MARKETING STRATEGY
Stop Improvising. Start Growing With a Marketing Strategy.
An in-depth marketing strategy for startups and challenger brands ready to scale with intent.
IS THIS YOU
When You Need More Than Instinct to Grow
Instinct gets you to a point. A strategy takes you further.
These are the signs it's time for one.Most marketing problems aren't what they look like on the surface.
These are the signs it's time for one.Most marketing problems aren't what they look like on the surface.
- Your team is executing hard but pulling in different directions
- You're not sure which channels to prioritise or how much to invest in each
- Your messaging is inconsistent different people describe the product differently
- You've raised a round and need a clear marketing plan to deploy the budget against
- You're launching a new product and need a go-to-market foundation built properly
- You've grown reactively so far and need to build something more deliberate
- Your board or investors are asking for a marketing plan and it needs to be credible
WHAT IS A MARKETING STRATEGY
A Marketing Strategy
Built For Your Business.
Not a Template.
A marketing strategy engagement is a focused, senior-led project that produces a strategy document tailored to your business. Depending on the tier, it covers brand foundations, full-funnel growth, and product marketing each building on the last so you only go as deep as you need to right now.
This isn't a framework dropped into your business from the outside. It's built from a deep understanding of where you are, where you're trying to go, and what's realistic given your stage, team, and resources. The marketing strategy is something your whole team can align around and act on from day one.
This isn't a framework dropped into your business from the outside. It's built from a deep understanding of where you are, where you're trying to go, and what's realistic given your stage, team, and resources. The marketing strategy is something your whole team can align around and act on from day one.
CHOOSE YOUR STRATEGY
Three Tiers.
Each One Broader and Deeper Than The Last.
Start with the tier that matches your most pressing challenge.
Each focused on a distinct strategic dimension.
Each focused on a distinct strategic dimension.
Brand Marketing Strategy
For businesses whose brand foundations need building or sharpening before they scale. If your message isn't landing, your positioning isn't clear, or different people describe the business differently this is the right starting point.
- Brand positioning & value proposition
- Competitive landscape & whitespace analysis
- Brand voice & tone of voice guidelines
- Website copy recommendations
- Ideal customer profile & audience definition
- Messaging framework by audience
- Content direction & editorial approach
- Prioritised recommendations & next steps
BEST FOR
Early stage businesses building brand foundations for the first time, or established businesses whose positioning has drifted and needs resetting before scaling spend.
OR
Growth Marketing Strategy
For businesses with clear positioning and a defined audience who need a rigorous channel strategy, performance framework, and execution roadmap. This tier assumes your brand foundations are in place the focus is entirely on building and deploying the growth engine.
- Full-funnel channel strategy & prioritisation
- Acquisition strategy & channel mix
- Paid, organic, content & lifecycle planning
- Competitive performance analysis
- Live strategy presentation session
- Budget allocation framework
- Retention & lifecycle approach
- KPIs, north star metric & measurement framework
- 90-day execution roadmap
- One round of revisions include
BEST FOR
Series A and B businesses with a capable team and clear positioning who need a rigorous growth strategy and execution framework to scale efficiently toward the next round.
OR
Full Marketing Strategy
The only tier where brand, growth, and product marketing are built together as a single integrated strategy each informing the other. For businesses that need everything joined up so that positioning informs channels, growth metrics inform product direction, and product marketing amplifies both.
- Everything in Brand Strategy
- Everything in Growth Marketing Strategy
- Product positioning by feature & audience segment
- Pricing & packaging narrative
- Cross-functional alignment plan
- Product-led growth opportunities
- GTM framework for new products or markets
- Sales enablement & messaging alignment
- Launch playbook framework
- Leadership team workshop session
BEST FOR
Scale-ups and challenger brands where product, marketing, and commercial teams need to operate from a single joined-up strategy or businesses approaching a funding round, acquisition, or major launch that requires everything to be aligned.
Not sure which tier fits your situation? The discovery call will help identify the right starting point or start with a marketing audit if you need a clear diagnosis before committing to a direction.
HOW IT WORKS
A Focused Project, Not An Open Ended Engagement
01
Discovery & Immersion
A deep dive into your business goals, product, customers, existing data, and competitive landscape. This includes a working session with your leadership team and a review of existing materials.
02
Synthesis & Draft Framework
All inputs synthesised into a strategic framework covering audience, positioning, and priorities. A draft is shared for your feedback before the full document is written so nothing lands as a surprise.
03
Strategy Document
The full written strategy is produced covering every dimension included in your chosen tier, with clear rationale, frameworks, and a 90 day execution roadmap where applicable
04
Presentation & Alignment
A live session to walk through the strategy with your leadership team, answer questions, and align on direction. One round of revisions is included. Tier 3 also includes a full leadership workshop.
HOW IT FITS WITH OTHER SERVICES
Works Standalone or Part Of A Wider Engagement
The marketing strategy engagement is designed to stand alone as a complete project. It also connects naturally with the marketing audit and fractional CMO services depending on where you are and what you need next.
Standalone
Strategy
Strategy
You have a capable team and need a clear direction to execute against confidently.
Audit
Then Strategy
Then Strategy
Start with a marketing audit to diagnose what's holding you back, then build the strategy around the findings.
Strategy into
Fractional CMO
Fractional CMO
Use the strategy as the foundation for an ongoing fractional CMO engagement with someone to own the execution.
PROOF
Marketing Strategy That Has Driven Real Outcomes
Every engagement in the portfolio started with a clear strategic foundation.
A few examples of what that unlocked.
A few examples of what that unlocked.
357%
Revenue pipeline growth driven by a repositioned GTM strategy for a B2B SaaS business
IPO
Marketing strategy built to support an ASX listing, helping establish the 5th largest Australian telco
£150M
Annual recurring revenue reached following a full-funnel growth strategy and brand repositioning
"Tait would run circles around marketing teams I’ve seen in major global startups.
He knows exactly what he’s doing when it comes to brand, marketing, product and growth. If you want results, you listen to him."
Founder and CEO
InsurTech
ABOUT
15+ Years Building Growth Engines.
Now I Bring That To You.
I'm Tait Lawson a fractional CMO and growth strategist with over 15 years building marketing and growth functions for startups and challenger brands across the UK, US, EU and Australia.
I've taken a company through IPO, supported four acquisitions, and helped businesses at every stage from seed to Series C build the marketing and growth engine that got them there. I work with an exclusive small number of clients at any one time to ensure I'm genuinely embedded.
I've taken a company through IPO, supported four acquisitions, and helped businesses at every stage from seed to Series C build the marketing and growth engine that got them there. I work with an exclusive small number of clients at any one time to ensure I'm genuinely embedded.
FAQS
Common Questions
How do I know which tier is right for me?
Can I start with Tier 1 and upgrade later?
How long does each tier take?
Can we use this to present to investors?
Do you help with execution after the strategy is delivered?
GET STARTED
Ready to Give Your Marketing a Clear Direction?
Two ways to get started, pick whichever works best for you.
GET STARTED NOW
Complete a short questionnaire
Complete a short questionnaire about your business and current marketing situation. We'll review it and follow up to scope the right tier for you.
Takes about 10 minutes. We'll be in touch within 24 hours.
BOOK A DISCOVERY CALL
Prefer to talk it through first?
Book a free 30 minute call to explore which tier makes most sense for your business and markeiting situation right now.
Free, no obligation. I respond to all enquiries within 24 hours.