Describe what you sell, who buys it and where the transaction happens. For a product business, include priority SKUs, selling prices, discounts, returns, stock locations and replenishment constraints. Distinguish Amazon US, your own website and wholesale: each can have a different margin structure and buying journey. For services, explain the target account, typical inquiry, qualification criteria and sales cycle. A nationwide offer and a locally delivered service need different targeting and page structures.
Then identify the decision: whether to increase spend, launch a range, repair the inquiry flow or release cash from slow stock. Share recent reports with dates, currency and definitions rather than an isolated dashboard screenshot. If the data is incomplete, the first deliverable may be an evidence checklist. We agree a budget boundary, an internal owner and a review window before turning the question into work. Those constraints help keep a focused engagement from becoming an open-ended marketing overhaul.
For a multi-state service offer, explain where your team can fulfill the promise and who handles each inquiry. For a distributed product team, name the person who can confirm stock and approve pricing. These practical details can change which acquisition test is worth running first.