Marketing Planning

Clearly defining Marketing objectives and strategies helps leaders ensure alignment with wider goals and objectives—and drive business impact.  We work with clients to purposefully coordinate Marketing efforts and resources, from defining and refining team objectives to prescribing upcoming campaigns based on organizational goals and priorities.

A collaborative and coordinated approach to go-to-market ensures all teams are aligned and focused on the same strategic objectives.  We help orchestrate motions and plays that are fully integrated between Marketing and Sales and tuned to business objectives and OKRs, coordinating program design, execution and measurement.

A well-developed Marketing plan enables organizations to optimize their budget by investing in activities that deliver against Marketing goals and business priorities.  We collaborate with clients to strategically identify growth investment opportunities by examining past learnings and results. With leadership buy-in, we build data-driven budget and capacity models designed to efficiently allocate and organize resources to meet goals and reach team objectives.

Targeting and segmentation strategy enables leaders to focus and organize Marketing efforts around key growth opportunities. We help leaders identify and understand audience segments and targets that will maximize ROI and design campaigns with nuanced segment needs in mind to increase Marketing effectiveness and support the growth strategy.

Marketing funnel optimization improves the flow of funnel stages to increase the number of qualified leads moving from one stage to the next, ultimately driving higher conversions. We conduct funnel flow analyses to identify gaps and opportunities and design strategies to bolster support, accelerate conversions and enable better output.

Defining a measurement approach empowers marketers to make strategic decisions based on data, enabling clear tracking of progress against goals. We sit side by side with clients through their journey, from defining learning goals, KPIs and measurement design to surfacing key trends contextualized around business needs. We then help and identify strategic changes and future learning opportunities.