SERVICES

Advisory, Positioning, and Strategy Services Sized for Small, Mid-Size, and Enterprise B2B Organizations

ADVISORY

Flexible, Tailored, Strategic Guidance for Sustainable Growth. Whether your organization needs a fresh perspective on a specific challenge, advice on strategic initiatives, or guidance to drive marketing actions such as market expansion, new product launches, or assessing current or planned efforts, my advisory service offers actionable insights aligned with your unique goals. My focus is on aligning your business priorities, refining strategic direction, and driving real short- and long-term results.

  • Executive advisory discussions on specific strategic priorities or marketing needs, or on selecting the right growth strategies for your business

  • Fractional Chief Marketing Officer support, such as developing buyer-centric campaigns, evaluating marketing technology solutions, and overseeing campaign execution

  • Fractional Chief of Staff support, such as oversight of day-to-day operations, strategic project leadership, and facilitation of cross-functional collaboration

Starts at $300/hour. Custom programs are available.

BUYERS’ JOURNEY WORKSHOP

Understand How Buyers Buy and What It Means for Your Business and Marketing. This workshop provides a fresh perspective on the buyers’ journey, incorporating the latest research and best practices from B2B marketing leaders. Designed for marketers and business leaders alike, this session demystifies how buyers truly make decisions and how they want to interact with your business. By the end of this workshop, you and your team will gain a deeper, market-based understanding of your roles in driving growth. You’ll walk away with practical action items to refocus your business and marketing efforts, aligning them with buyer behavior for greater market impact.

What’s Included:

  • 30-60 minute preparatory discussion to tailor the workshop to your business

  • 1.5-2 hour interactive, virtual workshop session

  • 2 hours of follow-up advisory to help you implement what you’ve learned

$1,000-$5,000 based on the desired scope of customization and size of audience. In-person workshops are available with reimbursed travel expenses.

COMPETITIVE POSITIONING ASSESSMENT

Understand How Your Position Stacks Up Against the Competition. Curious about how your business or solution is positioned compared to your top competitors? This quick-turn assessment provides a clear, in-depth analysis of your competitive position and actionable recommendations to help you stand out. In just a few days, you’ll gain the insights needed to refine your positioning and sharpen your competitive edge.

What’s Included:

  • Assessment of your business or solution position against three competitors of your choosing

  • 30-45 minute kickoff call to define the scope and goals

  • Comprehensive report with detailed findings and strategic recommendations

  • 45-60 minute call to review the results and next steps

 Starts at $1,000 for Small Businesses, custom programs for Mid-Size to Enterprise organizations.

COMPETITIVE MESSAGING ASSESSMENT

Evaluate and Refine Your Messaging to Stand Out from the Crowd. Wondering how your business or solution messaging stacks up against the competition? This quick-turn assessment provides an in-depth evaluation of your business or solution messaging compared to up to three competitors. I’ll analyze your current messaging for clarity, effectiveness, and differentiation, helping you eliminate buzzwords and jargon to create messaging that resonates with your audience.

What’s Included:

  • Assessment of your messaging vs. three competitors of your choosing

  • 30-45 minute kickoff call to define the focus areas

  • Detailed report with findings and actionable recommendations for improvement

  • 45-60 minute call to review results and next steps

Starts at $1,000 for Small Businesses, custom programs for Mid-Size to Enterprise organizations.

POSITIONING STRATEGY PROGRAM

Find the Position That Will Help You Win. Discover the optimal position for your business, solution, or portfolio of solutions—one that highlights your unique benefits, resonates with your target market, and sets you apart from the competition to drive growth. This program helps you identify where you are vs. where you want to be and involves key stakeholders across marketing, sales, product, and customer success to ensure alignment.

What’s Included:

  • Analysis of your solution’s unique features, functions, benefits, and value compared to alternative and competitor solutions.

  • Identification of your ideal target buyer and characteristics that drive them to buy from you vs. alternatives.

  • Examination of market dynamics, including risks, new technologies, and external forces that may impact your positioning.

  • Exploration of current vs. potential future positioning based on your business objectives.

  • Selection of the ideal positioning and the creation of a positioning story that guides future marketing and sales efforts.

  • Executive summary of your new positioning and a concise positioning statement for easy sharing.

  • Positioning storyboard that guides sales, marketing, and customer success as they put the positioning into action.

  • Strategic recommendations for next steps, including potential messaging adjustments, product roadmap refinements, and actions to protect your market position. 

$5,000 for Small Businesses, custom programs for Mid-Size to Enterprise organizations.

IDEAL CUSTOMER + UNIQUE SELLING POSITION DISCOVERY PROGRAM

Uncover Your Ideal Customer Profile and Why They Choose to Buy from You. Discover both your Ideal Customer Profile and your Unique Selling Position by diving deep into the profiles and buying behaviors of your top customers. Develop an ICP profile based on the commonalities across your best customers so you can find other similar customers. Learn what makes your business or solution unique from your customers’ perspective and why your best customers buy from you instead of your competitors. Through targeted interviews and data analysis, I’ll help you define your Ideal Customer Profile (ICP) and provide strategic recommendations to optimize your marketing and sales efforts.

What’s Included:

  • Review of key inputs, including your top 10 customers and what they purchase.

  • Interviews with those top customers to understand who they are, their buying processes, motivations, and why they choose you.

  • Final report with a detailed ICP, actionable recommendations for marketing and sales activities, and strengths to emphasize in your messaging and content.

$5,000 for Small Businesses, custom programs for Mid-Size to Enterprise organizations.

MARKETING TECHNOLOGY + SERVICES SELECTION

Choose the Right Tools to Spark Your Growth. Selecting the right marketing technology and services is a crucial investment, particularly for smaller organizations where resources are limited. With countless vendors promising exceptional results, it can be challenging to determine which options genuinely align with your needs. If you’re new to marketing services or have a smaller or inexperienced marketing team, I provide the expertise and advocacy to help you make informed, strategic choices.

What’s included:

  • Objectives Setting: Review and document your marketing objectives and potential budgets for tools and services to support these objectives

  • Current State Assessment: identify and evaluate your current marketing tools, technologies, services, and processes to determine strengths, gaps, and opportunities for improvement

  • Needs Assessment: Clearly define and quantify the challenges you wish to address

  • Solution Recommendations: Provide recommended categories of tools, technologies, and services to consider, tailored to your needs, budget, and objectives

  • Buying Guidance: Lead your buying committee through the selection process, including solution exploration, requirements building, vendor comparisons, demos or proofs of concept, and final selection

 Starts at $300/hour. Custom programs are available.