A campaign is only as strong as its handovers.

Traffic is not a result. Registration is not a sale. Teams build a list of channels and tactics, then call it a launch plan. Each activity can work while the commercial result still fails. The handovers are missing: attention does not reliably become an entry point; engagement does not create a known prospect; a known prospect does not reach trial, demo or sale; and the sale does not trigger useful follow-up. Nobody owns the gap between steps. Make one visible chain: ATTENTION → ENTRY POINT → ENGAGEMENT → KNOWN PROSPECT → TRIAL / DEMO → SALE → FOLLOW-UP. For each handover, state the next action, owner, evidence or KPI, and what happens if it fails. Move to the next phase only when the current stage has produced its required evidence.

Do not optimise the activities. Fix the handovers.