Fractional Smarketing Services

Evaluate – Facilitate – Formulate

Most opportunities are lost before you ever knew they existed. The best way to attract and close opportunities is to build trust as a CATEGORY LEADER, minimizing perceived risk. The right content at the right time helps you do that.

Why Smarketing?

It’s not your imagination. Sales resistance is higher than ever. Buyers are using technology and research to bypass sales altogether in the early stages of their journey:

  • Buyers complete up to 70% of their evaluation before contacting solution providers, choosing to self-educate rather than sit through a “pitch” that lacks context.
  • They will engage several category leaders for a proposal. (Nobody ever got fired for buying IBM, as they say. Top-tier solution providers equate to lower perceived downside risk.)
  • Outbound strategies are mostly landing on decision makers who, at best, aren’t ready, or at worst, have already narrowed their selections.

That means marketing is the spear tip of your sales approach. There must be a unified strategy to position your brand and map your sales process to how your customer buys, with a sales enablement program to arm your team with the content, knowledge, coaching, and oversight to execute that strategy.

What Is A Fractional?

Fractionals are neither an agency nor a “freelancer.” They provide strategy and direction of your team–AT SCALE.

Marketing agencies and freelancers have their place–I often collaborate with both. But the reality is that they’re mostly good at the execution of marketing tactics, filling in gaps of or replacing internal resources.

What they aren’t in a great position to do is align sales and marketing (smarketing) as a singular revenue generation engine, united in mission and goals. They’re not going to be able to keep marketing and sales accountable to each other, ensuring consistency of messaging, processes, and results.

My goal is not simply to provide expertise or services to my clients. As their Fractional Smarketing Strategist,  I fuse people, systems, and persuasive messaging to acclerate growth. I am a leader and extension of their team who builds a framework for sales and marketing to work together better and manages it towards growth.

I call that framework “Evaluate – Facilitate – Formulate.” Every engagement is built upon measuring the current state, bringing teams together in clarity and consistency, and developing the tools that enable sales. After that greater investment is made and this framework is successfully built, I can be a long-term resource to direct and support it, proportional to your business needs and without excess overhead.

Contact Me To Get Started!

Evaluate

Let’s start by evaluating your current state, looking at your strengths, weaknesses, opportunities, and threats as they pertain to your positioning, content, and processes. We’ll dig into your target market and buyer profile as well as your top competitors. Then, we’ll make a plan.

Facilitate

Different results require different thinking. There can be no “marketing goals” or “sales goals.” There are only business goals, and you need a single revenue generation engine to achieve them. I’ll provide the strategy, processes, and education, making sure all voices are heard and bottlenecks are removed.

Formulate

Once we lay the groundwork, who builds out all the pieces needed to attract, close, and retain customers? And more importantly, who maintains accountability for results? I’ll ensure you have key messaging, content roadmaps, playbooks, education, SMART goals, and KPIs to turn ideas into concrete action.

Ongoing Support

Use my help when, how, and as you need it. In my 25-year sales and marketing career, I held just about every sales and marketing role imaginable. I know what works. I know what doesn’t. I can be the fractional leader as well as outsourced extension of your “smarketing” team. Let’s build a long-term partnership.

Menu of Standard Services

The following options are informational, intended as typical baseline for benchmarking and budgeting your engagement. All clients will receive a tailored proposal with statement of work, deliverables, and pricing to approve and establish an actual contract prior to work start.

Solo/ Micro Business Clients (<10 Employees, <$5M Rev., Founder-led Sales & Mktg.)

Smarketing Core Assessment

Rapid diagnostic of sales & marketing misalignment. Evaluation of current state brand message, sales process, and content, presented as a report & prioritized action plan.

2-3 weeks

  • Brand message questionnaire
  • Stakeholder interview(s)
  • Competitive research
  • Sales pipeline review
  • Collateral review (website, social media, print)
  • Target buyer inventory
  • Key Findings Report
    • SWOT Assessment
    • Competition Profile
    • Messaging & Content
    • Pipeline bottlenecks
    • Ideal Client Profiles
  • Immediate Actions Plan
    • “Quick-win” initiatives
    • Key Message themes
    • Live debrief

$4,250

Smarketing Core

Build your revenue engine with modular messaging & content at scale: foundational messaging framework and sales playbooks.

