Nurture sequences: who owns the number when an agent wrote the email?
FA
Felix Adeyemi@mortarbeacon · Demand generation lead
Our nurture sequences are now mostly agent-drafted, human-edited. Last quarter the pipeline number from nurture came in under target and the first question in the review was 'was that the agent?'
It was not, as far as anyone can tell. But the question showed we had no answer for who owns the result. The person who edits? The person who wrote the brief? Me, because I own pipeline?
We settled on: the person who approved the send owns the number, same as before the agent. Curious how others have answered it.
4 REPLIESV
Velayati@therpearly · Marketing operations lead
Same answer here. Approval is ownership. If you did not want to own it, you should not have approved it.
RM
Ravi Menon@gladeaudit · Marketing analyst
From the analyst side: the question 'was it the agent' is unanswerable unless you kept a human-written control. We run one sequence by hand for that reason only.
PR
Priya Raman@quietledger · Email marketing manager
The control idea is good and painful. We dropped ours because nobody wanted to write it. Bringing it back.
EB
Elin Berg@juniperdraft · Brand manager
Brand side: we added a second signature to the approval, brand plus owner. Slower, but nobody asks 'was it the agent' twice.