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The producer reads what the positioning and the promise say, the content librarian and the designer take stock of the marks, colors, type and files the company uses today, and the producer sets out what the new system has to cover and briefs the agents that make it. The designer and the copywriter draw two or three directions. Each direction is weighed against what the positioning claims and put in front of buyers, and the marks in each one are searched against the trademark registers before anybody backs it. Leadership picks a direction and says why. The designer then builds out the logo, the color, the type, the imagery and the layout, a rights approver clears the fonts and the pictures against the licenses the company holds, and the system is built onto a real page and a real deck so that its failures show up before it is signed. The usage rules are written, the brand owner, legal and leadership sign the system, and the standards keeper issues the rules as a numbered version and tells every process that reads them. The file set is released at that same version, so an agent that needs a logo the next day gets the one that was signed. This process quotes the positioning and never reopens it. 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This process turns that into the way the company sounds and the set of messages that carry the promise. A decision coordinator opens the run and has two readings gathered first: how the live material reads today, and the words buyers themselves use for the problem and the category. The writing agents draft the voice as a short set of traits with a definition under each one, set the tone each situation calls for, and build the messaging architecture, which is one core message, the pillars that carry it, the proof recorded under each pillar, and the version each audience hears. The standards keeper writes the voice out as numbered rules, and each rule is worded so that a scoring agent can return a pass or a fail against it and carries an example that passes and an example that fails. Those rules are scored over material that already exists before anyone signs them, because a rule that two readers apply differently will fail material at random once it is in force. Leadership, legal and the brand owner sign, and the standards keeper issues the voice, the tone settings, the architecture and the word list together as a numbered version of the brand guidelines. That version is what the brand-check agent scores material against, and this process is where it comes from. 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The decision coordinator works out what marketing is asking them to settle, commissions the results, the money, the book of work and the outside picture from the agents that hold each one, has the position written into a paper for each decision, gets the pack signed and sent ahead, and runs the meeting where the decisions are put. The run stays open after the meeting ends, because every decision still has to be written down with its reasons, every question the room left open still has to be answered in writing, and every agent that acts on a decision still has to hear it. This process is a different job from the department's quarterly review. In that review marketing examines its own quarter and resets what each area is held to. 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Two things start a run. A research firm opens an evaluation cycle on its own calendar, or an analyst sends in a question of their own. A cycle usually arrives with a questionnaire and a filing deadline, and the submissions-manager agent answers that questionnaire in the firm's own format and files it once the signers who approved the briefing material have signed. An inquiry that arrives on its own skips the filing and goes straight to the call. The run stays open after the call. A research firm publishes on its own schedule, and the briefing has only landed once the firm has said something in public and somebody has read it against what the briefing set out to do. Activities 14 through 16 often run weeks after the call, and the agents that hold them keep the run open until they have something to report. The briefing itself is held by people. A research firm wants to hear from the executive who owns the strategy and the product person who answers the detail questions, so the agents in this process prepare that conversation, sit in it, record what was said, and answer for everything around it.","tags":["reference-process","marketing"],"version":"v1","updatedAt":"2026-08-21T17:17:53.626Z","representativeQueries":["how does Brief Industry Analyst get done","a process for marketing i can