Fairview is a leading provider of aesthetically pleasing and safe façade products to the built environment and construction market through a focus on compliance, innovation, and education.
Background
The large, family-run business experienced strong growth over the past three years and required engagement of a CFO to review and analyse accounting processes, reporting, internal capabilities, and risk management.
Following delivery and implementation of a financial Discovery Roadmap, a strategic Discovery Roadmap was delivered by a Chief Strategy Officer to define the business strategy. An implementation plan outlined steps to double business revenue within four years.
The Solution
Deployment of a Chief Marketing Officer to lead implementation of the Roadmap’s marketing plan.
The Process
The CMO commenced a three-month term in July 2019 to implement the Roadmap’s marketing plan. An expanded remit continued for eight months and shifted to mentoring in 2020. Deliverables included:
- Issues management: Strategy and plan to manage brand, reputation, and product perception.
- Capability analysis of people, systems, and processes:
- a. Resource recommendation
- b. Design and implement processes to increase marketing operations efficiency and effectiveness
- c. Third-party service provider management
- d. Staff development recommendation (e.g. tech stack)
- Resource planning:
- a. Proposal, position descriptions, recruitment, interviews, job offers
- b. Increase talent
- c. Onboard and integrate new team members
- d. Build effective teams
- e. Mentor Head of Department
- Capability analysis of marketing service providers and deliverables:
- a. Alignment of third-party service provider deliverables with strategy
- b. Review and appointment of service providers for all agency, digital, design, and marketing communications
- c. Increase efficiencies and effectiveness across paid, owned, and earned channels
- d. Development of creative solutions
- Review and align marketing priorities and activities with the commercial calendar.
- Budget:
- a. Detailed budget
- b. Expenditure tracking
- c. Cost management
- d. Decision-making frameworks
- Internal communication with Management, Sales, Finance, and Operations:
- a. Business-as-usual coordination
- b. Forward planning
- c. Strategic project oversight
- d. Governance and operations alignment
- Value proposition: Development of ideas, workshops, commercials, and a research plan.
- Website:
- a. Customer experience (UX) audit, design brief, and optimisation
- b. Leads generation and management
- c. Customer relationship journey mapping (MQLs, SALs, SQLs)
- Industry education: Program design and delivery strategy.
- Marketing communication campaigns aligned with the commercial calendar:
- a. Leads generation and management
- b. Integration with the marketing automation platform and alignment of customer journeys through Pardot and Salesforce
- c. Marketing messaging pathways for conversion from MQLs to SQLs
- d. Auditing, performance tracking, conversion analysis, and dashboard reporting
- Product development: Innovation and development aligned with the commercial calendar.
The Outcome
- People: Department structure, recruitment, appointments, transition-in, including Head of Marketing
- Suppliers: Structure, scope of work, fees, appointments, transition-in, including new agency
- Value proposition: Definition of the brand value and socialisation across the company
- Campaigns: Calendar, plan, and delivery of one campaign per month from January 2020
- Website: Delivery and launch of a new website optimised for SEM, SEO, and leads management
- Tech: Marketing automation aligned with the customer journey for revenue generation
- Strategy: Channel strategies and implementation plans rolled out in 2020 for online industry education, government relations, and industry engagement
Overarching results from engagement of Strategic Specialists Group include achievement of double-digit revenue growth in year one and objectives for margin and NPS. Development and delivery of a Roadmap has aligned finance, sales, marketing, people, culture, resources, operations, systems, processes, and procedures with strategy. The business is now in its strongest organisational and competitive position, with robust financial health in over 30 years.