Fractional CMO Service: Marketing Plan & Scorecard Design & Build Workshop
From strategy to execution. From vision to velocity. Go.
The foundation’s been laid. The insights are in. Your positioning is sharp, your ICPs are clear, and your team is aligned.
Now it’s time to turn all of that into a real plan—with campaigns, KPIs, and executional clarity.
In this final core workshop of the Market-Led Growth sequence, we’ll collaboratively design your integrated marketing plan and build a performance scorecard to track what matters most.
No fluff. No vanity. Just a focused, high-impact roadmap that drives results.
Why This Is Market-Led
The Market-Led Growth approach is built around this idea:
"You don’t win by shouting louder. You win by listening better, planning smarter, and executing consistently."
This workshop turns customer insights and competitive intelligence into a strategic-yet-actionable plan—with accountability built in.
Rather than chasing random tactics, you’ll focus your GTM engine on what the market is actually asking for—and track the metrics that matter most to your buyers and your business model.
What We’ll Build Together
01
Marketing Plan Framework
Campaign themes and key motions aligned to ICPs and lifecycle stages
Channel strategy across paid, owned, earned, and partner
Budget tiers, campaign sequencing, and quarterly focus areas
Tactical calendar outlining when and where key campaigns run
02
Funnel Model & Revenue Connection
Tie your marketing activities to each stage of the buyer journey
Identify key conversion points and define roles across marketing/sales
Align campaigns to revenue targets, opportunity stages, and intent signals
03
KPI & Scorecard Development
Define the key performance indicators (KPIs) that actually matter
Build a scorecard to track leading indicators, lagging results, and signals from the market
Create a shared dashboard you can use across Marketing, Sales, and Exec teams
04
Executional Playbooks
Assign ownership and cadence to each part of the plan
Define weekly, monthly, and quarterly workflows for planning and reporting
Set up the infrastructure (CRM/Marketing Ops) needed to track performance
What You’ll Walk Away With
A clear, documented, market-driven marketing plan aligned with your revenue goals
A performance scorecard with KPIs to keep your team focused and on track
Tactical visibility into campaigns, channels, and timing
Accountability framework across marketing, sales, and leadership
Confidence that your strategy is no longer just an idea—it’s in motion
Who Should Be In the Room
- CEO / Founder
- Head of Marketing / Growth
- Sales Leadership
- Marketing Ops / RevOps
- Product or Customer Success (optional, but valuable)
Where It Fits in the Growth Sequence
This is the final piece of the foundational strategy system. It builds on:
- GTM Audit & Benchmarking Study
- Competitive Analysis & Positioning Workshop
- Total Opportunity & TAM Assessment
- Marketing Strategy & Planning Workshop
- Customer Experience Lifecycle Workshop
And sets the stage for:
- Campaign & Content Development
- Creative Execution
- Performance Optimization
- Team Hiring & Resourcing