T67 Quarterly renewal brief
Quarterly renewal brief
The quarter at Larkspur Cycles, assembled for the renewal conversation: what Lantern Row Advisory recommended, what Tessa Lund decided, what is complete, what is still open and how the agreed metrics moved. Prepared by Ruth Adeyemi, fractional CMO, for the Lantern Row practice owner and Tessa Lund, head of marketing. The next-term proposal is kept separate from this record. The renewal date, Nov 30, 2026, is 60 days from October 1.
Sample template: the firm, people, clients and figures are fictional.
Everything on this page is client-visible except the section marked internal only.
Decisions and outcomes
Every recommendation raised in the quarter, with the decision and what happened next. Open items are reported as open, not as delivered.
| Recommendation | Raised | Decision | Outcome |
|---|---|---|---|
| Move the cart abandonment email to one hour after exit | Aug review | Complete, live Aug 17 | |
| Add the dealer locator to every e-bike product page | Aug review | Complete, live Aug 21 | |
| Publish the commuter fit guide | Aug review | Complete, live Sep 1 | |
| Start a weekly dealer order report | Aug review | Complete, first report Aug 28 | |
| Tag the spring test landing pages consistently | Sep review | Complete, Sep 18 | |
| Rebuild the post-purchase email series | Sep review | Complete, live Sep 30 | |
| Collect dealer stock feedback each month | Sep review | ||
| Send the dealer email sequence | Sep review | ||
| Launch a customer referral offer | Jul review | Offers need finance sign-off; not this quarter | |
| Test a second paid social audience | Jul review | Budget held for the dealer co-marketing tests | |
| Redesign the web store checkout | Aug review | Revisit after the spring launch |
One more recommendation, moving 15 percent of the paid social budget to dealer co-marketing for November and December, was raised in the October review. It is outside this quarter's count and waits for a decision by Oct 9.
Live example from the Dashboards app, shown with Larkspur Cycles' demo data. Block dates move forward each week, so they can differ from the sample dates on this page.
Completed versus open
Two accepted actions cannot be reported as delivered
Dealer email sequence, not started after 24 days. It is waiting on product photos the Larkspur team has not supplied. Tessa Lund reassigns the photo request to the Larkspur product team by Oct 5; Ruth Adeyemi checks again on Oct 8 and escalates that day if the photos are missing. Until then, dealers get no sequence ahead of the spring launch.
Dealer stock feedback, in progress. The Larkspur marketing team owns it. The first full monthly round is reported in the November review on Nov 3.
Metric movement
Movement against the metric definitions agreed with Tessa Lund, from the first month of the quarter to the last.
| Metric | July | September | Movement | Reading |
|---|---|---|---|---|
| Repeat purchase rate | 18 percent | 21 percent | Moved over the quarter; the review does not claim which action caused it | |
| Web store orders a month | 395 | 449 | Orders are counted at checkout | |
| Dealer orders a month | 140 | 138 | Dealer reports arrive on a five-day lag | |
| Email orders within 7 days of a click | 92 | 101 | Small base; read as steady | |
| Paid social cost per order | Not comparable | Not comparable | Conversions counted differently since Sep 12; not reported as performance |
Figures are sample values for the template.
Live example from the Dashboards app, shown with Larkspur Cycles' demo data.
Reading the repeat purchase rate
The rate rose from 18 to 21 percent during the quarter. The post-purchase email series went live on Sep 30, so it cannot explain the movement. The rise is reported as it is, without a cause, until the October and November figures are in.
Internal only: remove the section below before this page is shared with Larkspur Cycles
The commercial position belongs to the practice owner. The fractional CMO decides the narrative and what is raised with the client; the practice owner decides the position, the scope for next term and the price.
Internal only: commercial position
Sample figures for this template.
| Item | Position |
|---|---|
| Current retainer | $9,600 a month, term ends Nov 30, 2026 |
| Hours | 28 sold a month; 31 delivered on average this quarter, mostly assembly in the first week of each month |
| Fee request | None received. If one arrives, answer from the decisions and outcomes table, not from hours |
| Position | Renew at current scope. Any change to scope or price is the practice owner's decision |
| Relationship | Steady. The only friction is the product photo delay, which sits on the Larkspur side |
| Preparation | 4.5 hours for this brief, against about 12 hours for the previous renewal built from three reviews and notes |
Next-term scope
The scope conversation is separate from this review. A written proposal follows on Nov 10 as its own document.
Topics the scope conversation will cover, none of them a proposal yet:
- The spring launch brief and the review of first concepts against it.
- Dealer co-marketing after the January review.
- Metric definitions, including the paid social count once the tracking change is confirmed.
- Reporting dates: the second working day of each month.
Prepared by
How to use this template
Assemble one brief per retainer about 60 days before the renewal date, from the quarter's reviews. Keep the commercial position in its own internal section and the next-term proposal in a separate document.
| Variable | Meaning | Required |
|---|---|---|
{{client.name}} | Client company the brief is for | Required |
{{quarter.label}} | Quarter the brief covers | Required |
{{recommendation.rows}} | Recommendations with raised review, decision and outcome | Required |
{{action.open_rows}} | Accepted actions still open, with owner and date | Required |
{{metric.movement_rows}} | Agreed metrics from the start to the end of the quarter | Required |
{{renewal.date}} | Date the retainer renews | Required |
{{commercial.position}} | Internal commercial position, never shown to the client | Optional |
If a required value is missing, show Needs review in its place and hold the brief; never fill it with a guess. If the record is unavailable, show Unavailable instead of the decisions table.
The live Dashboards blocks on this page show the Larkspur Cycles demo profile. Point each block at your own client's profile, or remove it, before you share the page.