The Shift You're Feeling

• How would you describe where your target adults 25–54 are spending their video time today? Options: Mostly streaming, More streaming than linear, Split evenly, More linear than streaming, Unsure
• Which specific apps, shows, or channels do you actually see this audience using most right now? List examples if you can.
• When did your team first notice a meaningful shift from linear to streaming for this demo? Options: Within the last 3 months, 3–6 months, 6–12 months, More than a year, Unsure
• How urgent is it for your brand to recover any reach lost from linear this upfront cycle? Options: Critical — immediate reallocation needed, High — a priority this upfront, Moderate — plan next quarter, Exploratory — not urgent, Unsure
• Who on your side raised this shift as a problem—who’s pushing the streaming conversation internally? Options: Agency Media Director, Agency Investment Lead, Brand Marketing Lead, Brand Safety Officer, Measurement/Analytics Lead, Procurement, Other
• Tell us about a recent planning moment or insight that made streaming feel unavoidable for your campaign.

Are You Quietly Losing Scale?

• What makes you confident that programmatic/open-exchange CTV is delivering the same deduplicated scale as your linear plan? Options: Very confident, Somewhat confident, Skeptical, Not confident, We don't use programmatic
• Roughly how large do you estimate the audience reach gap is between your linear plan and current streaming buys (percentage or gross impressions)?
• Which streaming vendors, platforms, or exchanges have you tested, and what were the biggest shortfalls you encountered?
• How are you currently deduplicating across linear and streaming in planning: deterministic household match, probabilistic modeling, publisher-level dedupe, or not at all? Options: Deterministic (household ID), Probabilistic modeling, Publisher-first deduplication, We don't dedupe, Other
• What level of deduplicated reach (e.g., percent of target demo) would you need to see before shifting more TV budget to streaming?
• When reach falls short in your mixes, how does that land emotionally or politically inside the org—who feels the heat and why?

Red Lines: Where Brand Safety Pulls The Plug

• If you could ban an entire adjacency or genre from your buys today, which would it be and why? Options: Extremist/political content, Adult/explicit, Crime/violence-heavy shows, Clickbait/low-trust news, User-generated content, Other
• Who on your team has final veto authority over inventory or adjacency decisions? Options: Brand Safety Officer, Legal, Agency Media Director, CMO/Brand Lead, Procurement, Other
• Tell us about a placement incident that caused concern—what happened and what was the organizational impact?
• How granular must transparency be for you to approve buys: episode-level, show-level, genre-level, or is network-level enough? Options: Episode-level, Show-level, Genre-level, Network-level, Unsure
• Is pre-flight adjacency blocking mandatory for approval, or would you accept post-flight show-level reporting and remediation? Options: Pre-flight blocking required, Post-flight reporting sufficient, Depends on risk level, Unsure
• How much tolerance (as a percentage of impressions) would you accept for impressions adjacent to higher-risk content in exchange for increased reach? Options: Zero tolerance, Very low (<1%), Moderate (1–5%), Flexible (>5%), Unsure

How You Know It Worked

• What concrete proof would convince your CFO or investment lead that streaming delivered true incremental reach versus simply shifting the same viewers? Options: Third‑party attribution showing incremental reach, Deterministic household-level incremental reach, Significant brand-lift or sales lift, Hard to convince, Unsure
• Which third-party measurement partners do you trust or require for verification? Options: Nielsen, Comscore, IAS/Integral Ad Science, MOAT, Kantar, Other
• Which primary KPI will determine whether you expand from a test to a full commitment (reach, incremental reach vs linear, frequency control, CPM parity, brand lift)? Options: Deduplicated reach, Incremental reach vs linear, Average frequency control, CPM/CPM parity vs linear, Brand lift/sales impact
• What reporting cadence and format do you need to feel operationally safe (daily dashboard, weekly highlights, monthly reconciled report)? Options: Daily dashboard, Weekly highlights, Bi-weekly, Monthly reconciled report, Milestone-based
• What attribution/view-through window do you consider valid when counting delivery or incremental reach? Options: 1 day, 7 days, 14 days, 28 days, Custom — please specify
• Would you require pre-agreed make-good formulas for shortfall, and if so, what form of remediation do you find acceptable (impressions, extended flight, financial)?

Who's Driving This Train?

