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due: 12 Oct sets a date
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Agenda · Thursday 5 November

The first week of follow-up emails (T11) and Monday's first weekly summary email (T20): what went out, any replies, anything to change.
Google Ads quote values against the CRM, before they go live (T14).
Call tracking (T7): the phone system login (T9) and which numbers each site uses.
Booking site design: Marcus's pick (T26).
The CRM plan change for webhooks (T16), and what it unblocks.
Old contacts: archive or delete (T19).
Anything still open from the 28 October call.

Before 1 October

Getting set up

4/4 done

Done looks like: The agreement is signed, the platforms are listed, and the kickoff call has agreed the direction.

T1
~~Agreement signed~~
Signed 24 September: 1 October to 31 December 2026, about two days a week.
DoneBoth
T2
~~October invoice sent and paid~~
Paid 2 October.
DoneNorthbank
T3
~~List of every platform and who can log in today~~
Walked through on the kickoff: both websites and their hosting, the CRM, the email sender, the phone system, Google Ads, Google Analytics, Search Console, the payments account, the domain registrar, and the Apple and Google Play developer accounts. Four of them run on one shared office login.
DoneAcme
T4
~~Kickoff call~~
Held 5 October. Notes in calls/2026-10-05-kickoff.md.
DoneBoth

October

Logins, tracking and follow-up

5/21 done

Done looks like: Northbank works in Acme's accounts with its own logins, every booking can be traced to where it came from, and every quote is followed up without anyone having to remember.

T5
Individual logins on every platform
Step-by-step plan agreed on the 14 October call. Done: the CRM, Google Ads, Google Analytics and the code host. 28 October: the phone system and the email sender still use the shared office login. Dana is creating named logins for the four sales staff this week, then the shared password is changed.
In progressNorthbank
T6
Two-step sign-in on every admin login
To doAgentNeeds: T5
T7
Call tracking with number swapping on both sites
Visitors from an ad will see their own number, and each call is logged against the ad that sent it. The tracking numbers are set up in the phone system, so this starts once Northbank has its own login there (T9). The groups site's footer number is part of an image and becomes text first.
To doNorthbank
T8
~~Sample of 20 recent quotes, won and lost~~
Shared 6 October, with traveler names removed. Used to write the follow-up emails (T11).
DoneAcme
T9
Admin access for Northbank as its own user
In: Google Analytics and Search Console (5 October), the CRM (6 October), the code host (Admin since 7 October), Google Ads (8 October). Still needed: the phone system, the email sender (the quote templates live there) and the Google Play console. Domain registrar not given yet. 28 October: Dana has asked the phone company to add a Northbank login.
WaitingAcme
T10
~~Every web inquiry reaches the CRM with its source~~
Live 22 October. Each inquiry now arrives in the CRM with where the visitor came from: Google Ads, search, email, social, an AI assistant or direct. Phone inquiries stay 'Phone (source unknown)' until call tracking is on (T7).
DoneNorthbank
T11
Seven days of follow-up emails after each quote
Five short emails over seven days, signed by the sales person who sent the quote. A reply or a booking stops the rest. Live for main-site quotes since 26 October. Groups quotes start 2 November, once Dana has checked the groups wording.
In progressAgent
T12
~~Follow-up email copy approved~~
Approved on the 22 October call with two edits: no discount codes, and the second email mentions the payment plan.
DoneAcme
T13
Stop follow-up emails automatically when a quote is booked
Until then, staff stop them by hand from the quote's page in the CRM.
BlockedNorthbankNeeds: T16
T14
Quote won or lost sent back to Google Ads, with trip value
Live 28 October in report-only mode, so it can't change bidding while the numbers settle. Dana checks the first week's figures against the CRM on the 5 November call, then it goes live.
In progressNorthbankDue Thu 12 Nov
T15
Quote template deposit matches the website
Three tours still quote a 25% deposit in the CRM; the website changed to 20% in August. Dana to confirm the right figure for each tour.
WaitingAcme
T16
CRM sends a webhook when a quote changes status
The CRM only turns on webhooks on its Business plan, $90 a month more. It unblocks T13 and makes the weekly summary exact.
BlockedAcmeNeeds: Marcus's yes to the plan change
T17
CRM clean-up: merge duplicate contacts
4,212 duplicate pairs found by email and phone. 27 October: the first 1,800 merged after Dana checked a sample of 50. Two of the 50 were different people sharing an office email, so office addresses are now left out of matching.
In progressAgent
T18
~~CRM clean-up: one list of nine lead sources instead of 23~~
Agreed 22 October: Google Ads, Search, Email, Social, AI assistant, Referral, Travel agent, Repeat traveler, Phone (source unknown). Old values are kept in a note on each record.
DoneBoth
T19
CRM clean-up: contacts with no activity since 2019
11,940 contacts. Marcus to decide: archive them, or delete them under the privacy policy.
WaitingAcme
T20
Weekly summary email to Marcus and Dana
Inquiries, quotes, bookings and trip value by source, every Monday at 8am. The first one goes on 2 November.
In progressAgent
T21
~~Bots and blank forms blocked on both quote forms~~
Live 27 October. Junk inquiries went from about 30 a day to 2.
DoneNorthbank
T22
Privacy policy on both sites
Draft from the platform list (T3). Dana approves the wording.
To doAgent
T23
Acme Trips: a staff test build every week
Build 85 went to staff on 22 October. The next build, with trip documents that work offline, is due 29 October.
In progressNorthbank
T24
Acme Trips: Apple developer account in Acme's name
Apple asks for Acme's DUNS number, and the one on file belongs to Marcus's old company. Test builds go out under Northbank's account until then.
BlockedAcmeNeeds: a new DUNS number
T25
Brand files: logo, colors, photo library
Logo and colors are in. The photo library is on Marcus's laptop, and he is sorting out which photos Acme has the rights to. The new booking site needs them (T27).
WaitingAcmeDue Fri 6 Nov

