Marketing Plan

How to read this plan

This is the master marketing plan for Maxxim, produced in the Design phase against Master Briefing v2.1, the Gate 1 decisions of 27 June 2026, and the 1 July refresh that folded in the 29 June product mechanics and the live Jewell partner site. It translates Brand Strategy and Business Plan, sitting on Discover Summary and the CP1 deliverables, into objectives, channels, campaigns, an always-on engine, a budget shape, a calendar, and a measurement framework. It is the plan that briefs every Deploy phase specialist downstream: the website, the partner hub, the 3 July session, social, email, SEO, and PR.

One frame governs every page. The trusted operator, the Client Partner, is the primary go-to-market audience, and the partner is the front door now. Maxxim does not yet market to end clients at scale; it recruits and equips a founding cohort of trusted operators who carry the method to their own clients. End clients are reached through partners. The near-term reality is concrete: a founding cohort of 5 to 8 partners across July to September 2026, the 3 July session run as a partner discovery and alignment session that opens the community, and the live Jewell partner as the flagship reference, the first working proof that the model holds.

The same discipline as every upstream document applies. Pricing anchors that are real are stated as real: the Growth Diagnostic at $4,950 credited forward, the premium engagement band of $25,000 to $250,000 with a recent run near $80,000, the specialist module near $1,500. Every partner economic, every budget percentage, and every spend figure here is illustrative, pending pilots, and must be confirmed by Clent before it is treated as locked or used in public copy. Where Master Briefing v2.1 forbids inventing an answer, the item is carried as OPEN: Maxxim's own category lead word, the front-door product confirmation, the fractional CMO model, Maxxim's end-client visibility, and the 3 July session promise wording are not resolved here. Jewell's external lead word is growth; Maxxim's is not invented. Proof respects clearance: Pottsville Acupuncture is the only cleared public Maxxim proof, OTR Earthmover is internal only, Hidrive is percentages only, and Jewell's own named results stay under Jewell's banner. Ownership is Clent and Raef only. External copy carries no em dashes and no exclamation marks. Australian English throughout.

What Maxxim is marketing, in product terms

The plan markets a real, showable engine, not a promise. The 29 June product mechanics give the marketing its substance, and this plan uses them as proof rather than as a feature list. The value proposition is legible because the machine is legible.

• Three named specialists, each a process. Max does the words in Claude Cowork (strategy, plans, copy, briefs, summaries) and drives the tools. Sal does the pixels in the Design Studio (logos, brand imagery, collateral, video). Pip runs the Social Studio (drafts and, on approval, publishes posts). Naming them makes the engine concrete in the partner pitch; they stay subordinate to Maxxim and are never the accountable human. The accountable human is always the partner.
• The method is 3D plus Deepen, and the gates are mechanical. Discover, Design, Deploy, then Deepen, the compounding loop once the engine is live. Creative unlocks only as its briefs exist and a logo is locked. The gates are not friction, they are the moat, and they are the visible answer to the trust gap: a partner can see where a human decides.
• Human in the loop is the point, not a limitation. AI carries the repeatable 80 percent at speed; the human holds trust, taste, and judgement over the 20 percent clients pay for. AI proposes, the human decides and signs off. Good, fast, cheap stops being a trade-off when the human stays exactly where quality is decided. This is the marketing thesis, not a caveat.
• Finished, owned outcomes. Client websites are Astro, hosted on Cloudflare Pages on a free slug plus custom domains, images served from the Maxxim asset store, an embedded contact form now (newsletter and chat later). Sites are locked by default and can be unlocked to hand-editable HTML. The client owns the asset outright, which is the opposite of agency lock-in and a genuine marketing claim.
• A client portal and Ari. Clients can be given a cut-down, read-only portal with Files, Help, and a private business assistant called Ari. Partners and clients never see costs. This is how an end client experiences Maxxim, always through the partner, and it is a soft proof surface a partner can show.
• Build only the thin layer. Only Max plus the engine is built in-house; everything else is the best tool for each job and swappable. The marketing consequence: the proof surface and the cleared results do the persuading, not a large media budget, because the model is deliberately lean.

