Question 1

What is included in a marketing strategy engagement?

Accepted Answer

The Strategy Sprint is an 8-phase engagement covering audience research and ICP prioritization, competitive analysis, positioning, marketing advantages, content strategy, GTM motion alignment, growth lever prioritization, and campaign roadmap. Deliverables include ICP definition, positioning document, content pillars, channel priorities, and a 90-day roadmap.

Question 2

How long does the strategy process take?

Accepted Answer

The Strategy Sprint takes 2 weeks. Client input is front-loaded, around 2 hours per week, and concentrated. By the end of week two, the full strategic foundation is complete.

Question 3

Who needs to be involved from our team?

Accepted Answer

At minimum, we need your marketing leader and one cross-functional stakeholder from sales or product. For the best results, we recommend including your head of product marketing (if you have one), a sales leader, and a finance stakeholder. Strategy workshops work best with 3-4 people. Optimal: 3-4 people including head of product marketing, sales leader, and finance stakeholder.

Question 4

Is this just for B2B SaaS companies?

Accepted Answer

The frameworks are built for B2B companies, including both SaaS and B2B services. The GTM motion alignment, ICP definition, and fuel/engine framework apply whether you sell software, professional services, or a hybrid. We adjust the specific exercises and templates based on your business model.

Question 5

What if we already have a marketing strategy?

Accepted Answer

Great. We don’t start from scratch. We audit your existing strategy against our framework, identify gaps or misalignments (especially between your GTM motion, audience, and channels), and focus our work on the areas that will have the highest impact. Often companies have strong tactics but weak strategic foundations, or vice versa.

Question 6

What are the ‘3 drivers of marketing strategy’?

Accepted Answer

Every marketing strategy should be guided by three core drivers: (1) your audience, meaning who your ICPs are and how you prioritize them, (2) your business model and GTM motion, meaning how customers actually buy from you (self-serve, sales-led, or hybrid), and (3) your marketing advantages, meaning where you have an unfair edge that, if accelerated, would drive faster growth. These three inputs prevent you from copying another company’s playbook and ending up with random acts of marketing.

Question 7

What is the fuel/engine framework?

Accepted Answer

Fuel is everything you say and create for your audience: content, messaging, brand, positioning, design. Engine is everything you do to distribute that fuel: channels, growth levers, automation, analytics. Most companies over-index on one or the other: they build great content nobody sees, or they optimize channels with nothing compelling to distribute. Our process ensures both sides are balanced and aligned.

Question 8

What are ‘perceptions’ and why do they matter?

Accepted Answer

Perceptions are the 3–4 statements you want your audience to think or say about your company. Think of them as your key storylines for the next 6–12 months. When written well, they’re opinionated, memorable, and unique to your company. They keep your content focused on major themes instead of scattering across random topics. Roughly 90% of your non-SEO content should ladder up to your perceptions.

Question 9

What is an ICP and how do you define one?

Accepted Answer

ICP stands for Ideal Customer Profile. We define ICPs by combining role, company type, and maturity level, then tier them (Tier 1 = core, Tier 2 = scaling, Tier 3 = testing, Tier 4 = not a priority yet). Each tier gets a different marketing and sales strategy, from highly personalized 1:1 outreach for Tier 1, to programmatic campaigns and inbound-only for lower tiers.

Question 10

How do you determine our marketing advantages?

Accepted Answer

We run a structured exercise that evaluates your advantages across three categories: product/service advantages (network effects, free offerings, major differentiators), ecosystem advantages (partnerships, integrations, market tailwinds), and brand/content advantages (standout story, educational demand, customer love). Each advantage maps to specific channels and tactics that are most likely to work for you.

Question 11

What is a GTM motion and why does alignment matter?

Accepted Answer

Your GTM (go-to-market) motion is how customers purchase your product: self-serve, sales-led, or hybrid. Marketing at a company with a self-serve motion is almost a different job than marketing at a sales-led company. If your marketing strategy doesn’t align with your GTM motion, you’ll waste budget on the wrong channels and create the wrong types of content. We evaluate this alignment early and flag mismatches before building the rest of the strategy.

Question 12

How do you prioritize which channels to focus on?

Accepted Answer

We use a systematic process: first evaluate each channel individually against the three strategy drivers (audience, GTM motion, marketing advantages), then do a universal prioritization across all channels. If a channel fits all three drivers, it’s a strong bet. For channels that only match two, we evaluate effort-to-impact ratio, funnel coverage, and segment coverage to decide.

Question 13

What are KPO goals?

