How an Independent Marketing Review Refocused an IT Consultancy’s Marketing Efforts
An ambitious IT consultancy firm contacted me to conduct an in-depth marketing review as it aimed to gear up for its next five-year growth phase. With a Sales Director and Head of Marketing keen to ensure their marketing efforts were hitting the mark, they asked me to undertake an independent review for them.
Here’s how we worked together to create clarity, focus, and a roadmap for their future success.
Starting with discovery
Every great strategy starts with understanding. I began with a deep dive into the business, spending 22 hours conducting interviews across the organisation. From the CEO and Sales Director to the Marketing Assistant and sales team, I got a 360-degree view of how the business worked, its culture, and where it wanted to go.
This wasn’t just about numbers or processes—it was about uncovering the nuances that often go unnoticed. It gave me a complete picture of the challenges they faced and the opportunities ahead.
What did I find?
After analysing the insights, it was clear that while the firm had big ambitions, there were gaps in their marketing structure and approach. Here’s where I focused my recommendations:
Refining the brand: Their brand positioning wasn’t fully aligned with their long-term goals. I proposed a strategic overhaul to make their brand more visible, engaging, and relevant to their target audience.
Rebalancing resources: The Head of Marketing was too involved in day-to-day tasks, leaving little time for strategic oversight. I recommended changes to the team structure and budget to allow them to focus on leadership and long-term planning.
Optimising marketing channels: A full review of their channels showed room for improvement. I offered practical strategies to refine their approach and maximise engagement across the board.
Streamlining business development: Their BD processes needed a sharper focus. I introduced methods to align their efforts, ensuring a more cohesive and efficient approach to growth.
Each recommendation was RAG-rated (Red, Amber, Green) so the team could see at a glance which actions needed immediate attention and which could follow later.
Presenting the plan
Once the recommendations were ready, I presented them to the Sales Director and Head of Marketing before taking them to the C-suite. Their response was overwhelmingly positive.
The executive team could clearly see how a more strategic, focused approach to marketing would drive the growth they wanted. With a roadmap in place, the Head of Marketing is now leading the charge, implementing changes that will set the business up for success.
The impact
This process has already laid the groundwork for significant improvements. With a structured approach to budgeting, team resourcing, and channel optimisation, the firm is better positioned to grow its market presence, streamline its business development efforts, and achieve its long-term goals.
Why this matters
My case study and work with my client highlight the value of stepping back to review your marketing strategy with a fresh perspective. For this IT consultancy, it wasn’t about doing more marketing—it was about doing it better.
If your business is preparing for its next phase of growth but isn’t sure how to make marketing work harder for you, let’s talk. Sometimes, all it takes is an experienced eye and a tailored plan to transform your efforts into measurable success.