• If this deal goes well, whose name will be on the success memo — and whose vote could sink it if they object? Options: Agency Media Director, Agency Investment Lead, Brand Marketing Head/CMO, Brand Safety Officer, Measurement Lead, Procurement, Legal, Other
• Who will be the contract signer and commercial owner for the buy on the buyer side? Options: Agency (media) signs, Brand (marketing/ops) signs, Procurement signs, Legal signs, AdOps signs, Other
• How do your budget approvals work—centralized via procurement, agency-led, or distributed across business units? Options: Centralized procurement, Agency-controlled approval, Distributed by brand teams, Depends on spend level, Unsure
• What minimum spend or contract threshold triggers a formal procurement review or RFP for you? Options: <$100k, $100k–$500k, $500k–$1M, >$1M, Other
• Which stakeholders do you want in the pilot kickoff (list roles or names)? Options: Media Director, Investment Lead, Brand Safety, Measurement/Analytics, Creative/Ad Ops, Legal/Procurement, Other
• How do internal politics between agency teams and brand stakeholders typically influence which media partners get chosen?

If Streaming Could Do It All

• Imagine streaming matched linear on reach, frequency, and safety—what would you stop buying, start buying, or buy differently next cycle?
• What CPM delta versus linear would you accept for the benefits of deduplicated reach and show-level transparency? Options: > +20% acceptable, Up to +10% premium, Parity (same CPM), Streaming must be cheaper, Depends on guarantees
• What average frequency cap across properties aligns with your creative strategy (and what is the maximum tolerable frequency)? Options: 1–2 avg frequency, 2–3, 3–4, 4+, Depends on campaign
• If forced to choose, would you prioritize deduplicated reach or guaranteed impression delivery? Options: Deduplicated reach, Guaranteed impressions, Both equally, Depends on campaign
• How important is show-level adjacency control compared to total reach in your decision to move TV budget? Options: Critical — non-negotiable, Very important, Moderately important, Nice-to-have, Not important
• If we proposed a seasonal pilot at 5–10% of your TV budget, what specific cost or delivery thresholds would trigger expansion next year?

What Could Make You Say Yes — Or No

• What's the single non-negotiable that would make you walk away from a streaming deal right now?
• Which commercial elements matter most when you evaluate a partner: CPM parity, audience delivery guarantees, make-goods, reporting SLAs, or contract duration? Options: CPM vs linear, Audience delivery guarantees, Make-good provisions, Reporting SLAs, Contract flexibility/duration, Other
• For under-delivery, what level of make-good are you willing to accept as a default (percent of buy or equivalent remediation)? Options: 0% (no tolerance), Up to 10%, 10–20%, 20–40%, Flexible depending on reason
• Would you accept a seasonal pilot before committing to an upfront, and under what conditions would a pilot be unacceptable? Options: Yes — prefer seasonal pilot, Maybe — depends on terms, No — need full upfront, Unsure
• What realistic timeline do you need from proposal to flight start for a pilot to be operationally feasible? Options: Under 2 weeks, 2–4 weeks, 1–2 months, More than 2 months, Unsure
• What technical or creative constraints from publishers have previously caused pilots to fail (e.g., tagging delays, incompatible creative specs)?

A First Step We Can Try Together

• If you could lock in one test parameter right now that would move you from curiosity to commitment, which would it be? Options: Deduplicated reach guarantee, Show-level adjacency blocking, Third-party measurement integration, Frequency cap across properties, Make-good commitment
• What pilot size (% of your TV budget) would feel comfortable and defensible to your stakeholders? Options: 1–3%, 5%, 5–10%, 10–20%, >20%
• Who should be on the joint success team for this pilot (roles or names) and what will each person own?
• What are the three non‑negotiable acceptance criteria that must be met for you to expand after the pilot?
• How would you like inventory and show adjacency exports delivered for review (interactive dashboard, CSV, PDF, API)? Options: Interactive dashboard, CSV download, PDF report, API access, Other
• What realistic start date window should we target for the pilot? Options: Within 2 weeks, 2–4 weeks, 1–2 months, Next quarter, Other

• Pre-Work Alignment — Current State, Consequences, Future State
• Live Reach & Deduplication Simulation — Diagnosis and Proof
• Show-Level Adjacency & Brand Safety Controls — Proof and Validation
• Proof-of-Outcomes & Test-Flight Commitment — Decision & Measurement

