Channel Harmonisation Matrix

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	INTERNAL · MASTER GTM CASCADE · PHASE 3 DELIVERABLE
	Channel Harmonisation Matrix
	Per-channel role, mix, cadence, owner, failure mode — for every channel in the Reef.
	Document	Master GTM — Channel Harmonisation Matrix
	Version	v1.0 · 7 May 2026
	Status	Active — Phase 3 deliverable shipped
	Sponsor	Stephan De Roche, CEO
	Architect / Programme Lead	Gem David
	Authorship	Multi-voice — founder voice (Stephan, organic) + specialist voices (service-line leads) + marketing voices + programme architect voice (Gem). Orchestration role separate from authoring role.
	Inherits from	The Reef v1.0 §7 (Channel Hierarchy), §6 (Content Portfolio Mix), §4 (Four-Position Commitment), §10 (Kill List)
	Sheets	Cover · Channel Matrix · Phase Ratios · Position × Channel · Filter Card
	Brand audit	brand-compliance-check skill applied
	Cascade phase	Phase 3 of 8 in the Master GTM Cascade Execution Guide v1.0
	HOW TO READ THIS MATRIX
	The Channel Harmonisation Matrix is the operational reference for every channel Webgold operates within the Reef. Each channel row carries: tier (Owned / Earned / Rented / Direct), role in the Reef, content mix (Authority/Brand/Sales/Event %), cadence, named owner, the four-position activation signal, the failure mode that triggers tempo pull-back, the Filter card questions most relevant to the channel, and the tempo elasticity (how much the channel can ramp up or pull back per Tempo Gate). Phase Ratios sheet shows per-phase content mix targets. Position × Channel sheet shows activation strength per position per channel. Filter Card sheet carries the 7 Filter questions for cross-reference. The Tempo Gate adjusts ratios weekly; the Spine ratifies any new doctrine.

Channel Harmonisation Matrix · Per-channel role, mix, cadence, owner, failure mode
Channel	Tier	Role in the Reef	Content mix (A / B / S / E %)	Cadence	Named owner	Authority signal (four positions)	Failure mode	Filter checkpoints	Tempo elasticity
OWNED CHANNELS · TIER 1 — These compound. Build first; rented amplifies later.
Website (WG-25)	Owned · Tier 1	Verification surface for prospects arriving from peer recommendation. Not a discovery channel — where prospects who heard our name come to confirm we are real, current, and substantial.	50 / 25 / 20 / 5	Continuous · every WG-25 sprint adds substance	Orchestrator: Marketing function. Authors: per service-line lead (each owns their service-line subpages once activated).	All four positions — verification surface for the entire Reef	Stale content · broken links · lorem ipsum · banned-vocabulary verification failures	Q2 (banned vocab) primary; Q1, Q3	Low — structural, not tempo-adjustable
Newsletter (Webgold Field Notes)	Owned · Tier 1	Habitual relationship channel. The only channel where Webgold has a direct, unintermediated relationship with every subscriber. Position 4 lives operationally here.	60 / 15 / 15 / 10	Fortnightly Sprint 1 → Sept 14 · weekly post-launch	Orchestrator: Marketing function. Authors: rotating across all four voice lanes (founder organic, specialist, marketing, architect).	Position 4 (owned audience) primary · Position 1 (named expert) secondary	Open rate sustained below 25% · reply rate below 1%	Q1, Q5, Q6	Medium — cadence flexes weekly to fortnightly
Email nurture sequences	Owned · Tier 1	Post-trigger relationship deepening. Runs after a prospect has shown specific interest — gated asset download, event attendance, discovery-call request.	30 / 20 / 40 / 10	Triggered, not scheduled · per sequence	Orchestrator: Marketing function. Content drawn from the authority library + proof archive — multi-voice contributors per sequence.	Position 3 (attributed outcomes) primary	Reply rate sustained below 1% across multiple sequences — opening conversations is the test	Q4, Q6	Low — sequences trigger automatically once configured
Gated research assets	Owned · Tier 1	List-building exchange. Substantive T&T-specific research traded for an email address. Fuels Position 4. First asset Sprint 2 (T&T Digital Marketing Benchmark).	70 / 10 / 15 / 5	4–6 per year from Sprint 2	Orchestrator: Marketing function. Authors: multi-voice (founder + service-line lead + marketing co-authoring typical per asset). Stephan ratifies positioning.	Position 4 (owned audience) + Position 2 (Caribbean opinion)	Download-to-newsletter conversion below 60% · asset-attributed discovery calls below 5% of inbound	Q1, Q3, Q6	Low — asset production is multi-week effort
EARNED CHANNELS · TIER 2 — These borrow authority we don't yet have on our own.
