The document outlines a four phase approach to bridging gaps in a business's marketing strategy to achieve 20% growth. The phases include: 1) Understanding the business, market, and customer needs; 2) Defining the value proposition and unique messaging; 3) Developing a clear strategy and roadmap; 4) Implementing with operational excellence focused on customer intimacy. It also identifies issues with the current approach such as poor quality leads, sales leakage, and dissatisfied customers that must be addressed to succeed.

1. BRIDGING THE GAP

2. CHALLENGETHE
To grow the business by 20% from £10m to £12m
Minimal marketing experience within the
senior management team.
A quarter of the sales leaked in one year.
Poor quality leads and poor customer
perception.

3. How the business functions, the product, the business
objectives, the strategies, the teams, the skill sets and the
customers.
The Business
What does success
look like.
Define work-flow
teams
Define the gaps Identify training needs
A FOUR PHASE APPROACH

4. Review customer
segmentation.
Market analysis.
Define the growth
areas.
Competitor analysis.
The Business The Market
Understand the market landscape, it’s customer
segmentation, the competition, the opportunities and the
threats.

5. The Business The Market The Proposition
What is the companies USPs, do they have a clearly
defined proposition, is there a clear message
accompanying the offer.
Define what makes
them different.
Hone the messageDefine the proposition
Define communications
strategy

6. The Business The Market The Proposition The Strategy
Is there a strategy, do we have a clear road map, is it
SMART.
Build a clear road
map.
Define the measures
Fine tune and
implement
Communicate the plan

7. Operational
excellence
Product
Leadership
Customer
intimacy Understand the customer better
than the competition.
Define their buying patterns and
what influences their decisions.
Create and deliver product and
services that exceed their
expectations.
Being targeted and relevant with
the messaging.

8. Recent research highlighted that
nearly 70% of a customers e-mail
database are inactive.
70%
74% of consumers get frustrated
when they receive content that has
nothing to do with their interests.
74%
Personalised calls-to-action result in a
42% higher conversion rate than calls-
to-action that are the same for all
visitors
42%

9. Poor quality
leads.
A quarter of the sales leaked in one year.
Poor customer
perception
Dissatisfied
customers
Low value
transient
customers

10. Leads, Identify prospects that
display the same profile as our
target customers.
Qualified Leads, a prospect that
has shown a combination of interest
and fit that indicates real sales
potential.
Opportunities, Opportunities
are contacts who
have become real sales
opportunities in our CRM.
Visitors, CRM allow us to
collect intelligence about
our leads and how they are
engaging with us.

11. STRATEGY
STRUCTURE
SYSTEMS
SKILLS & CULTURE
No 3 SUCCESS DEPENDS ON EVERYTHING
WORKING TOGETHER