First 30 Days | 40 Hours
Fast Cash Campaigns - Team Effort
Starting off we establish 1-2 Fast Cash Campaigns to get the team warmed up, to help cover the costs of the new CMO, and to make space for the detailed research and planning that will take the next 30 days to complete.
Assets Audit Questionnaire (AAQ )- Team Effort
This is one form with 8 in-depth pages. We outline the organizational work structure and review your experience with your current tech teams, and your sales & marketing teams, as well as lay out the availability of these teams to work on projects. We also compile information on your team’s strong points and where they do their best work. We compile past marketing campaigns, including collateral and success overview. We take into account your current financials, marketing budget audit, and the current value/longevity of your customers. Lastly, the form helps to establish which phase of business you are currently in (Start Up, Build Up, Ramp Up, Scale Up, Leader Up) and it asks personal questions about the CEO. It is recommended that your team fill out the form to the best of their ability and leave sections that are confidential or unknown for the CEO to complete.
Functional Marketing Systems Map (FMSM) - CMO
We build two system maps in the first 30 days. The first is the current map that your customers experience via web, social, print, live events, word of mouth, etc. The second is the upgraded journey we’d like your clients to take to interact with your business. These maps are built in Whimsical and are incredibly useful for simplifying your business and uncovering holes in your outreach and intake.
2 Year Vision - Short Team Focus Meeting
We describe measurably where you want to go and how you want to go there. (Ex. Serve more people with less labor? Acquire smaller companies? Reinvent your industry’s SOPs? Hit a certain revenue mark?) The objective is to have the mathematical equation necessary for hitting your visionary outcome.
Due Diligence Discovery - CMO
We complete an in-depth and systematized grade of your business against your competitors.
Vulnerabilities Checklist - Executive Team
We list the company’s weak areas or areas of low confidence, bring them to the light of day and work together to shore them up over the coming weeks.
Campaign Prioritization - Team Effort
We complete a brainstorming session to define what marketing campaigns should be executed to maximize the business’s likelihood of success. This takes the guessing out of where we focus our efforts for the next 1-2 years.
Campaign Opportunity Filter (COF) - CMO+COO
We filter our marketing ambitions to further establish which desired campaigns are at the nexus between simple, cost-effective, and impactful. Our desired campaigns are scored on a scale from 1-10 ensuring we don’t overlook serious pitfalls during our moments of inspiration. We put campaigns in a strategic order.
Month Two | 30 Hours
90 Day Planning - CMO
We synthesize the Assets Audit Questionnaire, Functional Marketing System Maps, and Campaign Opportunity Filter into 90 days worth of initiatives. We prepare the KPIs scorecards, as well as establish checklists and training materials for Marketing Technicians. — We are laying the groundwork for the Directory of Marketing SOPs in month 3.
Focus Session | Delegation Framework - Long Team Focus Meeting
This team meeting is to outline the three most important outcomes for the quarter and review the 90-Day Plan to hit those outcomes. Lastly, we update the Team Skills Matrix to delegate immediate next steps. CMO provides a checklist and necessary training materials for marketing technician(s) as needed to manage campaigns. We set up the initial delegation system which will become more robust in months 3 and 4.
Track KPIs via Scorecards - Executive Team
The KPI Scorecard is structured in such a way that the most important marketing results are presented clearly and can be interpreted to tell a meaningful story about the success or failure of marketing efforts so that action can be taken. The KPI Scorecard is updated on a weekly basis to be reviewed during marketing meetings, such as Sprint or Quarterly Planning or Executive Level as needed.
Buyer Clarity Exercise - Executive Team
We define our buyers by really getting specific on your current best customers. We get into their hearts, and really try and empathize with their wants, needs, fears, etc. The clearer we can be about who they are, the better we can position your product/service to meet those needs. AKA CARE Worksheet
Establish Brand Positioning Protocol - CMO
We produce your positioning map and the unique mechanism that differentiates you from your competitors. The positioning protocol carries forward into decisions about messaging, tone, copy, etc. in all of our future communications.
Gold Listings - CMO
We develop a running list of cold prospects and influencers using digital research techniques to draw upon later.
Month Three | 30 Hours
Satisfy the EARR Loop - Marketing Team
We develop core content along the functional marketing system to satisfy the EARR Loop (Educated, Acquire, Retain, Refer).
Establish Tentative Yearly Marketing Calendar - Marketing Team
We begin to establish the yearly calendar while adding past campaigns to the time capsule for future reference.
Set Up Marketing SOP Directory - CMO
Your SOP Directory and SOP Templates are created with your branding and are integrated with your project and/or content management systems. They draw upon your Competition Scorecard, your updated functional marketing map, your updated brand positioning/EARR Content, and your tentative yearly calendar.
Train Marketing Team in SOPs - CMO
We train the Marketing Team on how to use the SOP Directory, Templates, and existing SOPs.
Establish Content Management System - CMO
Add the Marketing SOP Directory to the client-centered system for execution such as Monday.com and begin relying on the system as a guide for the next steps.
Focus Session | Quarterly Review - Full Team Focus Meeting
We review the published deliverables such as the Tentative Yearly Calendar, The Directory of SOPs, Templates and EARR Content, Brand Positioning, and Gold Lists. We review KPI Scorecards from the previous Quarter. Reconnect with the 2-Year Vision, Competitor Research and Functional Marketing System Map.
Month Four | 20 Hours
Focus Session | Quarterly Planning - Full Team Focus Meeting
We establish the top 3 outcomes for the next 90 days, the 1-3 campaigns to publish, delegate and begin testing the SOPs Directory in real-time as a resource for automating and standardizing the seasonal marketing process.
Prepare KPI Scorecards - Marketing Team
We track KPIs using our scorecard which is structured in such a way that the most important marketing results are presented clearly and can be interpreted to tell a meaningful story about the success or failure of marketing efforts so that action can be taken. The KPI Scorecard is updated on a weekly basis to be reviewed during marketing meetings, such as Sprint or Quarterly Planning or Executive Level as needed.
2 Week Sprints - Marketing Team
Follow The Quarterly Plan in 2 weeks sprints relying on the Marketing Calendar and Directory. We review KPIs weekly and make campaign adjustments as needed.
This proposal is a non-binding proposal used for planning purposes and is not specific to your business or brand.