Inventory the assets the business relies on
List advertising accounts, analytics properties, landing pages, domains, tags, creative files, product feeds and integrations. Verify ownership and access through the actual platform settings. Keep credentials out of public documents and avoid sharing accounts when a platform supports individual permissions.
Distinguish access from ownership. An agency may have permission to manage an account without owning it. Record the administrative owner and the person responsible for removing access after a verified transfer. Do not revoke the old team's access before the new team confirms continuity.
Transfer decisions with their context
| Item | Minimum useful handover |
|---|---|
| Live campaigns | Objective, audience, budget and current constraints |
| Experiments | Hypothesis, comparison, status and unresolved questions |
| Creative | Editable files, claim sources and usage permissions |
| Measurement | Event definitions, known gaps and reconciliation process |
| Operations | Approval contacts, lead routing and customer follow-up |
| Next review | Pending decisions and the dates outcomes mature |
Include failures and discontinued tests. Otherwise the receiving team may spend the first month relearning why a plausible idea did not work.
Worked example: the missing automation owner
Illustrative example: an incoming marketer receives advertising access but not the integration that routes demo leads. Campaigns keep spending while inquiries stop reaching sales. A proper handover would trace one test inquiry from ad to form, CRM and assigned owner before access changes.
The check should include customer confirmations and suppression after cancellation. A technically successful form submission can still create a poor experience if the customer gets no next step or several conflicting messages.
Review creative and proof permissions
Confirm which files can be edited, where they can be used and whether testimonial or dashboard permissions still apply. Do not assume every agency-created asset carries unrestricted usage rights. Keep confidential client information out of the handover copy used for public portfolios.
Record the factual sources behind strong claims. “This creative won” should include the outcome definition, period and limitations. A platform screenshot without maturity or audience context is not enough to justify recreating the same campaign.
Complete the transfer with a readiness check
Have the receiving team verify access, billing continuity, one complete customer journey and the next reporting cycle. Then confirm the agreed access changes and ownership record. Use the data quality contract when event definitions are unclear, and the proof library guide for sensitive assets.
Ayoub Mouhachtt
Growth & performance marketing. Explore my working background.
An AI-assisted educational guide commissioned for Ayoub’s Growth Notebook. Worked examples are illustrative; they are separate from the portfolio’s client evidence. How these guides are prepared.