A growth operating system runs on context, not raw documents. This is the three-layer model agreed in the David design sync: a stable Exactius company foundation at the base, the partner's own fundamentals in the middle, and a live partner operational layer on top that ingestion keeps current.
Learning agenda, testing roadmap, and per-meeting learnings live in their own store with their own ingestion rules. The layers link to it lightly — it is never merged into L0/L1/L2.
Meeting decks and transcripts, kept raw. The layers are distilled from these — answer from a layer when one exists, not from raw source.
Not a one-way pipe. Curated context carries the ingestion rules that govern it, and the review step feeds corrections back into those rules, so each turn of the loop gets sharper.
Slack, ClickUp, transcripts, Drive, GitHub — only surfaces Atlas is granted.
Scheduled ingestion applies the current rules — exclusions, confidentiality, priority.
Normalised into the three-layer model. Ingestion rules live here: what to pull, how to bucket, what to drop.
Owners check quality & relevance, fix wrong calls, tune buckets and exclusions.
Learning agenda, testing roadmap, status answers, automations — with source evidence.
The loop: step 04 feeds straight back into the ingestion rules at step 03. Every correction sharpens what gets pulled, how it is bucketed, and what is excluded next turn, so curated context keeps improving instead of drifting.
Before we fill in each lane's sources, this is the org skeleton: what each lane does, who it serves, and how work flows between them. Performance is the client; Creative and Data are service providers that feed it from opposite ends of the campaign cycle. Project Management traffics the work across all three.
The work cycle — one house
Sets the campaign, hands Creative requirements + narrative.
Static, video, copy — built to the brief, then exported.
Performance runs the campaigns on Meta / Tabula; results accrue.
Reads outcomes, attributes to creative, flags what to test next.
The loop back: Data feeds insights to Performance (and Creative) — what worked, why, and what to test next — which shapes the next house's brief. It's a cycle, not a one-way pipe.
Project Management spans all three lanes — running sprint priorities and trafficking creative work through the cycle.
Out of scope (noted): CRM is a second client that Creative & Data also serve. This slice maps the Performance side only; CRM, brand measurement, and governance lanes are mapped later.