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��������������Marketing & Sales System�Growth Strategy Playbook�Asana + CRM + Playbook + Metrics = Disciplined Execution

Working Draft: v02.27.2021

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Overview

  • Growth Goals and Business Objectives
  • Risks – Overcoming and Winning
  • Sales Milestones to Achieve Revenue and Margin Goals
  • Competitor Analysis Scorecard
  • Marketing Strategy
  • Sales Strategy
  • Growth Strategy Phased Rollout
  • Variable Cost Model
  • Working Budget

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Growth Goals and Business Objectives

$24 Million Revenue • $12 Million Margin • 24 Months

  • Ensure Revenue Target Viability with Rolling 3X Pipeline
  • Systematically Exploit Competitors’ Weaknesses and Take Market Share
  • Build Sales Credibility and Competitive Edge with Website & Content Mgt.
  • Increase MQLs & SQLs with Marketing and Sales Methodology
  • Shorten Buying Cycle with Metrics-Driven Pipeline
  • Increase Awareness and Engagement with SEO-Focused Content
  • Increase Traffic and Conversions to Website
  • Amplify Brand via Social Media and Public Relations
  • Create an Online Reputation Management Program
  • Increase Retention Rates with Longer and Larger IOs

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Seven Risks to Our Success

  1. Failure to solidify our connections, engagement, and branded market position with our target audiences before:
    • Legalization of Cannabis expands at federal level
    • Google and Facebook remove wall garden
    • Established global programmatic agencies enter into market with focus and resources
  2. Unable to capitalize first on competitors’ current pitiful SEO strategy and efforts
    • Prospective clients are thirsty for engaging, value-added content and provider connection, as demonstrated in SEO search data
  3. Failure to exploit competitors’ current lack of integrated planning and discipline concerning Social Media and community-building content
  4. Failure to build authority and credibility in both the marketplace
  5. Unable to quickly and effectively overcome our Shoe Cobbler’s Children Syndrome
  6. Unable to maintain our daily structured focus on core success drivers: Speed, Marketing and Sales System, and Stretch
    • Failure to consistently monitor, measure, and improve
  7. Failure to adhere to a disciplined expense management structure
    • Increase fixed costs vs variable costs
    • CapEx vs OpEx

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Sales Milestones to Achieve Revenue and Margin Goals

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CannaVu

1

Website: Overall Presence

Fyllo

Competitive Components

SEO: Keywords & SERPs

Content: Quality & Volume

Social: Activity & Followers

Clarity: Services & Segments

Brand: Messaging & Imagery

Immediate: Threat Risk

Long-term: Threat Risk

​

Surfside

PrograMetrix

Flower Agency

​

Mantis

SafeReach

Competitor Analysis Scorecard

4

Authority: PR & Media

2

4

3

4

4

4

4

4

2

0

0

2

2

2

0

4

3

4

2

3

2

4

4

3

3

4

1

0

0

0

2

1

0

3

2

4

1

2

2

4

4

0

2

4

2

0

1

1

3

2

0

2

3

Scale: 4=Great 3=Good 2=Fair 1=Poor

1.5

2.55

1

3.22

1.66

3.66

1

0

0

1

1

1

0

1

4

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Marketing Strategy

- Dispensaries & Delivery

- Processor\Manufacturer

- Cultivator

CRM\Data

Analytics\Asana\Hoot Suite\QBO\Tools

KEY OBJECTIVES

CLIENTS

Demand Generation

Sales

Retention

Phase One

  • Analysis
  • Strategy
  • Planning

PROGRAMS

Phase Two

  • Define
  • Position
  • Design
  • Frame

Phase Three

  • Build Out
  • Multipronged Approach
  • Ruthless Execution
  • Automation

Phase Four

  • Connected
  • Insights
  • Improve
  • Grow

- Distribution

- Testing\Quality

- Ancillary

​

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- CEO\Owner

- Marketing Head

- CFO

- Sales

- Cannabis

- Medical

- Hemp

- CBD

  • Analytics & Analysis
  • Automation
  • Content
  • Directory Listing
  • GEO Search
  • Media Relations
  • Public Relations
  • Retargeting
  • Reputation Mgt.
  • Sales Collateral
  • Sales Enablement
  • SEO\SEM

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  • Social Media
  • Visuals & Graphics
  • Webinars & Podcasts
  • Website

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Key Initiatives by Phase

PHASE

PHASE

PHASE

1

PHASE

2

PHASE

3

5

6

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PHASE

4

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Key Initiatives by Phase | FY21 & FY22

  • Strategy Planning Budget 2.0
  • Strategy Planning & Budget 2.0
  • Analytics Update
  • FT Marketing Audit
  • Marketo & SFDC Audit
  • Website 2.0 - FT & MJ integration
  • Sunset Hubspot
  • Tools & Tools - FT & MJ Integration
  • MJBizCon Event
  • Press Releases (4)
  • PR firm selection
  • Lost Customers Campaign
  • Top Customers Campaign
  • Rekindle Leads Campaign
  • Sales Collateral - Slicks & Slides
  • Sales Collateral - Case Studies & Testiomonals
  • SEO – Audit & Optimization
  • Social Media - FT & MJ integration
  • Social Media - Rebranding
  • Training – Asana, Sprout, Marketo
  • Associations Selection
  • Compliance & Legal
  • Evangelist
  • Evangelist
  • Beta Test –MJ Capital Branding

​

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  • Analytics & Analysis – Monthly Reporting
  • Inbound Rework
  • SEM –Target Competitors
  • Collateral - Slicks & Slides
  • Target Database - NFD
  • Campaigns 7 x 7
  • Case Studies & Testimonials
  • Evangelist Launch
  • Webinars Rework
  • Association Campaigns
  • MJ Capital Launch
  • PR & Media Launch
  • Product Marketing-Updates
  • Event Expansion
  • Training –Marketo
  • Analytics & Analysis Performance Improvement
  • Content Relaunch
  • GEO Location Creation
  • Reputation Mgt Launch
  • SEO Optimization
  • Social Media Optimization
  • Training –Marketo
  • IR Support
  • Ongoing Programs (Launched in Phase 3)
  • Inbound Rework
  • SEM –Target Competitors
  • Case Studies & Testimonials
  • Evangelist Campaign
  • Webinars Rework
  • Association Campaigns
  • MJ Capital Launch
  • PR & Media Launch
  • Product Marketing-Updates
  • Event Expansion
  • Training –MarketoIR Support

