Transforming Marketing Chaos into a Structured Success
As the host of the Sales POP Online Sales Magazine and Pipeline CRM podcast, I recently had the pleasure of hosting Austin LaRoche, the CEO of Attack Interactive. Austin’s company has developed M2’s marketing-to-sales framework and B2B growth system, a revolutionary approach that aims to bring purpose and structure to marketing efforts.
The Birth of a New Marketing Framework
Austin explained that M2’s framework was born out of a need to address the chaotic and haphazard approach many companies take towards marketing. Without a clear understanding of their vision, branding, audience, and data, these companies often find themselves lost in a sea of random marketing acts.
The M2’s framework is designed to bring order to this chaos, optimizing marketing operations for success. It emphasizes the importance of understanding the company’s vision, effectively communicating the brand message, knowing the target audience, and making data-driven decisions.
The Challenge of Data Overload
In our conversation, Austin and I delved into the challenges of data overload. In today’s digital age, companies are often swamped with data, making it difficult to focus on the metrics that truly align with their goals. Austin suggested a solution to this problem – the scorecard model. This model simplifies data analysis, enabling companies to make data-driven decisions with ease.
Strategic Planning: The Heart of the Framework
We then moved on to discuss the strategic planning phase of the framework. Austin explained that this phase involves identifying how to attract, convert, close, and delight each buyer persona. It also involves determining the tactics, KPIs, creative approach, and responsibilities for each stage.
Austin highlighted the importance of aligning marketing and sales efforts and breaking down the silos between the two departments. This alignment is crucial for the success of any marketing strategy.
Bridging the Gap: The Implementation Phase
Our conversation then shifted to the implementation phase, which Austin described as the bridge between strategy and execution. He emphasized the need for technology, resources, and content in this phase.
I added that a well-planned implementation phase should ideally last three to six months. This timeframe ensures focus and prevents distractions from the overall strategy. It’s also important to fill in gaps, utilize the right technology, create content, and bring in the necessary resources to fulfill the strategy.
The Importance of a Minimal Viable Implementation Mindset
We acknowledged that issues during the implementation phase can arise when things were not properly defined, expectations were unclear, or KPIs were not established. To avoid these pitfalls, I suggested approaching the implementation phase with a minimal viable implementation mindset. This approach ensures that all necessary elements are in place to start running smoothly, avoiding scope creep.
A Success Story
Austin shared a success story of a company in the environmental services industry. They worked on articulating the company’s unique selling points, refining campaigns, aligning technology systems, and automating processes. As a result, they saw a 20% increase in leads and conversions.
The Challenge of Differentiation
Our conversation also touched on the difficulty of differentiation in today’s market. In a world where everyone is vying for attention, standing out from the crowd is more important than ever. The M2’s framework provides a structured approach to marketing that can help companies differentiate themselves and achieve their goals.
In conclusion, our conversation with Austin LaRoche provided valuable insights into the world of structured marketing. The M2’s framework is a powerful tool that can transform random acts of marketing into a well-organized operation optimized for success.
John is the Amazon-bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.