Melanie Crutchley's Linkedin Analytics

I help businesses grow by acquiring new clients and keeping the ones they have. I do this by lasering in on the best marketing strategy at the top level, and then making sure the tactics support that strategy all the way down. You might be wondering: what is the "best" marketing strategy? To achieve the best, my recipe includes: • Gaining a deep understanding of the marketplace and the company's clients and prospects early and often – through market research, competitor analyses, client interviews, colleague interviews, listening to sales and CS calls, and even spending time in sales. • Getting clarity on the business and its offering – Learning everything there is to know about the product/service, value propositions, churn rates, reasons for win/loss, financials, targets, internal champions, external advisors, GTM strategy, and previous marketing activities and results. • Identifying current marketing strengths and challenges – Looking at whether resourcing, operations, martech stack, assets, channels, metrics, attribution, communication, and brand are maximized and effective. Are we meeting business goals? • Creating enthusiastic brand champions across the business – Brand is simply the thoughts and feelings people have toward the company, and despite what many marketers think, only a fraction of brand is owned by marketing. The best marketing strategy involves cross-functional relationships that empower the strategies of other teams in a way that holistically creates a strong brand. Bottom line: I am passionate about driving a marketing function that anticipates and meets the needs of the company's clients and prospects, as well as my internal clients – my colleagues. I believe that good marketing is lifeblood for any business and can (and should) inform and action on business objectives.