Caribbean business media (PR)	Earned · Tier 2	Borrowed credibility from third-party publishers. Signals that Webgold authors are credible enough that Caribbean business media will host their thinking.	70 / 10 / 15 / 5	Min 1 placement per quarter from Sprint 1 · monthly by Q1 2027	Orchestrator: Marketing function. Named experts: founder voice + service-line leads + architect voice (rotating; topic determines best-fit author).	Position 1 (named expert) + Position 2 (opinion)	Zero placements per quarter sustained — authority signal not yet strong enough; Reef has work to do	Q1, Q2, Q5	Low — earned cadence set by editors, not us
Podcast guesting	Earned · Tier 2	Audio-first authority reach with named-author signal. Underused in T&T market; disproportionate reach for the right named expert.	80 / 10 / 5 / 5	Min 1 appearance per quarter Sprint 1 → launch · monthly post-launch	Orchestrator: Marketing function. Guests: founder voice + service-line leads + architect voice (rotating).	Position 1 (named expert) + Position 2 (opinion)	Zero appearances per quarter sustained — no Caribbean podcast hosting Stephan = Reef has work to do	Q1, Q5	Low
Speaking engagements	Earned · Tier 2	Live authority at industry conferences not run by Webgold. WG-21.4 (Strategic Partnerships) currently paused; reactivation expected from Sprint 4 onwards.	70 / 15 / 10 / 5	Min 1 named appearance per quarter post-WG-21.4 reactivation	Orchestrator: Marketing function (post WG-21.4 reactivation). Speakers: founder voice + service-line leads + architect voice (topic-fit determines speaker).	Position 1 (named expert) + Position 2 (opinion)	Awaits WG-21.4 reactivation; no failure-mode threshold set yet	Q1, Q5, Q7 (kill list — generic networking)	Low
RENTED CHANNELS — These amplify owned-channel work. Algorithm-rented; build only after owned baseline.
LinkedIn (Tier 1 within Rented)	Rented · Tier 1	Primary B2B authority channel. Audit confirmed named-author publishing on LinkedIn for T&T market is structurally underserved. Highest-leverage rented channel.	65 / 15 / 10 / 10	Min 2 posts/week per active named author from Sprint 1 · ramping to 3–4/week per author by Q1 2027	Orchestrator: Marketing function. Authors: all four voice lanes (founder organic, specialist, marketing, architect) — each authors their own content under their own byline.	Position 1 + Position 2 + Position 3	Engagement rate below benchmark · OR no named author publishing for two consecutive weeks	Q1, Q5, Q6	High — can ramp 2/week → 4/week per author
Instagram	Rented · Tier 2	Visual brand and event extension. Where the Reef's aesthetic does its most active work — photography, event imagery, brand visual system.	30 / 30 / 20 / 20	1–2 posts per week	Orchestrator: Marketing function. Visual contributor TBD until appointed.	Brand + Position 4 (audience secondary)	Follower growth flat over a quarter · OR visual brand drift from Webgold standards	Q4, Q7	Medium
X (formerly Twitter)	Rented · Tier 2	Text-heavy authority and commentary on T&T digital sector. Shorter-form opinion runs — responses to news, threads breaking down market moves.	70 / 10 / 10 / 10	1–2 posts per day from active named authors	Orchestrator: Marketing function. Authors: all four voice lanes contributing — founder commentary, specialist hot-takes, marketing pieces, architect threads.	Position 2 (opinion) + Position 1 (named expert)	Engagement minimal — voice failure detectable faster than other channels	Q1, Q2, Q5	High
