Marketing strategy that survives contact with reality.
No 60-page deck. No vision board. A 12–18 page operational document that names your buyer, your positioning, your two committed channels, your monthly budget, the numbers we expect — and what we kill if they miss.
Strategy · Planning
From USD 4,800
4 weeks · 50% execution credit
Every engagement
What ships at the end of four weeks
Six concrete deliverables, included in every strategy engagement — regardless of your business size or complexity.
ICP document sharpened from real customer interviews
5–8 interviews, recorded and transcribed. The phrases your customers use to describe their problem become your positioning — not what you assumed.
Positioning statement using the April Dunford framework
Competitive alternatives, unique attributes, value delivered, segment that values them, market category claimed. Not a tagline — the actual argument for why you.
Channel commitment matrix — 2–3 channels, committed
Monthly budget split per channel, expected output volume, target metric, and 90-day success threshold. Everything else is parked until these prove out.
90-day execution roadmap, week by week
What ships, by whom, with what budget, against which metric. Decision gates at weeks 4, 8, and 12. Built to survive contact with your actual team.
Competitive landscape with real positioning gaps
Direct competitors and alternative substitutes. Where they are winning, where there is space, and where copying them would be a mistake at your scale.
50% credit applied toward execution
Proceed with any IF Digital execution service within 90 days and 50% of the strategy fee is credited. You are not paying twice for the same discovery work.
Positioning that holds
Competitive alternatives, unique attributes, the segment that values them. A statement your sales team can deliver in 90 seconds — not a tagline.
Channel commitment, not channel optionality
Two to three channels, with monthly budgets, output targets, and kill thresholds. Everything else parked. Spreading budget thin across six channels is how SMBs stall.
90-day roadmap with decision gates
Week-by-week. Who does what, with what budget, against which metric. Gates at weeks 4, 8, and 12 say whether the plan is working — before you run out of runway.
The discovery work
We DIG before we write a single recommendation
Four weeks of structured discovery across six inputs. The strategy is a reflection of what we find — not what we assumed walking in.
- 01
Customer interviews (5–8 calls)
Real conversations with your current customers, recorded with permission, transcribed. We listen for the exact phrases they use to describe their problem. Those phrases become headlines.
- 02
Lost-prospect interviews (3–6 where reachable)
Why they did not buy. Usually more useful than the wins. The objection you hear repeatedly in lost deals is the positioning gap you need to close.
- 03
Competitor audit
Direct competitors and alternative substitutes. Positioning maps, pricing comparison, channel presence, content analysis. Where there is space. Where copying them is a mistake.
- 04
Funnel data review
GA4, ad platforms, CRM, revenue data. Where leads come from, where they stall, what converts. We chart actual numbers, not assumptions.
- 05
Team interviews
Founder, sales lead, marketing lead. What they think the strategy should be, where they disagree, what they wish someone would just decide.
- 06
90-day plan + handoff workshop
A week-by-week document delivered in a working session with your team. Every open decision resolved in the room. The document is executable on Monday.
Pricing
Fixed scope.
50% credited.
2 weeks. ICP + positioning statement + sales narrative. Useful when channels work but message doesn't.
- Customer interview synthesis
- ICP one-pager
- Positioning statement
- Sales narrative draft
4 weeks. Complete 12–18 page strategy doc. 50% credited toward execution within 90 days.
- 5–8 customer interviews
- ICP + positioning
- Channel commitment matrix
- 90-day execution roadmap
- Handoff workshop included
Ongoing strategic oversight for SMBs that need a marketing leader without a full-time hire.
- Weekly strategy calls
- Channel performance reviews
- Team direction + accountability
- Quarterly planning sessions
- 3-month minimum engagement
Common questions
- How is this different from a brand strategy deck?
- A typical brand strategy deck is 60 pages of mood boards and aspirational language nobody reads twice. Our marketing strategy is a 12–18 page operational document: who you sell to, what makes you the obvious choice, which 2–3 channels you commit to, what you'll spend monthly, what numbers we expect, and what we kill if they don't hit. You execute from it on Monday.
- Do we get the strategy without being locked into execution?
- Yes. Strategy is sold standalone. About 60% of our strategy clients hire us to execute the channels; the other 40% take the document in-house or to a different agency. We are not threatened by either outcome.
- Will you do the customer interviews for us?
- Yes. Five to eight interviews with your current customers — 20–30 minutes each, recorded and transcribed. The phrases your customers actually use become your positioning. Founders are usually surprised how different that vocabulary is from what they assumed.
- What if we already have a working plan and just need execution?
- Hire the execution directly. Do not pay us to validate what is already working. We will tell you upfront if a strategy engagement is the right fit or if you should skip to a specific execution channel.
Next step
Send us three sentences.
We will tell you if strategy is the right shape.
Who buys from you, what they buy, and what would change if your marketing actually worked. We respond with the right next step — even if it is not a strategy engagement.
Book a strategy engagement →