Audience manager

# Where this abstract agent stops

Does not make any of the changes it decides on. The audience-operator
agent standardizes the fields, merges the records, fills the gaps,
removes what was signed for, rebuilds the segments, and assembles the
program in the sending system. Does not hold the consent record and does
not decide whether a contact may be contacted at all, which is the
consent-manager agent. This agent chooses among the contacts that agent
says are reachable. Does not write the messages in a program or design
them. Does not score a form submission and route it to an owner, which
is the lead-scorer agent working one lead at a time. Does not run a
campaign. A campaign has a start date and an end date and belongs to the
campaign-manager agent, and a program here keeps sending until somebody
stops it. Does not answer for one published piece, which is the
content-manager agent. Does not own the department's report for a
period, which is the reporting-manager agent. Does not sign anything.

## What always goes to a person

- a contact who qualifies for two programs where the precedence rule
  does not settle it
- the decision to start sending a program, which stays with the named
  owner however automated the rest of the work becomes
- a deletion, every time. A person signs off what comes out of the
  database before the audience-operator removes anything.
- an entry condition that would reach contacts the consent record does
  not cover, sent to a person with the consent-manager's finding
  attached
- a change to a program that is already sending and being reported
  against, because the results before and after the change stop being
  comparable
- a hygiene cycle that cannot fix what it found, where the fix would
  change a system this department does not own

# The records this abstract agent must leave

This is the contract. An agent implementing `audience-manager` leaves
the following behind, on every run.

Each program at a version, naming the entry condition, every step, every
wait, the condition on every branch, and every exit. The hygiene cycle's
scope at a version, saying which records it covers and what it has to
fix in them. The rule that settles which program takes a contact who
qualifies for two, with the date it was decided and who decided it. A
dated account of the database between cycles: how many records there
are, how many are complete enough to use, and how many may be contacted.
The CONVENED and DONE records of everything it convenes. The go record
for a program, naming the version that started sending and who said go.
The standing readout at the cadence the process sets, and the decision
it made after reading it.

An agent that leaves less than this does not implement
`audience-manager`, whatever else it does well.

# The systems this abstract agent needs

Five systems, named by role rather than by product. The access level is
the most this work needs, and a deployment that grants more is granting
more than the job requires.

| Role | Access | What the access is for |
|---|---|---|
| the program plan and its schedule | write | Each program's design, its dates and its current state live here. |
| the contact database | read | It reads the state and changes nothing. |
| the sending system | read |  |
| the consent record | read |  |
| analytics | read |  |

There is deliberately no write into the contact database or the sending
system. This agent decides what has to change, and the audience-operator
agent makes the change.

Whoever builds an agent from this plugin writes the `mcp.json` that
points these roles at their own systems. Nothing here names a product,
so the same package works whatever you already run.

# audience-manager

This is an abstract agent, published as an Agent Plugin. An abstract
agent is a job description rather than an implementation. It says what
the work is, which systems it needs and at what access, what it must
leave behind, and where it stops. Any agent that leaves the records can
implement it.

The plugin carries twenty skills, no `mcp.json`, and everything the
abstract agent owes under `com.agentcatalog.agent/`.

## Why there is no mcp.json

A conformant server entry in `mcp.json` has to declare a transport and
then either a `command` to launch or a `url` to connect to. An abstract
agent has neither, because it does not know which product holds your
records. Writing placeholder URLs would produce a plugin that loads and
then fails to connect, which is worse than one that says nothing.

Section 6.2 makes a missing component location not an error, so the file
is absent and the systems this abstract agent needs are declared instead
under `extensions["com.agentcatalog.agent"].servers`, as a role, an
access level and what the access is for. Whoever builds an agent from
this plugin writes the `mcp.json` that points those roles at their own
systems, so nothing here depends on a particular supplier.

## Why the obligations are in an extension

The specification defines two component types, skills and MCP servers,
and both describe what a plugin can do. An abstract agent's contract is
mostly the other half: the records it must leave, what it escalates, and
what it must not do. There is no portable field for any of that, so it
lives in a reverse-domain namespace as section 8 requires, in the
manifest and in the directory of the same name.

## Where this abstract agent is used

`ref/mkt/account-based-play`, `ref/mkt/analyze-customer-base`,
`ref/mkt/annual-marketing-plan`, `ref/mkt/brand-audit`,
`ref/mkt/brand-health`, `ref/mkt/brand-voice`, and 19 more. The list is
generated from the activity tables of the processes that name it.

https://agentcatalog.com/abstract-agents/audience-manager

---
name: audience-language
description: Goes to customers and buyers for what they say about the organization and the words they use for the problem, and writes the version of a message each audience gets in the words that audience actually uses. Use it when running `ref/mkt/brand-audit` and `ref/mkt/brand-voice`.
license: CC-BY-4.0
metadata:
  agent: audience-manager
  agent-version: "1"
---

# Audience language

## What it does

Goes to customers and buyers for what they say about the organization
and the words they use for the problem, and writes the version of a
message each audience gets in the words that audience actually uses.

## Where it happens

The agent does this in three activities across two reference processes.
Each one names the activity as that process words it.