The go-to-market funnel this plan serves

Maxxim's funnel is not a single line from stranger to buyer. It is a two-layer funnel: first recruit and activate partners, then have those partners acquire and serve end clients on their own relationships. The Growth Diagnostic is the join between the two, and the partner community feeds learning, proof, and shared deal flow back into the top.

      THE GO-TO-MARKET FUNNEL (partner-led, near term)

   LAYER 1: PARTNER RECRUITMENT  (Maxxim markets to operators)
   +-----------------------------------------------------------+
   |  AWARE     founder network, operator referral, the        |
   |  3 July session invite; a live look at Max, Sal, Pip      |
   |  CONSIDER  the session as discovery + alignment; the       |
   |  live Jewell partner as the working example; Pottsville   |
   |  DECIDE    join the founding table; choose a door         |
   |  (license to deliver / refer for a fee); pilot terms      |
   +-----------------------------------------------------------+
                        |  partner activated
                        v
   LAYER 2: PARTNER-LED CLIENT ACQUISITION  (partner markets
            to their own end clients, any organisation type)
   +-----------------------------------------------------------+
   |  Partner introduces the option to a client they already   |
   |  hold; names a fast, owned outcome; a human accountable   |
   +-----------------------------------------------------------+
                        |  the universal first sale
                        v
   +-----------------------------------------------------------+
   |  GROWTH DIAGNOSTIC  $4,950, credited forward              |
   |  qualifies fit; low buyer risk; generates pilot data      |
   +-----------------------------------------------------------+
                        |  qualified, fit confirmed
                        v
   +-----------------------------------------------------------+
   |  3D ENGAGEMENT  strategy + launched, OWNED assets         |
   |  Max words | Sal pixels | Pip social; gated, signed off   |
   |  tradie/local | SME-mid | premium $25K-$250K (~$80K seen) |
   +-----------------------------------------------------------+
                        |  delivered, gate-signed
                        v
   +-----------------------------------------------------------+
   |  DEEPEN  the compounding loop after launch; highest LTV   |
   +-----------------------------------------------------------+
                        |
                        v
   community + compounding loop feed learning, proof, and
   shared deal flow back to LAYER 1 (see the engine loop below)

   CHANNEL NOW:   partner-led (Jewell = live flagship partner)
   CHANNEL LATER: self-serve portal (second front door) [OPEN]

Two reading notes. First, Maxxim's own marketing job near term is almost entirely Layer 1: recruiting the founding cohort. Layer 2 demand generation is the partner's job, run on their own relationships, which is why this plan is proof-led and partner-led rather than spend-led. Second, the Diagnostic is deliberately the single universal join: it is the only fully settled price, it lowers buyer risk because it is credited forward, and it is the clean repeatable sale that produces the pilot data the business plan needs to lock the floor, the clip, and the cap. Whether the Diagnostic is the front-door product remains OPEN and Clent's to confirm; it is planned as the adopted entry point, not asserted as settled.

1. Marketing Objectives

Five SMART objectives for the engagement period, each tied to a strategic priority from Business Plan. Targets track the business plan's leading indicators; where a baseline is TBD, the target is directional and requires Clent sign-off before it is treated as a commitment. Nothing here commits an OPEN economic figure.

Objective 1: Open the partner community at the 3 July session

• Objective statement. Run the 3 July session as a partner discovery and alignment session that opens the founding community, and produce a partner map.
• Linked strategic priority. Business plan Priority 1 (recruit and activate the founding cohort) and Priority 3 (stand up the community as a first-order asset).
• Success metric. A completed partner map; qualified operators aligned on the model who opt into the community cadence.
• Target. At least 8 to 12 qualified operators engaged, a partner map produced from the session, and at least 6 opting into the weekly table, by 3 July 2026. The exact session promise is OPEN and Clent's to finalise.

Objective 2: Sign the founding cohort

• Objective statement. Recruit and activate a founding cohort of trusted operators across both doors, license to deliver and refer for a fee.
• Linked strategic priority. Business plan Priority 1 (a working channel that lifts delivery off Clent's capacity).
• Success metric. Founding partners signed and onboarded to the platform and the standards.
• Target. 5 to 8 founding partners signed by 30 September 2026, seeded by the named pipeline (Alex and 3P with around 36 opportunities, Arran Aitken with a tradie database, Greg Johnson, Christy Kilmartin), with Jewell already live as the reference shape.

