Coaching Programme: One-to-one coaching + video workshops
Create your marketing Unfair Advantage in 3 weeks
Confidently create your B2B marketing strategy (including Positioning, Value Proposition, Segmentation, Brand Strategy, Messaging and a Marketing Plan)
During the coaching programme, you will...
The common questions this programme answers
“How can we beat incumbents?”
“How can we stand out from the competition?”
“How can we be more efficient with the marketing we do?”
“How can we deliver on our growth promises?”
Course Fee
3 weeks duration
Create your Positioning, Messaging and a Marketing Plan with our comprehensive online coaching programme, “Your Marketing Unfair Advantage”
£
8,000
per company
- Get your messaging and positioning clear, with validated insights
- Develop a compelling market positioning and segmentation strategy to support your Sales activity
- Create differentiated value propositions for each target audience
- Formulate a robust go-to-market plan, ready for your team to execute it
- Learn how to build a scalable, marketing ‘growth machine’ to support your sales activity
NB Taxes are not included.*
20 years of experience in one efficient programme
Designed by seasoned marketing agency founders and venture partners, this course equips B2B CMOs, founders and entrepreneurs with the tools and strategies needed to become differentiated, communicate in a clear way and create alignment for sales and marketing teams.
Through a structured, evidence-based approach, you will develop a powerful new market positioning, create compelling value propositions, and craft go-to-market strategies that attract customers, partners and investors.
How it works
This is a hybrid online coaching and training programme: a series of efficient workshops and plenty of one to one calls to hold your hand through the process.
You will work with Martin Bailie, Strategy Director at Elysian Fields directly to create a new positioning and marketing strategy for your B2B business.
How we will support you
Always there for you
Join the Slack channel and get help any time you need it
We'll present with you
We'll co-present the outcome (marketing plan, positioning, messaging) to your team if required
A simple process
Create your marketing Unfair Advantage in simple steps
Quarterly check-ins
We want you to succeed. We'll help with execution and ensuring your plan is working
Who this programme is for
This coaching programme is ideal for B2B startup founders, CMOs, Marketing Directors, and tech entrepreneurs.
They work in B2B businesses with revenue who are seeking to scale sales through ‘top of funnel’ marketing. They need to create clear messaging, bold marketing activity and to align teams around validated buyer insights.
Whether you’re preparing for fundraising, seeking to optimise your go-to-market strategy, or aiming to scale your business in a systemised way, this programme provides the strategy, insights and best practice methods to create a marketing Unfair Advantage: a simple, provocative positioning and easy to execute marketing that supports sales outreach.
Create your marketing Unfair Advantage in 3 weeks
Enroll to our comprehensive online coaching programme and create your Positioning, Messaging and a Marketing Plan today!
Benefits
01
Buyer insight
Capture Jobs to the Done and other insights to power sales and product innovation
02
Market positioning
Develop a compelling market positioning and segmentation to support your Sales activity
03
Value proposition
Create differentiated value propositions for each target audience
04
Go-to-market plan
Formulate a robust go-to-market plan, ready for your team to execute it
05
Scalable marketing
Learn how to build a scalable, marketing ‘growth machine’ to support your sales activity
Course Fee
3 weeks duration
Create your Positioning, Messaging and a Marketing Plan with our comprehensive online coaching programme, “Your Marketing Unfair Advantage”
£
8,000
per company
- Get your messaging and positioning clear, with validated insights
- Develop a compelling market positioning and segmentation strategy to support your Sales activity
- Create differentiated value propositions for each target audience
- Formulate a robust go-to-market plan, ready for your team to execute it
- Learn how to build a scalable, marketing ‘growth machine’ to support your sales activity
NB Taxes are not included.*
Working with EF not only laid the groundwork for refining our value proposition, but also for updating our vision and mission to align all of the company, from product strategy to customer service, to the same overall objective. We have seen it resonate very well with the market, and I am sure we would not have been able to get it to the right level without the involvement and recommendations from EF."