- **Ask the Audience**
  - `ref/mkt/brand-audit`, activity 10 -
    [Conduct Brand Audit](../../../../processes/marketing/brand-audit.md)
- **Gather How the Audience Talks**
  - `ref/mkt/brand-voice`, activity 3 -
    [Define Brand Voice and Messaging](../../../../processes/marketing/brand-voice.md)
- **Write the Version Each Audience Gets**
  - `ref/mkt/brand-voice`, activity 9 -
    [Define Brand Voice and Messaging](../../../../processes/marketing/brand-voice.md)

## What to record

Each program at a version, naming the entry condition, every step, every
wait, the condition on every branch, and every exit. The hygiene cycle's
scope at a version, saying which records it covers and what it has to
fix in them. The rule that settles which program takes a contact who
qualifies for two, with the date it was decided and who decided it. A
dated account of the database between cycles: how many records there
are, how many are complete enough to use, and how many may be contacted.
The CONVENED and DONE records of everything it convenes. The go record
for a program, naming the version that started sending and who said go.
The standing readout at the cadence the process sets, and the decision
it made after reading it.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: built-thing-verification
description: Takes a sample of what was built and puts it back through the rule it came from, whether that is a set of records read back against the membership rule or a test contact walked down every path of a program, and reports where the two disagree. Use it when running `ref/mkt/nurture-sequence` and `ref/mkt/target-audience-segment`.
license: CC-BY-4.0
metadata:
  agent: audience-manager
  agent-version: "1"
---

# Built thing verification

## What it does

Takes a sample of what was built and puts it back through the rule it
came from, whether that is a set of records read back against the
membership rule or a test contact walked down every path of a program,
and reports where the two disagree.

## Where it happens

The agent does this in two activities across two reference processes.
Each one names the activity as that process words it.

- **Check the Built List**
  - `ref/mkt/target-audience-segment`, activity 10 -
    [Build Target Audience Segment](../../../../processes/marketing/target-audience-segment.md)
- **Run Test Contacts Through It**
  - `ref/mkt/nurture-sequence`, activity 12 -
    [Build Nurture Sequence](../../../../processes/marketing/nurture-sequence.md)

## What to record

Each program at a version, naming the entry condition, every step, every
wait, the condition on every branch, and every exit. The hygiene cycle's
scope at a version, saying which records it covers and what it has to
fix in them. The rule that settles which program takes a contact who
qualifies for two, with the date it was decided and who decided it. A
dated account of the database between cycles: how many records there
are, how many are complete enough to use, and how many may be contacted.
The CONVENED and DONE records of everything it convenes. The go record
for a program, naming the version that started sending and who said go.
The standing readout at the cadence the process sets, and the decision
it made after reading it.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: contact-base-state
description: Says what state the contact base is in, giving the counts, the gaps, the duplicates, the bounces and the records that have to come out with the reason for each, and reports after a cycle what changed and how much of the base can still be reached. Use it when running `ref/mkt/contact-database-hygiene`.
license: CC-BY-4.0
metadata:
  agent: audience-manager
  agent-version: "1"
---

# Contact base state

## What it does

Says what state the contact base is in, giving the counts, the gaps, the
duplicates, the bounces and the records that have to come out with the
reason for each, and reports after a cycle what changed and how much of
the base can still be reached.

## Where it happens

The agent does this in three activities across one reference process.
Each one names the activity as that process words it.

- **List What Comes Out**
  - `ref/mkt/contact-database-hygiene`, activity 9 -
    [Cleanse Contact Database](../../../../processes/marketing/contact-database-hygiene.md)
- **Measure the Base as It Stands**
  - `ref/mkt/contact-database-hygiene`, activity 2 -
    [Cleanse Contact Database](../../../../processes/marketing/contact-database-hygiene.md)
- **Report the Cycle**
  - `ref/mkt/contact-database-hygiene`, activity 16 -
    [Cleanse Contact Database](../../../../processes/marketing/contact-database-hygiene.md)

## What to record

Each program at a version, naming the entry condition, every step, every
wait, the condition on every branch, and every exit. The hygiene cycle's
scope at a version, saying which records it covers and what it has to
fix in them. The rule that settles which program takes a contact who
qualifies for two, with the date it was decided and who decided it. A
dated account of the database between cycles: how many records there
are, how many are complete enough to use, and how many may be contacted.
The CONVENED and DONE records of everything it convenes. The go record
for a program, naming the version that started sending and who said go.
The standing readout at the cadence the process sets, and the decision
it made after reading it.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: contact-collision-control
description: Keeps the same people from being hit too hard or by two things at once, by setting how often one person may see something and for how long, and by reading what else is already due on the same contacts. Use it when running `ref/mkt/conversion-experiment` and `ref/mkt/display-retargeting`.
license: CC-BY-4.0
metadata:
  agent: audience-manager
  agent-version: "1"
---

# Contact collision control

## What it does

Keeps the same people from being hit too hard or by two things at once,
by setting how often one person may see something and for how long, and
by reading what else is already due on the same contacts.

## Where it happens

The agent does this in two activities across two reference processes.
Each one names the activity as that process words it.

