Capability 06 · One plan, every channel

A channel list is not a strategy. A sequence is.

Omnichannel Marketing Strategy decides who to reach, where and in what order, what each channel is for, how much it gets, and how you will know it worked. It ends in a plan with owners, budgets and measures attached, not a deck.

Start a strategy brief How it runs
Typical length
6–8 weeks
Scope
Audience · channels · budget · measurement
Standard
Owners and measures attached
Reach plan · 8 weeksYour company

An illustrative reach and frequency plan: five audience moments from scrolling to using, each with its channels, planned reach and frequency, and the plan shifts for new, comparing and existing customers.

New to category · effective reach 3+ 54% · average frequency 4.2Comparing options · effective reach 3+ 61% · average frequency 5.8Existing customers · effective reach 3+ 72% · average frequency 3.1 Illustrative

What we do · 6 parts

Six decisions a marketing plan has to make

Each one is made with evidence and written down, so the plan survives a change of budget or a change of marketing director.

Orange and blue sticky notes arranged in columns on a whiteboard plan
  1. 01

    Audience & demand definition

    Who is in the market now, who will be later, and what each group needs to hear, built from your data rather than personas invented in a workshop.

    In-market · future demand
  2. 02

    Journey & channel architecture

    The route from unaware to customer, and the job each channel does along it, so nothing is bought out of habit.

    A job per channel
  3. 03

    Message & offer sequencing

    What is said at each stage, in what order, with the proof that stage needs and the offer that moves someone on.

    Sequenced
  4. 04

    Budget allocation model

    Spend split by role — brand, demand capture, retention — with scenarios modelled for a larger and a smaller budget.

    Scenario-modelled
  5. 05

    Measurement framework

    One definition of every metric, a data model behind it, and a reporting rhythm from weekly operations to the quarterly review.

    One definition per metric
  6. 06

    Operating rhythm & governance

    Who decides what, which meetings exist, how work enters the plan, and how it is stopped.

    Owners · cadence

How it runs · 4 stages

Eight weeks, from evidence to a plan the team owns

Numbers, customers and the team’s own experience are read together, and the plan is built with the people who will run it.

  1. 01

    Wk 01–03

    Read

    Performance history, CRM and analytics data, customer research, category context, and what the team already knows but cannot yet prove.

    • Performance read
    • Audience analysis
    • Category context
  2. 02

    Wk 03–06

    Decide

    Audiences, channel roles, message sequence and budget split agreed in working sessions, with scenarios modelled against each.

    • Channel architecture
    • Message sequence
    • Budget model
  3. 03

    Wk 06–07

    Plan

    A twelve-month plan with quarterly themes, campaign slots, owners, dependencies and the measure attached to each.

    • 12-month plan
    • Campaign calendar
    • Measure set
  4. 04

    Wk 07–08

    Enable

    Dashboards, the operating rhythm and a working session with the teams who will run it, so the plan starts in the next sprint.

    • Reporting dashboard
    • Operating rhythm
    • Enablement session

In practice · channel role map

Channels stop competing when each one has its own job.

The role map gives every channel one job in the journey, a share of budget and the measure it is judged on, so reviews compare like with like.

Channel role map · FY plan5 of 9 channels
Channel role map · FY plan: illustrative sample
ChannelJob in the journeyStageBudget shareJudged on
Online video Make the category feel familiarReach24%Brand search lift
Paid search Catch intent the rest createdConvert28%Incremental CPA
Paid social Show the product in useConsider18%Holdout due Q2
Email + CRM Turn first order into secondRetain8%Repeat rate
Out of home Anchor two launch citiesReach12%Measure not agreed
Channels with one job
9 / 9No shared targets
Budget moved on evidence
14%At the first quarterly review
Blended CAC
−11%Against the prior plan

Illustrative Shares and measures are set with your finance team, not copied from another plan.

What you get

A plan the whole team can argue with and then use.

The channel role map, budget model, measurement plan and quarterly review pack, in formats your finance and channel teams already work in.

A woman sits by a railing on an evening street, reading her phone under warm city lights
Momentswhere the audience actually is
Omnichannel Marketing Strategy deliverables and their formats
#DeliverableFormat
01Audience & demand analysisDeck · sheet
02Journey & channel architectureDiagram
03Message and offer sequenceDocument
04Budget allocation model with scenariosSheet
0512-month plan & campaign calendarPlan · calendar
06Measurement framework & dashboardDocument · dashboard
07Operating rhythm & responsibilitiesDocument

What changes

Every channel has a job. Every job has a number.

Measured on the plan’s own terms: reach, conversion and cost at each stage. Aims against your baseline, not guarantees.

  1. A plan with owners

    Every campaign slot carries a named owner, a budget, a measure and a date. Nothing sits unassigned.

