A Typical Approach
It doesn't have to start at Phase 1 if you know the exact problem you need solved. However, from strategy to execution I can be there with you every step of the way.
Phase 1: Audit
Understand Your Current State
Everything begins with an understanding of your current state. I break this audit process down into 3 distinct categories:
- Tactics: Let's audit what you're currently doing from a marketing perspective.
- Technology: Are you leveraging everything that you should be when it comes to marketing technology?
- Talent: Let's make sure you have the right people on the bus to drive your business forward. This includes internal and external (agency) audits.
We'll combine multiple calls with our Audit Intake checklist to help both sides really understand the current state of your business. If you know what main problems you want us to focus on, we encourage you to share.
Phase 2: Align
Organize & Prioritize
After completing the Audit, it's time for both sides to properly organize and prioritize the biggest issues to start tackling. Usually, this focuses on the three core segments of a well-aligned marketing & sales function:
- Marketing: How efficiently are you targeting the right audience with your marketing strategy?
- Web: How well is your website converting the right people into sales-qualified opportunities?
- Sales: How well is your sales team closing the sales-qualified opportunities that are provided?
Our engagement can start and end with marketing, but I strongly encourage, and have the data to support, that best-in-class companies look at all three segments to ensure they're driving meaningful revenue growth.
Phase 3: Action
Execute On The Plan
Like any good task list, the goal is to start solving the problems that we've identified after the audit. Once again, this is broken into three key segments:
- Who: Who should be executing the new marketing strategy or set of tactics?
- Where: Where does all of our information, analytics, and data flow from these tactics?
- When: When do all of the tactics occur, what's the cadence, frequency, and more?
We'll continue this process on a monthly basis until there's nothing left to solve inside your company. You're the ultimate decider of when we're 'finished'.