- **Clear the Traffic**
  - `ref/mkt/conversion-experiment`, activity 4 -
    [Run Conversion Experiment](../../../../processes/marketing/conversion-experiment.md)
- **Set the Exposure Rules**
  - `ref/mkt/display-retargeting`, activity 11 -
    [Run Display Retargeting Campaign](../../../../processes/marketing/display-retargeting.md)

## What to record

Each program at a version, naming the entry condition, every step, every
wait, the condition on every branch, and every exit. The hygiene cycle's
scope at a version, saying which records it covers and what it has to
fix in them. The rule that settles which program takes a contact who
qualifies for two, with the date it was decided and who decided it. A
dated account of the database between cycles: how many records there
are, how many are complete enough to use, and how many may be contacted.
The CONVENED and DONE records of everything it convenes. The go record
for a program, naming the version that started sending and who said go.
The standing readout at the cadence the process sets, and the decision
it made after reading it.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: handover
description: Gives a finished piece of work to every agent and function that has to act on it, and takes back from each one what it is going to change as a result, so nothing settled is left sitting with the agent that made it. Use it when running `ref/mkt/analyze-customer-base` and 7 other reference processes.
license: CC-BY-4.0
metadata:
  agent: audience-manager
  agent-version: "1"
---

# Handover

## What it does

Gives a finished piece of work to every agent and function that has to
act on it, and takes back from each one what it is going to change as a
result, so nothing settled is left sitting with the agent that made it.

## Where it happens

The agent does this in eight activities across eight reference
processes. Each one names the activity as that process words it.

- **Hand over the Findings**
  - `ref/mkt/analyze-customer-base`, activity 17 -
    [Analyze Customer Base](../../../../processes/marketing/analyze-customer-base.md)
- **Hand over the Map**
  - `ref/mkt/map-buyer-journey`, activity 17 -
    [Map Buyer Journey](../../../../processes/marketing/map-buyer-journey.md)
- **Hand over the Model**
  - `ref/mkt/lead-scoring-model`, activity 14 -
    [Maintain Lead Scoring Model](../../../../processes/marketing/lead-scoring-model.md)
- **Hand over the Persona**
  - `ref/mkt/buyer-persona`, activity 18 -
    [Develop Buyer Persona](../../../../processes/marketing/buyer-persona.md)
- **Hand over the Profile**
  - `ref/mkt/ideal-customer-profile`, activity 15 -
    [Define Ideal Customer Profile](../../../../processes/marketing/ideal-customer-profile.md)
- **Hand over the Segments**
  - `ref/mkt/segment-the-market`, activity 16 -
    [Segment the Market](../../../../processes/marketing/segment-the-market.md)
- **Hand the Strategy to the Work that Follows**
  - `ref/mkt/develop-marketing-strategy`, activity 15 -
    [Develop Marketing Strategy](../../../../processes/marketing/develop-marketing-strategy.md)
- **Tell Every Function What It Has**
  - `ref/mkt/set-marketing-budget`, activity 14 -
    [Set Marketing Budget](../../../../processes/marketing/set-marketing-budget.md)

## What to record

Each program at a version, naming the entry condition, every step, every
wait, the condition on every branch, and every exit. The hygiene cycle's
scope at a version, saying which records it covers and what it has to
fix in them. The rule that settles which program takes a contact who
qualifies for two, with the date it was decided and who decided it. A
dated account of the database between cycles: how many records there
are, how many are complete enough to use, and how many may be contacted.
The CONVENED and DONE records of everything it convenes. The go record
for a program, naming the version that started sending and who said go.
The standing readout at the cadence the process sets, and the decision
it made after reading it.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: learning-record
description: Files what a run or a cycle taught, which means what to repeat and what to avoid the next time the same work comes round. Use it when running `ref/mkt/buyer-persona` and `ref/mkt/contact-database-hygiene`.
license: CC-BY-4.0
metadata:
  agent: audience-manager
  agent-version: "1"
---

# Learning record

## What it does

Files what a run or a cycle taught, which means what to repeat and what
to avoid the next time the same work comes round.

## Where it happens

The agent does this in one activity across two reference processes. Each
one names the activity as that process words it.

- **Record What Was Learned**
  - `ref/mkt/buyer-persona`, activity 20 -
    [Develop Buyer Persona](../../../../processes/marketing/buyer-persona.md)
  - `ref/mkt/contact-database-hygiene`, activity 17 -
    [Cleanse Contact Database](../../../../processes/marketing/contact-database-hygiene.md)

## What to record

Each program at a version, naming the entry condition, every step, every
wait, the condition on every branch, and every exit. The hygiene cycle's
scope at a version, saying which records it covers and what it has to
fix in them. The rule that settles which program takes a contact who
qualifies for two, with the date it was decided and who decided it. A
dated account of the database between cycles: how many records there
are, how many are complete enough to use, and how many may be contacted.
The CONVENED and DONE records of everything it convenes. The go record
for a program, naming the version that started sending and who said go.
The standing readout at the cadence the process sets, and the decision
it made after reading it.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: list-build
description: Runs the rule against the contact database and produces the list itself with its counts, applying the consent rules as it goes, whether what comes out is the people to contact, the pool an advertisement may target, or the list of people who must never be shown it. Use it when running `ref/mkt/account-based-play` and 3 other reference processes.
license: CC-BY-4.0
metadata:
  agent: audience-manager
  agent-version: "1"
---

# List build

## What it does

Runs the rule against the contact database and produces the list itself
with its counts, applying the consent rules as it goes, whether what
comes out is the people to contact, the pool an advertisement may
target, or the list of people who must never be shown it.

