Plan: Strategic Blueprint
Turn Profile intelligence into a system that wins, with KPIs that make execution accountable.
Plan is where clarity becomes a blueprint. After Profile, you know what makes you different, who you should target, and where the leverage is. Plan turns that intelligence into a strategy system your team can actually execute.
We build your positioning and messaging framework, sharpen your offer architecture, map the buyer journey, and define the channel strategy that fits your market. We also build a KPI model and a prioritised 90-day roadmap, so execution starts with focus instead of chaos.
The goal is simple: give you a blueprint that makes marketing and sales decisions easier, faster, and more profitable.
Plan at a glance
Timeline
4 to 8 weeks
Indicative investment
$18K to $28K (includes Profile)
Best for
Teams ready to scale with direction
- Messaging framework
- Offer and funnel architecture
- Awareness mapping (Unaware to Most Aware)
- Channel plan and KPI model
- Prioritised 90-day roadmap
What Plan Is
Plan turns Profile intelligence into a leadership-grade blueprint so decisions get faster and execution becomes accountable.
Disconnected tactics create friction
Without a blueprint, every decision becomes a debate and every campaign is a gamble.
A blueprint replaces guesswork
We turn Profile intelligence into a system your team can execute with one source of truth.
Momentum, not noise
Your next 90 days create focus and accountability instead of scattered effort.
How Plan changes decisions
Plan is not
- A generic marketing plan template
- A channel wishlist
- A one-off document nobody uses
- Strategy separated from execution reality
Plan is
- A blueprint tied to your Profile intelligence
- A system for positioning, offers, and channels
- A KPI model for accountability
- A prioritised roadmap your team can execute
Founder
Fewer wrong bets, clearer investment decisions, stronger pricing power.
- Clarity on spend priorities
- Differentiated positioning narrative
Marketing Lead
Stakeholder alignment, defensible prioritisation, consistent messaging.
- Evidence-based plan for the board
- Strategic leadership, not just tactics
Operator
Predictable pipeline mechanics, fewer conversion bottlenecks.
- Clear execution focus
- Message, offer, and CTA aligned
If you want your next 90 days to create momentum, Plan is how you make decisions easier and execution cleaner.
What You Get From Plan
Plan is a leadership-grade deliverable that turns strategic advantage into a working system your team can execute.
Leadership-grade clarity
Frameworks, maps, and models that scale your business with precision, not a list of ideas.
Bridges strategy to execution
Every future tactic has a reason for existing and a clear way to measure success.
Operational artefacts, not ideas
Deliverables you can operationalise and hand to your team or agency.
You walk away with
Included in Plan
The work we do to architect a blueprint you can execute.
- Brand positioning refinement and narrative
- Ideal customer profile (ICP) and segments
- Messaging framework and style guide
- Offer architecture and value ladder
- Market awareness messaging (Eugene Schwartz 5 Levels)
- Channel strategy and KPI model
- 90-day execution roadmap
Delivered outputs
The artefacts you keep and operationalise.
- Messaging and positioning pack
- Offer map and funnel architecture
- Market awareness content map (Unaware to Most Aware)
- Channel plan with KPI targets
- KPI scorecard and reporting model
- 90-day prioritised roadmap
Decisions get faster
No more debating creative or budget every Monday. The blueprint sets the rules so your team moves with one source of truth.
Execution gets cleaner
Your team knows exactly what to build, for whom, and where it fits. Briefs write themselves from the blueprint.
Performance gets measurable
We track outcome metrics leadership cares about, not vanity activity. KPIs tie effort to commercial results.
Buyer Awareness: The Missing Link
Most prospects are not ready to buy. Awareness mapping makes your message match their mindset so conversion feels natural.
Most buyers are not in-market
Only a small share of the market is actively buying. The rest need education and proof first.
Marketing talks to the wrong stage
Selling to everyone as if they were ready leads to wasted spend and poor lead quality.
Match message, offer, and CTA by awareness
We map audiences and build the right content and CTAs for each stage.
What changes when you map awareness
Believe
"I am not looking. Nothing is urgent."
We say
Here is what is changing and what it costs to ignore it.
Publish
Education, category reframes, risk and opportunity stories, simple benchmarks.
Believe
"Something is off, but I do not know the cause."
We say
Here is the real bottleneck and how to diagnose it.
Publish
Checklists, diagnostics, teardown content, root cause education.