Facebook	Rented · Tier 2	Community-broad reach for T&T businesses still operating Facebook-primary. Lowest-priority Tier 2 channel.	25 / 25 / 25 / 25	2–3 posts per week	Orchestrator: Marketing function (lower-priority channel).	Mixed; lower priority — supporting role	Engagement minimal across all categories — first to be pulled back by Tempo Gate	Q4, Q7	High — can pause without structural impact
YouTube	Rented · Tier 2	Long-form video — event recordings, presentations, named-author talks, behind-the-scenes building.	50 / 20 / 10 / 20	Min 1 video per fortnight from Sprint 1	Orchestrator: Marketing function. Video subjects: rotating named experts across all four voice lanes.	Position 1 (named expert) + Position 3 (proof)	Subscriber growth flat over a quarter — not building permanent video archive	Q1, Q5	Low — video production is multi-day effort
TikTok	DEFERRED (DEC-019)	Not built in 2026. Audience composition unfavourable for T&T B2B; production cost high; named-author signal does not transfer cleanly. Reactivation is a Phase 1 (post-Sept 15 2026) decision.	— / — / — / —	Not active	N/A	N/A	Not active — channel deferred per Kill List	Q7 (Kill List)	N/A
Reddit · Threads · Twitch	DEFERRED	Similarly deferred per Spine §10 Kill List. Reactivation requires explicit case demonstrating audience fit (2027+ decision).	— / — / — / —	Not active	N/A	N/A	Not active — channels deferred per Kill List	Q7 (Kill List)	N/A
DIRECT CHANNELS · TIER 1 (events) + TIER 2 — These engage. Highest activation surface in 2026.
Events (WG-21.5)	Direct · Tier 1	PRIMARY ACTIVATION SURFACE for the four positions through 2026. Where the Reef makes itself physically visible. Webgold Events Programme Warfare Doctrine is the operational layer.	Per Warfare Doctrine (varies by event format)	Workshops monthly · Roundtables quarterly · Industry seminars per Sprint · CommUnity Jul 2 · Caribbean Digital Awards 2027 · Caribbean Digital Transformation Conference (3-yr flagship)	Orchestrator: Marketing function + WG-21.5. Stage presence: founder voice primary, service-line leads on panels, architect voice occasional.	ALL FOUR POSITIONS (activation surface for each)	Rooms not filling · no named clients on panels · generic networking dominating · sales pitches creeping into stage content	All seven Filter Qs apply per event	Low — event cadence locked once booked
WhatsApp Business	Direct · Tier 1	Direct relationship maintenance per Caribbean business norms. Primary business communication channel for many T&T SME and mid-market relationships.	20 / 30 / 30 / 20	Per relationship · not scheduled	Orchestrator: Marketing function. Direct relationships per service-line lead + founder voice as relationships warrant.	Position 4 (relationship deepening within owned audience)	Relationship attrition — clients moving conversations off WhatsApp because Webgold too slow / unresponsive	Q3, Q5	Low — pace set by clients
Referral programme	Direct · Tier 1	Trust-transferred discovery. Makes peer recommendation explicit and rewards it structurally. The most efficient acquisition channel once active.	N/A — referrals carry trust, not content	Continuous · activation requires existing client engagement	Orchestrator: Marketing function (programme designed and run by orchestration role). Founder voice ratifies. Referrers: existing clients.	All four positions (referrer ratifies all)	Zero referred discovery calls per quarter sustained — engagement quality / Sustain conversation quality failing upstream	Q1	Low

	Phase Ratios · Content portfolio mix per phase of the Reef build
	Source: The Reef v1.0 · §6 Content Portfolio Mix and Ratios. Tempo Gate adjusts weekly within these targets.