## Where it happens

The agent does this in five activities across four reference processes.
Each one names the activity as that process words it.

- **Build the Audience Pools**
  - `ref/mkt/display-retargeting`, activity 7 -
    [Run Display Retargeting Campaign](../../../../processes/marketing/display-retargeting.md)
- **Build the Contact Set**
  - `ref/mkt/account-based-play`, activity 5 -
    [Run Account-Based Play](../../../../processes/marketing/account-based-play.md)
- **Build the Invitation Audience**
  - `ref/mkt/webinar`, activity 7 -
    [Produce Webinar](../../../../processes/marketing/webinar.md)
- **Build the Suppression List**
  - `ref/mkt/display-retargeting`, activity 5 -
    [Run Display Retargeting Campaign](../../../../processes/marketing/display-retargeting.md)
- **Size the Segment**
  - `ref/mkt/target-audience-segment`, activity 6 -
    [Build Target Audience Segment](../../../../processes/marketing/target-audience-segment.md)

## What to record

Each program at a version, naming the entry condition, every step, every
wait, the condition on every branch, and every exit. The hygiene cycle's
scope at a version, saying which records it covers and what it has to
fix in them. The rule that settles which program takes a contact who
qualifies for two, with the date it was decided and who decided it. A
dated account of the database between cycles: how many records there
are, how many are complete enough to use, and how many may be contacted.
The CONVENED and DONE records of everything it convenes. The go record
for a program, naming the version that started sending and who said go.
The standing readout at the cadence the process sets, and the decision
it made after reading it.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: membership-rules
description: Writes the rule that decides whether a record belongs, which covers the conditions a record has to meet, how long it stays in once it qualifies, who is deliberately kept out, and which groups must never overlap. Use it when running `ref/mkt/display-retargeting` and `ref/mkt/target-audience-segment`.
license: CC-BY-4.0
metadata:
  agent: audience-manager
  agent-version: "1"
---

# Membership rules

## What it does

Writes the rule that decides whether a record belongs, which covers the
conditions a record has to meet, how long it stays in once it qualifies,
who is deliberately kept out, and which groups must never overlap.

## Where it happens

The agent does this in three activities across two reference processes.
Each one names the activity as that process words it.

- **Define the Retargeting Pools**
  - `ref/mkt/display-retargeting`, activity 4 -
    [Run Display Retargeting Campaign](../../../../processes/marketing/display-retargeting.md)
- **Name the Exclusions**
  - `ref/mkt/target-audience-segment`, activity 5 -
    [Build Target Audience Segment](../../../../processes/marketing/target-audience-segment.md)
- **Write the Membership Rule**
  - `ref/mkt/target-audience-segment`, activity 4 -
    [Build Target Audience Segment](../../../../processes/marketing/target-audience-segment.md)

## What to record

Each program at a version, naming the entry condition, every step, every
wait, the condition on every branch, and every exit. The hygiene cycle's
scope at a version, saying which records it covers and what it has to
fix in them. The rule that settles which program takes a contact who
qualifies for two, with the date it was decided and who decided it. A
dated account of the database between cycles: how many records there
are, how many are complete enough to use, and how many may be contacted.
The CONVENED and DONE records of everything it convenes. The go record
for a program, naming the version that started sending and who said go.
The standing readout at the cadence the process sets, and the decision
it made after reading it.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: persona-research
description: Works out what a buyer is trying to get done, what stops them, what it costs them, what starts them looking and who else has to agree, and writes it up with the evidence sitting under each part. Use it when running `ref/mkt/buyer-persona`.
license: CC-BY-4.0
metadata:
  agent: audience-manager
  agent-version: "1"
---

# Persona research

## What it does

Works out what a buyer is trying to get done, what stops them, what it
costs them, what starts them looking and who else has to agree, and
writes it up with the evidence sitting under each part.

## Where it happens

The agent does this in five activities across one reference process.
Each one names the activity as that process words it.

- **Name the Buying Triggers**
  - `ref/mkt/buyer-persona`, activity 11 -
    [Develop Buyer Persona](../../../../processes/marketing/buyer-persona.md)
- **Name the Jobs**
  - `ref/mkt/buyer-persona`, activity 9 -
    [Develop Buyer Persona](../../../../processes/marketing/buyer-persona.md)
- **Name the Others in the Decision**
  - `ref/mkt/buyer-persona`, activity 12 -
    [Develop Buyer Persona](../../../../processes/marketing/buyer-persona.md)
- **Name the Pains and What They Cost**
  - `ref/mkt/buyer-persona`, activity 10 -
    [Develop Buyer Persona](../../../../processes/marketing/buyer-persona.md)
- **Write the Persona**
  - `ref/mkt/buyer-persona`, activity 16 -
    [Develop Buyer Persona](../../../../processes/marketing/buyer-persona.md)