• Schedule the Deployment kickoff meeting and assign milestone owners for trafficking, creative specs, and tagging.
• Gain customer agreement on any modeling assumptions and next iterations required.
• Document options to eliminate identified gaps and estimate their impact on reach and cost.
• Seller to deliver the simulation export (CSV + visuals) with versioned assumptions and share within 24 hours.
• Customer to confirm or adjust deduplication rules and frequency windows; reply with changes within 48 hours.
• If shortfall remains, seller to run two remediation scenarios (inventory expansion vs frequency relaxation) and return results.
• State Adjacency Requirements
• Prove that show-level adjacency blocks can be applied while quantifying the reach impact.
• Confirm that reporting provides a verifiable audit trail matching linear placement transparency requirements.
• Obtain explicit customer acceptance of adjacency vs reach tradeoffs or a decision to iterate.
• Agree on the final adjacency rule-set to be used in the test-flight contract.
• Seller to produce a show-level adjacency impact report listing blocked shows, lost impressions, and alternative placements.
• Customer to sign off on the final adjacency rule-set or supply an approved exception list within 72 hours.
• Seller to incorporate approved adjacency rules into trafficking spec and share creative-safe placement plan.
• Consolidated Proof Summary
• Obtain explicit agreement to proceed with a defined test-flight scope and success criteria or a list of actionable changes.
• Lock measurement approach and attribution vendor details so results will be comparable to linear benchmarks.
• Agree commercial guardrails including CPM benchmarks, make-goods, and reporting SLAs for the test flight.
• Assign owners and timelines for contract finalization and Deployment handoff.
• Seller to draft IO and test-flight SOW with the agreed KPIs, make-good language, and reporting cadence within 48 hours.
• Customer/Agency to confirm measurement vendor onboarding and share any required credentials or pixel/tagging instructions.
• Introductions & Meeting Objectives
• Customer and seller share a single, crisp current-state sentence describing where audience delivery is failing today.
• Quantitatively surface the cost/impact of the current gaps (reach shortfall, wasted spend, brand-risk exposure).
• Agree one operational future-state sentence that the Solution Experience must prove.
• Confirm all required data and assign owners for simulation prep.
• Customer to upload canonical viewership maps, impression logs, and brand-safety veto list into shared workspace (48 hours before simulation).
• Seller to normalize datasets and share the modeling assumptions document and deduplication method to be used.
• Schedule the live simulation walkthrough and confirm attendees including agency measurement lead and brand safety officer.
• Recap Preconditions
• Prove with the customer's data that our deduplication approach achieves the stated future-state or explicitly surface the remaining shortfall.
• Validate frequency exposure across properties and identify where caps must be tightened to mimic linear frequency distribution.
• One-Sentence Current State
• Measurement & Attribution Plan
• Baseline Linear Reach (Customer Data)
• Inventory Adjacency Mapping
• Commercial Impact Modeling
• Quantify Consequence
• Simulated Trafficking with Adjacency Blocks
• Raw Streaming Overlap Map
• Frequency Controls Across Blocked Inventory
• Define Future-State Outcome (one sentence)
• Apply Deduplication Rules & Model
• Test-Flight Parameters & Acceptance Criteria
• Decision & Sign-Off
• Confirm Pre-Work Data & Success Metrics
• Reporting & Audit Trail
• Frequency Distribution & Capping Preview
• Next Steps: Contracting & Deployment Handoff
• Validation Checkpoint
• Customer Validation & Tradeoffs
• Next Steps & Roles
• Gap Analysis & Quick Remediation Options

• Provision First-Party Audience Segments for Targeting
• Activate Private Marketplace Guaranteed Deals
• Deploy Server-Side Ad Insertion (SSAI) for Campaigns
• Transcode and QC Creative to CTV Specifications
• Traffick Audience-Targeted Spots Across Streaming Properties
• Apply Household-Level Deduplication Across Portfolio
• Enforce Cross-Property Frequency Capping by Household
• Implement Show and Genre Blocklists for Brand Safety
• Deliver Show-Level Placement Adjacency Reports
• Provide Real-Time Campaign Delivery Monitoring Dashboard
• Issue Make-Good Credits and Supplemental Delivery
• Integrate Third-Party Measurement Tags and SDKs
• Deliver Post-Campaign Incremental Reach and Attribution Report