What you’ll create in the coaching programme
Your Vision and
Commercial Plan
- Align your team around your Vision, Mission, Purpose, Values, Goals and KPIs
- Create marketing objectives and measures to support your commercial plan
Brand
Positioning
- Explore competitive strategies to choose the best for your commercial plans
- Agree your brand personality and tone of voice
- Create a Provocative Point of View that inspires great creative work so you can stand out and become famous in your market
- Create a brief for a brand redesign, if required
Segmentation and
Market Analysis
- Map out buying journeys, identify customer pains and gains, and discover their "jobs to be done."
- Understand how to frame your market, so you can deliver on the buyer’s ‘jobs to be done’
- Understand how to analyse and segment your target market effectively.
- Learn how to research and validate customer insights
- Learn how to use your validated insights to aid fundraising and partner acquisition
Marketing
Plan
- Assemble your Marketing Plan
- Understand the channels and formats to use for driving lower Customer Acquisition Costs (CAC) and Lifetime Value (LTV).
Value
Proposition
- Create value propositions that resonate with each target segment and the market as a whole.
- Align messaging to the stages of the buying journey
Growth and Scaling
execution
- Learn the people, processes and platforms that are required to build a marketing ‘growth machine’ that supports scaling marketing and sales across multiple markets and customer segments.
- Learn how to source marketing agency partners to support your plan
Create your marketing Unfair Advantage in 3 weeks
Enroll to our comprehensive online coaching programme and create your Positioning, Messaging and a Marketing Plan today!
Course Structure
Time investment from you: 9-10 hours (5h of video workshops, ~5h of preparation)
One-to-one time with your coach: 8 hours over three weeks
Total time investment: 18 hours over three weeks
Preparation Time
- Access training videos and templates on the Unfair Advantage method.
- Complete a state-of-the-business questionnaire and submit your current fundraising and/or sales documents for your coach to review with you.
- Submit your customer segments/profiles, competitive reviews, market analysis, trend data, and current go-to-market (GTM) strategies for the coach to review with you.
Deliverable: Your coach will be up to speed on your business and your sector ready for the collaborative sessions
Online training and template completion (1 hour)
Coach time investment (1 hour)
Session 1: Your Vision and Commercial Plan
- This session will capture and refine where you’re going, why it matters to buyers and how you plan to get there.
- You will create alignment with your team and focus for the role of marketing to achieve your goals
Deliverable: Clarity on where you’re going, what you stand for, and how you intend to achieve your goals
Online training and template completion (1 hour)
Coach time investment (1 hour)
Session 2: Segmentation and Market Analysis
- This session will capture your target audiences and their volume and value
- You’ll get clear on their Jobs to be Done and their Buying Journey
- You’ll also understand how the market affects their buying decisions
Deliverable: Capture insights on Jobs to be Done, Pains, Gains and Alternatives for your priority ideal customer’s Buying Journey
Online training and template completion (2 hours)
Coach time investment (2 hours)
NB. Often primary research is required at this stage. We will coach you on conducting buyer interviews and analysing the information you capture.
Session 3: Create your Value Proposition and Marketing Funnel
- This session captures the ways you get buyer Jobs done through your innovations
- We cover your technology, design, customer experience and your founding insights
- You’ll then explore ways to frame your product as newsworthy; uniquely capable of solving buyer Jobs and a ‘new thing’ in the marketplace
Deliverable: A new framing of your product so you can become newsworthy and stand out in the market
Online training and template completion (1 hour)
Coaching session (1 hour)
Session 4: Brand Positioning
Deliverable: Choose a competitive strategy and agree a Positioning, Provocative Point of View for messaging, a brand Personality and Tone of Voice
Online training and template completion (2 hour)
Coaching session (1 hour)
Session 5: The Marketing Unfair Advantage Plan
Deliverable: Create a comprehensive document with your Segmentation, Buying Journey, Positioning, Messaging and Brand personality. Ready to brief marketing agencies or designers.