November

The new booking site

0/10 done

Done looks like: The new booking site takes real bookings, and the sales team trusts what the CRM tells them.

T26
Booking site design signed off
Two directions shown on the 28 October call. Marcus picks one.
WaitingAcmeDue Wed 4 Nov
T27
Tour pages built from the CRM's tour list
One source for prices and dates, so the site and the quotes can't disagree again (T15).
To doAgent
T28
Checkout with a deposit or full payment
20% deposit, balance 60 days before departure.
To doNorthbank
T29
One form for group bookings of 10 or more travelers
To doAgent
T30
Redirects from every old page to its new page
1,316 old addresses, checked against the last 12 months of search traffic.
To doAgent
T31
Point the domain at the new site
BlockedAcmeNeeds: registrar login (T9)
T32
Reviews from past travelers on every tour page
Only reviews where the traveler has agreed to be quoted.
To doAgent
T33
Acme Trips: beta for travelers on November departures
To doBoth
T34
Train the sales team on the cleaned-up CRM
To doNorthbankDue Thu 19 Nov
T35
Follow-up emails: first month's results
To doAgentDue Mon 30 Nov

December

Acme Trips and the handover

0/6 done

Done looks like: Travelers on winter departures use Acme Trips, and Acme's team runs everything without us.

T36
Acme Trips in the App Store and Google Play
To doNorthbankNeeds: T24
T37
Trip documents in the app: vouchers, the day-by-day plan, emergency numbers
Vouchers and the day-by-day plan work in test builds. Emergency numbers and offline use come with the next build.
In progressNorthbank
T38
Messages from the tour leader to their group
To doAgent
T39
Handover notes for every system, each with a named owner
To doNorthbank
T40
December review: what worked, what's next, how Northbank steps back
To doBothDue Thu 10 Dec
T41
Cancel the old booking site's hosting
After the new site has run for a month with no problems.
To doAcme

Calls

Mon 5 Oct9am PT / 11am CTKickoff: access and direction
Wed 14 Oct9am PT / 11am CTWeekly (moved from Thursday 15 October)
Thu 22 Oct9am PT / 11am CTWeekly
Wed 28 Oct9am PT / 11am CTWeekly (moved from Thursday 29 October, build day)
Thu 5 Nov9am PT / 11am CTWeekly
Thu 12 Nov9am PT / 11am CTWeekly
Thu 19 Nov9am PT / 11am CTWeekly, plus CRM training for the sales team
Thu 26 Nov9am PT / 11am CTThanksgiving, likely to move
Thu 3 Dec9am PT / 11am CTWeekly
Thu 10 Dec9am PT / 11am CTDecember review
Thu 17 Dec9am PT / 11am CTWrap-up and handover plan

