Initial Marketing Diagnostic

(Analysis, Synthesis, Assessment; Interpretation, Implications; Recommendations)

Marketing Strategy and Plan – Assess priorities and sequencing, as well as “highest and best use” of resources.
Marketing Organization - Uncover opportunities to enhance the effectiveness, efficiency and engagement of the marketing organization.
Marketing Research and Market Intelligence - Review research agenda, vendors, approaches, survey design, insights produced.
Brand Positioning and Messaging - Evaluate brand positioning and key messages, as well as inputs/direction provided to advertising agencies, PR firms and other external resources.

Follow-On Services

Assess Alignment with CEO Goals and Agenda - Evaluate the extent to which the CMO and the marketing organization are aligned with the CEO’s agenda and overall business objectives.
Upgrade Marketing Research and Market Intelligence – Identify knowledge gaps, recommend and manage plan to provide the business with fresh and actionable insights about markets, customers, prospects and competitors.
Collaborate on Developing Marketing Strategy and Plan - Partner with marketing team to create an integrated, multi-channel marketing strategy and plan that supports business objectives and aligns with the CEO’s agenda
Strengthen Brand Positioning - Perform positioning research, and create a brand positioning framework and key messages.
Upgrade the Performance and Contribution of the Marketing Organization - Partner in creating a high-performing marketing organization: optimize structure, clearly define charter and accountabilities, define culture and operating principles, identify a focused set of priorities.
Increase Marketing Department Engagement and Accountability - Enhance engagement, empowerment and accountability of the marketing team by conducting “job crafting” and other exercises.
Strengthen Key Skills - Strengthen business acumen, creativity, critical thinking, strategic thinking, and collaboration skills within the marketing organization.