MASTER MARKETING BLUEPRINT

We will work with you and your team to collaborate in the development of data-driven, overarching marketing strategy.  

 

This is our flagship service and where most clients begin. It includes all the services of the MASTER MARKETING Xray  plus Customer Perception and Buying Survey and Competitive Intelligence, data analysis, written recommendations and advisory services by experienced executives to deliver significantly better outcomes with regard to generating and capturing demand. 

 

Clients who implement the Master Marketing Blueprint receive, on average, a 8X – 20X Marketing Return On Investment. 

 

The Blueprint is a unique and impactful solution for B2B companies wanting a holistic, objective and candid assessment of their firm’s marketing, lead generation, recruiting or sales efforts followed by specific and actionable recommendations to significantly improve these efforts. 

 

In 60 days or less, we will identify known and/or unknown issues that are holding you back and recommend specific Action Plans including creative direction and detailed tactical calendar that makes it simple for teams to implement

 

But we don’t stop there. We’ll deliver a complete, executable plan and work for 30 days to advise in implementation. 

 

We don’t deliver a binder full of ten dollar words and cut you loose. We take you and your team through a journey of discovery that results in a month-by-month, detailed Action Plan that includes every activity, responsibilities, timing, budget allocation and more. Then we work along side you for 30 days as you get up and running. 

 

The Master Marketing Blueprint is an integrated, data-based, executable strategy we have implemented over 2,000 times.  

 

The Blueprint began in 1993, and has been continually improved and refined over the years. Working with hundreds of firms has enabled us to know exactly where to look, how to interpret the data, and what it means within the context of your industry.

 

Unlike consultants and agencies who spend a few hours asking basic questions and then return with a boilerplate marketing plan, our approach is systematic and deeper. We utilize a proprietary, framework called the Marketing Action Planning System™ or MAPS rapidly to model your company and it’s specific circumstances on a granular level. 

 

Getting Started

First, contact us by completing the contact form below. We will arrange a time to speak briefly about your situation and whether or not we are a good fit for you. Assuming you want to move forward… It’s a good idea to read our FAQ

 

We are a specialized firm that only accepts clients for whom we are very confident we can be successful.  We think you deserve to know everything about us before you make a decision to hire us. 

 

Next, We will send you acceptance materials. By email, you’ll receive a simple agreement (to sign and return), a list of materials to gather and upload to DropBox and the signed agreement back. Confidentiality is of utmost priority. Once you have formally accepted the engagement, you will receive an invoice.

 

It unfolds in five phases.

 

Phase One: Upon receipt of payment, we will schedule a series of Lightning Strategy Sessions with you and your team and set up our tools for your business. You will send a list with names, titles and contact information for the following:

 

  • Sales team
  • Marketing team
  • Executive team
 

While you are gathering information, we will review the materials in Dropbox.  These are fast paced question and answer workshops where we rapidly discover the crucial details about your business. 

 

We prefer to start with the sales team, then the marketing team, and finally the executive team.

 

As we interview and facilitate your team(s), we will be adding the information to our proprietary MAPS Framework (to which you will get complete access) so we can organize, analyze and correlate  the data. These sessions last about 2 hours each and are conducted via Zoom.

 

Phase Two: We will also identify any Critical Questions where more information is needed. Together we will prioritize these questions and we will recommend any targeted research that needs to be done to fill in the gaps. 

 

We offer several different levels and types of research that is customized to your specific Critical Questions and situation.  The base price includes the Basic Research Module.  This is the minimal amount of research required for the process. We highly recommend upgrading the research module for more accurate information. We can also design custom research if our modules don’t fit your situation. 

 

The MASTER MARKETING BLUEPRINT is dependent upon this outside data. If outside data is not important to you (it should be) our Master Marketing Xray might be a better match. 

 

Typically, Critical Questions fall into one of three categories:

 

  • Customer intelligence – First, we’ll draft a survey for your approval. For most of our clients we typically perform anonymous, 15 minute, telephone interviews of a random sample of customers. For others, we employ digital surveys. This is the most important part of the process to get an up-to-date understanding of how your customer buys, their biggest problems and how they perceive your company.
 