Provision First-Party Audience Segments for Targeting

• Do you want us to provision first-party audience segments for this campaign? Options: Yes, No
• Which target demographics or audience definitions should we provision (e.g., Adults 25-54, Frequent Buyers, Category Buyers)? List primary and secondary targets.
• What data sources should be used to build segments? Options: CRM / hashed PII, Subscription / login data, Device graph / deterministic IDs, In-house behavioral signals, Third-party modeled segments, Other
• Estimated audience size needed for flight (select range) Options: Less than 100k, 100k–500k, 500k–2M, 2M–10M, More than 10M
• Do you have any privacy or compliance constraints for segment provisioning (e.g., GDPR/CCPA exclusions, no PII export)? If yes, describe. Options: No constraints, GDPR/Opt-in required, CCPA/Do Not Sell restrictions, No hashed PII allowed, Other
• What lookback or recency window should segments use (e.g., 30 days, 90 days, 365 days)? Options: 7 days, 30 days, 90 days, 180 days, 365 days, Custom
• Do you require hashed keys or household identifiers to be supplied to the buyer (format details)?

Activate Private Marketplace Guaranteed Deals

• Do you want to activate Private Marketplace (PMP) guaranteed deals for this scope? Options: Yes, No
• Which deal type do you intend to use? Options: Programmatic Guaranteed (PG), Preferred Deal, Private Auction, Direct Guaranteed via IO
• Which properties or inventory pools should be included in the deal? Options: All streaming properties, Specific channels/shows (will list separately), Only CTV apps, Custom list
• What are the planned flight dates and impression goals for the deal?
• What pricing model and CPM target do you expect for the PMP? Options: Fixed CPM, Dynamic CPM, CPM vs linear benchmark (specify), Hybrid
• Who will own setup of the deal ID and DFP/ad server trafficking (buyer, seller, or shared)? Options: Seller, Buyer/Agency, Shared
• Preferred reporting cadence for deal performance? Options: Real-time dashboard, Daily CSV, Weekly summary, Post-flight only

Deploy Server-Side Ad Insertion (SSAI) for Campaigns

• Do you require SSAI-based ad stitching for this campaign? Options: Yes, No, Not sure — advise
• Which streaming platforms or players must be supported by SSAI (list platforms/apps)?
• Which VAST / VAST wrapper versions, tracking macros or custom macros are required? Options: VAST 3.0, VAST 4.x, VAST with custom macros (specify), Server-to-server S2S
• Do you require SSAI-level viewability or verification integration (e.g., measurement tags supported server-side)? Options: Yes — server-side tags, Yes — client-side SDK, No
• Are there creative stitching requirements (pre-roll, mid-roll, post-roll, pod length)? Please specify max pod length and ad break rules.
• Any platform-specific restrictions (e.g., Roku SSAI restrictions, Smart TV limitations)? List if known.

Transcode and QC Creative to CTV Specifications

• Do you want us to transcode and QC creative assets to CTV specs? Options: Yes, No
• What creative lengths/formats will you deliver (select all that apply)? Options: 6s, 15s, 30s, 60s, Companion assets / banners, Custom
• What file formats and codecs are acceptable/preferred for delivery? Options: MP4/H.264, HEVC, ProRes, Other
• Do you require closed captions or multiple language tracks on ads? Options: Yes — captions required, Yes — multiple languages, No
• How many QC rounds are allowed before final acceptance? Options: 1, 2, 3, Unlimited (within timeline)
• Are there brand guidelines or creative policies we must validate against (e.g., logo size, adult content)? If yes, attach or describe.
• Preferred delivery method for final creatives (SFTP, Asset Manager link, API upload)? Options: SFTP, Asset Manager / portal, API, Email (small files)

Traffick Audience-Targeted Spots Across Streaming Properties

• Should we traffic audience-targeted spots across all streaming properties in-scope? Options: Yes, No, Subset only (specify)
• What are the campaign flight start/end dates and pacing constraints?
• Which targeting layers should be applied (demographic, interest, contextual, geo, daypart)? Options: Demographic, Interest/Behavioral, Contextual, Geo-targeting, Daypart, Other
• Do you require whitelist-only placement or allow broader inventory with blocks applied? Options: Whitelist only, Whitelist preferred, with exceptions, Allow all with blocklist
• Who approves trafficking rules and line items (buyer agency contact or seller traffic team)? Options: Buyer/Agency, Seller Traffic, Joint approval
• Any geo exclusions or priority markets to note for trafficking?

