planning and goal setting
Purpose: Setting goals and definition of objectives. Do you have your positioning and overall marketing strategies set?
Deliverable examples: Go-to-market strategy, goal alignment, positioning and messaging.
Purpose: Identify gaps in process and/or tools for planning, executing, measuring, and reporting on marketing campaigns.
Deliverable examples: Recommendations for campaign effectiveness.
Operations and process
Purpose: Identify current resources and marketing assets to define scope of creative needs.
Deliverable examples: Recommendations for marketing materials based on current resources.
Measurement, analysis, and reporting
Purpose: Audit current analytics platform. Tag and set up tracking for campaigns. Establish cadence for reporting.
Deliverable examples: Documentation on alignment of recommendations and proper tagging requirements.
Testing and optimization
Purpose: Whether it's email subject lines, frequency of display ads, or web site conversion optimization, it's important to establish a robust testing culture.
Deliverable examples: Best practices on how to apply testing and optimization to your organization.