Onboarding
Nine roles, nine different jobs to be done. Each section below is a set of concrete situations, not a feature list, mapped to the exact tab or tool that resolves them.
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Account Director Agency, client-facing
Owns the day-to-day of one or more client relationships. Needs to walk into every client conversation already knowing what changed.
Prepping for a quarterly business review
- Situation
- QBR in two days. Client leadership may have shifted, and you don't want to find out live.
- What they use
- MovesBrands & Agency Check People Moves for anyone new on the client's marketing team, then pull the brand's agency-assignment history and confidence rating.
- Outcome
- Walks in citing the client's own recent changes back to them, instead of being told about them.
Defending the account during a review
- Situation
- Rumor that the client is quietly meeting other agencies.
- What they use
- Radar Tracks the account; new press, hires, or deal activity surface automatically instead of via the grapevine.
- Outcome
- Gets an early signal instead of a surprise resignation letter.
Building the renewal pitch
- Situation
- Needs a tailored renewal narrative, fast, without starting from a blank doc.
- What they use
- OBS Pitch Builder Generates talking points and an email draft from the account's profile. Live Meeting Mode keeps it on-screen during the call itself.
- Outcome
- Spends the prep time on strategy, not formatting.
AdTech Sales Vendor, AE / BDR
Sells a DSP, retail media, or measurement platform into agencies and brands. Needs a name to call and a reason to call them.
Finding the right person to call
- Situation
- Has a target brand, not a contact.
- What they use
- Key Contacts Crowdsourced names and titles at the brand or its agency of record, so outreach isn't a cold "info@" guess.
- Outcome
- Opens with a name and a title, not "to whom it may concern."
Handling "how are you different from X"
- Situation
- Prospect is already using a competitor and wants a side-by-side.
- What they use
- AdTech Compare Pulls parent company, revenue, formats, and data sources for both vendors into one table, exportable as a battlecard.
- Outcome
- Answers the objection with a table instead of a vague pitch.
Timing the outreach to news
- Situation
- Wants to reach out right after something relevant happens, not three weeks late.
- What they use
- RadarArticles Tracks the target account and its category feed for funding, leadership, or account-review news.
- Outcome
- The opening line references something that happened this week.
CMO Brand, client-side
Owns the marketing budget and the agency roster. Needs the category picture without reading fifteen trade publications a day.
Sanity-checking the holding company picture
- Situation
- A holdco M&A headline breaks and the board wants to know if it touches their agency.
- What they use
- M&ABrands & Agency Traces the deal to the actual holding group and checks which of their brands sit under it.
- Outcome
- Answers the board with the specific exposure, not a guess.
Shortlisting a new retail media or measurement vendor
- Situation
- Procurement wants three comparable vendors before a call gets booked with any of them.
- What they use
- AdTech Filters the vendor directory by type and market, compares options before ever taking a sales call.
- Outcome
- Enters vendor conversations already knowing the field.
VP Sales / Business Development Agency or vendor, leadership
Runs a team, not a single account. Needs to know where the team's attention is going and where it should go next.
Seeing what the team is actually tracking
- Situation
- Wants visibility into which accounts reps have flagged as priorities, without a status-update meeting.
- What they use
- Radar team view A shared list of tracked accounts with notes and last-viewed dates.
- Outcome
- Sees coverage gaps directly instead of asking for them.
Briefing the team on a new vertical push
- Situation
- Leadership wants a push into a category the team hasn't sold into before.
- What they use
- Insights / VerticalsGlossary The category's brand and agency landscape, plus the jargon the team needs before the first call.
- Outcome
- The team's first calls sound informed, not exploratory.
Agency Teams Planners, strategists, media buyers
The people doing the work behind an account, not managing the relationship. Need fast orientation, not a research project.
Getting up to speed before a client kickoff
- Situation
- Staffed onto a new account with two days' notice.
- What they use
- Brands & AgencyGlossary The brand's category, parent company, and agency history, plus definitions for any unfamiliar terms.
- Outcome
- Shows up to the kickoff already oriented.
Keeping a daily pulse on the industry
- Situation
- Needs to stay current without scanning a dozen separate trade sites.