Objective 3: Make the Growth Diagnostic the repeatable first sale

• Objective statement. Establish the $4,950 Growth Diagnostic as the entry product every active partner sells as a clean, repeatable first transaction, credited forward.
• Linked strategic priority. Business plan Priority 2 (lock the unit economics through pilot runs); the Diagnostic is the pilot-data engine.
• Success metric. Growth Diagnostics sold per active partner inside the pilot window.
• Target. At least one Diagnostic sold per active partner by 30 September 2026, with a Diagnostic-to-engagement conversion baseline established from cohort runs.

Objective 4: Close the cleared-proof gap

• Objective statement. Source additional cleared, named case studies beyond Pottsville Acupuncture to strengthen both the partner pitch and the end-client close.
• Linked strategic priority. Business plan Priority 4 (close the proof gap), the single highest-value brand action in the brand strategy.
• Success metric. Cleared, publishable Maxxim-brand case studies in hand, honouring clearance rules and Jewell's own banner.
• Target. At least two additional cleared case studies beyond Pottsville by 31 December 2026, pending Clent's clearance decisions on internal runs.

Objective 5: Build the proof surface and the partner hub as the persuading assets

• Objective statement. Make maxxim.ai the credible proof surface and stand up the partner hub so the community has an online home from the founding session onward.
• Linked strategic priority. Business plan Priority 3 (the online hub) and the Resource Requirements (the site and cleared results do the persuading).
• Success metric. Site audit fixes actioned; partner hub live with the method library, weekly channel, deal-share board, and partner directory.
• Target. Site fixes live before 3 July 2026 (Jewell not "Joule", Paul Clancy as Client Partner, Pottsville added, two-door framing); partner hub operating by end of July 2026.

2. Target Audience Summary

The audience is two layers. Near term, marketing targets the partner layer; the end-client layer is reached through partners and is universal across organisation types. The table maps the segments that matter most to this plan to their funnel stage, channel affinity, key message, and priority. Segments are drawn from Audience Teardown and the Brand Strategy messaging framework.

Priority rationale. Near-term resources concentrate on Operator Owen, because the license door is the channel and the founding cohort is the proof. Referrers and specialists are recruited as the cohort needs reach and capacity. The end-client segments are real and universal (the Gate 1 aperture spans personal brand, solo operator, SME, corporate, not for profit, and all levels of government), but their demand generation is the partner's job, so this plan equips partners to win them rather than running direct end-client acquisition. The government and not-for-profit overlay is a deliberate later move via a vertical-strong partner, consistent with the business plan's recruit-by-vertical-pod guidance.

3. Channel Strategy

The channel mix is deliberately lean and proof-led. Maxxim cannot and need not out-spend horizontal AI players; the session, the live Jewell partner, the cleared proof, and the partner relationships do the persuading. The diagram shows how the channels divide between recruiting partners (Layer 1) and equipping partners to acquire clients (Layer 2). The table then maps each channel to funnel stage, rationale, role, and expected outcome.

      THE CHANNEL MIX

      LAYER 1: RECRUIT PARTNERS (Maxxim-run)
      +--------------------------------------------------+
      |  THE 3 JULY SESSION  (discovery + alignment)     |
      |  FOUNDER NETWORK + WARM REFERRAL  (direct, 1:1)  |
      |  PARTNER HUB  (method library, weekly channel,   |
      |               deal-share board, directory)       |
      |  LINKEDIN ORGANIC  (operator-to-operator reach)  |
      +--------------------------------------------------+
                        |
      SHARED: carry PROOF + POSITION to both layers
      +--------------------------------------------------+
      |  MAXXIM.AI  (the proof surface; Pottsville;      |
      |             Max, Sal, Pip shown as a system)     |
      |  EMAIL  (cohort nurture + community rhythm)      |
      |  PR / EARNED  (category-defining story)          |
      |  SEO  (foundational, category + method terms)    |
      +--------------------------------------------------+
                        |
      LAYER 2: EQUIP PARTNERS TO ACQUIRE CLIENTS
      +--------------------------------------------------+
      |  PARTNER ENABLEMENT KIT  (Diagnostic one-pager,  |
      |   pitch walkthrough, Pottsville case, gate deck, |
      |   the read-only portal + Ari as a soft demo)     |
      |  PARTNER-OWNED CHANNELS  (their relationships,   |
      |   their networks, vertical databases) -- run by  |
      |   the partner, supported by Maxxim assets        |
      +--------------------------------------------------+

