The Marketing-to-Design Handoff Checklist for Personalized Solar Campaigns

A personalized campaign may show a roof image, bill estimate, savings illustration, or suggested system size before a designer sees the project. The handoff must preserve what the customer saw and separate those campaign elements from verified design inputs.

This checklist serves the marketing-to-design transition. The broader sales-to-design handoff owns the customer conversation and requested project scope. A campaign response is not automatically a complete design request, permission to access a property, or acceptance of a quote.

Preserve the Campaign the Customer Actually Saw

Keep the campaign identifier, creative and landing-page version, offer wording, personalized fields, displayed assumptions, disclaimers, date, and requested next step. Save a representative rendering or controlled record of the actual personalized content, not only the generic template.

Record whether each element was customer-supplied, sourced from imagery, inferred, assumed, or modeled. An address match does not verify roof dimensions, structural suitability, available area, equipment compatibility, electricity usage, or ownership authority. A sample layout must remain labeled as a concept.

The U.S. FTC advertising guidance discusses evidence for express and implied claims, including material price and performance statements. This supports a claim register; it does not supply legal approval for every jurisdiction or campaign.

Transfer Evidence, Not Just a Lead Score

Label Every Customer-Specific Number

Keep capacity in its stated power unit separate from modeled energy in kWh over a named period. Savings require a defined consumption, tariff, export, cost, and financing basis. If those inputs are unavailable, transfer the unanswered question instead of converting a regional assumption into a customer fact.

PVWatts estimates grid-connected PV energy from its inputs and explicitly cautions that predictions contain assumptions and uncertainties. A general model or solar research link does not validate a personalized roof image or bill result. Its existence also does not prove integration with a campaign or SurgePV.

Check Data Use and Customer Expectations

Identify which information the customer supplied, which was obtained elsewhere, what use was represented, and the applicable access and retention restrictions. Avoid forwarding full bills or unrelated personal information when a narrower approved record meets the design purpose.

The FTC privacy and security resource addresses business handling of personal information. It is U.S. context, not a universal permission rule. Confirm applicable local requirements, channel rules, privacy notices, provider terms, and organizational advice before collection, sharing, remarketing, or contact. This checklist authorizes no message sending.

Give Design a Bounded Request

Specify whether the next task is a roof-screening review, preliminary layout, scenario comparison, evidence request, or another agreed output. Name the review purpose and prohibited uses. Do not route a marketing concept directly to procurement or installation.

The designer should return one of three documented responses: accepted for the named preliminary task, additional evidence needed, or qualified escalation required. A receipt confirms delivery, not feasibility or approval. Keep questions about structural capacity, electrical configuration, interconnection, contractual promises, or regulated claims with the responsible reviewers.

Reconcile Changed Findings With the Campaign Promise

If a designer finds that a roof concept, suggested capacity, or displayed estimate cannot be supported, record the affected statement, new evidence, owner, and customer communication needed. Retain both the original representation and successor explanation. Do not silently overwrite the campaign and leave the prospect relying on its earlier promise.

Check the proposal pre-send review before issuing a later offer. It should use the current option and governed inputs, not a manually copied lead-form result.

Copy-Ready Marketing-to-Design Packet

1. Campaign, creative and landing-page versions: [actual customer-facing record]
2. Customer objective and requested next step: [source and date]
3. Site identity and corrections: [source and limitations]
4. Personalized fields: [provided, inferred, assumed, modeled or verified]
5. Displayed capacity, energy and savings: [units, period, basis and prohibited uses]
6. Offer scope and commercial issuer: [current written terms]
7. Applicable data-use permissions and restrictions: [responsible record]
8. Missing evidence and conflicts: [owner and required decision]
9. Designer response: [named task, evidence request or escalation]
10. Changed customer statements: [communication owner and successor version]

Test the Handoff Before Increasing Personalization

Sample real packets and check whether a designer can reconstruct the campaign context without guessing. Track missing source records, unsupported customer-specific claims, correction reasons, and the work required to resolve them. These are internal diagnostics, not proof of higher conversion or faster design.

When evaluating solar design software, demonstrate the actual import, field mapping, revision, and export route using an appropriately permitted example. Confirm which steps remain manual. Do not assume CRM synchronization, permission management, personalized marketing automation, or native savings validation from a shared interface.

Frequently Asked Questions

What should marketing hand over to design?

Transfer the actual campaign version, personalized content, customer objective, data sources, assumption status, displayed figures, offer terms, applicable data-use restrictions, missing evidence, and a bounded request for the next design task.

Does an address-based campaign verify the roof or system size?

No. An address match, imagery concept, inferred usage, or sample layout is not a verified survey, accepted design, or approved sizing decision. Retain its source and limitations and request the evidence needed for the named task.

What happens when design contradicts a campaign estimate?

Record the affected statement, new evidence, responsible decision, and customer communication needed. Preserve the original representation and the successor explanation rather than silently replacing the earlier promise.