Autonomous lifecycle orchestration (L5)
Lifecycle messaging decides its own next best message per contact within approved content, frequency caps, and suppression rules. Humans own the content library, the caps, and the audit.
The steps
- 01
Approve the content pool
Tool: Braze
The system selects only from pre-approved messages with metadata on audience, claim, and stage. Generation at send time is not part of this play. Owner: lifecycle lead. DoD: every message in the pool has metadata and an owner.
- 02
Set caps and suppressions hard
Tool: Iterable
Frequency caps, quiet hours, active deal suppression, and support escalation suppression. These are enforced outside the model, not requested in a prompt. Pitfall: messaging an account that is mid escalation. DoD: suppression tested against a live escalation list.
- 03
Hold out a control group
Tool: Customer.io
Permanent ten percent holdout on human designed journeys. Without it you cannot tell whether orchestration or seasonality moved the number. Owner: marketing ops. DoD: holdout configured and reported alongside every result.
- 04
Review complaints and unsubscribes weekly
Tool: Manual
Track unsubscribes, complaints, and reply sentiment weekly against the holdout. Rising complaints stop the engine regardless of pipeline numbers. Owner: lifecycle lead. DoD: stop rule documented and tested.
Tools in this playbook
- Braze
- Iterable
- Customer.io
- Manual
Next playbooks
Unfamiliar terms are defined in the AI and Revenue Dictionary. Related frameworks live in the framework library.