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Marketing Enablement Program

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is a specialised service which is part training, part workshop and part implementation. Targeted at businesses looking for dramatic improvements in the quality and results of their marketing efforts, this service is designed to make marketing easier, measurable and more accountable.
Business and Sales
Targets & Metrics
Your Marketing Capabilities
GAP Analysis
Your Personalised Marketing Plan

Step One
Step
One

Business and Sales Targets & Metrics

It starts by exploring your business in detail, focusing on your existing quarterly sales targets and key indicators such as profitability, length of sales cycle, closure rates etc. This helps us build a picture of how your business operates and what marketing needs to achieve to meet your business objectives.

Based on this we outline a suggested strategy and an initial list of marketing tactics that may be suitable depending on your capabilities.
Keep going
Events
Webinars
SEO
Blogs
Banners
Advertising
Social
Email
Nurture
Adwords
Search
Tele
Step Two
Step
Two

Your Current Marketing Capabilities

We then take a brutally honest look at your existing marketing capabilities in 5 key areas that are the corner stones of all successful marketing programs, regardless of industry. Without these fundamentals in place, any marketing efforts are more likely to produce poor or inconsistent results and lead to ongoing frustration.

Markets and Messaging

This area explores who your business is trying to sell to and why you’re targeting them – what do you know about them?

Do you know what problems you solve for them and the benefits they’ll receive if they buy from you?  What do you tell them and do you know if that’s what they want to hear?  What about your competitors – what are they saying and how does that compare to you?   If this information changes depending on which product or service you’re selling, then we’ll map this information out for each group of potential customers, aligning each of your product(s)/service(s) to them.

Communications & Website

This area explores how you communicate with your prospects and customers and the image you portray to the market – i.e. your brand.  

What materials do you produce and use (e.g. brochures, case studies, giveaways etc) and what channels (e.g. direct selling, PR, website, banners, search etc) do you use to get that information out?  Is there consistency in terms of branding and identity across them all?  With your website, how often is new content added and who is responsible for producing it? How well does it reflect your identity and what you do – does it need a design update?  How well does the content align with your ideal target markets and messaging?

Sales and Marketing Alignment

This area evaluates how well your sales and marketing teams work with each other.

Too often, sales and marketing teams view each other with a lack of respect and trust.  Sales teams can jealously guard their prospects in case marketing jeopardises their opportunities while marketing teams can pass over leads that are poorly qualified and targeted.  This can lead to a reluctance by sales people to follow up leads so great opportunities are sometimes missed.  Frustration builds up on both sides and a lack of communication generally means that improvements in results are few and far between.  These two areas need to be closely aligned, with clear definitions of respective responsibilities, what constitutes a lead and feedback loops to ensure that incremental improvements are being made constantly.

Tools and Automation

This area provides some insight into the depth and breadth of marketing tools that are available to help improve results.  

From CRMs to analytics and marketing automation, the right software can dramatically transform your capabilities and have a profound effect on your results.  However stand-alone solutions will limit your effectiveness.  They should all talk to each other, sharing data and adding insight into your activities and results so that constant improvements can be made over time.   There are clear benefits to using these tools, but there are also dangers.  Without the right skills and knowledge of how to operate them, mistakes can be made that can damage your brand. Choosing something too advanced can see your marketing budget quickly eroded with little return; something too simple can frustrate and remain unused.  You need to find a balance between cost and function and avoid implementing technology in ways that don’t add value.

Data

This area analyses all the information you collect, store and analyse about your prospects and customers.

Good data and data hygiene is at the heart of all successful marketing and an accurate, up-to-date prospect and client database is one of the most valuable assets your business has.  Who is responsible for keeping your databases updated and what information is trapped within emails, spreadsheets and other hidden areas.  How do you ensure activity based information (such as website visits, emails sent, events attended, calls made, quotes sent etc) is collected and stored to provide better intelligence to both your sales and marketing teams?   Do you routinely collect email opt-ins as well as unsubscribe information and do you conform to all the privacy and security of personal data standards?

Step Three
Step
Three

Gap Analysis

By analysing the gap between an ideal score and your current score in each area, we can quickly assess your ability to implement the suggested strategy and tactics from Step 1.

Markets & Messages

Your Score
Capability Gap
1
5
10

Communications & Web

Your Score
Capability Gap
1
5
10

Data & Databases

Your Score
Capability Gap
1
5
10

Tools & Automation

Your Score
Capability Gap
1
5
10

Sales Alignment

Your Score
Capability Gap
1
5
10
Understanding where the gaps are in your marketing capabilities gives you a realistic view of what needs to be done first and why. In our years of experience, we’ve seen that failing to acknowledge and address these gaps is a key contributor to poor marketing performance.
Step Four
Step
Four

Your Tailored Marketing Plan

We bring it all together in a
blisteringly clear marketing plan.

Marketing Objectives

What does marketing need to deliver in order to meet your business and sales objectives as documented in Step 1.

Fundamentals

This is the core information collected in Step 2 covering target markets, ideal customer profiles and value proposition.

Strategy
& Tactics

What strategy and tactics will work best to meet your marketing objectives?

Measures of Success

How will we measure progress, determine what is working and calculate the return on your marketing investment?

Action Plan

What needs to be done first to address your capability gaps prior to implementing your marketing strategy? This also includes a suggested timeline and estimated costs.

This plan becomes a blueprint for marketing success, tailored to your specific requirements.
Working with pepper

Working with Pepper

Once you understand how to make more effective use of marketing and you have your marketing plan ready you need to take action. There are three different ways Pepper can help you put your plan into action depending on your marketing budget and the availability and skill level of your team:
  • DIY
    If you have the staff with the right skills, we can enable them to be more marketing self-sufficient by setting them up with the tools, templates and know-how to implement future activities themselves. We effectively give you a glimpse into the way an agency works with a series of checklists and how-to documents to guide you. We are still available to you if you have questions along the way, but this option gives you more control over where you spend your marketing budget.
  • Pepper outsourced
    This option essentially means we are act as your marketing manager and marketing department, providing you with ongoing expertise and resources to deliver the results your business needs. This option can be much more cost effective than trying to hire and manage your own marketing staff as you get a combination of senior experience and day to day execution. You can either pay for specific projects as you go or work on an agreed set of quarterly objectives and outcomes.
  • Balanced
    You may have a marketing manager, but no staff to help execute the plan. Or you may have a marketing co-ordinator that can do the day-to-day work but no experienced senior marketer directing their efforts. We can work with either scenario, identifying those tasks you want to do yourselves and those you need help with giving you the maximum possible return possible for your marketing budget.
Marketing Enablement Program
Step
One
Step
Two
Step
Three
Step
Four

We’ve been working with Pepper Marketing since March 2012. Since then Catherine, Anthony and their team play a key role within our organisation’s marketing activities.

Over this period we’ve been accustomed to nothing but professionalism, responsiveness and attentiveness to all of our dealings, however small or large.This includes annual strategy planning and key vendor management through to events, online and print campaigns preparation through to execution.

We highly recommend Pepper Marketing to anyone who is considering partnering with experienced marketing services organisation.

 

Max Soukhomlinov
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