How Alva runs a 12-week campaign.

A campaign starts with a conversation, not a configuration screen. You tell Alva what you're trying to do — broaden the customer base this quarter, test a new vertical, build pipeline ahead of a fundraise — and Alva works the strategy out with you. It uses whatever it knows about your existing customers, your product, and your market to propose specific options, with trade-offs.

The conversation produces a living strategy document: market, ICP, positioning, channel mix, and the targets for the campaign. This document is the contract Alva runs against for the next twelve weeks.

With the strategy approved, Alva goes to work. It builds the prospect list against the ICP — typically a few hundred companies in the first weeks, growing into the thousands. It writes the outreach copy in your voice, drawing on your existing conversations and product knowledge. It sends, follows up, and reads every reply.

You don't direct any of this. You see it happening. The command centre is where you watch the campaign unfold: prospects added, replies in, deals scored. Most days you don't need to open it.

Six weeks in, the data is in. Reply rates by seniority, message variant, and segment are measurable. The strategy document gets tested against reality.

If the data confirms the original strategy, Alva continues. If it contradicts the strategy, Alva pauses outreach and proposes a pivot — a specific, evidence-backed change to positioning, target seniority, or channel — and asks you to approve. You stay in control of strategic direction; you don't have to be in control of execution.

With the pivot approved, the second half of the campaign focuses on conversion. Alva replies in your voice, books meetings, scores each opportunity in real time against your sales methodology, and flags risks before deals go cold. Where context is missing — a prospect's budget, an unanswered objection — Alva surfaces it rather than guessing.

Most of this happens silently. The campaign generates briefings, updates pipeline, and produces clean data. You step in for meetings, judgement calls, and the relationships that need a human.

A campaign ends not when outreach stops, but when qualified opportunities are ready for human-led conversation. Alva hands them over with a one-page briefing each — the buyer, the angle that worked, the open questions, the next best action.

The command centre at this point looks like this:

The strategy document updates with what worked. The outreach copy that performed becomes a template for the next campaign. The ICP refines. Each campaign makes the next one sharper.

The split is consistent across every campaign. You do the strategic, judgement, and relationship work. Alva does the execution and the data work. The permission gates are where the two meet.