As a growing SaaS (software as a solution) business considered its go-to-market strategy, it encountered one speed bump after another. While they’d invested in a customer relationship management (CRM) tool/marketing platform, it seemed to present more problems than solutions. They had amped up their social media presence, but it was disjointed from other marketing efforts. They established brand standards, yet marketing efforts such as the website fell short.
Customers and prospects were understandably unclear about what the company value proposition and product suite. Executives needed guidance from someone who could help them focus on the road ahead – not in the rearview mirror.
After auditing the company’s marketing efforts, systems and processes, Blue Nine Partners created a playbook, which served two purposes.
One, it held a mirror up to the company so they could recognize issues and opportunities. After “looking under the hood” of the CRM, we could identify specific ways the company could take full advantage of their investment. We identified a series of misaligned CRM and marketing automation procedures and set up a course correction process, with a graduated, phased approach. All marketing efforts were recalibrated and integrated, so that social media efforts reflected brand messaging, and customers and prospects were clear about the company’s unique selling proposition.
We didn’t know what we didn’t know.
Two, the playbook included step-by-step plans of action in 30-day increments, establishing marketing priorities and setting goals across sales, products and corporate. We also put protocols in place to measure and review marketing progress and success. This plan was built to be run by the existing team, which was assessed as part of the initiative or new team member(s).
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