Scope of work
What is actually delivered
No retainer for "strategy". Every engagement ends with files that live on the internet and a link you can open: a page, a tool, an article, a measurement. Print this page (Ctrl/Cmd+P) or save it as PDF and send it to whoever signs off the budget.
1. Deliverables by package
- Positioning + offer, written into a real page (not a deck)
- Landing page live on your domain
- 5 test hypotheses with kill rules and required volume
- 1 channel switched on end-to-end
- Measurement wired (events + one report)
- Everything in Sprint, running month over month
- 3–5 new indexed pages per month
- 1 free tool that captures demand
- 2 articles/month with canonical to your site
- Distribution into the channels your buyers read
- Monthly read-out: what shipped, what worked, what got killed
- Site architecture + full page set
- Agent/AI-readable layer: llms.txt, structured data, AI crawler policy
- Tooling: calculators, generators, data pipelines
- Distribution engine and measurement, documented
- Handover: repo, runbook, keys under your control
2. Acceptance criteria
- Every deliverable is reachable at a public URL and returns HTTP 200 — checked in front of you.
- Pages are indexable: robots, sitemap, structured data, IndexNow ping on publish.
- Analytics events are visible in your own GA4 property, not in a screenshot from my account.
- Copy contains no numbers I cannot point at a source for.
- You own the domain, the repo and the accounts. Things get built under your logins from day one — that is the reason handover is a handover and not a migration.
3. What I need from you
- Access: domain DNS or hosting panel, one analytics property, one sending/channel account per channel we switch on.
- A named person who can approve copy within 24 hours (slow approval is the main reason sprints slip).
- Honest numbers: current traffic, current reply rates, current cost per lead. Garbage inputs produce garbage measurement.
4. Explicitly out of scope
- Buying email lists, mass mailings, DMs to strangers, engagement pods.
- Fabricated testimonials, invented case studies, purchased reviews.
- Retainer-for-meetings arrangements: if nothing shipped, the month is free.
5. Start
Write to @AxelFreeman on Telegram with one line about what you sell and what is broken. Two questions and you get a fixed scope with a price, not an hour-long discovery call.
6. This scope in writing
The eight lines above, published with the same numbers so they can be checked without me: The outbound scope nobody writes down — the list, the verification decisions, the read date and the stop rule, in one page.
Related pages
Marketing engineer for startups — the three routes a seed-stage team compares, what the first 30 days produce, and the floors the numbers have to clear.
Marketing engineer for ecommerce — why last-click revenue is not a verdict, the spend gate, and the traffic floors a store test has to clear.
Marketing engineer vs growth marketer — what each role owns by default, the first readable result, and four signs that decide the hire.
Marketing engineer for B2B — the lead, source and reply definitions that decide whether a channel can be judged, the five things that exist before the first send, and the floor an honest test needs.
Marketing engineer job description — the four decisions and six lines to write instead of a tool list, the artifact due each week, the volume a strict test needs, and a free generator.
Marketing engineer retainer — the invoice line by line, the four decisions a retainer cannot make for you, and how many honest tests a month can actually hold at your volume.
Marketing engineer for fintech — why the readable unit sits after identity and funding, the volume a verdict needs, and the stop rule that has to exist before the spend.
Marketing engineer for devtools — why the readable unit is the first successful call rather than the signup, the volume a verdict needs, and the stop rule that has to exist before the spend.
Marketing engineer interview questions — the six questions that separate an engineer from a marketer with tools, what each answer really measures, the volume a verdict needs (13,914 contacts per arm; 27,828 in total), and the four things the interview cannot decide.
Marketing engineer for marketplaces — two funnels that must be readable at the same time, liquidity as the readable unit, why each side needs its own floor (13,914 per arm; 27,828 in total; 70 months for a 400-seller-a-month supply side) and the four decisions taken before the first contact.
Marketing engineer for agencies — an agency cannot pool its clients' traffic, so every client needs its own floor and its own read-out date: 13,914 per arm (27,828 total), 14 months for a client at 2,000 contacts a month, and 4,638 contacts a month as the smallest client readable inside 6 months.