How we'll know it worked

Measure	Target	Baseline
Quotes that turn into bookings	1 in 4	About 1 in 6 (September)
Inquiry to booking, by source	Known for every source	Not tracked before October
Duplicate contacts in the CRM	Under 1%	About 14% (12 October count)

Decisions

2026-10-28Follow-up emails go to main-site quotes first. Groups quotes start on 2 November, once Dana has checked the groups wording.
2026-10-28The weekly summary email goes to Marcus and Dana only. Sales staff see their own numbers in the CRM.
2026-10-28Two-step sign-in (T6) waits until everyone has their own login (T5), so nobody is locked out of a shared account.
2026-10-22Follow-up emails are signed by the sales person who sent the quote, not by 'the Acme team'. No discount codes.
2026-10-22One list of nine lead sources (T18). Old values stay in a note on each record.
2026-10-22Quote outcomes go to Google Ads report-only for two weeks before they can change bidding.
2026-10-14The CRM stays. No move to a new CRM this year; it gets cleaned up instead.
2026-10-14The new booking site launches in November. The old one stays up, unlinked, until the end of December.
2026-10-14Junk inquiries stay in the CRM until the 22 October call, so Tom can study them before blocking them.
2026-10-05Top priority: know where every quote comes from, through to bookings.
2026-10-05Acme Trips is for travelers on booked trips only. No booking inside the app this year.
2026-10-05Weekly call on Thursdays at 9am Seattle / 11am Chicago.
2026-09Agreement signed: 1 October to 31 December 2026, about two days a week.

Weekly notes

Wed 28 OctWeekly call. Quotes are steady at about 60 a week. Follow-up emails went live for main-site quotes on 26 October: 212 sent so far, 9 replies, and 2 bookings from customers who replied to one. Marcus wants the groups wording checked before groups quotes get them. Two design directions shown for the booking site; Marcus picks by 4 November. Quote outcomes now go to Google Ads in report-only mode.
Tue 27 OctBots and blank forms are blocked on both quote forms. The first 1,800 duplicate contacts are merged, after Dana checked a sample of 50.
Thu 22 OctWeekly call. Every web inquiry now arrives in the CRM with its source. Follow-up email copy approved with two edits. Lead sources cut from 23 to 9. Build 85 of Acme Trips went to staff.
Wed 21 OctWeb inquiry sources tested end to end on made-up data. Call tracking (T7) waits for a Northbank login on the phone system (T9).
Wed 14 OctWeekly call. Plan for individual logins agreed. The CRM stays and gets cleaned up. The booking site moves to November.
Mon 12 OctReviewed the CRM: 4,212 duplicate pairs, 23 different lead source values, 11,940 contacts with no activity since 2019, and three tours quoting an old deposit.
Mon 5 OctKickoff held. Platforms listed; four of them run on one shared office login. Top priority: where every quote comes from.
Mon 28 SepTracker created. Agreement signed.

Risks to watch

Four platforms still run on one shared office login, and its password was emailed around during the handover. Change it once everyone has their own (T5).
Until call tracking is on (T7), phone inquiries can't be traced to the ad or search that sent them, and about a third of quotes start with a call.
Follow-up emails don't stop by themselves when a quote is booked (T13). Until the CRM webhook is on (T16), staff stop them by hand, and a booked customer could get one more email.
The Apple developer account waits on a new DUNS number (T24). If that takes more than two weeks, the December App Store date slips.
Quote values reach Google Ads in report-only mode, so the first weeks of ad spend can only be judged roughly.
Some of the 11,940 old contacts may have asked to be removed. Check them against the unsubscribe list before any email goes to them (T19).
The redirects (T30) must be live on the day the domain moves (T31), or search traffic drops.
Thanksgiving week and the last two weeks of December are short. Launch dates sit outside them.

Working rules

For Northbank and every agent working on this engagement.

Everything is built in Acme's accounts, documented, with a named owner.
No shared passwords. Individual logins only.
Never copy traveler passports, payment details or call recordings into personal tools. Work against made-up data.
Agents open pull requests and drafts. Tom reviews, tests and ships.
Dana approves any wording that goes to travelers, and Marcus approves any spend.

Acme Travel × Northbank Studio · Engagement Tracker