Build The Experiment Before The Campaign
Design a revenue experiment with a clear hypothesis, minimum test, and learning decision.
Experiment design The proposed campaign has a budget, creative theme, and target persona, but no falsifiable behavior change. A vague launch can spend the entire budget and still produce no reusable learning. Build-measure-learn Hypothesis -> Minimum test -> Decision rule A revenue experiment is built backward from the decision it must inform. Launch Spend first, explain later. The team learns even when the variation loses. Validated learning requires a test that could prove your idea wrong. 01 Hypothesis 02 Minimum test 03 Decision Fork 1 The team says the campaign will "increase pipeline from finance leaders."
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