## What to record

Each program at a version, naming the entry condition, every step, every
wait, the condition on every branch, and every exit. The hygiene cycle's
scope at a version, saying which records it covers and what it has to
fix in them. The rule that settles which program takes a contact who
qualifies for two, with the date it was decided and who decided it. A
dated account of the database between cycles: how many records there
are, how many are complete enough to use, and how many may be contacted.
The CONVENED and DONE records of everything it convenes. The go record
for a program, naming the version that started sending and who said go.
The standing readout at the cadence the process sets, and the decision
it made after reading it.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: plan-audience-targets
description: Says who a plan buys against and how many of them there are, and which audience sits behind each channel on the plan. Use it when running `ref/mkt/media-plan`.
license: CC-BY-4.0
metadata:
  agent: audience-manager
  agent-version: "1"
---

# Plan audience targets

## What it does

Says who a plan buys against and how many of them there are, and which
audience sits behind each channel on the plan.

## Where it happens

The agent does this in two activities across one reference process. Each
one names the activity as that process words it.

- **Set the Channel Audience Targets**
  - `ref/mkt/media-plan`, activity 10 -
    [Develop Media Plan](../../../../processes/marketing/media-plan.md)
- **Settle the Audience to Reach**
  - `ref/mkt/media-plan`, activity 3 -
    [Develop Media Plan](../../../../processes/marketing/media-plan.md)

## What to record

Each program at a version, naming the entry condition, every step, every
wait, the condition on every branch, and every exit. The hygiene cycle's
scope at a version, saying which records it covers and what it has to
fix in them. The rule that settles which program takes a contact who
qualifies for two, with the date it was decided and who decided it. A
dated account of the database between cycles: how many records there
are, how many are complete enough to use, and how many may be contacted.
The CONVENED and DONE records of everything it convenes. The go record
for a program, naming the version that started sending and who said go.
The standing readout at the cadence the process sets, and the decision
it made after reading it.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: planning-input
description: Answers what the department can take on and what it should, which means reading each request against the positioning and the audience, saying what each agent has free in the period, and saying what state the library and the contact base are already in. Use it when running `ref/mkt/annual-marketing-plan` and `ref/mkt/prioritize-initiatives`.
license: CC-BY-4.0
metadata:
  agent: audience-manager
  agent-version: "1"
---

# Planning input

## What it does

Answers what the department can take on and what it should, which means
reading each request against the positioning and the audience, saying
what each agent has free in the period, and saying what state the
library and the contact base are already in.

## Where it happens

The agent does this in three activities across two reference processes.
Each one names the activity as that process words it.

- **Check the Requests against the Standards**
  - `ref/mkt/prioritize-initiatives`, activity 8 -
    [Prioritize Marketing Initiatives](../../../../processes/marketing/prioritize-initiatives.md)
- **Take Stock of What the Department Holds**
  - `ref/mkt/annual-marketing-plan`, activity 3 -
    [Build Annual Marketing Plan](../../../../processes/marketing/annual-marketing-plan.md)
- **Work out What Is Free**
  - `ref/mkt/prioritize-initiatives`, activity 5 -
    [Prioritize Marketing Initiatives](../../../../processes/marketing/prioritize-initiatives.md)

## What to record

Each program at a version, naming the entry condition, every step, every
wait, the condition on every branch, and every exit. The hygiene cycle's
scope at a version, saying which records it covers and what it has to
fix in them. The rule that settles which program takes a contact who
qualifies for two, with the date it was decided and who decided it. A
dated account of the database between cycles: how many records there
are, how many are complete enough to use, and how many may be contacted.
The CONVENED and DONE records of everything it convenes. The go record
for a program, naming the version that started sending and who said go.
The standing readout at the cadence the process sets, and the decision
it made after reading it.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: program-design
description: Lays out how a standing program treats a contact from the moment they qualify, which means the rule that admits them, the order of the messages, the waits between them, the condition on each branch, and what takes a contact out and where they go next. Use it when running `ref/mkt/nurture-sequence`.
license: CC-BY-4.0
metadata:
  agent: audience-manager
  agent-version: "1"
---

# Program design

## What it does

Lays out how a standing program treats a contact from the moment they
qualify, which means the rule that admits them, the order of the
messages, the waits between them, the condition on each branch, and what
takes a contact out and where they go next.

## Where it happens

The agent does this in three activities across one reference process.
Each one names the activity as that process words it.