4. Campaign Framework

Three campaigns for the engagement period, each specific enough to brief a Deploy phase specialist. All budgets are illustrative and pending Clent sign-off; the marketing-brand spend is deliberately modest because the model is proof-led and partner-led.

Campaign 1: The Founding Table (the 3 July session)

• Objective. Run the session as a partner discovery and alignment session that opens the community, and produce a partner map.
• Target audience. Operator Owen (license door) primary; Connector Carol (refer door) secondary; the named pipeline as the seed list.
• Channels. The session event; founder network and warm 1:1 referral; email invitation and follow-up; LinkedIn organic to profile the moment; maxxim.ai as the proof surface attendees check; a live walkthrough of Max, Sal, and Pip running the method, with Jewell as the working example.
• Key message. You are not buying a tool, you are joining a table where trust, taste, and judgement are shared and everyone is stronger for it. The engine behind the partner, not the name on the door. Run as discovery and alignment, invite rather than sell. The exact session promise wording is OPEN and Clent's to finalise.
• KPIs. Qualified operators engaged; partner map produced; community opt-ins; warm follow-up conversations booked.
• Estimated budget. Low, illustrative: venue or platform, materials, and the live walkthrough. The cost is preparation and facilitation time, not media.
• Timing. Now through 3 July 2026, with follow-up into the week after.

Campaign 2: The Founding Cohort (July to September recruitment)

• Objective. Convert session interest and the named pipeline into 5 to 8 signed, onboarded founding partners, and stand up the first repeatable Diagnostic sales.
• Target audience. Operator Owen primary; Connector Carol and Specialist Sasha as the cohort needs reach and module capacity.
• Channels. Direct founder conversations; the partner hub for onboarding and the weekly table; email nurture against the cadence; the partner enablement kit to support each partner's first Diagnostic sale; Jewell as the reference every new partner is onboarded against.
• Key message. Join the founding partner cohort: license a proven method, keep your margin and your relationship, and help prove the economics nobody else will get to shape. Partner economics are set in structure; the exact floor and clip are being proven through the cohort. No number is stated.
• KPIs. Founding partners signed; partners onboarded to platform and standards; Growth Diagnostics sold per active partner; weekly-table participation rate; Diagnostic-to-engagement conversion baseline.
• Estimated budget. Low to modest, illustrative: onboarding materials, the enablement kit, partner-hub setup, and light community facilitation. A founding-cohort risk reversal (a low or waived platform floor during the pilot) is illustrative and requires Clent sign-off.
• Timing. July to September 2026, the founding-cohort window.

Campaign 3: Proof and Position (cleared case studies and the category story)

• Objective. Close the cleared-proof gap beyond Pottsville and plant the category flag in the empty quadrant before an incumbent borrows the language.
• Target audience. Operator Owen and Director Diane (proof gates both the partner pitch and the end-client close); the wider market for the category story.
• Channels. maxxim.ai (the proof surface); PR and earned media; LinkedIn organic; email to the cohort and pipeline; SEO content on the category and the method.
• Key message. A proven method, run by a human, at AI speed. Fast and accountable and method-backed, delivering finished outcomes the client owns. Lead with Pottsville; add cleared proof as it clears. Honour clearance: OTR internal only, Hidrive percentages only, Jewell's named results under Jewell's banner.
• KPIs. Cleared, publishable case studies in hand; earned coverage placements; organic visibility on category and method terms; proof-asset engagement on the site.
• Estimated budget. Modest, illustrative: case-study production (writing, light Sal design, clearance handling) and PR outreach time. Earned, not paid, is the emphasis.
• Timing. Rolling, July through December 2026, anchored to the quarterly showcase as a case-study factory.