	Phase	Authority %	Brand %	Sales %	Event %	Filter focus
	Pre-MVP (now → Apr 30)	70	15	5	10	Voice + Brand
	Sprint 1 (Support · May 1–14)	60	15	10	15	Authority + Proof
	Sprint 2 (Commerce + CommUnity reg · May 15–28)	55	15	10	20	Channel ignition
	Sprint 3 (Development · May 29–Jun 11)	60	15	10	15	Earned media
	Sprint 4 (Engagement+Products+Growth + CommUnity Jul 2)	45	15	10	30	Tempo high
	Sprint 5 (Content+Identity · Jun 26–Jul 9)	55	15	15	15	Owned audience
	Sprint 6 (Intelligence · Jul 10–23)	55	15	15	15	Opinion leadership
	Sprint 7 (DX/Transformation · Jul 24–Aug 6)	55	15	15	15	DX Authority
	Buffer (Aug 7 – Sep 14)	50	20	20	10	Posture review
	Full Launch (Sep 15+)	50	20	20	10	Full launch posture
	NOTES · Authority remains dominant through every phase except CommUnity event week (Sprint 4) — even post-launch, authority share remains 50% because authority is the structural foundation of the Reef. Sales rises gradually as the website matures and proof accumulates. Event content surges around CommUnity 2026 (Sprint 4) and remains a steady 15–20% because events are the primary activation surface (§4 of the Spine), not a supplementary motion. The Filter (Phase 6 of cascade) validates every motion against the channel-and-phase ratio for the period it ships in.

	Position × Channel Activation · Strength of each position per channel
	Source: The Reef v1.0 · §4 Four-Position Commitment, Events as activation surface sub-section.
	Position	Newsletter	Website	LinkedIn	Email Nurture	Events	YouTube	X	Instagram	WhatsApp	PR	Podcast	Speaking
	Position 1 · Named Expert Visibility	Strong	Strong	High	Med	High	Strong	Strong	Med	Low	Strong	High	High
	Position 2 · Caribbean Opinion	High	Strong	High	Low	High	Strong	High	Low	—	High	High	High
	Position 3 · Attributed Outcomes	Strong	High	Strong	Strong	High	Strong	Med	Med	Med	Strong	Med	Strong
	Position 4 · Owned Audience	High	Strong	Med	High	High	Med	Low	Med	Med	Low	Low	Med
	LEGEND
	High	primary activation surface
	Strong	consistent activation
	Med	partial activation
	Low	supporting activation
	—	not a meaningful activation

	Filter Card · 7 questions every motion must pass before it ships
	Source: The Reef v1.0 · §6 + Phase 6 of the cascade. Final wording set in Phase 6 build (Alignment Filter.pdf).
	Q1	Does this motion advance one of the four positions (named expert / Caribbean opinion / attributed outcome / owned audience)? If none — do not ship.
	Q2	Is this motion FREE of banned vocabulary from the Messaging Guardrails — no "solutions" as standalone noun, no "transform your business" without mechanism, no "world-class," no "innovative" without specifics, no "passionate," no "leverage," no "game-changing," no "seamless," no "in today's digital landscape"?
	Q3	Does this motion say what we sell — clear thinking from inside the Caribbean, with proof, with continuity, without translation tax — implicitly or explicitly?
	Q4	Does this motion match the harmony ratio for its channel and phase (authority weighted in early phases; sales gated behind authority signals)?
	Q5	Does this motion include a named human (author, expert, client)? Anonymous motions are exception-only.
	Q6	Does this motion include or link to a piece of proof (a number, a case study, a named outcome, a citable source)? If no proof exists or is linked — justify the exception.
	Q7	Does this motion respect the Kill List — i.e. it is NOT a TikTok motion, a generic SEO motion, a marketing-services-vendor motion, or a motion targeting audiences we are deliberately not pursuing?
	VERDICTS
	PASS	All 7 Yes — ship it. Add to Harmony Calendar; run Tempo Gate to confirm pacing.
	PARTIAL	Mixed — exceptions justified in Harmony Calendar entry. Q2 fail = non-negotiable rework.
	FAIL	2+ No — out of doctrine. Specify which Qs failed; rework before ship.