- **Define Who Enters**
  - `ref/mkt/nurture-sequence`, activity 2 -
    [Build Nurture Sequence](../../../../processes/marketing/nurture-sequence.md)
- **Map the Steps and the Branches**
  - `ref/mkt/nurture-sequence`, activity 4 -
    [Build Nurture Sequence](../../../../processes/marketing/nurture-sequence.md)
- **Set the Exits**
  - `ref/mkt/nurture-sequence`, activity 5 -
    [Build Nurture Sequence](../../../../processes/marketing/nurture-sequence.md)

## What to record

Each program at a version, naming the entry condition, every step, every
wait, the condition on every branch, and every exit. The hygiene cycle's
scope at a version, saying which records it covers and what it has to
fix in them. The rule that settles which program takes a contact who
qualifies for two, with the date it was decided and who decided it. A
dated account of the database between cycles: how many records there
are, how many are complete enough to use, and how many may be contacted.
The CONVENED and DONE records of everything it convenes. The go record
for a program, naming the version that started sending and who said go.
The standing readout at the cadence the process sets, and the decision
it made after reading it.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: program-operation
description: Runs a program after it goes live, which means switching it on when the owner says go, reading who enters, which path they take, who converts and who leaves, and changing the steps and rules the numbers argue against. Use it when running `ref/mkt/nurture-sequence`.
license: CC-BY-4.0
metadata:
  agent: audience-manager
  agent-version: "1"
---

# Program operation

## What it does

Runs a program after it goes live, which means switching it on when the
owner says go, reading who enters, which path they take, who converts
and who leaves, and changing the steps and rules the numbers argue
against.

## Where it happens

The agent does this in three activities across one reference process.
Each one names the activity as that process words it.

- **Tune the Branches**
  - `ref/mkt/nurture-sequence`, activity 16 -
    [Build Nurture Sequence](../../../../processes/marketing/nurture-sequence.md)
- **Turn It On**
  - `ref/mkt/nurture-sequence`, activity 13 -
    [Build Nurture Sequence](../../../../processes/marketing/nurture-sequence.md)
- **Watch Who Moves**
  - `ref/mkt/nurture-sequence`, activity 14 -
    [Build Nurture Sequence](../../../../processes/marketing/nurture-sequence.md)

## What to record

Each program at a version, naming the entry condition, every step, every
wait, the condition on every branch, and every exit. The hygiene cycle's
scope at a version, saying which records it covers and what it has to
fix in them. The rule that settles which program takes a contact who
qualifies for two, with the date it was decided and who decided it. A
dated account of the database between cycles: how many records there
are, how many are complete enough to use, and how many may be contacted.
The CONVENED and DONE records of everything it convenes. The go record
for a program, naming the version that started sending and who said go.
The standing readout at the cadence the process sets, and the decision
it made after reading it.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: reachability-check
description: Says whether the audience the work assumes can actually be found and reached, by reading which traits the database holds and how complete each one is, and whether the channels available get to the people the rule describes. Use it when running `ref/mkt/segment-the-market` and `ref/mkt/target-audience-segment`.
license: CC-BY-4.0
metadata:
  agent: audience-manager
  agent-version: "1"
---

# Reachability check

## What it does

Says whether the audience the work assumes can actually be found and
reached, by reading which traits the database holds and how complete
each one is, and whether the channels available get to the people the
rule describes.

## Where it happens

The agent does this in two activities across two reference processes.
Each one names the activity as that process words it.

- **Check the Data on Hand**
  - `ref/mkt/target-audience-segment`, activity 3 -
    [Build Target Audience Segment](../../../../processes/marketing/target-audience-segment.md)
- **Test Whether Each Segment Can Be Reached**
  - `ref/mkt/segment-the-market`, activity 10 -
    [Segment the Market](../../../../processes/marketing/segment-the-market.md)

## What to record

Each program at a version, naming the entry condition, every step, every
wait, the condition on every branch, and every exit. The hygiene cycle's
scope at a version, saying which records it covers and what it has to
fix in them. The rule that settles which program takes a contact who
qualifies for two, with the date it was decided and who decided it. A
dated account of the database between cycles: how many records there
are, how many are complete enough to use, and how many may be contacted.
The CONVENED and DONE records of everything it convenes. The go record
for a program, naming the version that started sending and who said go.
The standing readout at the cadence the process sets, and the decision
it made after reading it.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: research-sampling
description: Draws the people a study will ask, in a way that represents the market the study is meant to speak for, including drawing two groups that match each other when the study compares them. Use it when running `ref/mkt/brand-health`, `ref/mkt/customer-research` and `ref/mkt/win-loss-analysis`.
license: CC-BY-4.0
metadata:
  agent: audience-manager
  agent-version: "1"
---

# Research sampling

## What it does

Draws the people a study will ask, in a way that represents the market
the study is meant to speak for, including drawing two groups that match
each other when the study compares them.

## Where it happens

The agent does this in two activities across three reference processes.
Each one names the activity as that process words it.

- **Define the Sample**
  - `ref/mkt/brand-health`, activity 7 -
    [Measure Brand Health](../../../../processes/marketing/brand-health.md)
  - `ref/mkt/customer-research`, activity 6 -
    [Conduct Customer Research](../../../../processes/marketing/customer-research.md)
- **Draw Both Samples**
  - `ref/mkt/win-loss-analysis`, activity 5 -
    [Conduct Win/Loss Analysis](../../../../processes/marketing/win-loss-analysis.md)

## What to record

Each program at a version, naming the entry condition, every step, every
wait, the condition on every branch, and every exit. The hygiene cycle's
scope at a version, saying which records it covers and what it has to
fix in them. The rule that settles which program takes a contact who
qualifies for two, with the date it was decided and who decided it. A
dated account of the database between cycles: how many records there
are, how many are complete enough to use, and how many may be contacted.
The CONVENED and DONE records of everything it convenes. The go record
for a program, naming the version that started sending and who said go.
The standing readout at the cadence the process sets, and the decision
it made after reading it.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: review-before-issue
description: Puts a draft in front of the people and agents who will have to live with it, and hears whether it matches what they see, before it issues as the version everyone works from. Use it when running `ref/mkt/analyze-customer-base` and `ref/mkt/buyer-persona`.
license: CC-BY-4.0
metadata:
  agent: audience-manager
  agent-version: "1"
---

# Review before issue

## What it does

Puts a draft in front of the people and agents who will have to live
with it, and hears whether it matches what they see, before it issues as
the version everyone works from.