5. Always-On Activity

The ongoing engine that runs between campaigns. Cadences are specific so a Deploy phase specialist can execute without re-briefing. The emphasis is light and sustainable, consistent with the business plan's warning that the community must stay a flywheel, not a support burden. Where the work is production rather than judgement, Max drafts the words and Pip drafts the social, and a human signs off, which is the model marketing itself.

Content marketing

• Themes. The 80/20 thesis (AI runs the repeatable 80 percent through Max, Sal, and Pip, the human owns the accountable 20); the trust gap and how the mechanical gates close it; finished-and-owned outcomes on the client's own domain versus agency lock-in; the partner community as a moat; the method, explained without giving away the gate; the live Jewell partner as the working example.
• Cadence. One substantial article or proof piece per fortnight, published to maxxim.ai and repurposed to LinkedIn. A Pottsville-led case study refreshed and extended as new proof clears.
• Distribution. maxxim.ai as the home; LinkedIn organic as the amplifier; email to the cohort and pipeline as the push.
• Responsible party. In-house (Clent for method authority and sign-off, Max for drafting, ops support for production), specialist help only as needed. Supports Campaign 3.

Social media

• Platform. LinkedIn, the operator-to-operator surface, as the primary and near-only organic channel. No consumer-platform spread; that is not where this audience is.
• Cadence. Two to three posts per week from the founder and the brand: one sharp, true claim per post. No exclamation marks, so the claim carries the emphasis.
• Content pillars. The three messaging pillars from the brand strategy: the engine for your judgement (80/20); the human at every gate (trust gap); the community is the moat (stronger together). Plus cleared proof moments and the Jewell example.
• Responsible party. In-house, founder-led voice, with Pip drafting where useful and a human approving before publish (via Buffer). Supports Campaigns 1, 2, and 3.

Email marketing

• Streams. A recruitment nurture for the pipeline and session invitees; a community-rhythm stream that carries the weekly table prompt, the monthly business review, and the quarterly showcase; a light end-client-proof stream partners can co-send.
• Cadence. Recruitment nurture: roughly weekly in the run-up to 3 July, then as the cohort progresses. Community rhythm: weekly table prompt, monthly review note, quarterly showcase invitation. Proof stream: when new cleared proof lands.
• Segmentation. By door (license, refer, specialist) and by funnel stage (pipeline, attended session, signed partner). Automation triggers: session registration, cohort sign, first Diagnostic sold.
• Responsible party. In-house, light facilitation, running on Cloudflare routing or Google Workspace. Supports Campaigns 1 and 2 and the community.

SEO

• Focus areas. Technical health of maxxim.ai first (the audit fixes, clean indexing, fast pages on Astro and Cloudflare); then content depth on the category and the method; light, earned link building through PR and cleared case studies rather than paid links.
• Priority themes. The category (the trustworthy middle between slow agencies and risky AI tools), the method (gated, human-accountable growth), and the entry step framed around Jewell's lead word, growth. Maxxim's own category lead word is OPEN and is not built into keyword targeting until Clent settles it.
• Cadence. Technical pass at launch and monthly thereafter; content aligned to the fortnightly publishing rhythm; a quarterly review of rankings and coverage.
• Responsible party. In-house with specialist support for the technical pass. Foundational now, it matters most ahead of the later self-serve portal front door.

6. Budget Allocation

Maxxim-brand marketing is deliberately proof-led and partner-led, not spend-led. The total is a modest brand-and-recruitment budget, not an end-client demand-generation budget, because end-client demand generation is the partner's job in the partner-led model. Every figure below is illustrative, pending pilots, and requires Clent sign-off. The percentage split reflects the funnel: the heaviest weight sits on the founding session, the community engine, and proof, because those are what actually move the near-term motion.

