Turn your marketing into meaningful growth...
Marketing Masterplan® Coaching Program
Build a clear marketing strategy that helps you attract the right customers, strengthen your positioning and focus your time, budget and effort where it matters most.
Less random activity. More strategic direction.
Build Your Marketing Masterplan
The common marketing challenge
Doing more marketing isn’t always the answer
Strategy should come before tactics.
Most businesses don’t have a shortage of marketing activity.
They have a shortage of clarity.
A new website. More social media. Paid advertising. SEO. Email. Content. Networking. AI.
The list keeps growing - but more activity doesn’t automatically create more growth.
The real challenge is knowing what to focus on, who you’re trying to reach, why they should choose you and how all of your marketing activity fits together.
That’s what Marketing Masterplan is designed to solve.
Focus On What Matters
Marketing should make growth easier - not more complicated
A clear marketing strategy helps you make better decisions. It gives you confidence about:
01
Who your most valuable customers are
02
What makes your business different
03
How to communicate that value clearly
04
Which marketing channels deserve your attention
05
How to turn interest into enquiries and sales
06
How to measure what’s actually working
The Marketing Masterplan® Framework
Six stages. One joined-up strategy.
Marketing Masterplan brings together six areas that help you move from disconnected activity to a clear commercial strategy.
Clarify your business ambitions and turn them into clear marketing objectives.
Outcome: a clear direction for your marketing and communications.
What we explore
- Business goals and growth ambitions
- Marketing objectives
- Current priorities and challenges
- Available resources and budget
- What success should look like
- How marketing supports the wider business
Who are you trying to reach?
Understand your customers, market, competitors and opportunities around you.
Outcome: better decisions based on insight, not assumption.
What we explore
- Target customers and priority audiences
- Customer needs, behaviours and motivations
- Market trends and opportunities
- Competitor activity
- Customer insight and feedback
- Gaps in the market
Why should people choose you?
Clarify your positioning, USP and the message you want customers to remember.
Outcome: a stronger reason for people to choose you.
What we explore
- Your value proposition
- What makes you different
- Key customer problems you solve
- Brand positioning
- Core messages
- Reasons customers should choose you
Choose the channels and activities to connect you with the right audience.
Outcome: a focused marketing mix built around your priorities.
What we explore
- Website and digital presence
- Social media
- Email marketing
- Content
- Partnerships and networking
- Paid and offline channels
How will attention become business?
Build your customer journey from awareness through to enquiry, purchase and loyalty.
Outcome: a more effective route from prospect to customer.
What we explore
- Customer journey
- Lead generation
- Calls to action
- Enquiry and sales process
- Follow-up and nurturing
- Retention and repeat business
Define the measures that matter and use them to improve your marketing over time.
Outcome: greater confidence in what to continue, change or stop.
What we explore
- Key performance indicators
- Marketing metrics
- Campaign performance
- Return on investment
- What to continue, change or stop
- Review and improvement cycles
What We Build Together
A strategy you can actually use
Depending on your business, we develop:
Your Marketing Audit
A clear picture of what’s working, what isn’t and where the biggest gaps or opportunities exist.
Your Target Market Profile
A sharper understanding of the customers you most want to attract.
Your Value Proposition
A clear articulation of why your business matters and why customers should choose you.
Your Marketing Priorities
The channels, campaigns and activities most likely to create impact.
Your Customer Journey
A clearer route from first awareness through to enquiry, sale and retention.
Your 90-Day Marketing Plan
A focused action plan with clear priorities, responsibilities and measures.
Who I Work With
Is your marketing working as hard as it should?
Marketing Masterplan is designed for:
- ✓ Ready for greater responsibility or a different internal role
- ✓ Considering a move into another organisation or sector
- ✓ Business owners who want a clearer route to growth
- ✓ Founders who need to sharpen their positioning and customer focus
- ✓ Consultants and experts who want to generate more consistent opportunities
- ✓ Leadership teams who want marketing aligned with commercial priorities
- ✓ Businesses launching a new service, entering a new market or repositioning
- ✓ Organisations doing plenty of marketing - but struggling to see what’s really working
The common thread?
You want marketing to become more strategic, more focused and more commercially useful.
Why Me?
Why work with me?
My own professional life has taken several different forms...
My own career has moved through corporate marketing, board-level leadership, redundancy, entrepreneurship, consultancy, university teaching, coaching, writing and speaking. I bring that experience together with more than 30 years in strategy, marketing, leadership and personal branding to help you understand where your experience has value, position it clearly and turn it into practical opportunity.
Then underneath have a visual credentials strip:
- 30+ Years in Strategy & Marketing
- Board-Level Leadership
- Business Founder
- University Lecturer
- Published Author
- Coach & Speaker
Subscribe
Join The Next Chapter
A weekly email for experienced professionals thinking about how to make better use of what they already know.
Ideas on professional transition, personal brand, leadership, opportunity and meaningful growth.
No need to start again. Just useful thinking about what comes next.
The Thinking Behind the Work
Inspired by Is This It?
Is This It? explores the challenge facing many experienced professionals:
You may know that something needs to change, but that doesn’t mean throwing away everything you’ve built.
The book introduces the five-stage Professional Transition Framework:
Reflection → Exploration → Direction → Translation → Activation
A practical roadmap for recognising the value you’ve accumulated, exploring where it could take you and beginning to create what comes next. Professional Transition takes those ideas and applies them directly to your experience, your opportunities and your next move.
Forthcoming
Is This It?
Reinvent your next chapter with purpose and intention.
A practical guide for experienced professionals who have achieved success, yet find themselves asking, “What’s next?” Discover how to reflect on where you are, reconnect with what matters most and create a future with greater purpose, freedom and fulfilment.
Ready to Move Forward?
Your experience is not something to move on from.
It’s something to move forward with.
You’ve spent years building knowledge, judgement, relationships and credibility.
The next stage isn’t necessarily about becoming somebody new.
It’s about understanding where everything you already know could take you next - and having a practical strategy for getting there.
If you’re ready to explore your next professional move, let’s have a conversation.
Send an enquiry
Tell me a little about where you are and what you’re working towards.