​

  • Product Marketing Amplify Launch
  • Webinars, Videos, and Podcasts
  • Ongoing Programs (Launched in Phase 3 and 4)
  • Inbound Ongoing
  • SEM –Target Competitors
  • Case Studies & Testimonials
  • Evangelist Campaign
  • Webinars Marketing
  • Association Campaigns
  • MJ Capital Ongoing
  • PR & Media Ongoing
  • Product Marketing-Updates
  • Event Expansion
  • Content Optimization
  • GEO Location Update
  • Reputation Mgt Ongoing
  • SEO Optimization
  • Social Media Optimization

PHASE 1

PHASE 2

PHASE 3

PHASE 4

PHASE 5

  • Market Research, Analysis, and Segmentation
  • Positioning Platform
  • Branding
  • Sales Process and Methodology
  • Target Database with Segmentation
  • Content Planning with SEO research
  • Marketing & Sale Strategy
  • Competitor Analysis
  • Opportunity Assessment Questionnaire
  • GEO Location SEO Research
  • Metrics Identification
  • Website - MJ 1.0
  • 800 Virtual Answering Service
  • Internal Comm Launch

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PHASE 6

  • Associations FY21 Review & FY22 Prep
  • Automation-Marketo FY21 Review & FY22 Prep
  • CEO Planning FY21 Review & FY22 Prep
  • Content FY21 Review & FY22 Prep
  • Events FY21 Review & FY22 Prep
  • GEO FY21 Review & FY22 Prep
  • Inbound Review FY21 Review & FY22 Prep
  • IR Support ongoing FY21 Review & FY22 Prep
  • Legal Review FY21 Review & FY22 Prep
  • Product Marketing - FY21 Review & FY22 Prep
  • ORM - FY21 Review & FY22 Prep
  • PR & Media FY21 Review & FY22 Prep
  • Sales Enablement - FY21 Review & FY22 Prep
  • SEO- FY21 Review & FY22 Prep
  • Social Media FY21 Review & FY22 Prep
  • Tools & Tech FY21 Review & FY22 Prep
  • Training –Marketo FY21 Review & FY22 Prep
  • Visual Marketing – FY21 Review & FY22 Prep
  • Webinars and Podcasts FY21 Review & FY22 Prep
  • Website FY21 Review & FY22 Prep

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Phase One | Foundation

Initiatives

  • Market Research, Analysis, and Segmentation
  • Positioning Platform
  • Branding
  • Sales Process and Methodology
  • Target Database with Segmentation
  • Content Planning with SEO research
  • Marketing & Sale Strategy
  • Competitor Analysis
  • Opportunity Assessment Questionnaire
  • GEO Location SEO Research
  • Metrics Identification
  • Website - MJ 1.0
  • 800 Virtual Answering Service
  • Internal Comm Launch

​

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Phase Two | Foundation

  • Strategy Planning Budget 2.0
  • Strategy Planning & Budget 2.0
  • Analytics Update
  • FT Marketing Audit
  • Marketo & SFDC Audit
  • Website 2.0 - FT & MJ integration
  • Sunset Hubspot
  • Tools & Tools - FT & MJ Integration
  • MJBizCon Event
  • Press Releases (4)
  • PR firm selection
  • Lost Customers Campaign
  • Top Customers Campaign
  • Rekindle Leads Campaign
  • Sales Collateral - Slicks & Slides
  • Sales Collateral - Case Studies & Testiomonals
  • SEO – Audit & Optimization
  • Social Media - FT & MJ integration
  • Social Media - Rebranding
  • Training – Asana, Sprout, Marketo
  • Associations Selection
  • Compliance & Legal
  • Evangelist
  • Evangelist
  • Beta Test –MJ Capital Branding

​

​

​

​

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Phase Three | Foundation

  • Strategy Planning & Budget 2.0
  • Analytics Update
  • FT Marketing
  • Marketo & SFDC Audit
  • Website 2.0 - FT & MJ integration
  • Sunset Hubspot
  • Tools & Tools - FT & MJ Integration
  • MJBizCon Event
  • Press Releases (4)
  • PR firm selection
  • Sales Collateral - Slicks & Slides
  • SEO – Audit
  • Social Media - FT & MJ integration
  • Social Media - Rebranding
  • Training – Asana, Sprout, Marketo
  • Associations Selection
  • Compliance & Legal
  • Evangelist Support
  • Beta –MJ Capital Branding

​

​

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Phase Four | Foundation

  • Analytics & Analysis Performance Improvement
  • Content Relaunch
  • GEO Location Creation
  • Reputation Mgt Launch
  • SEO Optimization
  • Social Media Optimization
  • Training –Marketo
  • IR Support
  • Ongoing Programs (Launched in Phase 3)
  • Inbound Rework
  • SEM –Target Competitors
  • Case Studies & Testimonials
  • Evangelist Campaign
  • Webinars Rework
  • Association Campaigns
  • MJ Capital Launch
  • PR & Media Launch
  • Product Marketing-Updates
  • Event Expansion
  • Training –MarketoIR Support

​

​

​

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Phase Five | Foundation

  • Product Marketing Amplify Launch
  • Webinars, Videos, and Podcasts
  • Ongoing Programs (Launched in Phase 3 and 4)
  • Inbound Ongoing
  • SEM –Target Competitors
  • Case Studies & Testimonials
  • Evangelist Campaign
  • Webinars Marketing
  • Association Campaigns
  • MJ Capital Ongoing
  • PR & Media Ongoing
  • Product Marketing-Updates
  • Event Expansion
  • Content Optimization
  • GEO Location Update
  • Reputation Mgt Ongoing
  • SEO Optimization
  • Social Media Optimization

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Phase Six | Foundation

  • Associations FY21 Review & FY22 Prep
  • Automation-Marketo FY21 Review & FY22 Prep
  • CEO Planning FY21 Review & FY22 Prep
  • Content FY21 Review & FY22 Prep
  • Events FY21 Review & FY22 Prep
  • GEO FY21 Review & FY22 Prep
  • Inbound Review FY21 Review & FY22 Prep
  • IR Support ongoing FY21 Review & FY22 Prep
  • Legal Review FY21 Review & FY22 Prep
  • Product Marketing - FY21 Review & FY22 Prep
  • ORM - FY21 Review & FY22 Prep
  • PR & Media FY21 Review & FY22 Prep
  • Sales Enablement - FY21 Review & FY22 Prep
  • SEO- FY21 Review & FY22 Prep
  • Social Media FY21 Review & FY22 Prep
  • Tools & Tech FY21 Review & FY22 Prep
  • Training –Marketo FY21 Review & FY22 Prep
  • Visual Marketing – FY21 Review & FY22 Prep
  • Webinars and Podcasts FY21 Review & FY22 Prep
  • Website FY21 Review & FY22 Prep

