How Spike works — the operating contract
Spike AI
how spike works

You set the objective and boundaries.Spike takes on the work.

Spike is an autonomous marketing system that builds context from your business, decides what should happen next across Content + Search and Paid Search, ships the work, measures what actually happened, and carries that learning into the next decision.

Give Spike an objective →
see what spike knows, decides, changes, measures, and remembers
you set
objective · budget
brand · scope
spike
decides · ships
measures · remembers
reality
search · ads
CRM · pipeline
reality's signal returns to spike
01 RESPONSIBILITY

You set direction. Spike takes on the work.

human
You set
Objective Brand Budget Scope Guardrails Approval level
engine
Spike runs
Prioritization Execution Measurement Memory Next decision
market + business
Reality answers
Search response Ad performance Lead quality Pipeline Revenue signals
what reality returns becomes input to the next decision

Spike controls the work within the authority it is given. Neither Spike nor the marketer controls the market outcome.

02 BUILDING CONTEXT

First, Spike builds context from your business.

A generic model knows marketing. Spike needs to know your company, your market, and what your customers actually do.

business context
Website + CMSBrand + positioningBuyer + ICPKnowledge base
market signals
Search demandCompetitorsRankingsAI citations
performance + outcomes
Search ConsoleGoogle AdsCRMLead qualityPipeline + revenue
account context
updated as new outcomes arrive Spike uses the systems, data, and context you connect, supply, or approve.
03 THE LOOP

Every cycle has four jobs.

01 DECIDE Find the highest-value opportunity. Form a hypothesis. Estimate likely impact. Prioritize what should happen next. identify · hypothesize · quantify · prioritize
02 SHIP Create or change the approved work and put it into market. content · pages · seo elements · approved campaign controls · search terms · budget controls
03 MEASURE Compare what happened against the baseline — including downstream business outcomes where connected. against baseline · rankings · ai citations · traffic · ad performance · lead quality · pipeline
04 REMEMBER Retain what happened, the hypothesis behind it, and the account judgment that followed.
retained judgment returns to the next DECIDE — the cycle does not restart from zero
04 OPERATING SURFACES

One system. Two operating surfaces.

surfaces / content+search · content · seo · aeo — paid-search · google-ads · crm-feedback

Spike identifies demand and content gaps, decides what should exist or change, creates and updates the work, publishes within the authority you grant, and measures what happens across traditional and AI search.

reads
site
Search Console
competitors
buyer context
changes
content
pages
SEO elements
measures
rankings
AI citations
traffic
qualified response

Spike audits the account, decides where the next move should happen, ships approved changes, and measures platform performance against downstream business quality.

reads
campaigns
queries
spend
CRM outcomes
changes
approved campaign controls
search terms
budget controls
measures
conversion performance
lead quality
contract-value signals, where connected
shared memory

What Content + Search learns can inform Paid Search. What Paid Search learns can inform Content + Search.

05 BUSINESS TRUTH + MEMORY

The platform can say better.The business can say worse.

platform signal — google ads
Conversions ↑   Cost / conversion ↓
business contradiction — salesforce
disqualified lead rate
10% → 40%

Incremental disqualifications skew toward lower-contract-value prospects after sales discovery.

account judgment

More conversions ≠ more revenue. Contract value is part of lead quality.

retained with context
objective Grow profitable paid-search pipeline
hypothesis Stronger conversion performance means a better lane to expand
decision Expanded AI Max
observed result Volume improved. Downstream lead quality deteriorated.
account judgment Contract value belongs in this account's definition of lead quality
available to later decisions — content + search · paid search
next decision

Feed high-value customer signals back into paid search. Prune lower-value demand.

# real account · google ads + salesforce

The dashboard informs the decision. The business gets the final vote.

Not every result becomes a universal rule. Spike retains the context around the result so it can be used when relevant.

06 CONTROL · AUTONOMOUS, NOT UNSUPERVISED

You decide how much authority Spike has.

you define
account access publishing authority budget boundaries brand rules operating scope approval and escalation policy
spike operates within
the access granted the publishing authority granted the budget boundaries set the brand rules approved the operating scope assigned the approval/escalation policy selected
approval policy you decide → spike decides
01
Approve everything
02
Approve exceptions
03
Autonomous

Give Spike more autonomy as it earns your trust.

07 THE DIFFERENCE

Most tools own a task. Spike owns what happens next.

01
starts with · typical point tool
Prompt or task
starts with · spike
Business objective
02
who prioritizes next · typical point tool
You
who prioritizes next · spike
Spike, across the operating surfaces assigned to it
03
execution · typical point tool
Produces or performs a task; you coordinate the surrounding work
execution · spike
Ships within granted authority
04
after the result · typical point tool
You interpret the result and prompt again
after the result · spike
Retains the account judgment and begins the next decision cycle

Give Spike an objective.

One objective. We'll show you what Spike would own, what you would control, and how the first cycles would run.

Give Spike an objective →