PN

Decision record

Commit to a trust-led landing page experiment for paid + organic mid-funnel traffic for 6 weeks.

decisionpending commitMission · Increase qualified pipeline by 20%Owner · Sofia AlvarezMade · 2026-07-19Review · 2026-09-01Confidence · 72%Human confirmed

Decision lineage

signals→
ideation→
deliberation→
decision→
experiment→
execution→
outcome→
learning

Decision rationale

Problem
Activity-heavy demand is not producing qualified pipeline.
Selected option
Trust-led landing pages
Alternatives rejected
Increase demo campaign spend; Hybrid inbound trust + outbound demos
Supporting evidence
e1, e2 · enterprise proof asks + SQL by channel
Remaining objections
Sales argues demo volume still matters for brand presence in competitive deals; proposes hybrid: keep outbound demos, change only inbound pages.
Key assumptions
a1 · Trust signals raise SQL quality
Constraints
Q3 budget · shared creative capacity
Expected outcome
SQL rate from 12% to ≥18% in 6 weeks

Changes and review history

  • 2026-07-19
    Original decision drafted from Contribution Room
  • 2026-07-19
    Minority position preserved from sales
  • Pending
    Awaiting owner commit / amendment