​

​

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  • Inbound MQLs
  • Company & Contact Development
  • Deal Development
  • Pipeline Management
  • Deal Scoring
  • Sales Tools
  • Database & Segmentation
  • Reporting & Dashboards
  • Forecasting
  • Continual Review & Improvement
  • CRM
  • Integration & Automation

​

  • Competitor & Market Insights
  • Battle Cards
  • Win\Loss Reviews
  • Cannabis Community
  • Social Selling

​

  • Business Objectives & Growth Goals
  • Sales Goals
  • Customer\Market\Territory Segmentation
  • Buyers Journey
  • Inbound\Outbound

​

​

Sales Strategy

  • Competitive Messaging
  • Positioning & Value Prop
  • Email Temp
  • lates
  • Questioning & Sales Scripts
  • Presentations
  • Proposals & IOs
  • Client Guides & Checklists
  • Nurturing Campaigns

​

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Sales

Communication Mgt.

Sales

Process

Sales Technology and Reporting

Client, Competitor, and Industry Information

  • 2 Year Sales Strategy
  • Quarterly Sales Plans

Process Adoption and Execution Plans

  • Sales Process & Methodology Execution
  • Sales Integrated Communication
  • Marketing & Sales Alignment
  • Sales Territory & Account Planning
  • Coaching Skills
  • Team Development

Sales Management

Pending

Sales Strategy

  • Weekly Reviews – Account Services
  • Daily Deal Stoplight (Green, Yellow, Red)

Sales Enablement

Pending

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Growth Strategy Phased Rollout

Phase One

  • Market Research, Analysis, and Segmentation
  • Sales Process and Methodology
  • Marketing and Sales Metrics Identification
  • Opportunity Assessment Questionnaire
  • Target Database with Segmentation
  • Content Planning with SEO research
  • Marketing & Sale Strategy (See Overview)
  • Competitor Analysis (See Overview)
  • Strategy Planning and Budget Draft

Phase Two

  • Brand Roadmap
  • Website Rebuild: SEO, Brand, Expertise Focus
  • Directory Listings: Search, NLUI, Apps, Social
  • Blog Launch: SEO-Driven Content
  • Sales Collateral: Emails, Slicks, Presentations, Client Quarterly Reviews
  • Press Releases-Selective
  • CRM Management: Integrations, Dashboards, Email Sequencing, and Workflows

Phase Three

  • Sales Collateral: Phase 3
  • Content Marketing Launch
  • Social Media
  • Reputation Management
  • CRM: Lead Generation and Nurturing Automation
  • 800 Virtual Answering Service

​

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Phase Four

  • Acquisition Hijack: Take Competitors’ Clients
  • Public Relations and Media Relations
  • Content Initial Plan Completed
  • GeoMarketing
  • Webinars and Podcasts (TBD in Phase Three)
  • Amplify Launch (TBD in Phase Three)
  • Investor Relations (TBD

​

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Note: Phase One Complete

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Benefits of Variable Cost Model for Marketing

  • Highly scalable – quickly dial up and dial down resources
  • Maps expert skills and senior-level resources to strategy, programs, and budgets
  • Mitigates risks – bench of resources needed per major marketing function
  • Reduces “bad hire” exposure
  • Provides “intellectual food fight” of fresh strategic and tactical considerations
  • Leverages gig economy to reduce financial exposure risks
  • Protects against skillset and market shifts

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Budget Draft: Variable Cost Model

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Phase One

Completed

  • Market Research, Analysis, and Segmentation
  • Sales Process and Methodology
  • Marketing and Sales Metrics Identification
  • Opportunity Assessment Questionnaire
  • Target Database with Segmentation
  • Content Strategy: SEO-Driven Cluster & Geo Marketing Plan
  • Strategy Budget Draft

​

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Client Segments, Lines of Business, and Targets

Client Segments

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Source: New Frontier Data

Lines of Business

  • Cannabis
  • Medical Marijuana
  • Hemp
  • CBD
  • Other Regulated Industries

Targets

​

  • CEOs
  • Owners
  • CMOs
  • Marketing Directors
  • Marketing Managers
  • CFOs

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Inbound Sales

Challenger

Sales

NEAT

Sales

Helping Clients Succeed

Marketing & Sales

Process

Hybrid Sales

Methodology

Toolkits

The Marketing and Sales System

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The Marketing and Sales Process

Suspect

Prospect

Qualify

Demo

Proposal

Close

Awareness

Consideration

Decision

Buyer’s Journey

Probability to Close

0%

10%

30%

60%

75%

100%

Sales Objective

  • Create awareness with target personas (Suspects)
  • Bring Suspects to website, blog, and landing pages to learn about MediaJel
  • Move to Prospect
  • Validate opportunity
  • Identify stakeholder(s): sponsor, influencers, and decision-makers
  • Move to Qualify
  • Qualify or Disqualify
  • Define client objectives, needs, requirements, and budget
  • Build relationships with all client stakeholders
  • Move to Demo
  • Design solution aligned to client’s objectives, needs, requirements, and budget
  • Demonstrate capabilities, technical, and dashboard
  • Address sales objections
  • Move to Proposal
  • Develop Proposal aligned to client’s objectives, needs, requirements, and budget
  • Deliver Proposal to client
  • Overcome sales objections
  • Move to Close
  • Negotiate Agreement
  • Achieve Signed IO
  • Kickoff w/Account Services
  • Monitor Progress
  • Move to Client Retention

Key Steps

  • Develop Inbound strategy
  • Assess competitor campaigns
  • Identify target personas, potential client accounts, and key Prospect contacts
  • Create and publish SEO content on owned platform to drive organic traffic
  • Repurpose content for social media
  • Select third-party sites and publications to post content
  • Design, develop, and deploy landing pages via Hubspot
  • MQL Prospects into HubSpot
  • Validate MQL Prospects
  • Initiate Opportunity Assessment
  • Perform pre-call research
  • Leverage partners and agencies
  • Deploy sales meeting playbook
  • Conduct Prospect call(s)
  • Update HubSpot to ‘deal with SQL status’

