Growth
Diagnostic

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In the rapidly evolving and fiercely competitive market we find ourselves in, driving growth through strategic marketing is more essential than ever. In many organisations investment in good marketing is often not seen as a priority, with the business’s growth aspirations often the responsibility of the sales team. However effective marketing is essential for business growth as it builds brand awareness, generates leads and creates demand, providing a foundation for the sales team to convert opportunities into revenue.

A modern marketing department faces several challenges, including navigating a rapidly evolving digital landscape, managing vast amounts of data and integrating multiple marketing channels for cohesive campaigns. Additionally, keeping up with shifting consumer preferences and emerging technologies demands constant adaptation and innovation. Balancing personalisation with privacy concerns and measuring the effectiveness of diverse marketing campaigns can further complicate things, requiring both strategic insight and technological savvy to stay competitive.

Determining and prioritising where to focus and invest to support growth objectives is more complex than it ever has been. An external analysis of the current state of play of a marketing department can be an excellent way to gauge its effectiveness, and any refocus required to support your business as it grows.

Unleash growth potential with our comprehensive Growth Diagnostic

At Flipside Group, our Growth Diagnostic is a comprehensive assessment aimed at identifying and analysing the factors within your marketing department that are directly influencing your company's growth trajectory. This process involves evaluating various aspects of your marketing strategy, departmental resources and investment to pinpoint areas where improvements or adjustments can drive business growth. 

Bottom line, we focus on how you can improve both lead volume and quality in a way that gives you full transparency over your marketing investment. 

The diagnostic covers a range of topics including:

1. Marketing Strategy  

The initial stage of the diagnostic involves reviewing the current marketing plan / strategy and value proposition. The assessment evaluates how well this strategy supports overall business goals.

2. Growth Pillars:

• Content

The focus of the first growth pillar is to assess the effectiveness and relevance of existing content. By analysing audience engagement, alignment with goals and SEO performance, it identifies strengths and weaknesses, guiding recommendations for targeted improvements that enhance customer acquisition for sustainable growth.

• Funnels / Automation

The funnel and automation review analyses the customer journey and the effectiveness of automation within the existing tech stack. By identifying bottlenecks and inefficiencies, this review provides recommendations to optimise lead conversion and enhance customer engagement, driving growth and improving operational efficiency.

• Dr Test

The Dr Test approach identifies key customer pain points and aligns them with the product offering. This approach clarifies how effectively your solutions address specific challenges, providing recommendations to refine messaging and improve market fit for sustainable growth.

• We Test

The We Test approach assesses how well marketing strategies align with customer needs and preferences. By evaluating touchpoints and engagement methods, this review identifies areas for improvement to enhance customer experience and drive loyalty, ultimately supporting sustainable growth.

• Proof

A social proof review will evaluate the impact of testimonials, reviews and case studies on building credibility with potential customers. This analysis identifies opportunities to enhance brand reputation and drive conversions.

• Segments / Ideal Customers 

This growth pillar focuses on the analysis of the characteristics and behaviours of target customer groups. By identifying and refining these segments, the review will recommend strategies that are tailored effectively, maximising engagement and driving sustainable growth.

3. Metrics and insights including website performance

A metrics review will analyse key performance indicators to assess the effectiveness of existing strategies and initiatives. By identifying trends and areas for improvement, this review provides insights that guide data-driven decision-making for sustainable growth. It will also assess the quality and frequency of performance reporting and recommend new metrics to be introduced to measure marketing performance.

4. Inbound lead generation vs. disruptive marketing 

This stage of the diagnostic compares the effectiveness of attracting customers through inbound lead generation versus traditional interruption-based tactics. This analysis identifies which approach better supports customer acquisition and aligns with growth objectives.

5. Review of marketing tech stack

A marketing tech stack review evaluates the effectiveness and integration of marketing technologies used to support campaigns and customer engagement. By identifying gaps and inefficiencies, this review helps optimise tools and processes for improved performance and scalability in growth initiatives.

6. Other major opportunities to drive growth / marketing success

This final stage of the diagnostic identifies additional strategies and channels that could enhance performance. By exploring emerging trends, and innovative tactics, this stage provides actionable insights for expanding reach and maximising overall impact.

The output of the diagnostic includes:

• A diagnostic report on current state of play, along with commentary for future focus and any identified growth opportunities. 
• A roadmap of priorities and draft budget for implementation - this is generally developved to a 12-month timeline, however we can adjust to suit your individual needs. 
• A 1.5 hour online debrief session that will cover the diagnostic and roadmap.
  
  

Optional sales enablement review

This includes discovery with sales stakeholders to assess opportunities for sales enablement and sales process improvements and provide recommendations in the diagnostic report. 

The link and relationship between sales and marketing is a crucial factor to achieve scalable growth. In the diagnostic there is a natural fit to complete interviews with the sales team on their approach to new business acquisition, and also how well marketing and sales are aligned from the sales team’s perspective. The seamless flow of leads, information, and insights from marketing to sales is crucial for transforming revenue opportunities into qualified prospects and then closed revenue. 

This optional review focuses on the process of new business acquisition and scale, measuring the journey from leads to revenue while analysing sales channels, including inbound and outbound strategies. It also identifies major limitations and provides actionable recommendations for improvement. It aims to identify the processes and tactics that need to be aligned in the sales function for marketing and sales to achieve scalable growth.