adopt"],"metadata":{"reference.kind":"reference-process","reference.department":"marketing","reference.slug":"ref/mkt/brief-industry-analyst","reference.version":1,"reference.activities":17,"reference.blanks":47,"reference.humanGates":3,"reference.agents":"advocacy-manager, analytics, brand-check, copywriter, coverage-monitor, designer, press-relations, researcher, submissions-manager"},"ca:profile":"0.1.0-draft","ca:audience":"public","proof":{"@context":["https://agenticresourcediscovery.org/context/v1","https://commonagent.net/ns/catalog/v1.jsonld"],"type":"DataIntegrityProof","cryptosuite":"eddsa-jcs-2022","created":"2026-08-21T17:17:53.626Z","verificationMethod":"did:web:agentcatalog.com#key-1","proofPurpose":"assertionMethod","proofValue":"zksKfoyXF9Rv8YQ7MG8GaN5Bcw9eKW4bCQdo4CUaGDcFdYs7WtJCX8xnE1ZzuyLRzimsRhW3A9JYn5jcedhkgdpF"},"ca:evidence":{"speaker":"verified","provenance":"catalog","source":"https://agentcatalog.com/.well-known/ard.json"}},{"@context":["https://agenticresourcediscovery.org/context/v1","https://commonagent.net/ns/catalog/v1.jsonld"],"identifier":"urn:air:agentcatalog-com:process:ref-mkt-buyer-persona","displayName":"Develop Buyer Persona","type":"application/vnd.agentcatalog.reference-process+json","url":"https://agentcatalog.com/processes/marketing/buyer-persona","description":"An audience manager takes a segment the organization has already decided to sell to and works out who inside those accounts actually buys. The persona sits inside an agreed customer profile and cites that profile at its version, so the account traits are read from the profile instead of being written down a second time. A study manager plans the study that has to answer the question, a statistician says how much data that study needs before any of it is gathered, and a consent manager says which of the intended sample may be contacted at all. Once the interviews and the survey are in, the study manager and the audience manager write down the jobs this person is trying to get done, what gets in the way of those jobs and what it costs, the events that start this person looking for an answer, and the other people who have to agree before anything is bought. A forecaster checks the persona against the buyers the organization has already won, and the people who talk to buyers every day say whether they recognize it. 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The agent settles what each tier asks of a partner and what that tier gives back, puts numbers on the margins and the rebates, has the agreement drawn up, and gets the materials, the portal and the partner systems working before anyone is approached. It then approaches the candidates on the list, reads what comes back against the profile the program agreed, signs the candidates that meet it, and starts a run of Enable Channel Partner for each partner that signs. The run stays open past the first signature, because the program still owes a report on how many partners were recruited and what those partners produced in their first weeks.","tags":["reference-process","marketing"],"version":"v1","updatedAt":"2026-08-21T17:17:54.626Z","representativeQueries":["how does Launch Channel Program get done","a process for marketing i can adopt"],"metadata":{"reference.kind":"reference-process","reference.department":"marketing","reference.slug":"ref/mkt/channel-program","reference.version":1,"reference.activities":17,"reference.blanks":49,"reference.humanGates":3,"reference.agents":"analytics, audience-handover, brand-check, campaign-manager, consent-manager, conversion-tracker, copywriter, creative-producer, decision-coordinator, designer, disclosure-check, email-producer, forecaster, lead-scorer, partner-manager, researcher, sales-enablement-manager, video-editor, web-producer"},"ca:profile":"0.1.0-draft","ca:audience":"public","proof":{"@context":["https://agenticresourcediscovery.org/context/v1","https://commonagent.net/ns/catalog/v1.jsonld"],"type":"DataIntegrityProof","cryptosuite":"eddsa-jcs-2022","created":"2026-08-21T17:17:54.626Z","verificationMethod":"did:web:agentcatalog.com#key-1","proofPurpose":"assertionMethod","proofValue":"z2vtCVVYe5KKdwaEJyw3yUmURjx1iuhcmpC6vHEVQwra5bfXYZxoYu2Dzbr7udrzJDSUCGqH4AMWG3RCBtGTHpLRU"},"ca:evidence":{"speaker":"verified","provenance":"catalog","source":"https://agentcatalog.com/.well-known/ard.json"}},{"@context":["https://agenticresourcediscovery.org/context/v1","https://commonagent.net/ns/catalog/v1.jsonld"],"identifier":"urn:air:agentcatalog-com:process:ref-mkt-churn-risk-play","displayName":"Run Churn-Risk Play","type":"application/vnd.agentcatalog.reference-process+json","url":"https://agentcatalog.com/processes/marketing/churn-risk-play","description":"A signal fires saying that one customer may be about to leave. 