​

  • Validate SQL status
  • Complete Opportunity Assessment
  • Define client’s service provider selection and buying process
  • Identify client’s business objectives, needs, and requirements
  • Determine client’s marketing capabilities
  • Identify known competitors
  • Develop sales plan to win
  • Demonstrate MediaJel’s programmatic capabilities
  • Review dashboard and reporting functionalities
  • Sample actual campaigns
  • Propose initial client campaign plan
  • Highlight our strengths vs known competitors
  • Articulate value proposition
  • Present investment validation and proof points
  • Create and deliver Proposal
  • Review Proposal, initial campaign, budget, and timeline with client
  • Confirm business goals and campaign objectives
  • Address competitive sales objections
  • Develop final IO
  • Review IO
  • Negotiate any give/gets
  • Finalize negotiations
  • Obtain contract signatures
  • Or move out of pipeline – lost deal
  • Share insights w/ team for continuous improvement

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Status

Evaluation

  • Campaigns start
  • Campaigns pause
  • Campaigns complete
  • Identify compelling event
  • Contact agrees to explore programmatic services
  • Contact has/does not have set marketing strategy
  • Key client contact agrees to explore MediaJel services
  • Define client requirements
  • Client ready for Demo
  • Demo meeting determined
  • Demo completed
  • Client ready for Proposal development
  • Proposal presentation scheduled
  • Proposal review meeting scheduled
  • Decision date determined

​

  • Reconfirm client objectives
  • Review campaign plan, timeline, and budget with stakeholders
  • Negotiate final agreement

Verifiable Outcome

  • MQL Prospect generated
  • Or, moved out of pipeline – drip or dead
  • Stakeholder(s) identified
  • Opportunity Assessment initiated
  • Qualification meeting scheduled
  • SQL status achieved
  • Or, moved out of pipeline – drip or dead
  • Client objectives, needs, requirements, and budget defined
  • Sales plan to win defined
  • Demo meeting scheduled
  • Or, moved out of pipeline – drip or dead
  • Preliminary services, budget, and timeline agreed upon
  • Next step is scheduled
  • Or, moved out of pipeline – drip or lost deal
  • Services, budget, and timeline Proposal delivered
  • Verbal Confirmation
  • IO Review meeting scheduled
  • Or, moved out of pipeline – drip or lost deal
  • IO signed
  • Kickoff scheduled with Account Services
  • Or, moved out of pipeline – lost deal

Sales Stage

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Hybrid Sales Methodology

Inbound Sales

  • Attract
    • Content SEO Driven
    • Blogs, Infographics, E-books, Videos, Podcasts
    • Social Media
  • Connect
    • Calls to Action
    • Landing Pages
    • Intent and Experience-focused
  • Engage
    • Emails
    • Workflows
    • Lead Scoring

Challenger Sales

  • Provide a better buying experience
    • Increase sales and client lifetime value
      • 53% of client loyalty is attributed to buying experience
  • Teach for differentiation
    • Develop solid understanding of the client’s business
    • Provide new insights to growth, reach, and revenue
    • Drive new thinking with MediaJel innovation
  • Tailor based on economic and value drivers
  • Drive the sale by discussing budget and closing timeline
  • Sales presentation framework:
    • Warmer, Reframe, Rational, Emotional Impact, New Way of Thinking, Our Solution

Helping Clients Succeed

  • Conversations rather than presentations
  • Questions and clarifying questions
  • Solution-focused discussions
  • Target decision-makers
  • Help the client with their own customers
  • Help the client get their job done

NEAT Sales

  • The next gen methodology of BANT
  • NEAT is based on:
    • Need
    • Economic Impact
    • Access to Decision-makers
    • Timeline

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Metrics and KPIs – Automated in CRM Reporting

Marketing

  • Revenue
    • Revenue by Product Line
    • Percentage of Revenue by Segment
    • Revenue by State
    • Revenue by Lead Source
    • Percentage of Revenue from New Business
    • Percentage of Revenue from Existing Business
    • Average Contract Value
    • Average Contract Term (Length in Months)
  • Activity Metrics
    • Number of Calls Made/Attempted
    • Number of Emails Sent
    • Outcome of Calls
    • Number of Meetings Completed
    • Number of Demos Completed
    • Number of Proposals Delivered
    • Number of Deals Closed
  • Pipeline Metrics
    • Number of Open Deals (SQL thru Proposal)
    • Number of Closed Deals (Signed IO)
    • Number of Lost Deals (to Competitor)
    • Number of Lost Deals (No Decision)
    • Weighted Value of Open Deal Pipeline
    • Total Value of Open Deal Pipeline
    • Average Open Deal Value
    • Average Open Deal Term (Length in Months)
    • Average Time of Sales Cycle (MQL to Close)
    • Win Rate (SQL to Close)
  • Conversion Metrics
    • Percentage of Deals Won (SQL to Close)
    • Percentage of Deals Lost (to Competitor)
    • Percentage of Deals Lost (No Decision)
    • Percentage of Deals Won by Lead Source
    • Conversion Percentage by Stage of Sales Cycle
  • Partner & Agencies Deals
    • Total Revenue for Partners & Agencies
    • Revenue by Product Line for Partners & Agencies
    • Percentage of Revenue by Segment for Partners & Agencies
    • Revenue by State for Partners & Agencies
    • Average Contract Value for Partners & Agencies
    • Average Contract Term for Partners & Agencies

​

Sales

  • Total Marketing-Attributed Revenue (MQL to Close)
    • Percentage of Total Revenue (MA to Total)
    • Percentage of New Deals (MA to Total)
    • Number of New MA Deals (MQL to Close)
    • Number of New MQLs
    • Number of New SQLs
    • Qualifying Conversion Percentage (MQL to SQL)
  • Website Metrics
    • Website Visits
    • Device Type
    • Bounce Rate
    • Unique Users
    • Page Views
    • Average Page Views per Session
    • Average Session (Time)
    • Top 5 Pages w/ Most Page Views
  • Social Media
    • Leafwire
    • LinkedIn
    • Instagram
    • Twitter
    • Facebook
  • Call to Action Metrics
    • Views
    • Click Rate
    • Clicks
  • Email Analytics
    • Open Rate
    • Click Rate
    • Deliverability Results
  • Source of Revenue
    • Direct Traffic
    • Organic Search
    • Referral Sites
    • Social Media
    • Email Marketing
    • Paid Social
    • Programmatic
    • Other Campaigns

​

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Opportunity Assessment Worksheet

The Purpose of Opportunity Assessment

Provides a consistent, scalable, and disciplined sales approach to assess, strategize, prepare, and connect with potential clients. Most importantly, it creates a standard on how we work sales opportunities – doing the common sales activities in an uncommon way.

