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Web Wizards

Internal Service Brief

The salesperson's written handoff to Delivery. One page, Web Wizards branded, internal only — produced from the approved proposal before the handoff conversation.
Written by
Salesperson
Read by
Delivery team
Format
One-page PDF
Version
0.1 · Sept 2026

What It Is

The Internal Service Brief carries the context Delivery cannot get from the proposal or Productive on its own — why the client bought, what was promised, what to be careful about.

It is written by the salesperson, reviewed by the salesperson, and read by Delivery before the handoff conversation. Delivery does not co-author it.

  1. Start with the approved proposal

    Add relevant sales correspondence or notes, plus your own commentary for anything the proposal does not make obvious.

  2. Draft it with AI

    Give it the template below and your source material. It produces the first version.

  3. Review and correct it

    You are accountable for what the brief says. An unreviewed draft is not a handoff.

  4. Export a one-page PDF and attach it to Productive

    Where Delivery will look for it. The handoff conversation follows, with the brief as the agenda.

The Template

This is the reference layout and the level of detail expected. The example is fictional — an ordinary retained client, filled in the way a real one should be.

Completed Internal Service Brief for the fictional client Cedarline Outdoor Living, shown as a single page

Download

Internal Service Brief — template & worked example

One page, US Letter, PDF.

Open the PDF

What Goes In Each Section

Header fields first — client, service or engagement, Account Manager, salesperson, date — then the six sections below.

Client & key contacts
Company, Account Manager, assigned services. Name the primary working contact — who we deal with day to day — separately from other stakeholders or influencers: executive sponsor, owner, final approver, marketing lead. Not a contact list; only people Delivery needs to know about.
What we sold
Services purchased, recurring or project, fee and budget where useful, term, expected start. Do not reproduce the proposal scope.
Goals & priorities
What the client is trying to achieve, in their words where possible. Do not invent KPIs nobody agreed to.
Important scope notes
Only what Delivery could miss or misread — inclusions, exclusions, assumptions, unusual requirements, timing commitments, dependencies, media budget versus management fee, and anything the client is keeping in-house.
Why they hired us / client context
The business problem or opportunity behind the engagement, and the context around it: prior agency experience, known frustrations, sensitivities, decision-making dynamics, internal constraints, expectations set during the sale. Only what materially affects delivery — no client history, no gossip, no personality profiling.
Immediate next steps
Three to five concrete actions with an owner: Productive setup, access requests, asset collection, baseline review, kickoff scheduling.

Producing One With AI

Five to ten minutes for a normal account. Give the model the template and the source material, then check what comes back.

What to supply
The PDF above as the layout and tone reference, the approved proposal, any sales correspondence that carries context, and your own notes on what the proposal does not say.
What to ask for
A one-page Internal Service Brief following the attached template, using only the supplied material. Tell it to leave a section short rather than filling it with inference.
What to check
Names, figures, dates and commitments against the proposal. Anything the model inferred rather than read. Whether it still fits on one page.

Then What?

The brief is step two of onboarding. The handoff process around it is in Client Onboarding.