My Process
Sustainable growth.
In a nutshell my process is:
Establish clear priorities.
Map out the customer journey and see how well these priorities are reflected & where to improve.
Start by focusing on and impacting sales for more immediate returns.
Fail fast, on small campaigns to test and tweak GTM strategy.
Expand upon success, and build out processes that balance automation with human input.
Customer Journey Mapping
Behaviours - Processes - Data
Alignment is one of the key factors. Alignment between operations and growth. To understand this, the best starting point is to map out the customer journey. Most Customer Journeys are idealised versions that do not reflect reality. Through stakeholder interviews, client calls and a little ‘mystery shopping’ I try and map out likely customer routes, pain points and opportunities for improvement.
This then needs to be reflected in the behaviours we as an organisation want to encourage, the processes that ladder up to those behaviours and then the data points behind them.
This then gives us a very clear picture on which elements of this journey need to be optimised to grow. You can read more about this in the the article below:
Sales Enablement
Composable Decks - Materials - Videos
Rather than beginning with broader brand awareness campaigns or long-term strategies, focusing first on sales enablement ensures that marketing delivers immediate, tangible value by empowering sales teams with the right tools, messaging, and content to close deals more effectively.
By collaborating closely with sales, I gain critical insight into buyer objections, questions, and needs, information that sharpens the relevance and effectiveness of all future content and campaigns.
With this understanding, I’ll be in a much stronger position to create sales materials in whatever form is most useful; presentations, case studies, one-pagers, email templates, or product sheets, tailored to the exact moments where they will make the biggest difference.
This approach consistently delivers the greatest impact in the shortest amount of time, not only helping to accelerate the sales cycle but also strengthening the trust and collaboration between marketing and sales. It also paves the way as I begin to transform the sales processes.
Micro Campaigns
AB Testing - GTM
Modern marketing must be flexible, responsive, and grounded in real-time insights. That’s why I believe in starting small before scaling big. Rather than investing heavily in a large campaign right out of the gate, it makes far more sense to begin with targeted, micro-campaigns. These smaller efforts act as controlled experiments that allow you to gather meaningful data on audience engagement, channel effectiveness, and conversion potential. Once you’ve tested messaging and tactics on a limited scale, you’re much better positioned to justify larger investments and build a case for broader campaigns with confidence.
This approach not only de-risks your marketing efforts but also helps you understand what level of budget and creative effort is truly needed to make an impact in a particular market or segment.
Automation & Scale
Full Sales & Marketing Campaigns
A resilient and effective growth strategy should never be overly dependent on a single partner, channel, or approach. Building flexibility into your processes is essential, not just to reduce risk, but to allow room for experimentation, learning, and adaptation.
The most successful systems strike a balance between automation and human oversight: automation brings efficiency and scale, while human input ensures quality, relevance, and responsiveness at key decision points. These processes need to be tested and refined in smaller settings before being rolled out more broadly, ensuring they’re both effective and sustainable under real-world conditions.
In today’s noisy landscape, it takes more time and consistency for messaging to break through and resonate with audiences. Short bursts of activity rarely make a lasting impact. That’s why marketing campaigns should be designed to run for at least three months or more, giving them the space to build recognition, trust, and engagement over time. Longevity allows for momentum, iteration, and deeper audience connection, critical ingredients in a world where attention is hard-won and easily lost. Sustainable campaigns, built on adaptable processes, create a solid foundation for long-term success.