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The Opportunity Assessment covers the following areas:

  • Company Overview
  • Client’s Target Customer(s)
  • Marketing & Advertising: Experience and Capabilities
  • Competitors
  • Team Structure
  • Marketing Measurements and Success Metrics
  • Anticipated Objections

Benefits of Opportunity Assessment

  1. Ensure we are never outworked by a competitor
  2. Understand the client’s objectives and needs to better communicate our value
  3. Guide the client through the Buyer’s Journey to shorten sales cycle
  4. Supports a disciplined and scalable Sales Process
  5. Focus us on the task-at-hand instead of the sales win
  6. Improve marketing, sales & solutions with market intel
  7. Reduce time with bad leads/unattractive prospects
  8. Maximize our limited internal time and resources; focus our team energy

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How it Supports the Sales Process

  1. Analyze Opportunity
  2. Sales Call Prep
  3. Call Scripts
  4. Objection Handling
  5. Coaching Strategies
  6. Demos & Proposals
  7. Improve Qualification Criteria

Measurements Impacted

  • Average Deal Size
  • Sales Cycle Length
  • Conversion Rates
  • Forecast Accuracy
  • Revenue Goal Attainment

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Client Segmentation

Purpose of Client Segmentation

Clients are split into clusters based on certain characteristics. These data variables are sourced from New Frontier Data and other online resources. They include the following:

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  • Company
    • Social URLs
    • Employee Count
    • Segmentation and Product Lines
    • Address Information
  • Contacts
    • LinkedIn URL and Connection Degree
    • University and Major
    • Title and Seniority Level
    • Company Start Date
    • Contact Info

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Benefits Assessment

  1. Ensure a balanced approach to mitigate market risks
  2. Improve marketing efficiency with targetable campaigns and messaging
  3. Enhance brand strategy with understanding of intent
    • Demographics, Behavioral, and Psychographics
  4. Gain economies of scale with campaign automation
  5. Increase quality client retention and fire client segments with quick churn
  6. Increase client referrals with “birds of a feather” approach
  7. Increase IO term length and revenue upsells

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How it Supports the Sales Process

  • Develop customized content to reach target clients
  • Build SEO driven web pages targeted for client segments
  • Create buyer personas for each client segment
  • Create personalized email campaigns
  • Launch targeted social media posts
  • Develop upsell campaigns for specific client segment
  • Provide feedback to engineering for additional features

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Measurements Impacted

Marketing ROI metrics of inbound funnel campaigns include:

  • Percentage of deals won by Product, Segment, and Geo
  • Revenue by Product, Segment, and Geo
  • Percentage of revenue by Product, Segment, and Geo
  • Revenue by client contact level
  • Client churn
  • Lifetime value of client

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Content Marketing

Objectives and Goals

  • Grow Revenue
  • Increase Margin
  • Align Content to TOFU, MOFU, and BOFU
  • Attract & Attain: Contact Info, Web Traffic, Leads
  • Interact to Increase: Sales, Retention, Referrals
  • Fight Off Competitors by Building Customer Loyalty
  • Establish Active\Fresh Website as Go-To Source
  • Engage with Influencers
  • Build Relevant Media Relations

Strategic Components

  • Content Mix: Many types of content and messages
    • Blogs, E-books, Visuals, Presentations, Client Guides
  • Prospect: Leverage organic search to drive leads
  • Website: Build online relationships via useful info
      • Note: 5,400 Cannabis-Marketing monthly searches
  • Editorial: Understand needs of prospects and clients
  • Email: Increase win rate and lifetime client value
  • Influencer: Build trust within Cannabis community
  • Media Relations: Enhance MediaJel authority
  • Social: Increase followers and content that trends

Steps to Content Marketing

  • Planning
  • Creative
  • Production
  • Publishing
  • Measurement
  • Repurpose

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Performance Management

  • Attraction
  • Engagement
  • Sharing
  • SEM and SEO
  • Marketing Pipeline Impact
  • Sales Pipeline Impact
  • Retention
  • Costs and Returns

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Marketing and Sales Funnel: 6-Step Process

Suspect

Prospect

Qualification

Demo

Proposal

Close

MQL

Account Services

Marketing

Sales

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Marketing Funnel: Sales Process Steps 1-2

  • Website
  • Blog Articles
  • Infographics
  • Long Tail SEO Content
  • Press Releases

  • About Us
  • Online Reviews
  • Videos
  • GEO Marketing
  • Success Stories

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  • Social Media
  • Video Emails
  • Podcasts\Audio Files
  • Checklists and Guides
  • Case Studies

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MQL

Suspect

DEMAND GENERATION

Prospect

  • E-books
  • Contributed Articles
  • Webinars
  • Industry Reports
  • Whitepapers

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WEBSITE TRAFFIC

SQL

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Sales Funnel: Sales Process Steps 3-6

Qualify

Demo

Close

Account Services

SQL

  • Educational Content
  • Demos
  • Tools and Resources
  • Case Studies
  • Emails

Proposal

  • Pre-Call Research and Due Diligence
  • Opportunity Assessment Questionnaire
  • Discovery Calls
  • Post-Call Review
  • Email Templates
  • Emails
  • Proposal
  • Slide Presentation
  • Checklists and Guides
  • Account Services Transition
  • Nurturing Campaign
  • Case Study Request
  • Referrals
  • Webinars\How Tos

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Content Plan

Compare with other Marketing?

Eg: SEM, Brand Advertising etc.