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Settling the lead terms early matters because the split rule decides which fields the form has to capture and what the page has to tell a reader, and a split rule agreed after the leads arrive turns into an argument.","tags":["reference-process","marketing"],"version":"v1","updatedAt":"2026-08-21T17:17:55.444Z","representativeQueries":["how does Run Co-Marketing Campaign get done","a process for marketing i can adopt"],"metadata":{"reference.kind":"reference-process","reference.department":"marketing","reference.slug":"ref/mkt/co-marketing-campaign","reference.version":1,"reference.activities":16,"reference.blanks":41,"reference.humanGates":1,"reference.agents":"analytics, audience-handover, brand-check, campaign-manager, community-manager, consent-manager, conversion-tracker, copywriter, creative-producer, designer, email-producer, lead-scorer, media-buyer, partner-manager, spend-reconciler, video-editor, web-producer"},"ca:profile":"0.1.0-draft","ca:audience":"public","proof":{"@context":["https://agenticresourcediscovery.org/context/v1","https://commonagent.net/ns/catalog/v1.jsonld"],"type":"DataIntegrityProof","cryptosuite":"eddsa-jcs-2022","created":"2026-08-21T17:17:55.444Z","verificationMethod":"did:web:agentcatalog.com#key-1","proofPurpose":"assertionMethod","proofValue":"z5jZyh4o9PdMmiQWwTwYj9aCUjc7hbJB2aUs4XwGARBj9htbibhP1USXVb9aFBq3ZhdRR8eoAxVC7CP5BrJZFBFyv"},"ca:evidence":{"speaker":"verified","provenance":"catalog","source":"https://agentcatalog.com/.well-known/ard.json"}},{"@context":["https://agenticresourcediscovery.org/context/v1","https://commonagent.net/ns/catalog/v1.jsonld"],"identifier":"urn:air:agentcatalog-com:process:ref-mkt-competitive-battlecard","displayName":"Refresh Competitive Battlecard","type":"application/vnd.agentcatalog.reference-process+json","url":"https://agentcatalog.com/processes/marketing/competitive-battlecard","description":"A sales enablement manager takes a move by a competitor, has it confirmed against what that competitor actually published, works out which battlecards the move puts in doubt, gets a source under every comparison those cards make, has a person decide what the organization will say about the competitor, has the card rewritten and checked, and puts the new version in the hands of every rep. The trigger is an action by somebody outside the organization, so a run begins from a report of something that has already happened. Reps meet the move in live deals while the run is open, and the dates in the run are set against how soon that will happen. 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The run closes when the list has reached every destination and the definition has been written down where the next campaign can find it.","tags":["reference-process","marketing"],"version":"v1","updatedAt":"2026-08-21T17:18:15.154Z","representativeQueries":["how does Build Target Audience Segment get done","a process for marketing i can adopt"],"metadata":{"reference.kind":"reference-process","reference.department":"marketing","reference.slug":"ref/mkt/target-audience-segment","reference.version":1,"reference.activities":16,"reference.blanks":46,"reference.humanGates":2,"reference.agents":"analytics, audience-handover, audience-manager, audience-operator, campaign-manager, consent-manager, media-buyer"},"ca:profile":"0.1.0-draft","ca:audience":"public","proof":{"@context":["https://agenticresourcediscovery.org/context/v1","https://commonagent.net/ns/catalog/v1.jsonld"],"type":"DataIntegrityProof","cryptosuite":"eddsa-jcs-2022","created":"2026-08-21T17:18:15.154Z","verificationMethod":"did:web:agentcatalog.com#key-1","proofPurpose":"assertionMethod","proofValue":"z5BiAJr5bcnFoFSTCtn4fvDgqHr6TL143YVYS6yidkrGPPW9sDV8zz3aQcX7Nex3P2VEiqP4LssPkfKraNYfnG3tF"},"ca:evidence":{"speaker":"verified","provenance":"catalog","source":"https://agentcatalog.com/.well-known/ard.json"}},{"@context":["https://agenticresourcediscovery.org/context/v1","https://commonagent.net/ns/catalog/v1.jsonld"],"identifier":"urn:air:agentcatalog-com:process:ref-mkt-test-ad-creative","displayName":"Test Ad Creative","type":"application/vnd.agentcatalog.reference-process+json","url":"https://agentcatalog.com/processes/marketing/test-ad-creative","description":"A performance question about the running paid creative comes in, and the team answers it by running a comparison. They read what the creative delivers now, pick the one element to change, work out how the traffic splits between the variants, and write down how much evidence a call will take before any money is spent. The makers produce the variants, a check confirms that each one differs from the running creative in that single element, brand and legal clear them, and the measurement is wired so that each variant's results can be told apart. The variants run at the agreed split until the evidence bar is met, the numbers are read against the bar that was written before launch, and the run ends with the winner replacing the running creative in every placement. Four conditions decide whether there is enough evidence to call a winner, and all four are written down before launch. Every variant has to have been shown at least the minimum number of times the bar names, counted where the conversion is measured from. The test has to have run at least the minimum length the bar names, long enough to cover the strong days and the weak days together. The gap between the leading