Apply Household-Level Deduplication Across Portfolio

• Do you require household-level deduplication across the publisher portfolio? Options: Yes, No, Partial — only specific properties
• Which deduplication method do you prefer? Options: Deterministic household IDs (preferred), Probabilistic device graph, Hybrid (deterministic + probabilistic), Not sure — advise
• Deduplication scope: across flight, daily, or custom window? Options: Per day, Per week, Entire flight, Custom (specify)
• Do you require a pre-flight dedup estimate (projected unique reach) before activation? Options: Yes, No
• Are there identifier formats we must support or cannot use (e.g., hashed emails, MAIDs, household IDs)?
• Acceptable tolerance for dedup residual overlap (e.g., 0–2%, 2–5%)? Options: 0–1%, 1–2%, 2–5%, 5%+

Enforce Cross-Property Frequency Capping by Household

• Do you want cross-property frequency caps enforced at household level? Options: Yes, No, Only for specific segments
• What frequency cap should be applied (impressions per household) and over what period? Options: 1–2 per day, 3–5 per day, 5–10 per week, Custom (specify)
• Which enforcement method do you prefer? Options: Server-side (SSAI/ad server), Client-side enforcement, Hybrid
• Are there audiences or creative types exempt from capping (e.g., retargeting, high-value audiences)? Options: No exemptions, Retargeting only, Whitelist exemptions, Other
• How should capping resets be handled across time zones or campaign pauses? Options: Reset by UTC day, Reset local to household timezone, Custom rule
• Do you require reporting on over-cap impressions and enforcement failures? Options: Yes — daily, Yes — post-flight, No

Implement Show and Genre Blocklists for Brand Safety

• Do you require show-level and genre blocklists for brand safety? Options: Yes — both show & genre, Genre-only, Show-only, No
• Will you provide an initial blocklist/allowlist or should we propose one based on your brand guidelines? Options: Buyer provides, Seller proposes, Joint development
• What granularity is required for blocks (show title, episode, season, genre, sub-genre)? Options: Show title, Episode, Season, Genre, Sub-genre
• Who holds veto authority (brand safety officer, agency, legal)? Options: Brand safety officer, Agency media director, Legal team, Joint
• How often should blocklists be refreshed or updated during flight? Options: Daily, Weekly, On-request only, Other
• Do you require proof of enforcement (logs or tie-out reports) for blocked placements? Options: Yes — show-level logs, Yes — summary attestations, No

Deliver Show-Level Placement Adjacency Reports

• Do you require show-level placement adjacency reporting for this campaign? Options: Yes — daily/real-time, Yes — weekly, Post-flight only, No
• Which fields must appear in adjacency reports (e.g., show title, genre, episode ID, impressions, spend, timestamps)? Options: Show title, Genre, Episode ID, Impressions, Spend, Time stamp, Creative ID
• Preferred delivery format for adjacency reports? Options: CSV, API endpoint, Dashboard slice, PDF summary
• Acceptable latency for report data (real-time, 1 hour, 24 hours)? Options: Real-time (<5 mins), 1 hour, 4 hours, 24 hours
• Do you require show-level adjacency attestation signed by seller for compliance? Options: Yes, No
• Should adjacency reports be delivered to any third parties (agency analytics, brand safety provider)? If yes, list recipients.

Provide Real-Time Campaign Delivery Monitoring Dashboard

• Do you want access to a real-time campaign monitoring dashboard? Options: Yes — full access, Yes — view-only, No
• Which metrics are required on the dashboard (select top choices)? Options: Impressions, Pacing vs plan, Unique reach, Frequency distribution, Audience overlap, Spend, Fill rate
• What user roles should have dashboard access (agency planners, brand, seller ops)? Options: Agency Planners, Brand Team, Seller Ops/Traffic, Measurement Partners

• Statement of Work (SOW)
• Commercial Terms & CPM Benchmarks
• Audience Delivery Guarantee & Make-Good
• Brand Safety & Show-Adjacency Appendix
• Frequency Management & Cross-Property Caps
• Reporting SLA & Analytics Delivery
• Measurement & Attribution Integration
• Creative & Trafficking Specifications
• Billing, Invoicing & Payment Schedule
• Contract Duration, Conversion & Renewal Terms
• Data Processing Agreement & Privacy Addendum
• Termination, Liability & Remedies
• Change Order & Amendment Process
• Executive Sign-off / Final Agreement

