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Delivery Tracks: Prospect vs. Existing Customer

Not every client has the same starting point, and promising a report you can't actually produce is the fastest way to damage a new relationship.

This guide's earlier modules describe reports that need a connected ai12z project with ingested content, chatbot conversations, and referral history. A prospect who has never used ai12z has none of that yet. Before you scope any engagement, determine which track you're on: it changes what you can prepare, what the live session covers, and what the 30-day roadmap can promise.

The Decision Checklist​

Ask this before you commit to an agenda:

  • Does this organization have a connected ai12z project already? If no → Prospect track.
  • If yes, does it have at least a few weeks of real chatbot conversation history? If no → still effectively Prospect track for the conversation-dependent reports, even though a project exists.
  • Does it have measurable AI-referred traffic yet? If no → skip AI Referral Analytics from the live session; it needs real visits to show anything.

Three Tiers of Data Dependency​

The reports in this guide don't split cleanly into two buckets: they split into three, based on what they need to run at all:

Tier 1: Works Against a Public Website Alone​

No ai12z footprint required. These work for a cold prospect on day one:

ReportWhat It Needs
Citation MonitorA brand name, domain, and a manually-built query list, no ai12z project required at all
Agent-Readiness AuditPublic HTTP access to the site, no API keys, no ai12z project
Site-Wide SweepRequires the site to be indexed by an ai12z project, but not chatbot usage
AI FootprintPublic web research against the brand name, no ai12z project required
URL AnalysisA single public URL, no ai12z project required

Tier 2: Needs a Live Bot, Not History​

One report sits in between, and it's easy to miss when scoping a prospect engagement: Keyword Visibility tests answer quality by asking the client's own live ai12z chatbot a set of target questions: it needs a bot to query, but not weeks of prior usage. A prospect who stands up even a brand-new trial bot specifically for the engagement can unlock this report; a prospect with no bot at all cannot.

Don't file this as only a bootstrap tool, though: for an Existing Customer, it's the standard way to verify a content edit worked: run it once to find a gap, have the client update the relevant page in their CMS, then re-run the same Keyword List and check whether the score moved. That's a recurring, billable check-in, not a one-time audit: see the monthly re-testing package.

Tier 3: Needs Accumulated Usage History​

These require real conversations or traffic that's already happened, existing customers only:

ReportWhat It Needs
Q&A AnalysisReal chatbot conversation history to cluster and score
Q&A InsightsThe same conversation history, live and per-record
AI Referral AnalyticsReal AI-referred traffic to attribute
GEO Trend ComparisonAt least two prior Q&A Analysis runs to diff
Conversation-sourced query lists (Generate a Citation List from Q&A)Q&A Analysis history to pull from

Track A: Prospect / New Client​

Build the engagement entirely from Tier 1, plus Tier 2 if a trial bot is feasible:

  • Question list: built manually, with the client, from their own knowledge of what buyers ask, not pulled from conversation data, because none exists yet
  • Core reports: Citation Monitor, Agent-Readiness Audit, Site-Wide Sweep, AI Footprint, and URL Analysis on 3–5 priority pages
  • What you can't promise: a citation-to-conversation walkthrough, an IDK rate, a referral-traffic reading, or a trend comparison: none of these exist without history. Don't demo them live against this client's own (empty) data; use the fallback dataset in Pre-Work & Guardrails to describe what they'll unlock once they're on Track B.
  • The pitch: this baseline is real and valuable on its own, and it's also the natural on-ramp: see the graduation path below.

Track B: Existing ai12z Customer​

Everything in Track A, plus the full Tier 3 set:

  • Question list: pulled from real conversation data via Citation Phrase Suggestions or the Generate Citation List from Q&A wizard: reflects what buyers actually ask, not what the team assumes they ask
  • Additional reports: Q&A Analysis, Q&A Insights, AI Referral Analytics, and (once at least two Q&A Analysis runs exist) GEO Trend Comparison
  • The pitch: the full six-stage loop from The ai12z Advantage is demonstrable end-to-end, including the referral-to-conversation walkthrough: this is the strongest version of the engagement, and worth using as the aspirational example even in a Track A session

The Graduation Path​

A Track A prospect who becomes an ai12z customer doesn't need a second baseline assessment from scratch, their Tier 1 reports carry forward, and the engagement simply adds Tier 3 measurement once real usage accumulates. Frame this explicitly to a Track A client: "everything we build today stays valid: deploying ai12z doesn't reset your baseline, it unlocks the next layer of it." This is also the natural bridge into the Agency Service Model's implementation package: a prospect who commits to fixing what Track A found is a prospect ready to talk about who actually does the fixing.

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