variant and the running creative has to be larger than the week-to-week variation the running creative already shows on its own. The conversion being counted has to be the one that was defined before launch, unchanged for the whole run. A variant that is ahead before all four conditions are met is not a winner, and the run keeps going. If the bar is met and no variant clears the gap, the run records that the change made no difference, which is an answer worth keeping. The reference process leaves the numbers behind the bar blank, because the minimum exposure, the minimum run length and the size of the gap are the adopting organization's decision.","tags":["reference-process","marketing"],"version":"v1","updatedAt":"2026-08-21T17:18:15.529Z","representativeQueries":["how does Test Ad Creative get done","a process for marketing i can adopt"],"metadata":{"reference.kind":"reference-process","reference.department":"marketing","reference.slug":"ref/mkt/test-ad-creative","reference.version":1,"reference.activities":18,"reference.blanks":49,"reference.humanGates":1,"reference.agents":"analytics, brand-check, buy-check, campaign-manager, conversion-tracker, copywriter, creative-producer, designer, disclosure-check, media-buyer, media-planner, video-editor"},"ca:profile":"0.1.0-draft","ca:audience":"public","proof":{"@context":["https://agenticresourcediscovery.org/context/v1","https://commonagent.net/ns/catalog/v1.jsonld"],"type":"DataIntegrityProof","cryptosuite":"eddsa-jcs-2022","created":"2026-08-21T17:18:15.529Z","verificationMethod":"did:web:agentcatalog.com#key-1","proofPurpose":"assertionMethod","proofValue":"z2B9VPsQM5De72F8mrntV6xXiRww9MPdqVc8K6ZsPZc76Uc5pmGnA5tNnvBpJjQ6WuzvVfC8oPSHB6DodBb2uAP1b"},"ca:evidence":{"speaker":"verified","provenance":"catalog","source":"https://agentcatalog.com/.well-known/ard.json"}},{"@context":["https://agenticresourcediscovery.org/context/v1","https://commonagent.net/ns/catalog/v1.jsonld"],"identifier":"urn:air:agentcatalog-com:process:ref-mkt-trade-show","displayName":"Exhibit at Trade Show","type":"application/vnd.agentcatalog.reference-process+json","url":"https://agentcatalog.com/processes/marketing/trade-show","description":"A show is booked, and the organization has to arrive at it with a stand that is built, a message that has been approved, a demonstration that works, and people who know what to say. An event manager holds the deadline list the show sets, gets the booth message and the material made and signed, has the space and the freight ordered, sets up the way visitors are recorded, briefs the people who will stand in the booth, and reports what the show produced against what it was asked to produce. The run stays open past the last show day, because the leads still have to reach their owners and the show still has to be reported.","tags":["reference-process","marketing"],"version":"v1","updatedAt":"2026-08-21T17:18:15.943Z","representativeQueries":["how does Exhibit at Trade Show get done","a process for marketing i can adopt"],"metadata":{"reference.kind":"reference-process","reference.department":"marketing","reference.slug":"ref/mkt/trade-show","reference.version":1,"reference.activities":16,"reference.blanks":41,"reference.humanGates":2,"reference.agents":"analytics, brand-check, campaign-manager, community-manager, conversion-tracker, copywriter, creative-producer, designer, email-producer, event-manager, event-operations, lead-scorer, video-editor"},"ca:profile":"0.1.0-draft","ca:audience":"public","proof":{"@context":["https://agenticresourcediscovery.org/context/v1","https://commonagent.net/ns/catalog/v1.jsonld"],"type":"DataIntegrityProof","cryptosuite":"eddsa-jcs-2022","created":"2026-08-21T17:18:15.943Z","verificationMethod":"did:web:agentcatalog.com#key-1","proofPurpose":"assertionMethod","proofValue":"z5D85D3pfMubuxLioUBcD5duCZo16VzCEuS6x2ept6HsJeoYGD3C3sZazfumYktDz2B59Gj3Z99mPUgtRHNnvoE6m"},"ca:evidence":{"speaker":"verified","provenance":"catalog","source":"https://agentcatalog.com/.well-known/ard.json"}},{"@context":["https://agenticresourcediscovery.org/context/v1","https://commonagent.net/ns/catalog/v1.jsonld"],"identifier":"urn:air:agentcatalog-com:process:ref-mkt-traffic-ad-creative","displayName":"Traffic Ad Creative","type":"application/vnd.agentcatalog.reference-process+json","url":"https://agentcatalog.com/processes/marketing/traffic-ad-creative","description":"An ad operations team takes creative that has already been approved and a media plan that says which channels run when, and turns the two of them into the ad units that actually serve. The creative is cut to every placement's specification, the text is written inside each placement's limits, the disclosures each market requires are added, and the adapted versions are signed. The ads are then built in the platforms against the plan's lines, with the tracking parameters and the audiences attached, and one check reads every ad against the plan and the rules before anything is switched on. That check