  • Content Goals
  • Buyer Journey & Awareness
  • Buyer Search Intent
  • Marketing & Sales Process
  • Content Grid
    • Client Segments
    • Product Lines
    • Geography
  • SEO Research
  • Competitor SEO Analysis

Optimize & Repurpose

Planning

Creative

Production

Publishing

Metrics

  • SEO Triangulation
    • Primary
    • Secondary
    • Tertiary
  • Content Strategy
  • Content Pillars
  • Content Clusters
  • SEO Content Outline\Guidelines
  • CTA & Conversion Strategy
  • Content Scheduling
  • Content Structure
  • Content Writing
  • Brand Alignment:
    • Tone
    • Messaging
  • Internal Linking
  • Repurposing Content
  • Content Calendar
  • Social Calendar
  • Internal Team Publishing:
  • LinkedIn
  • Social
  • Consumption
  • Engagement
  • Sharing
  • SEM & SEO
  • Marketing Pipeline Impact
  • Sales Pipeline Impact
  • Retention
  • Costs & Return

​

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  • SEO & SERP Audit
  • Asset Optimization
  • Content Variations
  • Content Re-use
  • Prospecting Emails
  • Nurturing Funnel Campaigns
  • Media Relations
  • SEM & SEO Analysis

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Phase Two

Next-Up:

  • Brand Roadmap
  • Website Rebuild: SEO, Brand, Expertise Focus
  • Directory Listings: Search, NLUI, Apps, Social
  • Blog Launch: SEO-Driven Content
  • Sales Collateral: Battle Cards; Emails, Slicks, �Presentations, Quarterly Reviews
  • Press Releases – Selective Media Relations
  • CRM Management

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Creating Brand Strategy Roadmap

Brand Roadmap

Positioning

Personality

Voice

Approach

Sweet Spot

Goals:

Values:

Clients:

Purpose:

  • Humans are complex
  • Platforms that oversimplify humans waste money
  • We build audiences with realistic depth and complexity

Delivering for Brands

  • Better targeting with innovative tools and data
  • Access to inventory through relationships with publishers
  • Continual targeting improvements applying focused, actionable insights
  • Privacy compliance with all audience data
  • Antithesis of Google and Facebook by treating audiences as humans
  • Delivering quality compliant traffic from segments that �would be lost
  • Diversifying revenue streams
  • Creating a competitive marketplace

Mission:

$24 Million in Revenue • $12 Million in Margin • 24 Months

Fairness: for brands and customers; Frankness: the world is too busy for noise; Wisdom: doing what we should do, not what we can do

Brands in highly regulated industries and categories

We help companies in regulated categories build their brands with programmatic ads. (MAVADS)

Building a more equitable media landscape for regulated industries

The undercover agent for brands in regulated segments

The affable expert

Warm and practical, with a dose of dry humor

Innovative Tech and Process to help people get to know client brands

A more human approach to media for regulated segments

Media Philosophy

Ethical Customer Data

Helping Publishers

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Website Overview

Competitive Advantage Opportunities

  • 70% of the client buyer journey happens before talking with a vendor
    • Inbound integration to HubSpot for MQL growth
  • Our competitors’ SEO efforts are abysmal
    • 5,400 monthly searches for cannabis-marketing
  • Competitors take a national go-to-market strategy
    • Geo-Marketing strategy to target each state as its own “national” entity
  • Build and strengthen relationships across Cannabis community
    • Value-added content for prospects through clients
  • Demonstrate depth and breath for sales calls
    • Validation of sales expertise and experience
  • Build foundational website for Amplify launch
    • Intuitive website will be critical for self-service

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Site Elements

  • Intuitive Navigation
  • SEO Focus
  • URL Structure
  • User-friendly Design
  • Strong Color Palette
  • Plenty of White Space
  • Responsive Hero Images
  • Effective CTAs
  • Engaging Lead Capture
  • Clean Coding
  • Speed and Site Performance
  • Internal Link-building
  • Domain Security
  • Tracking, Ranking, Auditing, Optimization

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Site Metrics

  • Number of Site Visits
  • Device Type
  • Bounce Rate
  • Unique Users
  • Page Views
  • Average Page View Per Session
  • Average Session Time
  • Source Data: Direct, Organic, Social
  • CTA Conversions
    • Page Movement
    • Contact Forms
    • Future State CTAs
      • Gated Content
      • Comments
      • Subscribes
      • Shares

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1.

Site Analysis

2.

Keyword Research and Analysis

3.

Competitor Analysis

4.

Website Design Optimization

5.

Website

Pages Creation and Content

6.

Website Performance and Optimization

7.

Site Map; Directories Submissions

8.

SEO-Driven Content Marketing

9.

Media Relations to Article Submissions

10.

SERP Reporting

SEO Process

Website: SEO Driven Demand Generation

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SEO Optimization Efforts

On-Site Optimization

  • Title Tags
  • Meta Keywords
  • Meta Descriptions (SERP)
  • H1 to H3
  • Image atl tags
  • Internal Linking
  • Sitemap
  • State Strategy
  • Google Analytics

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Off-Page Optimization

  • Directory Listing Services
  • Online Reviews
  • Content Owned
  • Blogging Submissions
  • Social Sharing
  • Video Channels
  • Forums – Participating
  • Slide Share
  • Advertorials and Placed Articles
  • Press Releases
  • Media Relations
  • Industry Relations

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Website Navigation original

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Design Considerations

  • Who We Help toggle design provides the user a snapshot without being overwhelming
    • Intuitive website will be important for additional services
  • Utilize combination of illustrations and images to stress new branding:
    • Humans are Complex
    • Innovative Tech and Process to help people get to know client brands
    • The affable expert
    • A more human approach to media for regulated segments
    • Values: Fairness; Frankness; Wisdom
  • Build-up pink accent colors from current site and expand into some bolder palette colors
  • Use new typefaces that complement the graphicness of the logo font
  • Imagery to be young, lively, and fresh to represent both company and prospective client base
  • Add strong and readily available CTAs throughout the pages to help:
    • Drive conversion rates
    • Lead prospects deeper into the website
    • Make actionable and create some urgency
  • Build credibility and trust by featuring client logos, case study testimonials, and value-rich content for each buyer segment

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Directory Listings to Drive Search Volume

  • Improve SERP rankings via establishing 150+ high-quality links
  • Efficient maintenance of MJ information in multiple directories
  • Capitalize on shifting search paradigm: App, NLUI, Search, Social
  • Countries: United States and global
    • Israel, Germany, Canada, and Central & South America
  • Trackable Data
  • Reviews and Reputation Monitoring
  • Integration into CRM

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Sales Collateral and Communications

