Tool catalog
The Underway toolbox, organized the way a marketing department is: four teams, the roles on each, and the agents and tools that do the work.
Team 01
Who are we for, what do they need, and how do we win?
Turns what you know about your audience and market into something the rest of the department can use.
External signal → usable knowledge
Goal A written description of who the customer is and what they need
Knowledge → market-facing narrative
Goal A clear, shared answer to "what do we do and who is it for"
Team 02
What do we make and put into the world?
Turns positioning into designed and written work that looks and sounds like you.
Identity → designed artifacts
Goal A defined visual identity with basic standards anyone can follow
Positioning → words that work
Goal Copy exists for every active channel and campaign
Team 03
How do we reach the right people and turn attention into action?
Gets the work in front of the right people and turns attention into action.
Programs → pipeline
Goal Active campaigns running in at least one paid or owned channel
Owned properties → conversion
Goal A functional web presence that captures and converts traffic
Acquisition → retention → advocacy
Goal New contacts receive a basic follow-up sequence after conversion
Team 04
Do we know if it's working, and can we keep doing it at scale?
Keeps score, keeps the machinery running, and keeps the work inside the rules.
Activity → decisions
Goal Someone knows what the key numbers are and reports them regularly
Stack → scale without headcount
Goal The team knows what tools they have and someone owns each one
Rules → safe to ship
Goal A single place for approved claims, required disclosures, and product facts