A written mandate
The objective, the buyer, the product and territory, the budget, the exclusions, what counts as an accepted enquiry, who reviews the results, and when spending can change.
Execution programme
Demand Programme
A budgeted monthly programme against a commercial objective you set. You give us the objective, the buyer, the budget and permission to execute. We map the buying questions, assemble and ship the work, and report the enquiries your sales team accepts, alongside the ones it rejected and why.
Who it’s for
Specialist businesses with a valuable offer, an identifiable buyer, spare capacity to fulfil more work, and a willingness to share which enquiries were useful. Usually after a diagnostic, sometimes straight from a clear brief.
The outcome
More qualified enquiries for the buyers you named, with honest reporting on what caused what.
What you get
A plan priced against the allowance
Each month's work ranked against the objective and costed against the execution allowance. Nothing is commissioned or published without your approval.
The work, shipped
New and improved buying pages, product and specification data, comparison and pricing-context pages, quote and enquiry flows, structured data that matches the page, and technical fixes.
Specialists where needed
When the work needs a technical writer, a product-data specialist or an implementer, we source them, scope them and review their output, within the approved allowance.
Measurement that reaches the CRM
Discovery, buyer behaviour and commercial outcomes reported separately: observations across search and AI answers, relevant visits and enquiries, and accepted versus rejected enquiries with reasons.
A monthly review
What shipped, what it cost, what happened afterwards, what we think caused it and how confident we are, and where the next month's budget should go.
How the money works
The programme budget has two parts. The orchestration fee is ours: it covers planning, research, review, measurement and management, and it is agreed in advance. The execution allowance pays for the work itself (writing, data, implementation, specialists), and it is spent only on items you have approved. Unused allowance is credited, returned or rolled forward under the terms in the mandate.
We keep the two apart deliberately. A fee that grows with spend creates an incentive to exhaust the budget. A fixed fee means the only way we keep the engagement is by producing enquiries your team wants. The published ranges and a break-even calculator are on the pricing page.
Already have a visibility tool? Who implements the findings?
Most teams that bought an AI-visibility tracker have the same problem a month later: a dashboard full of prompts where competitors are named and they are not, and nobody whose job it is to change that. The programme is that job.
We take the tool's findings as one input, check them against your actual buyers and economics, and turn the ones that matter into shipped work. If your tracker covers the observation side well, we do not duplicate it: the allowance goes on implementation instead.
Working alongside your existing agency
You do not need to move anything. If an agency runs your site, SEO or paid search, we can take a defined slice of the work (the buying-question research, the product data, the quote flow) and leave the rest where it is. The mandate says who owns what, who approves publishing, and how results are reported so nobody claims the same enquiry twice.
Agencies can also bring us in for a named client, under their brand. That route is described on the partners page.
What we are, and are not, accountable for
We are accountable for the agreed execution, budget discipline and measurement: doing what the mandate says, spending only what you approved, and reporting honestly. We are not in control of what a search engine indexes or what an AI engine recommends. Google states it does not guarantee crawling, indexing or serving even when a site follows its requirements, and no engine sells placement in its answers.
So reporting labels what is observed, what you told us helped, and what a proper comparison could support. When the evidence cannot show that our work caused a rise in accepted enquiries, the report says so. A statement like 'accepted organic enquiries rose after these changes, but causality is uncertain' is more useful to you than a confident number we cannot defend.
Related: how we measure · our own numbers, published · pricing and the economics test · the evidence behind each claim · all three stages
Demand Programme — questions
What does a programme cost?
Typically £4,000–£8,000 a month ex VAT, depending on scope, the specialists the work needs and your own economics. It is made of two parts: a fixed orchestration fee agreed in advance, and an execution allowance spent only on approved work.
What happens to allowance we do not spend?
It is credited, returned or rolled forward, on terms agreed in the mandate. Our fee is fixed, so we gain nothing by spending the allowance for its own sake.
Do you take a performance fee?
Not at the start. A performance-linked component can be added later, once there is an agreed definition of an accepted opportunity, visibility into your CRM, duplicate handling, a suitable measurement window and a dispute process. We will not take a percentage of whatever revenue gets attributed to AI.
Is there a minimum term?
There is no fixed minimum. The mandate sets a review point, agreed before we start, when either side can change the scope or stop. Search and AI answers move slowly enough that a single month says little, so we would rather agree a sensible review point honestly up front than lock you in.
Will you run outbound for us?
Only if it is explicitly agreed as part of the mandate, with its own scope, data-protection checks and approval. A programme is not a promise to run your sales operation.
Bring us a commercial objective
Tell us the outcome, the buyer and the budget you have in mind. We will tell you whether a programme is the right next step, or whether a diagnostic should come first.