Brand versus performance split. Recommended emphasis is roughly 70 percent brand-and-community building and 30 percent direct-response recruitment activity, the inverse of a typical performance-led plan. The rationale is the stage and the model: Maxxim is recruiting a small, high-trust founding cohort through demonstration, a live partner, and relationship, not buying end-client leads at volume. The trust gap is closed by proof and a human, not by a click. Performance-style direct response is concentrated in the recruitment nurture and the enablement kit; brand-and-community spend carries the session, the hub, proof, and PR.

Contingency. Ten percent is held in reserve, at the top of the 5 to 15 percent band, because several inputs are OPEN (economics, the category word, the session promise) and an opportunistic vertical-pod partner or PR moment may warrant fast reallocation.

ROI expectations. Stated as ranges, not false precision, and pending the pilot economics the business plan will lock. The session and founder-network recruitment should be the highest-return activity, because a single signed partner unlocks a delivery channel and recurring floor-plus-clip revenue (rates illustrative). Proof and PR are slower-return but de-risk the whole position. The partner hub returns through retention and shared deal flow, engagements no single member would win alone. SEO is the longest-horizon, lowest-immediate-return activity, justified by its compounding nature and its role ahead of the portal. The four unit economics (contribution margin per engagement, cost-to-serve per partner, client LTV, break-even partner count) remain TBD until the cohort runs; no ROI here should be treated as locked.

7. Marketing Calendar

A timeline from now through the 3 July session and across the founding-cohort window, with always-on activity overlaid and key dates marked. Campaign windows, content milestones, and the community cadence all appear.

   MARKETING CALENDAR  (2026)

   LATE JUN        | 3 JUL      | JUL          AUG          SEP        | Q4
   (now -> launch) | SESSION    | ----- FOUNDING COHORT WINDOW ------ | ongoing
   ----------------+------------+-------------------------------------+--------
   CAMPAIGN 1      |####KEY DATE|
   Founding Table  |  partner   |
   (the session)   |  map out   |
                   |            |
   CAMPAIGN 2      |            |#####################################|
   Founding Cohort |            |  recruit -> sign 5-8 -> onboard ->  |
   (recruit+sign)  |            |  first Diagnostics sold per partner |
                   |            |                                     |
   CAMPAIGN 3      |   ##############################################-> rolling
   Proof + Position|   Pottsville live; cleared proof added as it    |
                   |   clears; PR + category story; case-study       |
                   |   factory off the quarterly showcase            |
   ----------------+------------+-------------------------------------+--------
   ALWAYS-ON (overlaid across the whole period):
   Content   o----fortnightly article / proof piece----o----o----o----o
   Social    LinkedIn 2-3x per week, founder-led, one true claim each
   Email     weekly recruit nurture pre-3Jul; then cohort + rhythm
   SEO       site fixes + technical pass at launch; monthly thereafter

   COMMUNITY RHYTHM (begins at the founding session):
   WEEKLY    open table (30-45 min, async option)
   MONTHLY   business review (pipeline + roadmap line)
   QUARTERLY strategy + showcase (case-study factory; locks economics)
   ANNUAL    offsite (the family glue) -- beyond this window

   KEY DATES + MILESTONES:
   * BEFORE 3 JUL: maxxim.ai audit fixes LIVE (Jewell not Joule;
     Paul Clancy as Client Partner; Pottsville added; two-door framing)
   * 3 JUL: session = founding meeting; OUTPUT = partner map
   * END JUL: partner hub operating; first onboarded partners
   * THROUGH SEP: >=1 Diagnostic per active partner; cohort 5-8 signed
   * BY 31 DEC: >=2 additional cleared case studies beyond Pottsville

Content milestones. The site fixes are the gating milestone before 3 July; the session materials and the live Max, Sal, and Pip walkthrough must be ready for the session; the partner enablement kit must be ready for the first onboarded partners in late July; cleared case studies are produced rolling, anchored to the quarterly showcase as a case-study factory.

8. Measurement Framework

Measurement is built around the business plan's leading and lagging indicators and the four unit economics the cohort must lock. The framework names the primary metric per channel, the attribution approach, the reporting cadence, the tools, and the benchmarks. Where a baseline is TBD, the founding cohort is what converts it into a number.

