<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">

  <!-- Core pages -->
  <url>
    <loc>https://roi2.co.uk/</loc>
    <changefreq>monthly</changefreq>
    <priority>1.0</priority>
  </url>
  <url>
    <loc>https://roi2.co.uk/brand-demand-scan/</loc>
    <changefreq>monthly</changefreq>
    <priority>0.9</priority>
  </url>
  <url>
    <loc>https://roi2.co.uk/pe-portfolios/</loc>
    <changefreq>monthly</changefreq>
    <priority>0.9</priority>
  </url>
  <url>
    <loc>https://roi2.co.uk/engagements/</loc>
    <changefreq>monthly</changefreq>
    <priority>0.8</priority>
  </url>
  <url>
    <loc>https://roi2.co.uk/roi2-framework/</loc>
    <changefreq>monthly</changefreq>
    <priority>0.8</priority>
  </url>
  <url>
    <loc>https://roi2.co.uk/about/</loc>
    <changefreq>yearly</changefreq>
    <priority>0.6</priority>
  </url>
  <url>
    <loc>https://roi2.co.uk/contact/</loc>
    <changefreq>yearly</changefreq>
    <priority>0.7</priority>
  </url>

  <!-- BDS findings -->
  <url>
    <loc>https://roi2.co.uk/brand-demand-scan/brand-dominance/</loc>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://roi2.co.uk/brand-demand-scan/pipeline-leakage/</loc>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://roi2.co.uk/brand-demand-scan/untapped-potential/</loc>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>
  <url>
    <loc>https://roi2.co.uk/brand-demand-scan/case-studies/</loc>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>

  <!-- Notes index -->
  <url>
    <loc>https://roi2.co.uk/notes/</loc>
    <changefreq>monthly</changefreq>
    <priority>0.7</priority>
  </url>

  <!-- Notes articles -->
  <url>
    <loc>https://roi2.co.uk/notes/the-population-your-analytics-has-never-measured/</loc>
    <changefreq>yearly</changefreq>
    <priority>0.6</priority>
  </url>
  <url>
    <loc>https://roi2.co.uk/notes/why-your-cac-is-a-structural-illusion/</loc>
    <changefreq>yearly</changefreq>
    <priority>0.6</priority>
  </url>
  <url>
    <loc>https://roi2.co.uk/notes/the-difference-between-correlation-and-causation/</loc>
    <changefreq>yearly</changefreq>
    <priority>0.6</priority>
  </url>
  <url>
    <loc>https://roi2.co.uk/notes/what-a-demand-gap-costs-when-it-remains-unquantified/</loc>
    <changefreq>yearly</changefreq>
    <priority>0.6</priority>
  </url>
  <url>
    <loc>https://roi2.co.uk/notes/why-more-spend-does-not-resolve-a-visibility-problem/</loc>
    <changefreq>yearly</changefreq>
    <priority>0.6</priority>
  </url>
  <url>
    <loc>https://roi2.co.uk/notes/what-a-demand-gap-looks-like-in-a-pe-backed-company/</loc>
    <changefreq>yearly</changefreq>
    <priority>0.6</priority>
  </url>
  <url>
    <loc>https://roi2.co.uk/notes/demand-capture-rate-vs-conversion-rate/</loc>
    <changefreq>yearly</changefreq>
    <priority>0.6</priority>
  </url>
  <url>
    <loc>https://roi2.co.uk/notes/what-demand-capture-rate-measures/</loc>
    <changefreq>yearly</changefreq>
    <priority>0.6</priority>
  </url>
  <url>
    <loc>https://roi2.co.uk/notes/why-fractional-cmo-engagements-fail-without-a-demand-baseline/</loc>
    <changefreq>yearly</changefreq>
    <priority>0.6</priority>
  </url>
  <url>
    <loc>https://roi2.co.uk/notes/how-to-present-a-marketing-gap-to-a-cfo-or-pe-board/</loc>
    <changefreq>yearly</changefreq>
    <priority>0.6</priority>
  </url>

</urlset>
