Return on Investment: High-Efficiency Gains
Provided guidance on:
- International expansion strategy and new market prioritization
- Cross-departmental alignment, knowledge management, and team productivity
- Full lifecycle marketing strategy and metrics simplification
- Marketing automation across multi-channel customer segments
- Board-level strategic alignment and revenue focus
Challenge:
Partnering with Jordan Womack, whose former colleague is now the CMO of a $25m turnover medical certification body. We were initially engaged to expand their use of marketing automation. During the discovery phase, we identified several critical operational and strategic bottlenecks.
The marketing, data, and customer service teams operated independently without shared insights or centralized asset repositories. Customer service lacked CRM access entirely, leaving them unable to view live customer communications.
This medical certification body has 95% US market share and 12.5% organic annual growth with minimal marketing efforts, while markets outside the US represented an untapped blue ocean with under 2% market share. They lacked a strategic approach to new market entry.
The internal team comprised primarily tactical product marketers struggling with strategic execution, while the board pushed initiatives with minimal revenue potential. Internal culture was heavy on meetings rather than execution.
Approach:
To solve these challenges, we delivered a comprehensive strategic and operational overhaul.
We supported the team to distil their US market knowledge into a playbook. We built a strategic scorecard to evaluate and prioritize entry into high-potential international markets.
Next, we advised the CMO on restructuring meeting cadence, mapping individual roles and outcomes directly back to job specifications, and building strategic partnership frameworks in new target countries.
Established frameworks to push back on non-revenue-generating board requests, protecting team focus, while improving integration between marketing and customer service to elevate the customer experience.
Shifted the team away from vanity metrics to clear top-line KPIs, outlining multi-channel marketing automation strategies across email, SMS, and direct mail tailored to their core 25–65 age demographic.
Impact:
As a medical certification body who are committed to raising standards and patient care, we impacted several areas of the business.
The team now has a repeatable, scalable framework for international market penetration, allowing the business to capture market share outside the US with predictable, localized marketing campaigns.
We replaced vanity tracking with clear, revenue-focused metrics that directly inform executive decisions and cross-departmental operations. By simplifying what metrics are reported, the team had time to work on actions that drive meaningful top line revenue growth.
Reducing overwhelm from the team is paramount for creating a high performance team. By streamlining internal meeting schedules and clarified individual responsibilities, we freed up team bandwidth for high-impact execution.
We created a roadmap for marketing automation and customer service alignment, setting the stage for segmented communication across distinct demographics and products, allowing this medical certification body to have a foundation that sets the scene for international scaling.
Ready to move beyond the cycle of tactical experimentation and adopt a more strategic approach to growth?
