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.

Fractional Smarketing

Fractionals are neither an agency nor a “freelancer.”

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 internal resources.

But what they aren’t in a great position to do is strategically 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 and ensure 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, at scale, who builds a framework for sales and marketing to work together better.

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. And after that framework is successfully built, where the greater investment is required, you still have 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, unifying your team in clarity and consistency.

Formulate

Once you 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 can be the fractional leader as well as outsourced extension of your “smarketing” team. Let’s build a long-term partnership.

Continued 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. Let me use that to be your expert resource and service provider for brand strategy, content creation, and sales enablement. 

Menu of Standard Services

The following options are informational, intended as a starting point for discussing your engagement and a baseline for budgeting. All clients will receive a proposal and statement of work specific to their deliverables and pricing to approve to establish an actual contract.

Solo/ Micro Business Clients (<10 Employees, No Defined BizDev Roles)

Smarketing SWOT Assessment

Evaluation of current state brand message, sales process, and content, presented as a report and proposal.

  • Brand message questionnaire
  • Stakeholder interview(s)
  • Competitive research
  • Sales pipeline review
  • Collateral review (website, social media, print)
  • Target buyer inventory
  • Strengths, Weaknesses, Opportunities, and Threats Report, focusing on:
    • Competition
    • Messaging
    • Content
    • Pipeline bottlenecks
    • Ideal Client Profiles

$250

Smarketing CORE

Modular messaging & content scaled to soloprenuers & microbusinesses, 2-4 wk. project.

  • Discovery with key stakeholders
  • Market research
  • Key message development
  • 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)

$3,500

Core Retainer

Continuing education & support for past Smarketing Core clients, ~4-6 hrs./ mo.

  • Fractional Sales & Marketing Manager
  • Pipeline review & deal coaching (weekly)
  • Content management
  • Custom program management
  • Consulting by phone

$1,200/ month

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

 SMarketing Engagement

8-12 week intensive to align sales & marketing goals, messaging, communication & reporting. Designed to improve efficiency, increase pipeline, and accelerate conversions.

 

 

  • Comprehensive audit
    • Messaging/ positioning
    • Competition
    • Offer & GTM
    • Internal processes
  • Workshops
    • Ideal customer & buyer persona development
    • Buyer’s journey to sales process mapping
    • “Jobs-to-be-done”
  • Sales playbook
    • Documented deliverables of audit and workshops
    • Internal SLAs/ KPIs
    • Key messaging frameworks
  • Content & education
    • Live education
    • Pitch deck
    • Solution brief boilerplate
    • Content roadmap*

$20,000

SMarketing Retainer

Continuing education & support for past SMarketing clients, ~8-12 hrs./ mo.

  • Fractional Sales Enablement Leader
  • Pipeline review participation & deal coaching (weekly)
  • Smarketing team workshop (monthly)
  • Content management
  • Additional content creation*
  • Quarterly refresher & new onboard training
  • Consulting by phone

$3,500/ month

Smarketing Keynote

On-site speaker for sales and marketing events. 60-90 minutes.

  • The Revenue Continuum
  • Customer-centric Selling
  • Facilitated Smarketing Workgroup (discussion format)
  • Sales kick-offs
  • Onboarding events
  • Internal meetings & trainings
  • Customer workshops
  • Industry events**

$2,500 plus expenses**

* While not an exhaustive list, typical content pieces may include the following:

  • 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

** Ask about WAIVED FEES to have me speak AT NO COST or EXPENSES ONLY at your industry or association event with multiple companies present.