Phase 1:
Establish Foundation
Review Customer and Prospect Research
Listening to the Market (Social Monitoring / Sentiment)
Develop Positioning (Messaging and Materials)
Transform Marketing Team Mantra – “Growth: Own the Pipeline”
Evaluate Sales and Marketing Ecosystem
- Segmentation – validate customer profiles (identify buyers) and motivational buying / user triggers (interview buyers and rejecters)
- Competitive Analysis – key messages and value propositions, product offer, win/ lose rational
- Market Sizing –addressable vs. available market
Listening to the Market (Social Monitoring / Sentiment)
- Listen to Online Conversations (positive and negative) to frame key messages / keywords
Develop Positioning (Messaging and Materials)
- Validate product statements, landing pages and sales messaging
- Update value propositions based on “voice of the customer” (testimonials, use cases, white papers, product input – UX and UI)
Transform Marketing Team Mantra – “Growth: Own the Pipeline”
- Significance: What is team mission and why it matters?
- Pride and Belonging: Why you matter? Why we matter?
Evaluate Sales and Marketing Ecosystem
- Demand / Lead Generation – waterfall / demand funnel, pipeline, conversion (rate and quality), attribution analysis
- Sales Enablement – sales material, buyer’s journey, customer life cycle
- E-Commerce – advertising, content and messaging (demo / trial environments)
- nterview sales management – alignment of business objectives and driving sales targets
Phase 2:
Positioning / Messaging / Media / Business Development
Messaging Strategy & Development
Review Current Tools (Tech Stack) and Develop Content Strategy
Produce Testimonial Template
Sales Funnel Alignment
Optimize Sales Support Channels
- What are the most powerful benefits by vertical (understand what resonates in each channel)
- Test channel interaction (predicative analytics) / attribution analysis to develop media strategy (digital and offline)
Review Current Tools (Tech Stack) and Develop Content Strategy
- Review and produce creative assets (i.e. video tutorials, testimonials, case studies, white papers)
- CRM solution / email tool? (attribute analysis, predictive modeling, account based messaging, etc.)
Produce Testimonial Template
- Develop wide-range of geo & ethnic stories
- Create cost effective process for DIY story telling via social channels
Sales Funnel Alignment
- Testing of messaging and design of landing pages
- Benchmark key lead gen metrics (click-thru rates and conversions)
- Marketing mix / attribute testing (SEM / email tests, events, etc.)
Optimize Sales Support Channels
- Inside sales lead qualification (BANT methodology)
- E-commerce channels (Demo and Free Trial)
- Account-based vs. mass market marketing
Phase 3:
Test, Learn, and Grow Pipeline
Evaluate Spend, Channels, and Attribution (Begin Media Testing)
Implement Content and Social Strategy
Evaluate Customer Experience
Create Performance Plan (KPIs)
- Market A – Earned media (baseline from only organic activity – blogs / social / papers / PR)
- Market B – Paid digital only with A/B landing pages (SEM, display, paid social)
- Market C – Digital, print and DRTV (call center and e-commerce)
Implement Content and Social Strategy
- Optimize SEO strategy on website
- Engage video, social, and publication bloggers
- Integrate analytics to understand conversion quality
Evaluate Customer Experience
- Encourage reference and testimonials (positive reviews and evaluation programs)
- Integrate self-adoption and referrals into SaaS programs
Create Performance Plan (KPIs)
- Establish conversion rate targets and revenue projections (pipeline)
- Develop CAC targets and plan (customer acquisition cost)