## Where it happens

The agent does this in two activities across two reference processes.
Each one names the activity as that process words it.

- **Review the Findings**
  - `ref/mkt/analyze-customer-base`, activity 15 -
    [Analyze Customer Base](../../../../processes/marketing/analyze-customer-base.md)
- **Review with the People Who Sell**
  - `ref/mkt/buyer-persona`, activity 15 -
    [Develop Buyer Persona](../../../../processes/marketing/buyer-persona.md)

## What to record

Each program at a version, naming the entry condition, every step, every
wait, the condition on every branch, and every exit. The hygiene cycle's
scope at a version, saying which records it covers and what it has to
fix in them. The rule that settles which program takes a contact who
qualifies for two, with the date it was decided and who decided it. A
dated account of the database between cycles: how many records there
are, how many are complete enough to use, and how many may be contacted.
The CONVENED and DONE records of everything it convenes. The go record
for a program, naming the version that started sending and who said go.
The standing readout at the cadence the process sets, and the decision
it made after reading it.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: run-intake
description: Takes in what a piece of work has to settle, who it is for and when it is due, and names the standing documents it has to sit inside at the versions in force, so everything built afterwards cites the same versions. Use it when running `ref/mkt/buyer-persona` and 4 other reference processes.
license: CC-BY-4.0
metadata:
  agent: audience-manager
  agent-version: "1"
---

# Run intake

## What it does

Takes in what a piece of work has to settle, who it is for and when it
is due, and names the standing documents it has to sit inside at the
versions in force, so everything built afterwards cites the same
versions.

## Where it happens

The agent does this in six activities across five reference processes.
Each one names the activity as that process words it.

- **Open the Cycle**
  - `ref/mkt/contact-database-hygiene`, activity 1 -
    [Cleanse Contact Database](../../../../processes/marketing/contact-database-hygiene.md)
- **Quote the Account Profile**
  - `ref/mkt/buyer-persona`, activity 2 -
    [Develop Buyer Persona](../../../../processes/marketing/buyer-persona.md)
- **Read the Standards in Force**
  - `ref/mkt/product-positioning`, activity 2 -
    [Develop Product Positioning](../../../../processes/marketing/product-positioning.md)
- **Take in the Segment**
  - `ref/mkt/buyer-persona`, activity 1 -
    [Develop Buyer Persona](../../../../processes/marketing/buyer-persona.md)
- **Take in the Segment and the Goal**
  - `ref/mkt/nurture-sequence`, activity 1 -
    [Build Nurture Sequence](../../../../processes/marketing/nurture-sequence.md)
- **Take in the Targeting Need**
  - `ref/mkt/target-audience-segment`, activity 1 -
    [Build Target Audience Segment](../../../../processes/marketing/target-audience-segment.md)

## What to record

Each program at a version, naming the entry condition, every step, every
wait, the condition on every branch, and every exit. The hygiene cycle's
scope at a version, saying which records it covers and what it has to
fix in them. The rule that settles which program takes a contact who
qualifies for two, with the date it was decided and who decided it. A
dated account of the database between cycles: how many records there
are, how many are complete enough to use, and how many may be contacted.
The CONVENED and DONE records of everything it convenes. The go record
for a program, naming the version that started sending and who said go.
The standing readout at the cadence the process sets, and the decision
it made after reading it.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: same-request-to-everyone
description: Puts one request in front of every agent, area or function at the same time, in one format and against one due date, whether that request is to hear what is coming or to send something back. Use it when running `ref/mkt/brand-health` and 7 other reference processes.
license: CC-BY-4.0
metadata:
  agent: audience-manager
  agent-version: "1"
---

# Same request to everyone

## What it does

Puts one request in front of every agent, area or function at the same
time, in one format and against one due date, whether that request is to
hear what is coming or to send something back.

## Where it happens

The agent does this in eight activities across eight reference
processes. Each one names the activity as that process words it.

