Proof ops, roles, cadence, and handoffs that keep it moving

TLDR

Name one Proof Owner, one Editor, and one Analyst. Run a 30 minute weekly sweep and a 60 minute monthly refresh. Owner sources wins, Editor trims and places, Analyst reads lift and flags stales. Close removals within 72 hours. Track exposure, CTR, paid, refunds, and staleness. Promote winners, retire noise.

Roles, one page summary

• Proof Owner, finds wins, secures consent, drafts quotes and snippets, opens tickets for clips. SLA, 48 hours from “win spotted” to “draft ready.”
• Editor, trims copy, adds sources, captions clips, updates pages and emails, and logs placements. SLA, 48 hours from “draft ready” to “live.”
• Analyst, validates events, reads lift weekly, marks stale_yes at 180 days, and recommends swaps. SLA, weekly readout with one promote, one retire, one test.
• Reviewer, quick QA on dates, sources, consent text. SLA, same day.
• On call, handles removals and rescue replies within 72 hours.

Cadence, short and repeatable

Weekly, 30 minutes

• Owner, pulls 3 candidates from support, CRM, GA4, Stripe.
• Editor, ships 1 item live and queues 2.
• Analyst, posts a 5 line readout, move, stall, test next, retire, consent notes.

Monthly, 60 minutes

• Replace 3 items, retire 3, recheck hero, pricing, final CTA.
• Update screenshots and dates, confirm captions.
• Export audit summary and clear stale_yes queue.

Handoffs that do not drop

• Owner to Editor, attach baseline, action, result, timeframe, source, consent text, and screenshot id.
• Editor to Analyst, link page_slug and module_id, note position_above_fold.
• Analyst to Owner, call out gaps by topic, onboarding, migration, revenue.

SLAs that protect trust

• Removals, confirm within 72 hours, purge caches, log audit_id.
• Rescue replies, first response in 24 hours, close within 72 hours.
• Disputes on accuracy, pause item immediately, fix or remove, note reason equals accuracy.

Templates you can paste

Owner, candidate handoff
“Before, 8 demos, many no shows. Action, calendar routing plus 7 day follow up. After, 17 demos in 30 days, CRM export. Consent line stored. Screenshot id, snp_2047.png.”

Editor, placement note
“pricing_snippet_b on /pricing, above_fold equals no. Source GA4, 30 days. Captions done for final_clip_c.”

Analyst, weekly readout
“Move, hero_quotes_b on /home, CTR plus 18 percent. Stall, final_clip_a on /home, no lift two weeks. Test next, pricing_snippet_b vs c on /pricing. Retire, hero_quotes_a, stale. Consent notes, zero overdue.”

Page placements to keep standard

• Hero, two short quotes or a logo row next to the first CTA.
• Pricing, one matched snippet under the math with timeframe and source.
• Final CTA, one 30 to 60 second captioned clip.
• Comparison pages, tiny table, our result vs baseline, each with a source.

Data you always store

• proof_id, proof_type, quote or snippet or clip
• source_name, GA4, Stripe, CRM
• timeframe_days and created_date
• consent_text and consent_date
• screenshot_id and file path to redacted image
• module_id, module_type, page_slug, position_above_fold
• last_refreshed_date and status, active, stale, removed

Dashboards that fit on one screen

• By page, sessions, proof exposure, CTR, trials, paid, refunds, vs prior 7 days and a like cohort.
• By module, views, clicks or plays, completes for clips, CTR and paid delta, last_refreshed, staleness.

Targets that keep you honest

• Proof exposure on LPs 70 percent plus for engaged sessions.
• Hero CTR up 15 to 30 percent when proof is present.
• Paid up 10 to 20 percent with a pricing snippet and clip visible.
• Staleness under 20 percent of items older than 180 days.
• Removals zero overdue beyond 72 hours.

Risks and how to prevent them

• Orphaned items, fix by logging placements with module_id every time.
• Unverified numbers, require screenshot_id before publish.
• Heavy pages, cap at one block per decision area, compress thumbnails under 200 kB.
• Logo misuse, swap to name and role unless permission is on file.

Troubleshooting

• Lift flat across pages, move hero proof higher, shorten quotes to 120 characters, and re test placement before format.
• Clips ignored, sharpen thumbnail, add burned in captions, keep under 60 seconds.
• Frequent disputes, add “view source” to snippets and recheck redactions.
• Ops drift, pin the weekly 30 minute sweep and the monthly 60 minute refresh on a shared calendar.

FAQ

Who should be the Proof Owner
Pick a marketer or success lead close to outcomes and customers, not a designer. They spot wins and get consent fast.

How many people do I need
Three named hats, Owner, Editor, Analyst. One person can wear two hats, do not collapse all three.

Where should this live, tool wise
Your CRM or database for items and audit, your site builder for modules, and your analytics for events. Keep a simple modules table to join performance.

How fast from win to live
Under 48 hours for quotes and snippets, under 7 days for clips.

When do I pause an item
Immediately on accuracy or consent challenge. Fix or remove, then log the action and the reason.