Online training and template completion (1 hour)
Coaching session (1 hour)
Session 6: Marketing plan and Execution training
Deliverable: Use the templates to create your Marketing Plan using all the work to date. Receive training on how to assemble a marketing team and execute your plan.
Online training and template completion (2 hour)
Coaching session (1 hour)
Course Fee
3 weeks duration
Create your Positioning, Messaging and a Marketing Plan with our comprehensive online coaching programme, “Your Marketing Unfair Advantage”
£
8,000
per company
- Get your messaging and positioning clear, with validated insights
- Develop a compelling market positioning and segmentation strategy to support your Sales activity
- Create differentiated value propositions for each target audience
- Formulate a robust go-to-market plan, ready for your team to execute it
- Learn how to build a scalable, marketing ‘growth machine’ to support your sales activity
NB Taxes are not included.*
Meet Your Instructors
Experienced digital product and brand strategist with 20 years experience in the marketing industry as a Chief Strategy Officer, innovation lead and Chief Marketing Officer.
Co-founder of award-winning digital agency Glue London (sold to Dentsu Inc)
Built new B2B and B2C digital brands and created global integrated marketing for most categories (from financial services to luxury and CPG) resulting in Cannes Lions and industry effectiveness awards.
Ran a design sprint lab and partnered with progressive CEOs to help them become fast, testing-obsessed and innovative digital businesses.
Wrote the Institute of Direct Marketing course on Digital Marketing.
Co-founded and raised venture funding for a tech startup in the MarTech space.
Acted as interim CMO for two high growth D2C brands.
Ran a consultancy practice to help agency networks become more digitally capable, profitable and consistently innovative.
Fellow of the Institute of Direct Marketing, a former member of the Account Planning Group board and the IPA Strategy Group, a University of Greenwich lecturer and an e-consultancy.com trainer.
Martin Bailie
Co-founder, Chief Strategy Officer
Fergus Hay
Co-founder, CEO
Commercial, investment strategy and leadership
Fergus spent 15 years in the world’s leading advertising and marketing agencies with roles as the CEO of Leagas Delaney, and Worldwide Managing Director of Ogilvy & Mather/WPP. He had the privilege of living and working in North America, Asia, Europe and London working with clients such as Uber, Lakestar, Builder.ai, Barclays, Coca-Cola, Unilever and BASF.
In 2020 he founded marketing and fundraising advisory firm Elysian Fields with Martin Bailie.
Fergus has the investor viewpoint as he is a Venture Partner with Blue Lion Global VC, Advisor to Blue Horizon VC/AMG and Board Advisor/IC member for RYSE Health Tech VC. He is also a Judge and Category Chairman for Xtreme Tech Challenge, the world’s largest start up competition.
Fergus is the Chairman of Health tech business DHV Group leading M&A and fundraising, enabling tech enabled care for the elderly and vulnerable.
Fergus holds advisory roles for leading Tech Start Ups including Builder.ai, Soulmachines, Immo Capital, Aptitude
When times permits he is invited as an industry expert and a regular commentator on global tech news for BBC World News, Sky News and NBC Euronews.
Fergus holds an Executive MBA from Stern NYU, London School of Economics and HEC Paris
Testimonials
Working with EF not only laid the groundwork for refining our value proposition, but also for updating our vision and mission to align all of the company, from product strategy to customer service, to the same overall objective. We have seen it resonate very well with the market, and I am sure we would not have been able to get it to the right level without the involvement and recommendations from EF.”
You have some killer nuggets in there. "Unfair advantage” is awesome. I admired the investor lens you bring into the equation. Arguably, top line revenue growth has been the objective of many scale up VCs (vs more efficient metrics), even at the expense of intelligent use of capital... certainly in the US. But I do get the sense that culture is changing, especially since the market nosedive. Thanks for sharing!”