Believe
"I know the kind of help I need, I am comparing approaches."
We say
Here is the system and why it works.
Publish
Framework pages, comparison content, process explainers, proof-led breakdowns.
Believe
"I am comparing providers like you."
We say
Here is what we deliver, how we work, and how accountability is built in.
Publish
Deliverables, timelines, pricing anchors, case examples, commercial model clarity.
Believe
"I am ready. I just need the right starting point."
We say
Here are the options, and what we recommend.
Publish
Clear starting paths, fast next steps, light qualification, booking flow.
Awareness mapping prevents wasted spend
When your messaging matches the buyer mindset, top-of-funnel education turns into mid-funnel proof and bottom-of-funnel conversion without disconnects. Plan makes that pathway explicit.
What We Build In The Blueprint
The blueprint connects positioning, offers, channels, and measurement into one system with a clear operating rhythm.
Commercial mechanics first
We architect what makes channels profitable, not just which channels to use.
Designed for execution
Every component is built so your team can run with it, not file it.
Six components that work together
The cards below are the core building blocks of your blueprint.
Blueprint outcomes
Positioning and narrative
Your category choice and differentiation that make you the logical choice for your ICP.
Creates narrative gravity that pulls buyers toward your solution.
- Category choice
- Differentiation
- Proof themes
Messaging framework
A formal system for what to say at every stage of the funnel.
Removes guesswork and keeps every asset on-brand and on-message.
- Core message
- Support messages
- Objection handling
Offer architecture and value ladder
The sequence of offers that turn a stranger into a customer.
Entry offers build trust; core offers capture value without leaving money on the table.
- Core offer
- Entry offer
- Proof and risk reversal
Funnel and journey architecture
A map of acquisition paths and conversion moments.
You see where to capture attention and how to nurture it into a sale.
- Acquisition paths
- Conversion moments
- Retention opportunities
Channel strategy
Primary and support channels chosen for where your ICP is and where CAC allows growth.
Sequencing prevents scatter and wasted spend across too many channels.
- Primary channels
- Support channels
- Sequencing
Measurement and governance
The system for tracking success and making decisions.
Scorecard rhythm and experiment backlog keep execution improving, not drifting.
- Scorecard rhythm
- Decision cadence
- Experiment backlog
KPIs That Make Execution Accountable
KPIs turn marketing from activity reporting into commercial accountability.
Activity vs outcome
We focus on outcome metrics that tie effort to commercial results, not vanity activity.
Scorecard cadence
A regular rhythm so leadership sees what is working and what to change.
Aligned incentives
KPIs link to Perform's KPI-linked retainer so we are invested in your outcomes.
What the scorecard answers
| Objective | KPI examples |
|---|---|
| Increase qualified leads | Lead to opportunity rate, cost per qualified lead, sales acceptance rate |
| Improve conversion | Landing page conversion rate, enquiry to booked call rate, form completion rate |
| Grow organic pipeline | Non-branded impressions, ranking distribution, organic assisted conversions |
| Increase marketing efficiency | CAC trend, payback period, blended ROAS where applicable |
Examples only. We define KPIs based on your Profile constraints and commercial model.
This is where alignment happens
When leadership agrees on KPIs, execution becomes a shared mission instead of a debate. You move from questioning "is this working?" to discussing "how do we improve this specific metric?"
Timeline and Investment
Plan is fixed-scope because the outcome is a blueprint you can execute, not an open-ended consulting engagement.
Certainty and speed
You know exactly what you are getting and when. No scope creep, no open-ended fees.
Stakeholders, offers, channels, complexity
Typically 4 to 8 weeks depending on market complexity and breadth of the blueprint.
Depth of research, offer complexity, governance
The range reflects competitive intelligence depth and offer architecture complexity.
What you are paying for
Plan (includes Profile)
- Timeline: 4 to 8 weeks
- Indicative investment: $18K to $28K
- Delivered outputs: messaging, offers, awareness map, channel plan, KPI model, roadmap
What happens after Plan
- Perform: ongoing execution informed by the blueprint
- KPI-linked retainer model with fees that can flex
- Monthly scorecard and experiment cadence
The cost of the wrong strategy is execution in the wrong direction
Plan exists to reduce expensive trial and error. It turns growth into a system so your next 90 days create momentum instead of more noise.
Built for measurable outcomes
Example outcomes from past engagements.
Frequently Asked Questions
Everything you need to know about Plan.