Open ticket if unresolvable.
4. Weekly Compile the weekly Attribution Report: pipeline by channel, ROAS by campaign, model-to-model agreement matrix, top 5 channels by velocity, top 3 underperforming channels.
5. Weekly Cross-check against the Performance Marketing Agent’s self-reported ROAS. Flag channels where the engine’s number diverges > 15%.
6. Monthly Run the MMM (Marketing Mix Model) refresh: 13-week rolling window, recalibrate channel coefficients, surface saturation curves.
7. Monthly Methodology review with Director of MarOps + CFO. Are the attribution rules still right? Have new channels been added that need rule definitions?
8. Quarterly Full CFO reconciliation. Walk every line of the marketing-sourced pipeline number through the engine’s logic. Lock the quarterly number.
9. Quarterly Channel-mix recommendation: which channels deserve more budget, which deserve less, based on trailing-quarter ROAS + saturation curves.
10. Event When a new channel goes live (paid platform, event sponsorship, new content series), work with its owner to define its attribution rule before the first dollar is spent.
11. Event When the Performance Marketing Agent proposes a reallocation, run the engine’s lift forecast on the move and append it to the proposal.

Schedule grid

Triggers

Scheduled (cron-style):

Event-driven:

Inputs

Outputs

Human escalation paths

System prompt

Tools & integrations

Guardrails: what it must not do

• Never adjust attribution rules autonomously. Every rule change is Director-approved.
• Never report a pipeline number that can’t cite its source touchpoints: full audit trail or no number.
• Never compress disagreement between models: the disagreement is the signal, not noise.
• Never use platform self-attribution as the headline number in CFO-facing reports.
• Honor data residency + PII handling rules: touchpoint data should anonymize or hash PII at ingestion.
• Never extrapolate beyond the data window. If MMM has < 13 weeks, report “insufficient data” rather than fit a noisy model.
• Never close-out a quarter’s attribution number without CFO sign-off.

Evals + hallucination defense

Evals: output quality checks:

1. CRM reconciliation precision. Daily: engine’s pipeline number vs. CRM-self-pulled number. Target < 2% gap. Wider gaps signal input drift.
2. Model agreement spread. Per-channel: agreement spread between four models. Target < ±20%. Wider spreads surface methodology issues.
3. Touchpoint coverage. % of opportunities with at least one stamped touchpoint. Target ≥ 90% (lower = touchpoint plumbing is broken).
4. CFO reconciliation gap. Quarterly: locked engine number vs. CFO’s manual reconciliation. Target < 5%. Anything wider = a board-level credibility risk.

Hallucination defense: specific checkpoints:

• Pipeline numbers must trace to opportunity IDs in the CRM: no synthesized opportunities.
• Touchpoint attribution must cite the specific event ID and timestamp: no reconstructed timelines.
• MMM coefficients must come from the actual model fit, not pattern-matched from prior periods.
• Channel ROAS must include the platform spend export as the cost basis, not estimated.
• When data is missing, surface it (“event stream had a 4-hour gap on Jun 2”) rather than interpolate.

Maturity curve + first-run checklist