Services · Strategy

Marketing strategy a CFO would sign.

A marketing strategy should say where the growth will come from, what it will cost and how you’ll know it is working. I build positioning, go-to-market and marketing plans tied to revenue and margin.

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What I look at first

The questions behind the numbers

  • Where revenue comes from today, by segment and channel
  • Your value proposition compared with the alternatives your buyers consider
  • How your best customers buy, and who is involved
  • Marketing capability and budget against the targets the board has set
  • Activity that no one can connect to a commercial goal

Evidence

Online retailer+200%revenue in six months from an omnichannel brand and marketing strategy, with organic traffic up 60%.RoleBuilt the strategy.Client result from my own records. Client name withheld.
TSA Riley1000people at the firm, almost four times its size four years earlier.RoleLed the global marketing, bids and business development function.Firm-wide result, not attributed to marketing alone.

Typical verdicts

What an audit in this area often finds

  • BackThe segments that already buy most profitably.
  • FixA value proposition that describes the product instead of the customer’s problem.
  • TestA new market or vertical through a bounded pilot.
  • StopActivity nobody can tie to revenue, margin or a board target.

Common findings across engagements, shown as examples. Your audit will have its own.

What you get

Deliverables

  • Growth diagnosis with verdicts
  • Positioning and value proposition
  • Go-to-market plan for a product, segment or market
  • Twelve-month marketing plan with budget and KPIs
  • Board-ready summary on one page

Related case studies

Strategy in practice

B2B environmental software

Envirosuite: one proposition per industry

Segmented propositions for a 30-to-400-site target

Replaced one product-led proposition with value propositions for each industry vertical, tied to a lead generation plan.

  • Strategy
  • Branding
  • Paid Media
Engineering consultancy

TSA Riley: a rebrand during rapid growth

Almost 4x growth to 1000 people in four years

Led the 30-person global marketing, bids and business development function through the move from TSA Management to TSA Riley.

  • Branding
  • Strategy
  • CRM
eCommerce software

Neto: positioning built on the client’s own data

Cost per acquisition down 50%

Positioned an Australian eCommerce platform with benchmarks from its own anonymised data, then built content and acquisition around it.

  • SEO
  • Paid Media
  • Strategy

Other services

Service

SEO

Organic search judged by the enquiries and sales it brings, with content your team can keep up.

Service

Paid Media

Google, Meta and LinkedIn spend that is tested before it is scaled, and moved to whatever returns.

Service

Analytics

Tracking you can trust, attribution you can defend and reporting a board can read in two minutes.

Service

CRM

Customer data and automation that keep clients longer and shorten the path from enquiry to sale.

Service

Branding

Value propositions and identities your own people can explain and your customers remember.

Bring your last quarter’s numbers.

We’ll work out what’s earning its keep, what’s stuck and what to stop funding.

Request a growth audit
Contact me