A quarter is long enough to define what your marketing is actually trying to do, test the assumptions that matter most, and hand your team a playbook they can run on Monday. That's the method. It's not a course and it's not a retainer — it's one focused engagement with a written outcome.
You're executing. The campaigns run, the content ships, the calendar is full. But you don't yet have a written system that tells your team what the next quarter should look like without asking you. That's the gap the 90-day playbook closes. It's built for founders who lead marketing teams of five or fewer — or for marketing leads who want a senior sparring partner through a strategic reset.
A marketing plan describes what you'd like to happen. A playbook describes how decisions get made when reality diverges from the plan — which it always does. The difference isn't the format. It's that a playbook was built inside the actual constraints of your business, tested against your real buyer data, and written in a language your team can interpret without you in the room.
Plans assume you know the priorities. Playbooks define them. — Most marketing plans start with a goal and backfill the activities. A playbook starts with the constraint — your real capacity, your best-converting channel, the two bets that actually move the needle — and builds the quarters from there.
Plans live in decks. Playbooks live in the team. — A plan needs the founder to explain it. A playbook is written so anyone on the team can open it and know what to do next. The test: can your newest hire make a good decision using it at 9am on a Monday without calling you?
Plans are abandoned by week six. Playbooks are defended. — When a plan fails its first assumption, it gets revised into meaninglessness. A playbook has explicit decision rules: if this metric drops below X, we do Y before we talk about changing the budget. It survives contact with the quarter.
"A marketing plan is a statement of intent. A playbook is a statement of how."
Each engagement runs the same three-phase structure, adapted to your specific situation. We work together through it — I bring the structure and the senior pattern recognition from 25+ years building marketing at GetYourGuide, ZenMate, ProSiebenSat.1 and beyond. You bring the business knowledge only you have. The output is yours.
We look at the business honestly: the offer, the buyers, the channels that are actually working versus the ones you're running on inertia. We define the constraint — the one thing that, if fixed, makes everything else easier.
We write the marketing operating system together: the channels, the KPIs, the decision rules, the content cadence, the AI-workflow integrations. Every session produces a written output that goes into the playbook document.
The team runs the playbook under my observation. We catch the places where reality diverges from the written system and adjust. By week twelve, your team is operating independently. The sparring is done. The playbook stays.
90-minute working sessions, typically every two weeks. Between sessions: written outputs, short feedback loops, and a standing channel for tactical questions that can't wait.
Every 90-day engagement now integrates AI-native workflows — not as a separate module but as the default way your team operates marketing going forward. Briefing, content, data interpretation, campaign loops.
I'm based in Berlin and work with business owners across DE, AT, CH and internationally. The method was designed for remote — most of the best sessions happen in the written outputs between calls, not on the calls themselves.
Ongoing sparring beyond the 90-day playbook — for founders who want a senior peer long-term.
Your website is the only digital asset you fully own. We make it machine-readable.
Editorial playbooks for small teams — without an agency budget.
The paid playbook for teams that want to think in loops, not just run campaigns.
My role ends when your team owns the operating system. When the work shifts to operational execution — running campaigns at scale, building technical infrastructure, shipping at speed — my partner studio intellix.one takes over the operational side. Same standards. Complementary roles.
The 90-day engagement works because it's long enough to go deep and short enough to stay focused. If you're ready to move from a marketing plan that lives in a slide deck to a marketing operating system your team actually runs, the conversation starts here. Thirty minutes, always without cost.