Accepted Answer

KPO stands for KPIs, Projects, and Ops. Most teams only set KPI goals (like ‘generate X qualified leads’), but that’s not enough. You also need project goals for big-bet initiatives that can change your growth trajectory, and ops goals for the behind-the-scenes foundational work (tooling, research, hiring) that enables everything else. Balancing all three types ensures you’re not just measuring outcomes but also doing the work that drives them.

Question 14

What’s your approach to account-driven GTM?

Accepted Answer

We help companies move from relying solely on inbound to proactively targeting their best-fit accounts. The process starts with segmenting your TAM into tiers based on ICP fit and deal size, enriching accounts with contact and signal data, setting up account and contact lifecycle stages in your CRM, and running personalized campaigns starting with Tier 1. We recommend baby-stepping in: start with Tier 1 only, run personalized campaigns for a quarter, learn what works, then scale.

Question 15

How do you approach campaign planning?

Accepted Answer

We treat campaigns as coordinated initiatives that combine both fuel and engine around a specific audience segment, theme, and goal. The process starts with ranking the four high-level ways to grow (new segments, more market share, improve conversion, increase revenue per customer), then selecting campaigns that align to the top priorities. Every campaign gets a GACC brief (Goals, Audience, Creative, and Channels) to ensure nothing falls through the cracks.

Question 16

What deliverables do we get from the planning phase?

Accepted Answer

You’ll receive a completed marketing strategy overview (a dashboard summarizing ICPs, advantages, perceptions, goals, and revenue levers), a populated annual plan with KPO goals, a bottom-up forecast, a channel strategy, a campaign roadmap, and a content calendar framework. All in templates you can continue to use and update quarterly.

Question 17

Do you help with execution or just strategy?

Accepted Answer

Both. The Strategy Sprint produces the strategic foundation. The execution retainer deploys AI agents that implement it every week: content drafts, competitive monitoring, analytics reporting, outreach sequences. Clients review and approve output on a roughly 30-minute weekly cadence. Nothing publishes without client sign-off.

Question 18

How often should we revisit the strategy?

Accepted Answer

The full strategy (ICPs, advantages, positioning) should be revisited annually. Revenue lever prioritization and campaign plans should be refreshed quarterly. Monthly, you should be reassessing whether your current campaigns are working and whether new opportunities have emerged: a trend, a competitor move, or a successful experiment worth doubling down on.

Question 19

What if our strategy needs to change mid-year?

Accepted Answer

It will, and that’s expected. The strategy is a framework for making decisions, not a rigid plan. Your quarterly campaign roadmap should be treated as a living document. If a market trend emerges or a channel starts outperforming, swap priorities. The key is having the strategic foundation (ICPs, advantages, perceptions) so you can evaluate new opportunities against a clear set of criteria rather than chasing shiny objects.

Question 20

What is the AI implementation service?

Accepted Answer

AI agents are the execution layer of the retainer. They run on a weekly cadence after the Strategy Sprint, handling content production, competitive intelligence, SEO, analytics reporting, and outreach, all configured against the strategy built in the Sprint.

Question 21

Why Claude Code specifically?

Accepted Answer

Claude Code is Anthropic’s command-line tool for agentic AI. It allows us to build agents that can read and write files, connect to your existing tools (CRM, analytics, email), execute complex multi-step workflows, and produce real deliverables, not just chat responses. It’s purpose-built for the kind of structured, document-heavy work that marketing strategy execution requires.

Question 22

How does the AI work relate to the strategy work?

Accepted Answer

The strategy comes first. Always. The AI agents are designed to operationalize the specific frameworks, templates, and processes we’ve documented in your strategy engagement. For example, if we define your perceptions and content pillars during strategy, we then build an agent that drafts content briefs aligned to those perceptions. The AI doesn’t replace the strategy; it accelerates execution of it.

Question 23

Do we need to complete the strategy engagement before AI implementation?

Accepted Answer

Yes, for new clients. The AI agents are only as good as the frameworks and documentation they’re built on. Without a clear strategy (defined ICPs, positioning, perceptions, channel strategy) the agents would be automating random acts of marketing, which is worse than doing nothing. If you already have a documented strategy, we can evaluate whether it provides sufficient foundation for AI implementation.

Question 24

What kinds of tasks can the AI agents handle?

Accepted Answer

Examples include: CRO analysis (ingesting heatmap and engagement data to prioritize A/B tests), competitive intelligence (monitoring competitors for product launches, content, and strategy changes), data analysis (cohort performance across attribution models), review response (drafting replies to customer reviews using your brand voice), content drafting (creating briefs and first drafts aligned to your perceptions and content pillars), and campaign reporting. Each agent is scoped to a specific, repeatable workflow.

