Martech Plan

Martech Plan

Shiker’s ‘Martech Plan’ and ‘IT Sourcing Strategy’ services are integral components of our broader value proposition, designed to enhance marketing and IT capabilities for B2B SaaS businesses.

Our CIOaaS and CMOaaS solutions tackle the core issues by delivering strategic value alongside actionable insights that drive tangible business results.

Growing SaaS businesses often lack the budget to hire senior CIOs and CMOs to develop strategic IT and marketing plans

Instead, they rely on mid-level managers in these areas, which can result in solutions and structures that are neither strategic nor scalable

Shiker’s solutions function as fractional CIO and CMO services, providing growing companies with access to seasoned, senior-level expertise

Martech plan/CMOaaS

Objective
Demonstrate an improvement in Sales Qualified Opportunity (SQO) and improve the maturity of the marketing and sales approach

Approach
Work closely in collaboration with marketing and sales lead, steps include

Kick-off with clear alignment to stakeholders and interviews

Data analysis of current revenue growth, sales pipeline etc. Internal marketing assessment

Deliverables
Report – Covering discovery, analysis, assessment, gap analysis, detailed plan of action, playbook, key metrics

Hands on value- Impactful and specific improvement ideas, data points pertinent to pilot businesses, quick wins

Training/workshop sessions on key marketing and pipe concepts

Timelines & Charges

About £25K-35K.
Fixed scope, fixed price  strategic intervention. 

Typically 6-10 weeks

IT strategy/CIOaaS/IT Sourcing

Current Status Report
Conduct a comprehensive review of the existing business applications, IT infrastructure, and cloud landscape, assessing them against industry best practices. This includes a detailed evaluation of current IT tools and vendors to identify any gaps.

Improvement Plan
Develop a Gantt chart outlining timelines and priorities across multiple swimlanes to facilitate enhancements in various IT areas, including sourcing strategies.

Technology and Security Strategy
Provide recommendations for an optimal future technology landscape that enhances efficiency and governance, including the formulation of robust IT policies.

CIO as a Service (CIOaaS)
Our experienced team members—Shiv, Michel, and Robert—who have previously served as CIOs, are available to take on interim or fractional CIO roles to effectively drive the IT strategy

Timelines & Charges

Weekly runrate for fractional CMO/CIO roles.

These can range from 2-3K a week for 1-2 days a week engagement.

MARTECH PLAN

CMO as a Service

Our approach on Marketing interventions cover both functional as well as technical areas. We have a marketing experts on our team and along with the support of our technical team we are able to offer the following services in our Marketing engagements


B2B Marketing assessment

Assessment of marketing maturity using a multi-dimensional research framework comprising of: ​

  • Proprietary solution to collect quantified opinions on performance across marketing functions and responsibilities. ​
  • 250 questions​
  • Covering 16 marketing functions

Interim/Fractional CMO

Strategic marketing leadership and services on a temporary or part-time basis, providing ing access to high-level marketing expertise without the need for a full-time, in-house CMO. ​

  • Developing comprehensive marketing strategy aligned with organisational goals​
  • Brand development, algined with target audience​
  • Team development and management​
  • Demand generation target setting, forecasting and execution​
  • Evaluate and recommend marketing technologies and tools​
  • Data analysis, KPI setting, budget and ROI management

End to end Marketing Roadmap package

1. Creation of a predictable and optmised demand generation engine-​

  • Data collection and analysis​
  • KPI definition workshop​
  • Demand generation target setting and forecasting

2. Martech stack roadmap & AI

Evaluation of marketing tools, platforms and technologies used, to deliver alignment with organisational goals and strategy-​

  • Inventory of current tools and platforms, including integration capabilities​
  • Definition of goals and objectives; align with marketing strategy​
  • Performance and ROI of tools​
  • Interviews with users for feedback and satisfaction assessment​
  • Advice on latest AI offerings​
  • Recommendations and roadmap

3. Product marketing

Assessment of available content and identification of content gaps. Collaborating with the marketing team on: ​

  • Content assessment with gap analysis​
  • Content performance analysis​
  • TOFU/MOFU/BOFU content planning workshop.

MARTECH

Case Study

We worked with a B2B SaaS company and after thorough analysis came up with the following recommendations to drive Sales Qualified Leads (SQL):

Recommended Best Practice

Market presence of a SaaS company is typically:

  • Transparent and honest
  • Use case based​
  • Specific (Use less generic jargon)​
  • Self service customer journey
  • Slick and positive ‘moments of truth’ experience for prospects​

Tools

While the current Martech stack is adequate, it is important to ensure the tools are optimally used and linked to each other, with their ongoing effectiveness measure

How to Get There

Website

Current website is under par from a SaaS best practice point of view. There is a plan to implement website 3.0 which will be built on the tenets of B2C, will be dynamic, and contain ‘ungated’ access to most of the content.

Product Marketing

Product marketing plans to produce better content for use cases so that potential customers get relevant information in a slick way. There is a need to better articulate the Orbus Product vision and value to. Moving forward best practice is ‘Product led’ marketing.

Campaigns

Campaigns in place with Pardot, data analysis and integration with Salesforce pending. Must increase focus on lead Nurturing via focused campaigns.