- What they use
- Articles One feed, filtered by topic tags and saved collections. Calendar for the events actually worth attending.
- Outcome
- Fifteen minutes a day instead of fifteen open tabs.
Advertisers Brand marketing managers
Runs the day-to-day of the marketing budget without necessarily owning the agency relationship at the CMO level.
Checking who actually holds the account
- Situation
- Inherited a brand and isn't fully sure which agency owns which piece of the business.
- What they use
- Brands & Agency Assignment history per discipline (media, creative, data), each with a confidence label (Confirmed / Likely / Unconfirmed).
- Outcome
- Knows who to call before the next brief goes out.
Sourcing a vendor without a formal RFP
- Situation
- Small, discrete need (a measurement tool, a retail media partner) that doesn't justify a full procurement cycle.
- What they use
- AdTech Browses the vendor directory directly instead of waiting on an agency recommendation.
- Outcome
- Moves on a small decision without a six-week process.
Partnerships Agency & platform partnerships
Manages relationships between agencies, platforms, and vendors rather than a single client or a sales quota. Needs to know who's who and what's shifting before it becomes a partner's press release.
Vetting a prospective partner before signing
- Situation
- About to formalize a partnership and needs the full picture, not just what the partner's own deck says.
- What they use
- Brands & AgencyRadar The partner's holding structure, client roster, and confidence-rated agency assignments, then tracks them going forward.
- Outcome
- Signs with a real picture of who the partner actually works with.
Staying ahead of a partner's leadership change
- Situation
- A partner org reshuffles and the relationship's champion is suddenly gone.
- What they use
- Moves Surfaces people moves across agencies and holding companies as they happen.
- Outcome
- Reaches out to the new contact before the relationship goes cold.
Sizing up where a partnership stands competitively
- Situation
- Leadership wants to know if a given partnership is still strategically worth the investment.
- What they use
- Market Intel Anonymized win/loss and market positioning benchmarks for the category.
- Outcome
- Backs the renew/renegotiate/exit call with actual market data.
Solutions Consultant Platform, pre-sales / implementation
Helps a prospect or client actually get value out of a platform, technical and vendor-landscape questions included. Needs answers a slide deck doesn't have.
Running a competitive technical demo
- Situation
- Prospect is evaluating two or three platforms side by side and wants specifics, not marketing claims.
- What they use
- AdTech Compare Parent company, revenue, formats, and data sources for every option in one exportable table.
- Outcome
- Answers the comparison question with data instead of talking points.
Speaking the client's language on unfamiliar terms
- Situation
- A client-side stakeholder uses a term mid-call that the consultant needs to define correctly, on the spot.
- What they use
- Glossary Plain-English definitions for the terms that come up in implementation conversations.
- Outcome
- Never has to say "let me get back to you" on vocabulary.
Building the business case for a rollout
- Situation
- Needs a tailored value narrative for a client's specific setup, fast.
- What they use
- OBS Pitch Builder Generates talking points and a draft narrative from the account's profile.
- Outcome
- Walks into the implementation kickoff with a case already built.
Traders & Media Buyers Programmatic, agency or in-house
Buys media day-to-day across DSPs, SSPs, and marketplaces. Needs the vendor landscape and supply-side shifts, not brand strategy.
Choosing between DSPs or SSPs for a buy
- Situation
- Needs to pick a platform for a specific buy and justify the choice.
- What they use
- AdTech Filters and compares DSPs, SSPs, and retail media platforms by format, market, and data source.
- Outcome
- Picks a platform with a reason attached, not a habit.
Catching a supply-path shift before it hits a live campaign
- Situation
- An M&A deal between vendors could quietly change inventory access or terms mid-flight.
- What they use
- M&A Tracks deal activity across the AdTech supply chain as it's announced.
- Outcome
- Adjusts the buy ahead of the disruption instead of after.
Not missing the event that actually matters
- Situation
- Programmatic-relevant conferences and summits are scattered across a dozen organizers' own sites.
- What they use
- Calendar One place for the industry's conferences, summits, and deadlines.
- Outcome
- Shows up to the two events worth attending instead of missing all of them.
Not sure which of these is you? Most people are more than one.
Set your role & country and start with whichever tab matches what you need right now.