Touchpoints
The squares on the map.
A touchpoint is a place a customer is trying to finish a job. Buy AI for that job — not for a department name.
Owned web
Website & landing pages
The first owned surface most customers still use to judge whether you are credible and relevant.
Build / web
Web experience build & iteration
Turn a validated offer, campaign, portal or workflow into a working website or app — then iterate without waiting for a full development cycle.
Search / thought leadership
Organic content & SEO
Articles, guides, and resources that attract demand and answer questions before a conversation starts.
Ads
Paid creative & testing
The message and asset that paid attention carries — variants, angles, and visual tests. Not the system that decides, paces, or explains spend.
Ads / trading
Campaign operations & media buying
Build, launch, QA, pace and optimise campaigns while a marketer retains control. Automation can waste money faster than a human can.
Measurement
Revenue attribution
Which campaign and sales touches appear connected to qualified pipeline, won revenue, CAC and margin — not platform-reported conversions.
Planning / finance
Media-mix & incrementality
Where the next budget should go, accounting for saturation, upper-funnel impact and incrementality. Stronger for planning than for day-to-day campaign diagnosis.
Ecommerce / merchandising
Product imagery & catalogue
Turn basic packshots into consistent, on-brand PDP, marketplace and campaign stills. Product truth — not a mood board.
Ecommerce / visual
Product-in-context & staging
Show the actual product realistically in a room or lifestyle setting — home, furniture, décor, and staging that keeps the architecture honest.
Ecommerce / fashion
Virtual try-on & fashion
Show garments on diverse models at a credible size and fit — more than a generic image generator in a dress.
Ecommerce / PDP
Product video & PDP motion
Short motion on the product page: spin, detail, lifestyle cut. Requires a truth lock — real reference assets, fixed SKU rules, human review, no invented function or fit.
Paid social / ads
Performance video ads
Product photo or URL into short, testable paid-social variants. Not a presenter avatar, and not a substitute for product photography.
Ecommerce / AR
3D / AR product discovery
Let shoppers inspect, rotate and place the product in their own space — furniture, appliances and higher-consideration goods.
Social / community
Social & community
Public proof, conversation, and belonging — where brands either sound human or sound automated.
Email nurture
Sequences and newsletters that keep a relationship alive between visits.
On-site chat / agent
Website conversation
The live conversation on your site: answers, guidance, qualification, and handoff. A brand-owned front door — not a contact-centre queue.
Product / sales
Self-serve product demo
A clickable tour, sandbox, or safe product clone the buyer can run without a live SE — with signals, not just a video.
Forms
Enquiry & forms
The structured ask: contact, quote, demo, or booking — often the leaky bucket of otherwise good sites.
Call / meeting
Sales conversation
Discovery calls, demos, and commercial conversations where trust is won or lost in an hour.
Email / LinkedIn / phone
Outbound prospecting
The seller-initiated first touch: research, sequence, reply, and book — before the buyer has raised a hand.
Data / sales ops
Account intent & identification
Knowing which accounts and people are in-market — from the site, the product, or third-party signals — before they fill in a form.
Documents
Proposal & quote
The buyer-facing commercial artefact: a tailored proposal or quote for one deal, not a shredded RFP.
Documents / slides
Sales presentation
The deck for the room or the webinar: generated from a brief, transcript, or source document — not the signed commercial offer.
Procurement / legal
RFP & security questionnaire
Formal buyer paperwork: RFPs, RFIs, RFQs, DDQs, and security questionnaires. High volume needs go/no-go, evidence, and review routing — not a pretty PDF.
Internal / legal
Negotiation preparation
The internal dossier before a commercial conversation: stakeholders, objections, alternatives, discount guardrails, and contract redlines.
Enablement
Sales-meeting rehearsal
Practice for discovery, demos, objections, executive rooms, and negotiation against a realistic AI buyer — before the real meeting.
Channel / PRM
Partner programme & recruiting
Design the programme and find the right resellers, SIs, agencies and alliances — not affiliate or creator networks.
Partner portal / learning
Partner onboarding & knowledge
Certification, programme rules, and product answers a new partner needs before they can sell without embarrassing both sides.
Partner portal
Partner portal & resource hub
The hub partners log into for assets, training, deal status and programme answers — a web experience, not the PRM source of truth.
Partner data / sales
Account mapping & co-sell
Overlap between your book and a partner’s: joint accounts, warm paths, and shared opportunities — not a spreadsheet swap.
Enablement
Partner sales activation
Partner-facing enablement: current content, battlecards, deal plays, certification and just-in-time guidance — a different audience from your own sellers.
PRM / CPQ
Deal registration & channel quoting
Register the deal, protect it from conflict, and let a partner generate a governed quote — not the same self-serve CPQ your direct sellers use.
Commerce / finance
Channel pricing & incentives
Partner-tier price, discounts, approvals, rebates and incentives. Direct CPQ is not enough if partners can quote off-book.
Channel ops / RevOps
Partner attribution & performance
Sourced versus influenced partner revenue, inactive versus high-potential partners, and the QBR story. Often a platform capability, not a separate AI-native category.
Search / answer engines
AI search visibility (AEO / GEO)
Whether AI systems can crawl, understand, cite, and recommend the brand — next to, not instead of, conventional SEO.
Revenue ops
Pipeline & forecast
The internal picture of what will close — inspection, risk, and the story leadership tells the board.
Commerce / legal
Checkout & contract
The moment of commitment — signature, payment, or order — where friction feels like doubt.
Success / product
Onboarding
First days after the yes: setup, education, and the first proof that buying was the right call.
Product / delivery
Product or service use
The ongoing experience of using what was bought — the real product, not the sales story.
Helpdesk / care
Support & care
Tickets, chat, voice, and care conversations when something is unclear, broken, or urgent. Includes enterprise CX and contact-centre agents — a different product from a brand-owned website conversation.
Finance ops
Billing & admin
Invoices, seats, renewals, and the unglamorous work that still shapes trust.
Advocacy
Review & referral
The ask for proof: reviews, case studies, introductions — only works if the experience earned it.
Live / video
Events & webinars
Live or recorded gatherings that create shared context faster than a landing page.
Messaging
Messaging (WhatsApp, chat)
High-trust, high-expectation channels where customers write the way they text friends.
Team
Internal knowledge
The stack the customer never sees: wikis, playbooks, and the answers your team should share.