- **Ask Each Area What It Would Change**
  - `ref/mkt/quarterly-business-review`, activity 8 -
    [Conduct Quarterly Business Review](../../../../processes/marketing/quarterly-business-review.md)
- **Brief the Build**
  - `ref/mkt/target-audience-segment`, activity 7 -
    [Build Target Audience Segment](../../../../processes/marketing/target-audience-segment.md)
- **Brief the Cycle**
  - `ref/mkt/contact-database-hygiene`, activity 4 -
    [Cleanse Contact Database](../../../../processes/marketing/contact-database-hygiene.md)
- **Brief the Department**
  - `ref/mkt/quarterly-business-review`, activity 15 -
    [Conduct Quarterly Business Review](../../../../processes/marketing/quarterly-business-review.md)
- **Brief the Makers**
  - `ref/mkt/nurture-sequence`, activity 6 -
    [Build Nurture Sequence](../../../../processes/marketing/nurture-sequence.md)
- **Brief the Study**
  - `ref/mkt/customer-research`, activity 4 -
    [Conduct Customer Research](../../../../processes/marketing/customer-research.md)
  - `ref/mkt/win-loss-analysis`, activity 3 -
    [Conduct Win/Loss Analysis](../../../../processes/marketing/win-loss-analysis.md)
- **Brief the Wave**
  - `ref/mkt/brand-health`, activity 5 -
    [Measure Brand Health](../../../../processes/marketing/brand-health.md)
- **Collect What Each Function Asks For**
  - `ref/mkt/set-marketing-budget`, activity 4 -
    [Set Marketing Budget](../../../../processes/marketing/set-marketing-budget.md)

## What to record

Each program at a version, naming the entry condition, every step, every
wait, the condition on every branch, and every exit. The hygiene cycle's
scope at a version, saying which records it covers and what it has to
fix in them. The rule that settles which program takes a contact who
qualifies for two, with the date it was decided and who decided it. A
dated account of the database between cycles: how many records there
are, how many are complete enough to use, and how many may be contacted.
The CONVENED and DONE records of everything it convenes. The go record
for a program, naming the version that started sending and who said go.
The standing readout at the cadence the process sets, and the decision
it made after reading it.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: segment-record-and-release
description: Writes the finished segment down with its definition, its counts and where it goes, sets how often it is rebuilt and delivered again and when it gets looked at again, and puts a list that will leave the organization in front of a person to approve first. Use it when running `ref/mkt/buyer-persona` and `ref/mkt/target-audience-segment`.
license: CC-BY-4.0
metadata:
  agent: audience-manager
  agent-version: "1"
---

# Segment record and release

## What it does

Writes the finished segment down with its definition, its counts and
where it goes, sets how often it is rebuilt and delivered again and when
it gets looked at again, and puts a list that will leave the
organization in front of a person to approve first.

## Where it happens

The agent does this in four activities across two reference processes.
Each one names the activity as that process words it.

- **Approve the Release**
  - `ref/mkt/target-audience-segment`, activity 12 -
    [Build Target Audience Segment](../../../../processes/marketing/target-audience-segment.md)
- **Record the Segment**
  - `ref/mkt/target-audience-segment`, activity 16 -
    [Build Target Audience Segment](../../../../processes/marketing/target-audience-segment.md)
- **Set the Refresh Schedule**
  - `ref/mkt/target-audience-segment`, activity 15 -
    [Build Target Audience Segment](../../../../processes/marketing/target-audience-segment.md)
- **Set the Review Conditions**
  - `ref/mkt/buyer-persona`, activity 19 -
    [Develop Buyer Persona](../../../../processes/marketing/buyer-persona.md)

## What to record

Each program at a version, naming the entry condition, every step, every
wait, the condition on every branch, and every exit. The hygiene cycle's
scope at a version, saying which records it covers and what it has to
fix in them. The rule that settles which program takes a contact who
qualifies for two, with the date it was decided and who decided it. A
dated account of the database between cycles: how many records there
are, how many are complete enough to use, and how many may be contacted.
The CONVENED and DONE records of everything it convenes. The go record
for a program, naming the version that started sending and who said go.
The standing readout at the cadence the process sets, and the decision
it made after reading it.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: touchpoint-inventory
description: Lists every place an outsider meets the organization, channel by channel, so nothing a buyer runs into is left out of the work that follows. Use it when running `ref/mkt/brand-audit` and `ref/mkt/map-buyer-journey`.
license: CC-BY-4.0
metadata:
  agent: audience-manager
  agent-version: "1"
---

# Touchpoint inventory

## What it does

Lists every place an outsider meets the organization, channel by
channel, so nothing a buyer runs into is left out of the work that
follows.

## Where it happens

The agent does this in two activities across two reference processes.
Each one names the activity as that process words it.

- **List Where the Brand Appears**
  - `ref/mkt/brand-audit`, activity 5 -
    [Conduct Brand Audit](../../../../processes/marketing/brand-audit.md)
- **Map the Touchpoints**
  - `ref/mkt/map-buyer-journey`, activity 9 -
    [Map Buyer Journey](../../../../processes/marketing/map-buyer-journey.md)

## What to record

Each program at a version, naming the entry condition, every step, every
wait, the condition on every branch, and every exit. The hygiene cycle's
scope at a version, saying which records it covers and what it has to
fix in them. The rule that settles which program takes a contact who
qualifies for two, with the date it was decided and who decided it. A
dated account of the database between cycles: how many records there
are, how many are complete enough to use, and how many may be contacted.
The CONVENED and DONE records of everything it convenes. The go record
for a program, naming the version that started sending and who said go.
The standing readout at the cadence the process sets, and the decision
it made after reading it.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.