is what stops money going out against a broken link, a missing disclosure or the wrong creative on the wrong line. The run closes once the ads are serving and somebody has written down which creative is running where.","tags":["reference-process","marketing"],"version":"v1","updatedAt":"2026-08-21T17:18:16.331Z","representativeQueries":["how does Traffic Ad Creative get done","a process for marketing i can adopt"],"metadata":{"reference.kind":"reference-process","reference.department":"marketing","reference.slug":"ref/mkt/traffic-ad-creative","reference.version":1,"reference.activities":17,"reference.blanks":50,"reference.humanGates":1,"reference.agents":"accessibility-check, analytics, audience-handover, audience-operator, brand-check, buy-check, campaign-manager, consent-manager, conversion-tracker, copywriter, creative-producer, designer, disclosure-check, media-buyer, media-planner, rights-register, video-editor, web-producer"},"ca:profile":"0.1.0-draft","ca:audience":"public","proof":{"@context":["https://agenticresourcediscovery.org/context/v1","https://commonagent.net/ns/catalog/v1.jsonld"],"type":"DataIntegrityProof","cryptosuite":"eddsa-jcs-2022","created":"2026-08-21T17:18:16.331Z","verificationMethod":"did:web:agentcatalog.com#key-1","proofPurpose":"assertionMethod","proofValue":"z2BQ3Wobh2TBgFMCfP2QLKCgdf5T2Zt8zDQgUw2seX87gvSoLoWeZ9BoUfxyoaMHNjL7fnqcVMksw8n3P9vPi6XVR"},"ca:evidence":{"speaker":"verified","provenance":"catalog","source":"https://agentcatalog.com/.well-known/ard.json"}},{"@context":["https://agenticresourcediscovery.org/context/v1","https://commonagent.net/ns/catalog/v1.jsonld"],"identifier":"urn:air:agentcatalog-com:process:ref-mkt-user-conference","displayName":"Host User Conference","type":"application/vnd.agentcatalog.reference-process+json","url":"https://agentcatalog.com/processes/marketing/user-conference","description":"An event manager takes the date the company has committed to and works out what this year's conference has to accomplish, settles the theme, the format, the attendance target and the budget, and has the venue and the suppliers booked under signed contracts. An event program manager runs the call for sessions, picks the talks, builds the agenda and holds every speaker to the deadline for their material. Registration opens, a campaign fills the agents, and the reporters and the industry analysts who cover the company are invited and booked into briefings. The conference runs for its days, the sessions are recorded, and the talks become articles, clips, posts and a page that holds them together. The run stays open well past the last day, because the manager still owes a report on what the conference produced and the recordings still have to be turned into published material. Two parts of the work around a conference are run by other processes. The sponsors and the exhibitors on the floor run through the trade show process, because a sponsor at this conference is an exhibitor doing exactly what that process describes. Preparing a keynote speaker runs through the speaking engagement process, and this process only makes sure the deck arrives on time and clears the checks it has to clear.","tags":["reference-process","marketing"],"version":"v1","updatedAt":"2026-08-21T17:18:16.704Z","representativeQueries":["how does Host User Conference get done","a process for marketing i can adopt"],"metadata":{"reference.kind":"reference-process","reference.department":"marketing","reference.slug":"ref/mkt/user-conference","reference.version":1,"reference.activities":17,"reference.blanks":53,"reference.humanGates":0,"reference.agents":"accessibility-check, advocacy-manager, analytics, brand-check, campaign-manager, community-manager, content-manager, conversion-tracker, copywriter, coverage-monitor, creative-producer, designer, email-producer, event-manager, event-operations, event-program, media-buyer, press-relations, researcher, video-editor, web-producer"},"ca:profile":"0.1.0-draft","ca:audience":"public","proof":{"@context":["https://agenticresourcediscovery.org/context/v1","https://commonagent.net/ns/catalog/v1.jsonld"],"type":"DataIntegrityProof","cryptosuite":"eddsa-jcs-2022","created":"2026-08-21T17:18:16.704Z","verificationMethod":"did:web:agentcatalog.com#key-1","proofPurpose":"assertionMethod","proofValue":"z3gq9dXsqmeLox4kAVx45BRHaymfzjzTBYSSfrBhsBWMjonJXpyc4vRxzvLZ2HkcesnRVVmwTuiee72ZT23xRxtwa"},"ca:evidence":{"speaker":"verified","provenance":"catalog","source":"https://agentcatalog.com/.well-known/ard.json"}},{"@context":["https://agenticresourcediscovery.org/context/v1","https://commonagent.net/ns/catalog/v1.jsonld"],"identifier":"urn:air:agentcatalog-com:process:ref-mkt-verify-ad-placement","displayName":"Verify Ad Placement Quality","type":"application/vnd.agentcatalog.reference-process+json","url":"https://agentcatalog.com/processes/marketing/verify-ad-placement","description":"Somebody raises a concern that the ads did not run where they were meant to, and this process