Central to the X-CMO offering is the marketing playbook. Created as part of the strategic consultancy project we do with all clients, it is the culmination and articulation of all our top-level thinking.
MARKETING PLAYBOOKS
Clarity
The brand playbook is a clear, concise and compelling summary of what your company stands for and what makes it x-traordinary. Unlike many brand playbooks, it also provides an in-depth explanation of your company’s tactical approach, detailing what activity you’ll do, on what channels, what part of the customer journey it will support (awareness, consideration, conversion, loyalty or advocacy) and, therefore, how you will measure success.
Consistency
This ensures that everyone is clear on what the key messages are and so are able to faithfully convey them time and again, be they:
- Company leaders who may need this clarity of message when dealing with investors or being interviewed by the media
- Customer service teams dealing with members of the public
- Customers who, once bought in, wish to advocate on your behalf
Partnerships
If approaching influencers and/or other companies to collaborate with, having the marketing playbook helps you to identify the values you seek in a partner as well as communicate to your target partners why they should want to work with you.
Efficiency
Providing the playbook to marketing teams, agencies and freelancers ensures everyone has clarity over what is expected in terms of output and what you’re hoping to achieve by doing each activation. This gives you a better chance of getting better quality work first time (saving time, energy and money) and, ultimately, achieving better results from your marketing.
Quality Over Quantity
WHAT A MARKETING PLAYBOOK CONTAINS
A typical X-CMO Marketing Playbook is a roughly 30-page document, designed in your own branding, detailing:
