Marketing Operations System

Crelligent & Co. — Standard Operating Procedures

1. Marketing Team Structure

Roles & Responsibilities

2. Content System

Content Pillars

Content Calendar Structure

Content Workflow

1. IDEATE (Sunday)
   → Review content pillars
   → Check trending topics
   → Draft 5 post ideas

2. CREATE (Monday-Tuesday)
   → Write posts using templates
   → Create graphics if needed
   → Schedule in LinkedIn

3. PUBLISH (Daily @ 8-9 AM WAT)
   → Post goes live
   → Set 30-min reminder to engage

4. ENGAGE (Within 2 hours)
   → Reply to all comments
   → Like and comment on others' posts
   → DM anyone who engages meaningfully

5. ANALYZE (Weekly - Friday)
   → Check impressions, engagement
   → Identify top performers
   → Adjust next week's strategy

3. Lead Management System

Lead Stages

Lead Sources Tracking

CRM Setup (Notion / Airtable / HubSpot)

Lead Table Fields:

• Name
• Email
• Company
• Source
• Stage
• Product Interest (Velodesk / Consulting / Templates)
• Last Contact Date
• Next Action
• Notes

4. Email Marketing System

Email Types

Email Calendar

Email Metrics to Track

5. Analytics & Reporting

Weekly Dashboard

Monthly Report Template

# Marketing Report — [Month Year]

## Summary
- Total new subscribers: X
- Total new Velodesk users: X
- MRR: ₦X
- Top content: [Link to top post]

## Channel Performance
| Channel | Leads | Users | Revenue |
|---------|-------|-------|---------|
| LinkedIn | X | X | ₦X |
| Email | X | X | ₦X |
| Partnerships | X | X | ₦X |

## Key Wins
1. 
2. 
3. 

## Challenges
1. 
2. 

## Next Month Focus
1. 
2. 
3. 

6. Tools Stack

7. Standard Operating Procedures

SOP 1: New Lead Response

Trigger: New lead books strategy call
Timeline: Within 2 hours

1. Send confirmation email (auto)
2. Add to CRM with source tag
3. Research their company (5 min)
4. Prepare 3 questions for the call
5. Send LinkedIn connection request

SOP 2: Content Publishing

Trigger: Scheduled post day
Timeline: 8-9 AM WAT

1. Open scheduled post
2. Final proofread
3. Add relevant hashtags (3-5 max)
4. Publish
5. Engage with 5 other posts immediately
6. Return in 30 min to respond to comments

SOP 3: Weekly Content Planning

Trigger: Every Sunday
Timeline: 60-90 minutes

1. Review last week's performance (15 min)
2. Identify top-performing content types
3. Draft 5 post outlines for the week
4. Write 2-3 full posts
5. Schedule in content calendar
6. Create any needed graphics

SOP 4: Partnership Outreach

Trigger: Partnership target identified
Timeline: Within 24 hours

1. Research the partner (company, person, audience)
2. Find mutual connection or shared interest
3. Draft personalized outreach message
4. Send via LinkedIn DM or email
5. Follow up after 5 days if no response
6. Log in CRM

8. Quality Standards

Content Quality Checklist

• Hook in first line?
• Single clear message?
• Value for reader?
• Easy to scan (short paragraphs)?
• Clear CTA at the end?
• No typos or errors?
• Authentic voice?

Email Quality Checklist

• Subject line < 50 characters?
• Personalized greeting?
• One clear call-to-action?
• Mobile-friendly format?
• Unsubscribe link visible?
• Sent at optimal time?

9. Emergency Playbook

Scenario: Content not performing

1. Analyze: What's different from top performers?
2. Test: Try different hook or format
3. Engage: Spend more time commenting on others
4. Adjust: Shift content pillar mix

Scenario: Low lead flow

1. Check website analytics for traffic drop
2. Review email open rates
3. Increase posting frequency
4. Run a giveaway or free resource
5. Activate partnership network

Scenario: Negative feedback

1. Respond professionally within 1 hour
2. Take conversation private (DM)
3. Resolve the issue
4. Document learnings
5. Improve process

Document Version: 1.0
Last Updated: December 28, 2025
Owner: Marketing Lead