MASTER MARKETING AUDIT

There are two big things you may want to fix in relation to new business: the amount of work you have and the type of work you have. 

 

Most of the clients I work with are successful on their own without any outside help. However, they need help with the latter: “How do get in front of more of the right people?” 

 

That multi-part question is what this program is laser focused on answering.

 

A Master Marketing Audit typically unfolds as follows:

 

  • Problem-Solving. Determine what business you should be in, accounting for your strengths, your aspirations, and what the marketplace is demanding. We have to start here, because unless we are clear about what problems you are solving (and hopefully these problems are urgent enough to keep people up at night) and for whom, the business development process will suffer. We will start from scratch, not working around the people and processes you may already have in place, but taking a market-based approach instead. This is what we typically cover in the first call.

     

  • Positioning. How do you position the practice to your audience of prospects? That might include your company name, tagline, elevator speech, and the requisite bullet points that expand your positioning. At each of these steps I’ll give you feedback on the positioning copy as you develop it. What we are aiming for here is a market positioning that is not easily interchangeable with most of the tens of thousands of other firms who claim to do what you do.

     

  • Lead Generation. We’ll look at your outgoing efforts to generate qualified leads, what works, what hasn’t worked, and if there are avenues that have not been explored that have worked for similar firms. We will examine where business comes from now and how to replicate and scale that process while improving the quality of leads.

     

  • Service Packages / Client Purchase Path. We will examine how you package your offerings so that prospects can evaluate the fit between your expertise and their need. They need to be comfortable with the exchange of value, and packaging expertise in multiple ways gives them the choices they need in order to exercise control over the process. You need to be clear on these points or you’ll never get the chance to compete for the business.

     

You might be wondering if parts of this process can be skipped, believing that a given item has been addressed. That’s possible, of course, but I can’t work with you if I can’t at least briefly review where you are at each step. We’ll re-allocate some energy from portions you’ve already figured out and use it to solve deeper issues elsewhere. This is a fluid process that is highly individualized for different clients. 

 

If you are considering buying the Master Marketing Audit, I recommend you read my FAQ here.

Selected Clients

Location. Remotely, but I do my portion via a live-switched studio, multiple cameras and a live white-board.

 

Duration. From commencement to completion, expect this to span 1-3 months.

 

Scheduling. A Master Marketing Audit can usually be initiated within 1-3 weeks, depending on the time of year.

 

Deliverable. Hours of seasoned advice that follows a written agenda/process, very carefully and concisely stated recommendations for your note taking, and later expansions as necessary. I typically use bullet pointed decks. These are spread across 4 (or more) calls and multiple emails.

Participation Requirements. A principal or someone with access gathers materials for roughly two hours. Principals and critical leaders participate in the phone calls and homework, as appropriate, but mainly we just need decision makers in the loop.

 

Cost. $15,000 fee.

 

Payment Terms. Prepaid and non-refundable, sent with the materials that we will request.

 

Note. This is included in the Master Marketing Blueprint, but can also be purchased separately.

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