Proleev Consulting

Building
strategic
marketing

I help entrepreneurs build a manageable company growth strategy based on a marketing ecosystem.

14 years in marketing management and strategy implementation in large companies

My approach is based on the best modern tools and technologies available on the world market:

About

— Objectives and Key Results (OKR)
— Customer Journey Map (CJM)
— Strengths, Weaknesses, Opportunities, Threats (SWOT)
— Agile development
— Brand kay
— И прочие.

Strategic marketing is the foundation on which to build a successful and constantly growing business

"We choose to dance with our customers, where we guess their needs, rather than sparring where we endlessly fight their objections"

Strategic marketing

"Effective marketing is not a sprint, but a long-distance marathon."

Contextual advertising and social media are just one of the many tools for communicating with an audience that could become your customers.

The important approach is to use the right tools and prioritise what will lead us to our long term goals.

First and foremost, we need to visualise all the digital metrics of your business, to create a 'dashboard' of key indicators.

It is the realisation of every entrepreneur's dream - to see and analyse only the important things.

Measurability

What do we have? What's going on? How are we doing?

My approach

Develop realistic goals to set for yourself based on your company's values, resource availability and owners' vision.

Without a clear understanding of what the business is aiming for, we will not be able to assess the need and importance of projects

Awareness

Where do we aim? How do we get there? What is necessary?

Every marketing action, every new project or advertising campaign should lead us to our goals, all "like the competition" format tasks are not our approach.
We create and evaluate any action only in terms of achieving our own goals

Reasonableness

What are we doing? Who are we doing it for? What do we want to get?

All tasks should be systematised, which do not require unnecessary resources, are in line with our brand mission and values. Eliminate chaos and atomisation into insignificance.

To this end, we are creating a system that does not restrict creativity or hinder realisation.

Systemicity

Planning - evaluating - optimising

Collect all data with the maximum depth of immersion that we can digitise. This is necessary to see all changes in our activities and to control the planned result.

Creating dashboards

Benchmarking dashboard to assess performance against objectives, prompt response to risks and changes.

We take data from all sources: advertising offices, CRM systems, cash register equipment. We consolidate it in Databox software, where it is convenient to monitor all important indicators.

In a catering establishment, we create a discount at lunchtime, and our regular guests start paying less.

Conclusion: when planning the Lunch project, we aimed to increase the number of cheques, but we saw a drop in the average cheque.

Description

Instruments

How unnecessary!

A brand is not only a logo and corporate identity. A brand is a company's values and mission, including strengths and weaknesses, strategic vision of future development and principles on the way to achieving it.

Brand formation

Structuring the passport and key brand identifiers, mission and values, strengths/weaknesses and development potential.

Will form the key of your brand by defining audience, competitors, consumer motivations and brand promise. Do a SWOT analysis to visualise priorities and barriers.

Sales department asks for discounts and promos to close the plan, we fulfil the sales plan for the quarter and the next ones are in failure.

Conclusion: the audience has devalued the service and is not willing to pay much more. The brand values have not endured.

Description

Instruments

How unnecessary!

We build a goal tree with key numerical indicators. We fix what we are aiming for and define the path we will follow to reach our goals. It is important to visualise not only the numbers, but also the methods of implementing the planned projects

Goal setting

Formation of strategic goals, key performance indicators and implementation projects.

We apply a QA system that includes goal-setting based on sound objectives and numerical key results. Thanks to these, we can measure progress and adjust tactical actions.

We create a franchise, set a high lump sum. There are not enough deals, so we lower the price, hence growth increases. There is a lack of resources and finances to fulfil obligations. It is important to harmonise the goals set and actions taken, which is what the strategy helps us to do

Description

Instruments

How unnecessary!

We create a workspace for project development. We accumulate a knowledge base and a library of solutions that is indispensable when the market situation changes, staff changes or when creating new products, services and activities.

Project development

Creating a customer experience map, evaluating potential customers, communication channels, audiences, packaging products and services, finding new chains and funnels

The CJM - Customer journey Map is useful for visualising the impact of projects on specific KPIs with predictable risks and outcomes. It is also adaptable to the individual format of your business or product.

Marketing tries to harmonise project and budget, operates with terms and assumptions, but there is no form of justification. We give a task - more leads, marketing asks for more budget, the channel is exhausted, the offer is not interesting, and costs are growing.

Description

Instruments

How unnecessary!

We define projects according to two principles: projects that do not require additional resources and projects with high priority for achieving goals. This allows us to assess and plan the necessary labour resources, budgets, build a motivation system, and control the implementation of tasks set out in the roadmap with deadlines and personnel responsible for implementation.

Drawing up the roadmap

Planning activity, resources and budgets. Manage and control all assigned tasks in real time

Using Agile system, creating a Trello or Bitrix2 Kanban board to distribute tasks to those responsible, with the process and implementation status transparent to the manager.

We do not understand what tasks marketing is engaged in, how to assess their effectiveness and the need to perform certain tasks, distrust in justifying the use of working time and actions in which the result and motive are not clear. Clarity about deadlines and resources needed.

Description

Instruments

How unnecessary!

Now we have a manageable and transparent system that controls the entire marketing process in your company. There are all the tools to evaluate, control and realise your goals.

Adaptability

Collecting data and knowledge base, adjusting strategies, hypotheses, promotion channels and methods, regular synchronisation of all indicators.

Conduct benchmarking sessions, every month, quarter, year we set new goals. We use our dashboard to monitor results, a real-time roadmap of task progress, an overall strategic map to understand current tasks within the company's long-term goals. Everything is now under your control.

The number of outlets grows, managers lose efficiency, make mistakes and are not involved in important details. Diversify responsibilities, split managers into separate products or sources of leads

Description

Instruments

How unnecessary!

How can we work

Setting up the system within your business with training for your staff and further consultancy support on the integration journey.

Department Setup

We build the system inside the company, identify and select the necessary personnel, contractors, form tasks, support on the way to the moment of automation

Formation of the department

Form a department and set up a system with follow up management, reporting on results achievement and full involvement and accountability for results.

Department management

Completely take over all marketing activities with operational tasks outsourced, working to KPI's with full accountability and responsibility for results.

Marketing outsourcing