Strategy
Most marketing problems are positioning problems wearing a campaign costume. This is the work that settles who you are selling to, why you beat the alternative in their eyes, and what order the rest of the engine runs in.
- Positioning written as one page: who the buyer is, what they are choosing between, and the reason you win
- Buyer research through interviews with your sales team and, where you allow it, with your own customers
- Competitor teardown in both markets, because the alternative in Sao Paulo is rarely the alternative in Chicago
- Messaging framework: the claim, the proof that carries it, and the words to avoid
- Segment map naming the industries and company sizes you pursue, and the ones you refer out
- Channel plan tied to where the buyer already is, with one job per channel
- The growth plan itself, sequenced by quarter, with what has to be true before the next thing starts
- Measurement plan agreed before spend, so the numbers that decide success are fixed in advance
- Sales and marketing alignment: the same definition of a qualified lead on both sides
- Quarterly review against pipeline, with the plan rewritten when the evidence says so
- 1
Audit
We read everything you already say: site, decks, proposals. Then the last ten deals you won and the last ten you lost.
- 2
Plan
Positioning and segments are agreed with you before anything downstream moves, because everything downstream inherits them.
- 3
Ship
The plan lands as a working document the other three fronts execute from, not as a deck that gets presented once and filed.
- 4
Hand over
The plan goes to your team with the measurement plan attached, so it can be rewritten against pipeline without us. A plan that survives contact with zero changes was never specific enough to be wrong. The project closes with one measurement against the metric agreed at diagnosis.
- Step 1Buyer and competitor research done, with the win and loss patterns written down.
- Step 2Positioning and messaging drafted, then reviewed with you in one working session.
- Step 3Segment map and channel plan agreed. Measurement plan fixed before anything is spent.
- Step 4Growth plan delivered, sequenced by quarter, with the first quarter already scoped for the other fronts.
Start with how you sell today.
A 30-minute call. You describe the commercial process as it runs now, and we tell you whether an examination is warranted, or that we are not the right firm for it.