I’m a results focused sales and marketing professional with experience in both business to business and business to consumer environments, in the UK and overseas. I’ve specialised in marketing strategy and planning since 1995 and I love it more today than I’ve ever done.
What clients say about me, what I help them achieve and how this makes them feel is all that matters.
My reputation is everything.
It affords me to do what I love, every day.
- The Difference
I know first-hand what it’s like to be completely and utterly invested in something you’ve created or had a significant part in developing.
I’ve led a multi-million-pound business and managed marketing budgets of more than £2m. I’ve got a thorough knowledge of all aspects of the marketing mix.
My impartiality guarantees I provide an objective viewpoint on your current activity, while maximising cost effectiveness to deliver quick wins, medium term results and long term objectives.
I’m no stranger to high-growth.
I know what it takes to get results and create a business that’s sustainable.
- Strategic Thinking
I provide clear strategic support and advice. When we first speak, I won’t talk to you about brochures, websites, social media or even messaging. Instead, I’ll have a conversation with you. I’ll get to know you and your business – considering where you are now and where you want to be.
I’ll get to understand your target audiences, then recommend a specific strategic plan that will help you achieve your objectives, identifying clear milestones so that you can see how activity is measured and when goals are achieved.
A powerful brand will help you attract more clients. After all, people judge a book by its cover. Your brand identity represents how your organisation wants to be perceived, what your company stands for and, most importantly, it implies a promise. An effective brand should demonstrate your value proposition and when brand identity correlates to perceived value, you can demand a premium. If your customer’s brand experience is positive you’ll see increased customer loyalty and you’ll stand out from the competition too. A strong brand implemented well ensures consistency in sales material and saves time and money when developing new materials. I’ll work with you to develop a brand and identity that positions you as a company that people want to engage with.
Sales and Marketing Strategy – that’s the “what” bit Sales and Marketing Planning – that’s the “how” bit Understanding your target markets and major prospects, together with the buying signals or developments could mean new business opportunities. Depending on your market this could be new investments, capacity changes, key appointments, new product launches or changes in strategic direction. The fundamental job of sales and marketing is to move a greater number of larger deals through the sales process, but the key to achieving this for the long-term benefit of the business is to do it through relationship management. A well thought out sales and marketing strategy and plan can help you refine your sales process, maximise efficiency, identify new opportunities and achieve a sustained competitive advantage. You’ll also eliminate wasted resources and ensure the correct messages are communicated to the correct audiences for better results and avoid reactive marketing activities that can be ineffective. I’ll help you create an integrated sales and marketing communications strategy and plan that you can execute using your own resources (with some outsourcing, if necessary) and I’ll stay with you to ensure your objectives are met, sustained, and further developed.
The cost of acquiring new customers is around four times the cost of retaining an existing customer. So, the business case for a well targeted Customer Relationship Management (CRM) campaign is compelling. Customer Relationship Management improves your organisation’s performance through establishing, developing and maintaining successful relationships. An effective CRM strategy will help you improve the level of repeat customers, reduce customer churn rates, increase the rate of referrals, reduce costs, and maximise cross-selling and upselling opportunities. I’ll help you create an effective CRM strategy that is aligned to your marketing strategy and overall business goals.
A well thought out lead generation strategy will ensure that you generate a positive response when you reach out to your target market. And, qualified data coupled with great creative and a rigorous sales process will deliver results when managed well. An online strategy can be extremely effective for generating new sales leads. The highly-targeted nature and the transparency of the media make it a marketing tool that is not only flexible but measurable too. I’ll work with you to develop a lead generation strategy to deliver relevant enquiries from your target market.
In many companies, I work in a coaching and mentoring capacity to champion the role of marketing within overall business strategy. I work with business leaders to help maximise the investment in marketing personnel and budget. This works particularly well when I support marketers (sometimes recent graduates) to ensure they present activity and results clearly to show how marketing is a key driver for business growth. 1-1 and 1-few, coaching and mentoring activities include;
- Senior management / director facilitation and workshops
- Working with business leaders to define and recruit sales and marketing resource
- Working with sales managers / directors to better manage existing marketing resource and ensure accountability
- Support for marketers to help them define measurable goals and demonstrate impact
- Co-production of sales and marketing strategy and planning
- Development of sales and marketing messages and frameworks that work best with your target audiences
- Measurement of results, impact reporting and delivering feedback
I’ve worked (marketing) agency side and client side. I’ve worked in a marketing team of just one and built a team of specialists across several continents. I’ve worked in a wide range of sectors including; leisure, IT, professional services, training, recruitment, education, manufacturing and engineering but I enjoy nothing more than the challenge of understanding and applying my skills to new sectors. I’ll challenge your current thinking to get the best out of your budget and your people for the benefit of your business.
D Morrison, managing director
Caroline is a breath of fresh air in a world of clutter and cheap chatter. She quickly identifies customer requirements, offering an intuitive and insightful contribution with the sole objective of hitting the bottom-line. Personable, constructively challenging and with a very engaging style. If your company is seeking a competitive advantage and wishes to stay ahead of the competition, engage Caroline.
R Stone, managing director
Caroline can analyse a business and very accurately decide where it can improve and where improvement will deliver real value. I've worked with several business and marketing coaches and mentors in the past and, in all honesty, have never really found one that can deliver measurable value to an extent that even approaches Caroline's work.
A Rowland, director
Caroline consulted on a brief to refine our strategic priorities. The project was completed in a highly professional way with strong outputs which have led to several strategic changes in the business. In her time with us, Caroline encountered, and handled, numerous strongly opposing views from senior managers and shareholders, which did not deter her in her completion of the brief.
J Watt, director
To completely understand our business Caroline probed deeply, with a fresh perspective and encouraged us to do the same. By reacting to those observations and insight, our methods of business have undergone a metamorphosis and we are reaping the reward. After only a few months of Caroline’s expertise we are realising; higher enquiry, increased turnover and have an unprecedented pipeline of business.
P Rasmussen, vice president
I worked closely with Caroline regarding the planning of marketing activities in the USA. Caroline proved that she is an experienced and accomplished marketer and she was a great asset in both the process as well as making sure we reached our goals.
B Compton, managing director
Caroline brings a very refreshing can do attitude to developing marketing strategy. She is also capable of picking up the key nuances of a niche industry, product, and service rapidly.