Question 25

Can you give a specific example of how an agent works?

Accepted Answer

Take the CRO Specialist agent: you upload page performance data and JSON engagement files from a tool like CrazyEgg. The agent analyzes scroll depth, click maps, and heatmaps for your top-trafficked pages, identifies the three biggest conversion obstacles, generates strategic goals tied to each obstacle, proposes specific A/B tests, and prioritizes them using a PIE scoring framework, all in a single run. What would take a human analyst several hours happens in minutes.

Question 26

Will the agents replace our marketing team?

Accepted Answer

No. The agents are designed as force multipliers, not replacements. They handle the ~80% of work that’s labor-intensive but follows a repeatable pattern: research compilation, first-draft creation, data analysis, monitoring. Your human strategists focus on the ~20% that requires judgment, creative insight, stakeholder relationships, and strategic decision-making. The goal is to let a small team operate with the depth and coverage of a much larger one.

Question 27

What about a competitor monitoring agent?

Accepted Answer

The Competitor Battlecard agent runs on a weekly or bi-weekly schedule, scanning for new product launches, content releases, social media mentions, news coverage, and changes to competitors’ digital marketing strategies. It compiles findings into a structured battlecard format that your sales and marketing teams can use immediately. It flags the most significant changes so you’re not buried in noise.

Question 28

How long does implementation take?

Accepted Answer

Agents are configured during and immediately following the 2-week Strategy Sprint. Execution begins in week one of the retainer. No separate implementation timeline.

Question 29

What tools and systems do the agents integrate with?

Accepted Answer

The agents can connect to your CRM (HubSpot, Salesforce, Dynamics), marketing automation platforms, analytics tools (Google Analytics, CrazyEgg), email (Gmail, Outlook), project management tools, spreadsheets, and more. We evaluate your existing stack during scoping and design integrations accordingly. The agents work with your tools. They don’t require you to adopt new ones.

Question 30

Do we need any technical skills on our team?

Accepted Answer

No. We handle all the technical setup: building, testing, and deploying the agents. We train your team on how to trigger agents, review outputs, and provide feedback. The agents are designed to be used by marketers, not engineers. That said, if you have technical team members, they can help with ongoing customization and maintenance.

Question 31

What happens after implementation is complete?

Accepted Answer

The execution retainer is ongoing, not a one-time project. Agents run every week on the cadence set during the Sprint. Quarterly strategy refreshes keep the work aligned as the business evolves.

Question 32

How do you ensure the AI outputs are high quality?

Accepted Answer

Three ways: First, the agents are built on your documented strategy and frameworks, so they start with the right context. Second, every agent is designed with a human-in-the-loop checkpoint where outputs are ~80% complete drafts for your team to review, refine, and approve, not auto-published final products. Third, we test extensively with your real data during implementation to calibrate output quality before handoff.

Question 33

Is our data secure?

Accepted Answer

Yes. The agents process your data through Anthropic’s API, which does not use customer data for model training. We follow security best practices for credential management and access control. During scoping, we identify any data sensitivity concerns and design the agent workflows accordingly. For example, keeping certain data local rather than sending it to external APIs.

Question 34

What does the AI implementation cost?

Accepted Answer

Strategy Sprint: $5,000 (founding rate) or $7,500 (standard). Execution retainer: $750 per month (founding, ICP1) or $1,500 per month (ICP2). Pricing is fixed. No scoping required before a number.

Question 35

Can we add more agents over time?

Accepted Answer

Absolutely. Most clients start with 2–3 high-impact agents and expand from there. As your strategy evolves (new ICPs, new campaigns, new channels) new automation opportunities emerge. We recommend reassessing quarterly, which aligns with the strategy refresh cadence, to identify what new agents would be most valuable.

Question 36

Can I really pause any time?

Accepted Answer

Yes, there may be times where your time and attention will be consumed for 1-2 months and you would not be able to utilize our services. If you know this is the case but do not want to cancel, you can take a month or two off and then resume like usual after the pause period. Billing cycles are based on a 31 day period, so if you pause your subscription 15 days into your billing cycle, you will still have 16 days of normal use before the pause goes into effect.

Question 37

Are refunds available?

Accepted Answer

The Strategy Sprint comes with a 30-day money-back guarantee. If it does not produce a useful strategic foundation, you get a full refund.

Frequently Asked Questions

Marketing Strategy Process

About the Strategy Process

Strategy Foundations

Planning & Goal Setting

Execution & Ongoing Strategy

AI Implementation Services

Overview & Approach

What the Agents Do

Implementation Process

Quality, Security & Cost

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