Dashboard
What needs a decision today, at a glance.
Content ops
Marketing ops
Needs attention
The three things worth looking at today
Overdue items
Week commencing has passed, not published or rejected
8
Missing copy
Content items with no draft copy yet
→
Missing visual concept
Content items with no visual concept described
→
Content by status
All other stages (proposed, review, approved, scheduled, published) are currently empty.
Needs attention across marketing
Pulled from content, ecosystem and ICP
Content 8 content items overdue
8
Ecosystem Medical Devices & Diagnostics and Mining & METS still need full channel mapping
→
ICP Scoring model finalised — ready to apply to Qualified leads
→
Content calendar
Upcoming weeks and what’s due.
Content items
17 items across Extel and Synergetics.
All statuses
Idea
Proposed copy
Ready for review
Published
All pillars
Events
Trade shows, webinars and launches.
All brands Extel Synergetics All statuses Idea Scheduled Published
Content pillars
The 9-pillar content framework.
Pillar 9 guidance
The combined-brand positioning guardrails.
Buyer personas
Who we sell to, and how each validates a manufacturing partner switch.
Ideal customer profile
Hard gates and scoring layer for Extel and Synergetics.
Extel ICP
Synergetics ICP
Hard gates — Extel
A single failed gate disqualifies the lead, no exceptions
Gate Pass condition
Manufacturing strategy Sees manufacturing as a controlled, strategic capability. Location Operates in Australia or has an AU-based decision maker. Product type Electro-mechanical, precision or engineered product. IP ownership Owns or licenses and controls the product IP. Manufacturing authority Can appoint or change a contract manufacturer. Company type Emerging, Mid-Market OEM or Enterprise OEM in defence, medtech, industrial, energy or transport. Market model B2B, considered purchase, multi-stakeholder buying committee.
Hard gates — Synergetics
A single failed gate disqualifies the lead, no exceptions
Gate Pass condition
Manufacturing strategy Requires dual-region resilience — AU + US, or Asia + US. Location Ships to or manufactures for the US market. Product type Complex assemblies where cross-Pacific IP continuity is decision-critical. IP ownership Owns IP, needs it protected across jurisdictions. Manufacturing authority Executive authority sits with an accessible stakeholder. Company type Mid-Market OEM or Enterprise OEM expanding into or defending the US market. Market model Regulated or high-trust B2B — defence-adjacent, medical, industrial, energy.
Scoring layer
Only calculated once every hard gate passes
Signal 0 1 2 3
Opportunity size Unknown Emerging Mid-Market OEM Enterprise OEM Buying-committee access No contact One non-decision contact One committee persona engaged Multiple personas / champion Timing No timeline Exploratory, 12mo+ 6–12 months Active RFQ, <6 months Pillar alignment No match Tangential One priority pillar High-priority pillar
9–12 = Priority (action this week) · 5–8 = Qualified (standard cadence) · 0–4 = Low priority (nurture)
ICP mismatch memo (template)
Lead: {company name}
Contact: {name, role}
Failed gate(s): {gate 1, gate 2}
Evidence: {short factual note per failed gate}
Recommendation: Close — ICP Mismatch. Do not re-open without written change to {failed condition}.
Market / persona matrix
Each segment shows its 1–4 relevant persona groups, not every job title underneath.
Defence & Dual Use8 applications
Executive approver
Technical authority
Operational validator
Commercial gatekeeper
Medical Devices & Diagnostics6 applications
Executive approver
Technical authority
Operational validator
Commercial gatekeeper
Mining Technology & METS5 applications
Executive approver
Technical authority
Operational validator
Commercial gatekeeper
Space Systems6 applications
Executive approver
Technical authority
Operational validator
Commercial gatekeeper
Quality
Transport, EV, Rail & Industrial Systems4 applications
Executive approver
Technical authority
Operational validator
Commercial gatekeeper
Application Priority LP Ads NetSuite Case study
Electrification & Power Systems — × × × × Fleet & Connected Vehicle Systems — × × × × Rail & Transit Systems — × × × × Vehicle Control & Automation — × × × ×
Assets & links
Every link and attachment logged against a record.
All types Landing page Ad campaign Case study Research
Reports
Content by status and by brand.
Market segments needing attention
Medical Devices & Diagnostics
Needs channel depth
Mining Technology & METS
Needs channel depth
Admin settings
Users, roles and workflow status options.
Name Role Rhiannon Fitzgerald Admin
Roles available: Admin, Marketing manager, Contributor, Viewer.
Ecosystem map
Click a market, revenue type or application to see everything connected to it.
Reset filters ×
Industries & applications
Strategic ABM 0
No active records yet.
Ecosystem manage
Add and remove the records that feed the Ecosystem Map.
Data library
Reference documents behind the ecosystem model.
Defence & Dual Use channel deep-dive
Associations, tender portals, AUKUS pathways
DEF08101 go-to-market approach
PECM and RFN category outreach plan
Brand voice framework
Four voice principles and banned words list
Import / export
Bulk upload template for feeding data into the hub.
Master upload workbook
One workbook, one tab per data domain
Master
Instructions and a row-count summary of every other tab
Market segments — financials
Pipeline value, revenue to date, open leads, open opportunities
Ready Content items
Bulk-add or update content items
Planned Events
Bulk-add or update events
Planned