I've been asked a couple of times during job interview to present on how I would tackle the first 3 months/6 months/100 days on the job. Usually it's a stab in the dark since research material is limited. This broad overview is applicable to a wide range of companies.

2. Executive summary
Getting to know the business
Shaping the marketing strategy
Tackling the tactics
Measuring
0 30 60 90 100
Kate Roe | Senior international B2B marketing professional | @kate__roe | January 2013

3. Getting to know the business
 At the coalface:
> The teams, the systems, the processes
> On the road with sales
“Clear and correct
> The customers positioning?”
 In the marketplace:
“Compelling
> Partners, operators offer/differentiator?”
> Thought-leaders
> Media, analysts
> Competitors
“Resonates with
 Aim to answer 3 questions: target audiences?”
Kate Roe | Senior international B2B marketing professional | @kate__roe | January 2013

4. Shaping the marketing strategy
• Strengths • Weaknesses
Lack of brand
awareness?
Unique offering? Weak lead
Growing market? pipeline?
Misalignment with
sales?
Market potential?
New entrants?
Product pipeline?
Commoditisation?
Loyal customer
Aging systems?
base?
• Opportunities • Threats
Kate Roe | Senior international B2B marketing professional | @kate__roe | January 2013

5. Tackling the tactics
 Review customer segmentation and targets
> Profitability
> Geography
> Pain points & hot buttons
 Review offering
> Understand the buying cycle
> Review the sales cycle per segment and success metrics;
tailor marketing campaigns and sales pitch accordingly;
where can marketing support be given to accelerate deals?
> Streamline customer journey across all channels
> Analyse cost-effectiveness of current tactics: ROI? Leaks?
> More with same: cross promote and sweat current assets
 Review/define demand management processes + metrics
 Plan channel integration and system updates
 Evangelise and motivate internal teams; share results
Kate Roe | Senior international B2B marketing professional | @kate__roe | January 2013

6. Measuring
 Establish a plan to measure:
> Success of campaigns against goals
> Volume and velocity of funnel
> Customer feedback
> Channel feedback
 Share metrics and encourage accountability
Kate Roe | Senior international B2B marketing professional | @kate__roe | January 2013

7. Kate Roe
Senior International B2B
Marketing Professional
@kate__roe