finds out where they actually ran. The audit sets out which accounts, campaigns, channels and dates it covers, reads the placement rules at the version in force, and pulls two records: every site, app and channel the ads served on, and the delivery quality figures for those impressions. Every placement gets a verdict against a rule, and each flagged placement is captured as the ad appeared, so that the person deciding sees the content the ad ran beside. Named people then decide which placements are excluded, which are contested with the seller, and which are accepted with the reason written down. The exclusions go into the ad platforms, a later reading confirms the ads have stopped serving in those places, the wasted spend goes back to whoever billed it, and the agreed exclusions are issued as a new version of the standing lists so that every future buy reads them.","tags":["reference-process","marketing"],"version":"v1","updatedAt":"2026-08-21T17:18:17.167Z","representativeQueries":["how does Verify Ad Placement Quality get done","a process for marketing i can adopt"],"metadata":{"reference.kind":"reference-process","reference.department":"marketing","reference.slug":"ref/mkt/verify-ad-placement","reference.version":1,"reference.activities":15,"reference.blanks":44,"reference.humanGates":1,"reference.agents":"analytics, buy-check, media-buyer, spend-reconciler, standards-keeper"},"ca:profile":"0.1.0-draft","ca:audience":"public","proof":{"@context":["https://agenticresourcediscovery.org/context/v1","https://commonagent.net/ns/catalog/v1.jsonld"],"type":"DataIntegrityProof","cryptosuite":"eddsa-jcs-2022","created":"2026-08-21T17:18:17.167Z","verificationMethod":"did:web:agentcatalog.com#key-1","proofPurpose":"assertionMethod","proofValue":"z22aFHsNqryNLnFc18kNTt79gTp3rSGkzHa7jUmpKguz6NB5nKU4PTRUhjX3qJACRrPQr51zg5RhCLKP7a4fBTGn6"},"ca:evidence":{"speaker":"verified","provenance":"catalog","source":"https://agentcatalog.com/.well-known/ard.json"}},{"@context":["https://agenticresourcediscovery.org/context/v1","https://commonagent.net/ns/catalog/v1.jsonld"],"identifier":"urn:air:agentcatalog-com:process:ref-mkt-video-asset","displayName":"Produce Video Asset","type":"application/vnd.agentcatalog.reference-process+json","url":"https://agentcatalog.com/processes/marketing/video-asset","description":"A creative producer takes a script or a brief, settles the words and the shot list, has the rights on every source checked before anyone cuts, gets the material recorded and assembled, sends the cut through a review, a scoring and a sign-off, has the platform versions cut from the signed master, and files the finished video in the library with the sources it rests on recorded against it. The captions and the transcript are written before the video is scored, because most of the audience watches with the sound off and the captions are part of what gets signed. 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The session can be a product demonstration, a customer panel or a briefing with an outside expert, and the activities are the same for all of them. 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A content manager takes the request in, a content librarian finds every live page that says the thing being changed, and the two of them decide whether the request is a small edit this process can carry or work that belongs to a bigger process. That decision also names which reviewers the change has to reach, and it names them before any writing starts. A copywriter writes the new wording, an editor says what still has to change, and a designer replaces any screenshot or diagram the change has made wrong. The reviewers named at the start sign, a web producer makes the change in the page, and the checking agents read the changed page before it goes anywhere. The manager says go, the producer publishes, and the run closes when the person who asked agrees the page now says what they meant. This process is deliberately smaller than publish landing page. It creates no page and claims no address, so a request that turns out to need a page nobody has built stops at the routing decision and goes to publish landing page or to long-form content instead. There is no search research here, because a page that is already live was built against some set of terms already, and the search agent appears only to say whether the change broke the title, the headings, the internal links or the address. Nobody is briefed in a room, and the request travels as a written record from the manager to the agents that act on it. The process produces no creative set and installs no measurement, so a request that needs a new form or a new conversion is also bigger than this one. Nothing is handed to a campaign, and the media buyer agent does not appear. The run closes once the change is live and recorded, because watching a page afterwards belongs to whoever owns that page and to refresh published content. 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