4-6 weeks

  • Everything in Assessment, plus full implementation of Immediate Actions Plan
  • ICP, Buyer Persona & “Jobs-To-Be-Done” development
  • Key Message development
  • Extended Actions Plan & Content Roadmap
  • Produce master brand content consisting of:
    • Core collateral asset (e.g. basic website copy, pitch deck, solution brief, etc.)
    • Playbook (Buyer personas, key messages, sales process, battle cards)
    • Sales process & content mapping
  • 1/2 day general sales education
  • 1/2 day client playbook-specific education

$8,500 – $10,000

(Full $4,250 Assessment credit applied if completed within past 90 days)

Smarketing Core Retainer

Ongoing fractional support for Smarketing Core clients

~10-15 hrs./ mo.

  • Fractional Sales & Marketing Manager
  • Pipeline review & deal coaching (weekly)
  • Content management
  • Custom asset creation
  • Ad-hoc consulting by phone
  • Quarterly strategy review & reset

$2,400 – $3,200/ month

(3 month minimum)

SMB Clients (>10 Employees, >$5M Revenue, Defined Sales & Mktg Roles/ Teams)

 SMarketing Assessment

Comprehensive diagnostic of sales & marketing misalignment and SWOT analysis. Evaluation of current state brand message, sales process, and content, presented as a report & prioritized action plan.

3-4 weeks

 

 

  • Discovery
    • Brand message questionnaire
    • Stakeholder interview(s)
    • Collateral review (website, social media, print)
    • Target buyer inventory
  • Comprehensive audit
    • Messaging/ positioning
    • Competition
    • Offer & GTM
    • Internal processes
    • Sales pipeline
  • Key Findings Report
    • SWOT Assessment
    • Competition Profile
    • Messaging & Content
    • Pipeline bottlenecks
    • Internal gap analysis
    • Ideal Client Profiles
  • Immediate Actions Plan
    • “Quick-win” initiatives
    • Key Message themes
    • SLA recommendations

$7,500

 SMarketing Engagement

Intensive program to unify sales & marketing around shared goals. Alignment of messaging, communication & reporting. Designed to improve efficiency, increase pipeline, and accelerate conversions.

8-12 weeks

 

 

  • Assessment implementation
    • Everything in Assessment, plus full implementation of Immediate Actions Plan
    • Scheduling
  • Facilitated workshops
    • ICP, Buyer Persona & “Jobs-To-Be-Done” development
    • Buyer’s journey to sales process mapping
    • Key messaging development
  • Smarketing playbook
    • Documented deliverables of audit and workshops
    • Role definitions
    • Internal SLAs, KPIs & accountability frameworks
    • Key messaging frameworks
    • Battle cards
  • Content & education
    • Live sales education
    • Pitch deck
    • Solution brief boilerplate
    • Extended Actions Plan
    • Content roadmap*

$15,500 – $19,500

(Full $7,500 Assessment credit applied if completed within past 90 days)

 

SMarketing Retainer

Continuing education & ongoing fractional leadership for Smarketing clients.

~20-30 hrs./ mo.

  • Fractional Sales Enablement Leader
  • Pipeline review participation & deal coaching (weekly)
  • Smarketing team workshop (monthly)
  • Content management
  • Additional content creation*
  • New-hire onboard training (quarterly)
  • Ad-hoc consulting by phone
  • Strategy review, refresh & reset (quarterly)

$4,000 – $5,500/ month

(6 month minimum)

Keynotes And Facilitated Workshops

Smarketing Keynote

High-energy, on-site sessions for sales and marketing events. 60-90 minutes.

  • The Revenue Continuum
  • Customer-centric Selling
  • Facilitated Smarketing Workgroup (discussion format)

  • Custom topics on messaging, relationship management, and revenue operations

  • Sales kick-offs
  • Onboarding events
  • Internal meetings & trainings
  • Customer workshops
  • Industry events

$2,500 plus expenses

(Special Offer: Fees waived (expenses only or no cost) for qualified industry/association events with multiple prospective client companies attending.)

   * These business classifications are guidelines only. Final proposals will scale to company size, team structure, locations, and scope.

 ** Typical content pieces may include (but are not limited to):

  • General business, marketing, and technical writing
  • Organic SEO web copy
  • Collateral
  • Case studies
  • Email sequences
  • Press releases
  • Presentations and proposals
  • Personal branding/ Executive bios and résumés
  • Executive ghostwriting/ Thought leadership