  • Competitive intelligence – Using our proprietary tools, we will pit your firm against up to four of your top competitors, scoring each on 20 different weighted factors to determine how you can outclass, out maneuver and win more than your fair share of deals. We will deliver a unique, color coded Threat Matrix comparing your marketing effort to your competitors. 
 
  • Industry intelligence – In some cases we will reach out to industry experts, association leaders or locate secondary research to answer any questions that fall into this category. If needed we bring in subject matter experts.

Selected Clients

Phase Three: We will independently analyze and correlate external research and provide recommendations. This can be covered in as little as four weeks, but more typically requires 6-8 weeks. Timing depends on your schedule, your customers’ schedules and numerous other variables.

 

During this time, we will stay in touch with weekly 30 minute calls to the Executive team or our single point of contact to keep you informed of our progress and to discuss any questions that come up. This step requires very little of your time.

 

Various emphases will emerge from the process described above. For example, if the data reveals that you are not speaking to your customer’s top three concerns, we’ll fix that through your positioning and messaging strategy.

If the main problem is getting in front of more qualified buyers, that will be our focus. We’ll talk about where your firm is now, where it should be, and how to get there.

 

Phase Four: We will schedule collaborative strategy meetings with the Executive team to review research findings and recommendations. This collaborative process will form the core of your marketing and lead generation strategy. We will present our analysis and specific recommendations based on the data gathered. Together we will determine the best path forward for your company.

 

We will deliver a deck with our recommendations including: positioning, messaging, enhanced ideal customer profiles (EICP’s), key metrics, MROI, creative direction and more. We will walk you through the deck and recommendations and answer any questions your team may have.

 

Phase Five: Once we agree on the strategy, we will create a detailed implementation blueprint that includes all marketing tactics, responsibilities, timeline, budgeting and tasks to implement the strategy.  The Master Marketing Print is designed to be implemented.

 

Our focus is on solving problems. Generally we do not implement strategies although we sometimes make exceptions. Our deliverables are produced to industry standards and in plain language. Some clients run with the plan using in-house resources, others seek an agency to carry out the marketing tactics. Often we provide advisory services during implementation. (not included here)

 

What Happens After Delivery of the Master Marketing Blueprint?

 

I’ll be available during implementation, assisting you via phone or email over a period of up to 30 days or two significant phone calls, whichever is first. (These are defined more clearly in our service level agreement.)

 

You will begin to see positive change very early in the process. In fact, gathering the materials is a valuable exercise unto itself. Some of the changes can happen quickly, and others may take six to eighteen months. Our recommendations are a balance between the eventual positive impact vs. the short term disruption, which we attempt to minimize as much as possible.

Location. Remotely via a live-switched video studio with a multiple cameras and a live white-board.

 

Duration. From eight to twelve weeks, plus one month of implementation advisory.

 

Scheduling. A Master Marketing Blueprint can usually be scheduled and locked in on the calendar within 2-3 weeks, depending on the time of year and our current workload.

 

Deliverable. Hours of industry leading analysis and advice that follows a proven process, very carefully and concisely stated recommendations for your note taking, with later expansions as necessary. We’ll deliver at least two decks with customer and competitive intelligence and overarching recommendations in clear language. Finally, we will deliver a month-by-month implementation schedule.

 

Implementation Guidance. Up to three months involving up to three significant interactions. They are agenda-driven, which means that you’ll keep a log of the questions you have and we’ll address them in a batch. We don’t count the quick phone calls or any of the email exchanges during those three months. (Our work is not like a coach.)

 

Participation Requirements.

 

  • A principal or someone from finance gathers materials for roughly two hours and uploads to a DropBox we will supply.
 
  • Principals participate during each scheduled call, roughly 6-8 hours spread out over the course of the engagement.
 
  • Selected managers and key employees participate for several hours, based on their role.

 

Cost. $35,000  Includes MASTER MARKETING Xray and Basic Research Module

 

Payment Terms. 50% in advance and the balance due in 45 days unless other arrangements are made.  (See our FAQ) for more information.  Via wire, ACH, or check. We do not accept credit cards for this service. 

* Timeframes are dependent upon client participation, timely access and payment of fees. Past results do not guarantee future returns. 

REQUEST AN APPOINTMENT