Documented Strategy — the marketing record you can hand to anyone.
Thirty days. A fixed fee. Full strategy documented across all six 6 To Fix areas, plus the working assets to operationalize it. The playbook a new hire could open on day one and run with.
- Six-chapter Strategy Playbook (one per area)
- Brand-on-a-Page card & voice guide
- ICP, persona, and customer journey docs
- KPI framework + dashboard build spec
- 30/60/90-day implementation roadmap
- Strategy handoff workshops with your team
Six chapters. Real working assets.
Tier 2 isn't a strategy deck. It's a 40+ page strategic record with every area documented in depth — and the standalone assets your team can use Monday morning.
Brand Playbook
Positioning statement, target audience, differentiation, voice and tone guide. Includes a printable Brand-on-a-Page card — the single sheet every employee should have.
Customer Playbook
ICP definition (firmographic + behavioral), primary persona, acquisition strategy by channel, retention program, and the customer journey map.
Offering Playbook
Value proposition, documented USP, primary & secondary offerings, pricing strategy and rationale, competitive positioning matrix.
Communications Playbook
Documented channel strategy, messaging framework, editorial calendar & cadence, owned-audience strategy, attribution and funnel measurement plan.
Sales Playbook
Qualification framework, marketing-to-sales handoff SLA, pipeline stages and conversion benchmarks, objection-handling library — the institutional knowledge, written down.
Management Playbook
KPI framework (leading + lagging), marketing dashboard spec, annual marketing budget, RACI for marketing decisions, monthly/quarterly/annual reporting cadence.
Thirty days, three sprints.
Five Strategic Decisions
Kickoff. The five anchor decisions that drive the playbook — ICP priority, brand voice direction, channel emphasis, sales process scope, and KPI framework. Locked with you before any drafting begins.
Six Chapters Drafted
All six area playbooks written. AI-assisted production against your locked decisions. Brand-on-a-Page card designed. KPI framework built. Dashboard spec produced.
Handoff Workshops
Playbook delivered. Strategy handoff workshops with your sales lead and operations team. The 30/60/90-day roadmap walked through. Implementation begins.
The strategic record — plus the working assets.
Tier 2 ships as a single, structured playbook — six chapters, each one a real working document. Strategic rationale tying back to the audit, the documented strategy itself, the execution blueprint, and the priority next steps.
You also get the standalone assets: Brand-on-a-Page card, ICP & persona docs, channel strategy, sales playbook, KPI framework, dashboard spec. Each can be used independently. Together they're a marketing operating system.
Everything documented. Strategy that survives a handoff.
Tier 2 is the right call when you've got activity, but no strategy.
You're a fit if
- You completed a Tier 1 audit and Documented Strategy scored low (most common Tier 2 entry path)
- Marketing activity is happening but you couldn't hand the strategy to a new hire and have them run with it
- You have the team to execute — they just don't have the documented strategy to execute against
- You're preparing for a sale, transition, or new leadership and the gap a buyer will find is "no documented strategy anywhere"
- You want to make a marketing hire but want the strategic foundation locked first, so the hire has a real job to do
You're not a fit if
- You haven't done a Tier 1 audit yet — start there, even if you think you know where the gaps are
- You want strategy AND ongoing execution — that's Tier 3
- You're not willing to invest 4–6 hours per week with your team during the 30-day engagement
- You want a deck, not a working set of documents
What to expect.
The audit answers most owner questions on its own. These are the ones we hear before the engagement starts.
-
Do I need to do Tier 1 first?
In nearly all cases, yes. Tier 1 produces the diagnostic that scopes Tier 2 — without it, we'd be guessing at which areas need the most work, which decisions need the most discussion, and which assets need the most depth. The $5K audit fee is credited toward Tier 2 if you move forward within 60 days.
-
What does "documented strategy" actually mean?
It means strategy that exists in writing, structured, current, and inheritable by someone other than you. Not slides. Not Notes-app fragments. Real documents — sized to be the working strategic reference your team uses Monday morning and a buyer reviews in diligence.
-
How much of my team's time does Tier 2 take?
More than Tier 1. Plan on 4–6 hours per week from you during the 30 days, plus 2–3 hours each from the sales lead and ops lead. The strategy handoff workshops at the end require 2 hours from the relevant team members.
-
Will Tier 2 give me an implementation team?
No — Tier 2 produces the strategic record and working assets. Implementation is your team's job (or your team plus an agency, plus contractors). If you want strategy plus execution, that's Tier 3.
-
Can the playbook be updated as the business changes?
Yes. Tier 2 includes a templated update process; you can refresh it yourself or work with us on an ad-hoc basis. Tier 3 clients get quarterly playbook refreshes built in.
Thirty days from now, you'll have a real strategy — written down.
Book a discovery call to discuss fit, or start Tier 2 directly if you've completed the audit.
Tell us about your business.
A short form to get a discovery conversation on the calendar. Terry reads every inquiry personally and replies within one business day.