Transformation, Marketing and
Data Services and Solutions For
A Digital Economy
Fractional CMO or Project
As a Fractional or Interim CMO or on a specified project, I offer leadership, management and hands-on execution for transformation, marketing and data services and solutions. While each engagement is unique, scope will often reflect some variation of the work described below.
EFFICIENT GROWTH
OPTIMIZATION
SUSTAINABLE VALUE
Strategic Planning
Planning process designed to uncover insights about state of business, product, organization, market and customer, align stakeholders around common understandings and beliefs, assess high level digital and data maturity, identify needs, gaps, and opportunities, define/refine vision and identify organization's value, goals, objectives, key metrics, and priority organizational strategies and actions. Requires engagement of key leaders, stakeholders and partners and sharing of existing data and reporting around business, product, customer, competitor, sales and marketing metrics.
Audit, Benchmarking & Analysis
To ensure informed decision-making and planning, CODEI offers comprehensive audit, benchmarking and analysis services. Whether to inform annual planning, go to market strategy development, business model creation, product planning, marketing planning or simply to more compellingly tell your story, scope often includes competitive intelligence, market trends and sizing, and business, branding, GTM, marketing and product/service benchmarking and capabilities audit.
Business Model & Forecasting
Business model and forecasting development connected to product/services value proposition and cost structure, benchmarks and best practices, TAM insights, GTM plans, customer, marketing and sales plans, and G&A.
Marketing Strategy & Planning
Set realistic marketing goals and objectives that align with insights and business priorities and goals, create a unique and differentiated strategy recognizing digital priorities, identify focused and specific target audience(s) and reflect known aspects of customer journey and buying process, develop key plan strategies, tactics and needs, define measurements and metrics and establish a high level budget, roadmap and calendar.
GTM Strategy & Planning
Work may include defining/refining business models, forecasting growth, assessing market potential and competitive landscape, defining key success criteria, capabilities and resources, positioning and differentiating your product or service, segmenting and understanding your customer base and their decision processes and priorities, and defining critical distribution, sales, customer and marketing strategies, resource, data, technology and process/procedures plans and needs.
Customer and Target Segmentation
Work includes understanding, segmenting and prioritizing industries, targets and customers, identification of buyer personas, development of Ideal Customer Profile and definition of Lifetime Value to ensure alignment of resources, plans, content and competencies centralized around highest opportunity spaces and places.
Customer Journey
Customer Journey planning and optimization to define digital and traditional touchpoints and ensure customer-inspired and focused access, content and resources are available to customers and targets to and through their buying, purchase, adoption and usage journey.
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Customer Research and Insights
Services include helping you understand your targets and customers better with more detailed research and analysis. Scope may include primary research, analysis of existing customer, business, and market data, line review, account specific and industry channel analysis, and secondary research.
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Account/Channel/Customer Planning & Implementation
Development of channel / account or customer specific planning and implementation including line review, shared planning, program development, reporting and analytics, and more.
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Needs Audit & Assessment
Audit current state of data and enabling integration, single version of the truth, governance, management, access, application and usage. Assess use/value/need across business, customer, market and operations insights, planning, customer experience and product/service planning and distribution, and resource and spending optimization.
Data Strategy & Plan
Strategy, plan and roadmap for analyzing, collecting, and utilizing data to inform decision-making, strategy, resource and tactics prioritization, improve measurements and tracking, and optimization automation.
KPI, Dashboards & Reporting
Establish and align KPIs, key metrics and design dashboards and reporting with priorities and plans of business, its departments, its customers and its partners and vendors.
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Company and Product Branding, Positioning and Messaging
Far more than logos, branding and positioning for companies and their products/services is critical to demonstrate and build value and differentiation clearly and consistently across customer, employee and community touchpoints. Work may include discovery and development sessions, ideal customer profile development, competitive review, logo and logo application, color(s), and brand value, positioning, story, voice, key messaging points and guidelines.
Pitch Deck and Investor Materials
Compelling and supported presentations and investor materials tailored to the needs of the audience and designed to effectively and empirically communicate the company's vision, unique selling proposition, market potential, competitive differentiation and key strategies.
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Digital Assets and Marketing Materials
Creation of digital and traditional assets, including website, ads, print, trade show, training and event materials, flyers, and email and social media templates and visuals.
White Paper / Case Study
White papers and case studies that reflect the purpose and work of the company and the application/use of its products and services. Work may include primary and secondary research, stakeholder interviews, review of existing materials and content, writing and creative presentation of white paper or case study.
Brand & Product/Services Stories & Content
Content including posts, newsletter, stories aligned with company and product/service brands and priority messaging for digital and traditional customer, employee and stakeholder touchpoints.
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Audit / Needs Assessment
As part of leading go to market planning and competency development, review Marketing, Customer, Sales and Revenue Operations technology, integration, application, and processes. Identify and prioritize needs, gaps and opportunities. Work may include materials, process and existing technology review, stakeholder/employee/vendor/partner interviews, and secondary research.
Technology Initial Review
As part of leading go to market planning and competency development , lead technology solicitation, review and assessment for Revenue, Marketing, Customer and Sales Operation technology needs. Work may include stakeholder/employee/vendor/partner interviews, scoping and high level priority requirements and decision-criteria development, initial vendor recommendation, coordination demo and review, and facilitating decision-process.
Operations Technology Strategy and Plan
As part of leading go to market planning and competency development, creation of strategy, plan and roadmap for revenue operations technology that aligns with business objectives and priorities and identifies data, process and procedure impact. Work may include needs audit, business process review, internal work sessions and technology review and assessment.
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Marketing Plan
Detailed integrated marketing plan development and implementation. Plans informed by business, market, customer and customer journey, and operations insights, align with business priorities and GTM strategies, tie to forecasts, integrate activities across IT, Sales, Marketing and Customer, reflect data, technology and systems needs and incorporate metrics and tracking.
Digital Marketing
Digital marketing and footprint planning and implementation to maximize role and value of online presence and connection to customer and customer journey and alignment with GTM strategy. Work may include audit and gaps/needs analysis, SEO, content marketing, social media, campaigns, advertising, branding and assets, site content, sponsorships, associations and partnerships, and data and technology needs.
Social Media
Strategies, assets and plans informed and prioritized by business, market customer and customer journey insights.
Roll-out Roadmap & Management
Lead development and management of roadmap necessary for business, technology or product/service launch.
Agency / Partner Sourcing & Management
Lead sourcing, scoping, solicitation, assessment, selection and management of agency and partners necessary to support business goals and priorities.