Immediate Needs

  • Email Templates
    • Sales Playbook Communications per Stage
    • Pipeline\Sales Velocity Communications
  • Company Overview: One-Page Slick
  • Pitch Deck (Early Stage)
  • Proposal Deck (Late Stage)
  • Case Studies
  • Client Quarterly Review Decks

7 x 7 Prospecting

  • 7 touches with 7 different types of collateral
  • Time period: 180-day period
  • HubSpot - sequencing process
  • Email with website link (+ Call)
  • Email with Article, Blog, or Infographic (+ Call)
  • Email with One-Page Slick (+ Call)
  • Video - Email via Hubspot
  • Social Touch via LinkedIn, Twitter, IG, Leafly, etc. (+ Call)
  • Snail Mail\Email with Case Study or Infographic (+ Call)
  • Video – Email via HubSpot

Future Needs (Phases 3 & 4)

  • Win-Loss Reviews, Battle Cards, & Proposals
  • Client Strategy Guides & Checklists
  • One-Page Slicks for Client Segments
  • Visuals: Infographics, Videos
  • Drip Campaign Emails
  • Case Studies
  • Landing Pages
  • Webinars and Podcasts

Tools

  • HubSpot Video
  • PowerPoint
  • Canva or
  • Piktochart
  • Doodly

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Public Relations, Media Relations, and Investor Relations

Current – Phases Two and Three

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  • Limited Press Releases
    • Company Anniversary
    • Employee Announcements
    • Company Updates

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Future State – Phase Four

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CRM Setup

Reviewed and Building

  • General Set-Up Review
    • Account Defaults
    • Security
    • Branding
    • User Defaults
    • Currency
  • Users
  • Integrations
    • Connected Apps
      • Google Calendar
      • Panda Doc
      • Slack
    • Emails Integrations
  • Tracking
    • Codes Set-Up
    • Goals - Need to set-up
  • Privacy and Consent
    • GDPR
      • Note: Don’t believe we need until we market into Europe
    • Consent Set-up
      • Need for review TBD
    • Cookies Set-Up
  • Dashboard
    • Contacts
    • Deals by stage
    • Deals by stage with type breakdown
    • Deal time spent in each stage
    • Lifecycle stage funnel with contact totals and conversion rates
    • Deal most recent revenue totals by source
    • Weighted Value of Open Deals
    • More Dashboards

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Updated

    • Company Record
      • Product Lines
      • Segment
      • Type
      • Lead Status
      • Lifecycle
      • Number of Employees
      • Phone
      • Company Time Zone
      • Address
      • LinkedIn Url
      • Twitter Handle
      • Facebook Company Page
      • Instagram Handle

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    • Pipeline Status
      • Stages Six
        • Marketing: 1-2
        • Sales: 3-6
      • Deal Status
      • Deal Type
      • Deal Product Line
      • Deal Segment
      • Deal Stage
      • Close Date
      • Deal Description
      • Source Type
      • IO Start and End Dates

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    • Contact Record
      • Lifecycle Stage
      • Lead Status
      • Marketing Pipeline
      • First Name
      • Last Name
      • Job Title
      • Job Function
      • Management Level
      • Contact Info
      • LinkedIn Url
      • LinkedIn Connect Status
      • Date Started Working
      • School
      • Field of Study
      • Original Source

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Phase Three

Pending

  • Acquisition Hijack: Attract, Engage, and Close Competitors’ Clients
  • Sales Collateral: Phase 3
  • Content Marketing Launch
  • Social Media
  • Reputation Management
  • CRM: Lead Generation and Nurturing Automation
  • 800 Virtual Answering Service for Inbound Leads

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Content Launch and Execution

Compare with other Marketing?

Eg: SEM, Brand Advertising etc.

  • Content Goals
  • Buyer Journey & Awareness
  • Buyer Search Intent
  • Marketing & Sales Process
  • Content Grid
    • Client Segments
    • Product Lines
    • Geography
  • SEO Research
  • Competitor SEO Analysis

Optimize & Repurpose

Planning

Creative

Production

Publishing

Metrics

  • SEO Triangulation
    • Primary
    • Secondary
    • Tertiary
  • Content Strategy
  • Content Pillars
  • Content Clusters
  • SEO Content Outline\Guidelines
  • CTA & Conversion Strategy
  • Content Scheduling
  • Content Structure
  • Content Writing
  • Brand Alignment:
    • Tone
    • Messaging
  • Internal Linking
  • Repurposing Content
  • Content Calendar
  • Social Calendar
  • Internal Team Publishing:
  • LinkedIn
  • Social
  • Consumption
  • Engagement
  • Sharing
  • SEM & SEO
  • Marketing Pipeline Impact
  • Sales Pipeline Impact
  • Retention
  • Costs & Return

​

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  • SEO & SERP Audit
  • Asset Optimization
  • Content Variations
  • Content Re-use
  • Prospecting Emails
  • Nurturing Funnel Campaigns
  • Media Relations
  • SEM & SEO Analysis

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Completed in Phase One

Note: Complete Content Marketing Plan Phases One & Two

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Sales Collateral and Communications

Completed in Phase Three

  • Email Templates
    • Sales Playbook Communications per Stage
    • Pipeline\Sales Velocity Communications
  • Company Overview: One-Page Slick
  • Pitch Deck (Early Stage)
  • Proposal Deck (Late Stage)
  • Case Studies

7 x 7 Prospecting

  • 7 touches 7 different types of collateral
  • Time period: 180-day period
  • HubSpot - sequencing process
  • Email with website link (+ Call)
  • Email with Article, Blog, or Infographic (+ Call)
  • Email with One-Page Slick (+ Call)
  • Video - Email via Hubspot
  • Social Touch via LinkedIn, Twitter, IG, Leafly, etc. (+ Call)
  • Snail Mail\Email with Case Study or Infographic (+ Call)
  • Video – Email via HubSpot

Future Needs (Phases 3 and 4)

  • Win-Loss Reviews, Battle Cards, & Proposals
  • Client Strategy Guides and Checklists
  • One-Page Slicks for Client Segments
  • Visuals: Infographics and Videos
  • Drip Campaign Emails
  • Case Studies
  • Landing Pages
  • Webinars and Podcasts

