I design and lead — I do not execute
I work with two or three companies at a time, and every engagement starts with a written objective on page one. Producers and agencies execute; I set the objective, write the strategy, build the system and measure it.
Entry
A 20-minute call, or ten questions you score yourself, showing the weakest move in your marketing
Ten working days: three interviews, a document review and one session with you. The Four-Gap Report, a one-page board summary and the recommended path. The fee is credited against any engagement within 60 days
Objectives
Half a day with the CEO and the leadership team: three to five marketing objectives tied to the business plan, each with a number, an owner and a horizon
Three hours with the board or the owners: what marketing is for, the five numbers to ask for, and the questions to put to the CEO
Strategy
Four weeks: positioning, audience, promise, architecture and the brand stance everything is built on
Four to six weeks: market, segments, channels, offer and the logic of the budget — a strategy the CFO can read
Four weeks: the entry sequence, channel plan, launch system and first ninety days for a product, a market or a country
Growth levers, the unit economics of marketing, the growth model and the sequence of bets
Three weeks: objectives, then initiatives, calendar, budget and measures — on one board-ready document
System
Six months: the department designed on The 7 Hats of Marketing™, hired or re-organised, with processes, tools, agency model, budget and reporting — handed over running
Twelve weeks: one objective, one system — the weekly rhythm, the dashboard, the roles and the playbook that keeps it running
Executive marketing leadership on a monthly retainer: objectives, strategy, system and measurement at the leadership table — two or three companies at a time
Measurement
The five numbers a board should see from marketing, designed, sourced and templated on one page
One day a quarter: objectives against results, the system audited, next quarter’s objectives written with the CEO
Four weeks: budget governance, approval rules, the ROI model and reporting lines fit for a listed or pre-IPO company
For the CEO himself
Six weeks: the CEO’s positioning, story, platforms and 90-day plan — Marketing by Objectives™ applied to a person
Six months: the thought-leadership calendar, speaking and media plan, and share of voice measured against named peers
Three to six months before listing: the CEO’s public voice before and through the IPO; no forward-looking commentary in restriction windows
No prices on the site. Every engagement starts with a call and a written objective.
The Diagnostic, then go-to-market or the 90-Day Growth System
The Diagnostic, the Objectives Workshop, then the Department Build
The Board Workshop, then the Board Report and the IPO Leadership Voice
Start with the objective
The Marketing by Objectives Diagnostic: ten working days, the Four-Gap Report, and one page for the board. Its fee is credited against any engagement within 60 days.
