Marketing Effectiveness

Practice Area Overview

The Challenge

How effective is your messaging at attracting buyers?
Is your messaging consistent across your channels (digital, print, people)?
Is there a more succinct and clear way to tell your story?
How well do you measure your marketing ROI by channel?
Can you prove what marketing works and what does not?

As companies grow, they change their products, target buyers, and messaging. Because they are running so fast, sometimes they forget to step back and ensure that their sales and marketing materials are telling the story they want to tell. If your messaging is inconsistent or missing the mark, you could be losing vital prospects, customers or even potential partners.

The best way to ensure your marketing is hitting the mark is to have an outside perspective provide feedback. Companies often assume their marketing is on point even when it may not be translating to buyers or partners.

It is also imperative that your messaging is consistent between your website, your collateral, and in your sales presentations. Failure to do so can be confusing and lead to lost opportunities.

The Benefit

As a result of this engagement, your business will understand where your marketing is effective and where it needs improvement. We will provide specific recommendations related to your messaging, marketing operations, campaign management, and strategy .

You will also have prescribed actions to help align your messaging across various channels.

The result will be enhanced marketing that will lead to improved customer acquisition.

Engagement Overview

Discovery

Step 1

Palomar will spend time learning about the business, the relevant leaders on the team, and any products related to the engagement.

We will request material to review in advance to help us gain necessary understanding of the business.

Then we will conduct interviews either in-person or virtually to meet with relevant team members and discuss the topics related to the engagement.

Recommended Action

Step 2

Palomar will provide detailed feedback based on their extensive experience and as a result of the Discovery Phase. the feedback will include specific areas of strength as well as opportunities for improvement. Where possible, we will also include comparisons to the industry or other best-in-class companies as a benchmark.

In addition to the feedback, Palomar will provide a detailed set of recommended actions to address the opportunities identified during the engagement. The action plan will be prioritized by potential impact to the business as well as the timeliness of the recommended action.

The Findings and Recommendations Report will be provided in a presentation format. We can deliver the presentation to the necessary team through an in-person or virtual meeting where we can share the information and field any relevant questions.

Implementation

Step 3 (optional)

Palomar will work with the key stakeholders to align on prioritized action steps resulting from the Findings & Recommendation Report. We will then develop a detailed Implementation Plan through joint ownership. Once the plan is finalized it will include commitments, ownership, and timelines.

Then we will partner with key stakeholders to implement action steps and install appropriate success metrics.

Palomar Advisors can facilitate through different roles in the Implementation Process:

PA develops Implementation Plan in collaboration with client Co-Owner.
PA remains as an active advisor during the implementation process.
PA is fully responsible for managing the implementation process with key stakeholders.