There are a few ways that I am currently working with clients as a Fractional CMO and as a Growth Coach. It all starts off with coaching, to get a better understanding of your goals and priorities and where you need the most help. At that point we can decide whether you need a Fractional CMO engagement or if we continue with coaching. I offer 3 types of Fractional CMO services:
Custom Growth Coaching & Marketing Executive Advisory
- Growth Coaching: This type of coaching is focused on designing and developing your demand generation capacity. It will likely start with an audit of your current demand generation system, and then through further refinement we will design a scaleable and repeatable demand generation process that will help drive the growth of your business. If you are interested in growth coaching please book here.
- Brand Coaching: This type of coaching is focused on assessing your current brand foundation upon which you are growing your company. Once we understand the current state and strength of your brand and value story, we can build a plan to take it to the next level and bring the right resources at the right budget to further the development of this asset. If you are interested in brand coaching please book here.
- Talent Coaching: This coaching service is focused on your most important asset on your marketing team–your people. We will do an assessment of your current marketing talent, identify skill gaps and development plan opportunities and develop recruitment plans to build your ultimate growth marketing team. We will also assess your current in-house vs. outsourced mix to make sure that you are optimizing your budget for maximum yield. If you are interested in marketing talent coaching please book here.
Marketing Audits and Diagnostics Services:
- Demand Generation Audit & Benchmarking: In this audit we will review your current demand generation program across Paid, Owned and Earned channels and measure the efficacy and return on marketing investment. We will benchmark this against your top 5 competitors (with publicly available data) to ascertain the maturity of the program. Key outputs/deliverables: Demand Generation Audit and Benchmarking Report. Book here.
- Brand Audit & Benchmarking Review: In this exercise, we will analyze your current brand properties (owned and earned) and evaluate its current maturity and strength as compared to your top 5 competitors in the market. We will measure for overall brand awareness and brand preference and advocacy (i.e review sites, social media positive sentiment). Book here.
Fractional CMO Advisory Workshops:
- Value Story Workshop: In this workshop we create the framework for telling your company’s value story through the lens of the Hero’s Journey. The customer is the hero in this context, and we use some Hollywood Story Telling techniques to create your company’s value story that will eventually be drafted in the form of a value story narrative. Key output/deliverables: Value Story Draft + Pitch Deck. Book here.
- Customer Journey Mapping Workshop: Based on the Value Story Narrative document created above, we map the customer’s value story on a journey map, documented every step in the journey for the customer. This journey map becomes the basis of creating a buyer journey map overlay. Key output/deliverables: Customer Journey Map. Book here.
- Buyer’s Journey Mapping & Customer Journey Map Overlay: Leveraging the Customer Journey Map created above, we overlay the current buyer journey and align it to the key story stages to create our ;buyer journey map. We will not only look at the individual buyer, but all of the characters that involved in the buying committee in this map. Key output/deliverables: Customer Journey Map. Book here.
- Sales Stage Design Workshop (10 hours):In this workshop we start to create formalized sales stages and identify the motions that we have to do to enable the buyer to move through their journey. This is a collaborative workshop with all identified and interested stakeholders and will be leveraging common sales stage frameworks (i.e MEDDIC). Key Output/Deliverable:Sales Stage Process Draft. Book here.
- Growth Campaign Design Workshop (10 Hours): Based on these sales stages, we will create marketing campaigns that are aligned to these sales stages and support the progression of the customer through the sales stages. These campaigns and tactics will create a marketing plan and align on a marketing budget. Key outputs/deliverables: Marketing Plan & Budget. Book here.