• Campaign Delivery Reconciliation
• Third-Party Attribution & Incremental Reach Review
• Make-Good Resolution & Commercial Reconciliation
• Learnings & Scale Workshop
• Executive Results & Next-Upfront Decision

• Introductions & Meeting Objectives
• If additional analysis required, define scope and timelines for sensitivity checks (owner: measurement lead) (priority: m).
• Recap of Validated Shortfalls
• Select and document the make-good remedy and obtain stakeholder sign-off to proceed with settlement.
• Agree finance and contract steps to implement the remedy with owners and deadlines.
• Ensure all commercial parties understand effects on KPIs when comparing to linear benchmarks going forward.
• Finance to issue a credit note or amendment and circulate for signatures (owner: publisher finance).
• Contracts/legal to prepare an SOW amendment documenting the make-good and any new SLAs (owner: legal).
• Operations to schedule any supplemental impressions or extended flight and confirm creative and trafficking readiness (owner: trafficking).
• One-sentence Current State & Consequence
• Produce a prioritized optimization backlog and a concrete test-flight plan to validate scaling into next upfront.
• Define measurement and acceptance criteria for the test-flight tied to linear benchmarks and incremental reach goals.
• Assign clear owners and timelines for each optimization and the go/no-go decision gate.
• Publish a prioritized plan with estimated budget, test size (e.g., 5–10% of TV budget), KPIs, and timeline for the next upfront (owner: strategy lead).
• Create a measurement playbook for the test-flight specifying vendor roles, raw data handoffs, and reporting cadence (owner: measurement lead).
• Ops to prepare trafficking and inventory reservation options for proposed scaled flight window (owner: operations).
• Executive One-slide Summary
• Obtain an explicit executive decision on next-upfront posture (stop, seasonal test, or scale to full upfront).
• Secure budget and commercial commitment or a clear confirmation of the steps required to obtain it.
• Align on communications and scheduling to operationalize the chosen path quickly.
• Produce a one-page executive decision memo and circulate to signatories (owner: account lead).
• If approved to scale, instruct finance and legal to prepare contractual amendments and budgets (owner: finance/legal).
• Notify trading desks and measurement vendors of the chosen path and initiate the operational kickoff (owner: program manager).
• Confirm exactly which contractual KPIs were met and which were not, with data evidence.
• Agree an initial make-good quantification approach and assign owners to finalize it within a defined timeline.
• Establish required evidence / datasets for deeper measurement review (third-party files, raw logs).
• Deliver a reconciled delivery spreadsheet showing guaranteed vs delivered by audience and property (owner: publisher analytics).
• Provide raw impression logs and deduplication methodology artifacts required by measurement vendor (owner: publisher operations).
• Schedule the Attribution & Incremental Reach Review with measurement vendor and agency measurement lead within 5 business days (owner: project manager).
• One-sentence Current State
• Validate or refute the publisher's incremental reach claims with independent vendor evidence and agree the accepted numbers.
• Agree on the statistical confidence and any additional analysis needed to finalize measurement.
• Document measurement limitations and ensure measurement artifacts are stored for audit and future comparisons.
• Vendor to produce a measurement packet including methodology, raw result tables, and significance tests within 3 business days (priority: h).
• Agency to confirm acceptance or request follow-up tests within 5 business days after receiving the packet (priority: h).
• Delivery Summary Review (Current State)
• Key Metrics vs Linear & Cost Efficiency
• Commercial Remedy Options
• Data-driven Lessons Learned
• One-sentence Consequence
• Gap Identification (Where delivery missed or exceeded guarantees)
• Root Causes & Hypotheses
• Recommended Path & Tradeoffs
• Measurement Methodology Overview
• Financial Mechanics & Timeline
• Data Review & Proof (Diagnosis -> Proof)
• Root Cause Triage
• Contractual & SLA Amendments
• Design Next-Upfront Test & Scale Plan (Future State)
• Decision & Commitments
• Ownership, KPIs & Governance
• Final Decision & Documentation Plan
• Close & Communications Plan
• Sensitivity, Confidence & Limitations
• Preliminary Make-Good Options
• Agreement on Next Steps & Owners
• Validation & Sign-off