Attribution approach

Two attribution layers, because there are two layers to the funnel. For Layer 1 partner recruitment, use a simple first-touch-plus-confirmed-source model: record where each partner first heard of Maxxim (the session, founder network, referral, LinkedIn) and confirm the source at sign, since the deal turns on a near-solo decision and a direct founder relationship rather than a multi-touch web journey. For Layer 2 client acquisition, the decisive thing is the documented lead-source rule the business plan calls for: every engagement is tagged partner-sourced, Maxxim-sourced, or referred before delivery begins, because that tag drives the clip scaling and the finder's fee. This is not classic marketing attribution, it is the commercial attribution the revenue model depends on, and it must be a simple written rule in place before the first Maxxim-sourced deal.

Reporting cadence

• Fortnightly. Recruitment progress: pipeline movement, conversations booked, partners signing. The near-term proof of the channel.
• Monthly. The community business review (pipeline, active engagements, Diagnostics sold, participation) folded into the partner cadence so reporting and the community rhythm are the same meeting.
• Quarterly. The strategy-and-showcase review: cleared proof added, the next vertical set, and the pilot economics reviewed against the four unit economics. This is where illustrative numbers move toward locked.

Tools required

• The Maxxim platform and the partner hub (the extended dashboard) for partner activity, Diagnostics, engagements, and the deal-share board.
• Per-action cost logging (owners only) as the measurement instrument for contribution margin per engagement, feeding the unit economics.
• A simple lead-source attribution mechanism that supports clean clip scaling, the commercial spine of the measurement.
• Web analytics on maxxim.ai (privacy-respecting, behind Cloudflare) for proof-surface engagement and enquiry.
• Email platform reporting for nurture and rhythm; LinkedIn native analytics for organic reach; Buffer for publish tracking.
• A light CRM or pipeline tracker for the named recruitment pipeline and partner status.

Benchmarks

Most baselines are TBD because Maxxim is pre-scale and the brand motion is early; that is expected and is precisely what the founding cohort resolves. Where an external benchmark exists, the relevant anchors are the real ones: the Growth Diagnostic at $4,950, the premium band of $25,000 to $250,000 with a recent run near $80,000, and the specialist module near $1,500. The four unit economics (contribution margin per engagement, cost-to-serve per partner, client LTV, break-even partner count) are the benchmarks to establish, not assume, through the cohort.

9. Channel Integration Notes

The channels are designed to work as one motion, not in silos. The centre of the plan is the community-as-growth-engine loop, followed by cross-channel synergies, the handoff points, the messaging consistency, and the data flow.

The community as a growth engine: the compounding loop

The most important integration is not channel-to-channel, it is the community feeding the whole funnel. The partner community is itself a growth engine: it compounds knowledge and shares deal flow, so the more partners run, the better the method, Max, Sal, and Pip, and the proof become for everyone, and the more work the network creates that no member would win alone. The loop below is the strategic centre of this plan.

      COMMUNITY-AS-GROWTH-ENGINE LOOP

            +------------------------------+
            |  PARTNERS RUN ENGAGEMENTS     |
            |  (Diagnostic -> 3D -> Deepen) |
            +------------------------------+
                  |                  |
        wins + cleared        client friction +
        case studies          shared learnings
                  |                  |
                  v                  v
      +-------------------+   +----------------------+
      |  PROOF LIBRARY    |   |  COMPOUNDING LOOP    |
      |  grows (cleared)  |   |  method + Max/Sal/Pip|
      |  -> stronger      |   |  improve for EVERY   |
      |  pitch + close    |   |  partner (a flywheel |
      +-------------------+   |  a lone operator     |
                  |           |  cannot build)       |
                  |           +----------------------+
                  |                  |
                  v                  v
            +------------------------------+
            |  DEAL-SHARE BOARD + DIRECTORY|
            |  partners refer across       |
            |  strengths; network creates  |
            |  work no member wins alone    |
            +------------------------------+
                          |
                          v
            +------------------------------+
            |  BELONGING + SHARED QUALITY  |
            |  partners stay; standard held|
            |  by the community, not 1 op  |
            +------------------------------+
                          |
                          v
            +------------------------------+
            |  STRONGER RECRUITMENT PITCH  |
            |  "join a table, not a vendor |