Brand & content
The plan, before the media
Category, ICP, pricing, go-to-market and channel mix — as a defined project with a document at the end.
Most channel-mix decisions are inherited, not made.
Most marketing plans are last year's plan with a percentage change applied, defended by whoever owns each line.
The decisions that actually change the outcome (who you are for, what you charge, which channels you are willing to lose) often never get made explicitly at all.
The work itself
What a month on the account looks like.
Market and category analysis
Market sizing, competitive analysis and perceptual mapping.
Segmentation and ICP
ICP definition, personas, buying-committee mapping and jobs to be done.
Journey mapping
Customer journey mapping and touchpoint audit.
Positioning and messaging
Positioning frameworks, battlecards and differentiation you can actually defend in a sales call.
Pricing and packaging
Pricing strategy, willingness-to-pay research, and unit economics. CAC, LTV and CAC payback.
Go-to-market
GTM strategy, launch planning and route to market.
Channel mix modelling
Budget allocation and the brand versus performance split, modelled from your data.
Funnel architecture
Demand-generation strategy and ABM design.
Org design
Marketing maturity assessment and in-house versus agency structure.
Annual planning
The annual marketing plan and a twelve-month roadmap with decisions attached to dates.
Fractional CMO
For companies who need the judgment more than the hands.
Deliverables and cadence
- Market and competitive analysis
- ICP and segmentation document
- Positioning and messaging framework
- Channel mix model with budget allocation
- Twelve-month marketing roadmap
- Unit economics model. CAC, LTV, payback
What we report against
Not impressions. These are the figures that decide whether the spend paid for itself.
- CAC
- LTV
- CAC payback
- Blended CAC by segment
- Share of voice
- Pipeline or revenue against plan
Asked before signing
Strategy work is a fixed-scope project with a document at the end. Fractional CMO is a retainer, because it is ongoing judgment, not a deliverable. They are priced differently and we will not blur them.
Thirty minutes on your account. No deck.
We'll look at what you're running and come back with two or three specific things we'd change — whether or not you work with us.