Tools

  • HubSpot Video
  • Powerpoint
  • Canva or
  • Piktochart
  • Doodly

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Reputation Management

The Areas of Reputation Management

Reputation Monitoring

    • Monitor reviews
    • Keyword monitoring: MJ and competitors

SERP Improvements & Protection

    • ISEO rankings with Google reviews
    • Brand keywords protection
    • Structured data for rich snippets
    • Build SEO wall and SE wipeout

Review Management

    • Integrated reviews placed on Google reviews
    • Negative reviews mitigation with proactive outreach
    • Feeder for references to case studies

Branding on Social Media

  • Community and network builder
  • Daily management of social sites
  • Repurposing of content to build reputation
  • MJ and team social media

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Why Reputation Management Matters

Emotional Appeal

    • Combat the Terrible Trio (Facebook, Google & Weed Maps)
    • Our Values and Our Voice

Vision & Leadership

    • Market opportunities
    • Clear vision for the future
    • Breath of leadership and expertise

Services & Platform

    • Innovative technology and process integration
    • Agile approach to services

Team Environment

    • Excellent team

Social Responsibility

      • Supports good causes
      • Environmental & Community responsibility

Financial Performance

  • Growth prospects
  • High margins
  • Lean and variable cost model

The Process

  • SEO: Rich Snippets, Tagging, etc.
  • Link Building
  • Customer Testimonials
  • Associations
  • Content Marketing
  • Repurpose Content
  • Press Release and Online Wire Services
  • Influencers and Third-Parties
  • Client Reviews via Birdeye
      • Prior to Amplify launch

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Measurements Impacted

Reviews

  • Number of positive reviews on Google and third-party sites
  • Customer satisfaction surveys (both quality and number of responses)
  • Number of customer testimonials and case studies obtained
  • Number of brand advocates (social listening metrics)

Referrals

  • Referrals or leads from review sites
  • Word-of-mouth customer referrals
  • Website traffic from organic search and social media platforms

Revenue

  • Customer lifetime value (CLV)
  • Revenue from referrals

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Social Media & Social Selling

The Purpose of Social Media

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Social Media Channels

  • Leafwire
  • LinkedIn
  • Instagram
  • Twitter
  • Facebook
  • Clubhouse
  • Reddit

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Social Media Tools

  • Birdeye
  • Yext
  • Hootsuite
  • HubSpot\CRM

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Measurements Impacted

  • Audience Growth Rate
  • Post Reach
  • Applause Rate
  • Average Engagement Rate
  • Conversation Rate
  • Leads
  • Revenue

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Phase Four

Open

  • Public Relations and Media Relations
  • Content Initial Plan – Phases 3 and 4
  • GeoMarketing
  • Webinars and Podcasts (TBD in Phase Three)
  • Amplify Launch (TBD in Phase Three)
  • Investor Relations (TBD)

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Content Launch and Execution

Compare with other Marketing?

Eg: SEM, Brand Advertising etc.

  • Content Goals
  • Buyer Journey & Awareness
  • Buyer Search Intent
  • Marketing & Sales Process
  • Content Grid
    • Client Segments
    • Product Lines
    • Geography
  • SEO Research
  • Competitor SEO Analysis

Optimize & Repurpose

Planning

Creative

Production

Publishing

Metrics

  • SEO Triangulation
    • Primary
    • Secondary
    • Tertiary
  • Content Strategy
  • Content Pillars
  • Content Clusters
  • SEO Content Outline\Guidelines
  • CTA & Conversion Strategy
  • Content Scheduling
  • Content Structure
  • Content Writing
  • Brand Alignment:
    • Tone
    • Messaging
  • Internal Linking
  • Repurposing Content
  • Content Calendar
  • Social Calendar
  • Internal Team Publishing:
  • LinkedIn
  • Social
  • Consumption
  • Engagement
  • Sharing
  • SEM & SEO
  • Marketing Pipeline Impact
  • Sales Pipeline Impact
  • Retention
  • Costs & Return

​

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  • SEO & SERP Audit
  • Asset Optimization
  • Content Variations
  • Content Re-use
  • Prospecting Emails
  • Nurturing Funnel Campaigns
  • Media Relations
  • SEM & SEO Analysis

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Note: Complete Content Marketing Plan Phases Three & Four

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Public Relations and Media Relations

Objectives and Goals

  • Strengthen MJ team as thought leaders
  • Increase visibility, awareness and brand value
  • Demonstrate value and supports sales efforts
  • Build strong relationships
  • Industry pubs & mainstream journalists
    • (Ad Age to WSJ)
  • 12-month goals
    • 108 placements
    • 18– 24 press releases
      • Note: newsworthy and number is just a baseline

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Areas Covered

  • Media automated advisory pushes
  • Pitches to influencers and writers\journalists
  • Guest speaker and panel discussion placement
  • Press Release creation and distribution
  • Media inquiries
  • Investor Relations alignment
    • Note: Connect with Devin Bosch

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Steps

  • Research, Analyze, Interview, and Select Firm
  • Objectives
  • Identify Publications and Key Contacts
  • Strategy and Key Messages
  • Timeline and Tactics
  • Budget
  • Measure, Evaluate, and Improve

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Sample Metrics

  • Number of Relationships built and strength
  • Share of voice
  • Number of publications
  • Quality of articles
  • Social Engagement

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Media Relations and Public Relations Segments

Earned Media

Third-Party

    • Media Relations
    • Blogger Relations
    • Speaking & Presentation Opportunities

Influencers

Owned Media

Content

    • Blogs
    • Infographics & Videos
    • Customer Stories & Case Studies
    • Webinars & Podcasts

Websites

  • Inbound
  • Email Marketing

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Shared Media

Social Media

    • Leaf Wire
    • LinkedIn
    • YouTube
    • Facebook
    • Twitter
    • Instagram

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Paid Media

Paid Media

    • Sponsored Social Media Posts & Ads
    • Programmatic

Native Advertising

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Next 90 Days

Team’s Vision

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Marketing drives scalable and sustainable growth for MJ by delivering value for our clients and prospects to  grow brand awareness, traffic, leads, and sales.

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KPIs

Content

    • Blogs
    • Infographics & Videos
    • Customer Stories & Case Studies
    • Webinars & Podcasts

Websites

  • Inbound
  • Email Marketing

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Objectives

Social Media

    • Leaf Wire
    • LinkedIn
    • YouTube
    • Facebook
    • Twitter
    • Instagram

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Paid Media

Paid Media

    • Sponsored Social Media Posts & Ads
    • Programmatic

Native Advertising

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