  2. Budget argued with numbers

    Allocation by channel role, with scenarios modelled, turns the budget conversation into arithmetic.

  3. One definition of every metric

    Marketing, sales and finance read the same number the same way, so reviews are about decisions rather than definitions.

Tools we work in

Modelled in your data. Planned where people meet.

The analytics, modelling and planning tools strategy runs on. Named as tools we use, not partnerships. Models inform decisions; people make them.

  • Google Analytics
  • Google BigQuery
  • Looker
  • HubSpot
  • Semrush
  • Mixpanel
  • PostHog
  • Miro
  • Notion
  • Snowflake

Also in use

  • Power BI
  • Salesforce
  • dbt

Frameworks we build to

A plan that uses data the way people agreed to.

Frameworks the measurement plan and audience strategy are checked against. We build to them; they are not certifications we hold.

  • GDPR — General Data Protection Regulation (EU) 2016/679

    General Data Protection Regulation (EU) 2016/679

    Cross-channel audiences and attribution built on consented, minimised data, with retention set per source.

  • DPDP Act 2023 — Digital Personal Data Protection Act, 2023

    Digital Personal Data Protection Act, 2023

    Journeys that join channels for Indian customers name each purpose and honour a single withdrawal everywhere.

  • WCAG 2.2 AA — Web Content Accessibility Guidelines

    Web Content Accessibility Guidelines

    Every owned touchpoint in the plan carries an accessibility check, so no stage of the journey shuts people out.

Services & packages

Decide who, where and when, then write it down.

Audience and demand analysis, channel architecture, message sequencing, budget allocation and a measurement framework — delivered as a plan with owners, dates and measures attached, and an operating rhythm to run it.

Categories
04
Services
16
Packages
04
Not sure what you need? Describe the problem

How to buy

  1. 01Pick services. Enquire about one, or add several to a brief.
  2. 02Choose how to engage. A sprint, a fixed project or an ongoing team.
  3. 03Send the brief. We reply within one working day.

Browse by category

Timelines are typical. Every quote follows a written scope.

01Audience & demand

4 services
Typical timeline: 3–5 weeks

Audience & demand analysis

Who is in the market now, who will be later, and what each group needs to hear, built from your data rather than invented personas.

What’s included

  • CRM, analytics and sales data analysis
  • Segment definition and sizing
  • Needs and triggers per segment
  • Priority ranking with rationale
  • Segments
  • In-market

Best forTeams whose personas were written years ago in a workshop.

Typical timeline: 4–8 weeks

Customer & market research

Primary research where the data runs out: interviews, surveys and category analysis that answer the questions the numbers cannot.

What’s included

  • Research design and screening
  • Interviews or survey fieldwork
  • Analysis and themes with verbatims
  • Implications for the marketing plan
  • Qualitative
  • Quantitative

Best forDecisions too expensive to make on assumption.

Typical timeline: 3–4 weeks

Buying journey & channel architecture

The route from unaware to customer, and the job each channel does along it, so nothing is bought out of habit.

What’s included

  • Journey stages with evidence at each
  • Channel role and contribution map
  • Content and message needs per stage
  • Gaps and overlaps identified
  • Journey
  • Channel roles

Best forMarketing teams buying channels without a defined job for each.

Typical timeline: 4–6 weeks

Category entry points & demand spaces

The situations that make someone start looking, and the cues that should make your brand the one they remember.

What’s included

  • Entry point research and prioritisation
  • Brand association mapping
  • Message and asset implications
  • Measurement approach for mental availability
  • Demand spaces
  • Mental availability

Best forBrands competing on features when buyers are choosing on memory.

02Plan & budget

4 services
Typical timeline: 4–6 weeks

Annual marketing plan

A twelve-month plan with quarterly themes, campaign slots, owners, dependencies and the measure attached to each.

What’s included

  • Quarterly themes and campaign slots
  • Owners, dependencies and dates
  • Resource and capacity check
  • Measures and review points
  • 12 months
  • Owned

Best forTeams starting each quarter by deciding what to do.

Typical timeline: 3–4 weeks

Budget allocation model

Spend split by the job each channel does, with scenarios for a larger and a smaller budget and the logic written down.

What’s included

  • Allocation by channel role
  • Scenario modelling
  • Reallocation triggers and cadence
  • Board-ready summary
  • Allocation
  • Scenarios
  • Power BI

Best forMarketing leaders whose budget split is inherited, not argued.

Typical timeline: 3–4 weeks

Campaign architecture & calendar

How campaigns, always-on activity and seasonal moments fit together across the year without colliding.

What’s included

  • Campaign and always-on split
  • Seasonal and category moment map
  • Calendar with lead times per channel
  • Production capacity check
  • Calendar
  • Lead times

Best forTeams whose campaigns are planned three weeks before launch.

Typical timeline: 4–6 weeks

Go-to-market plan for a launch

A launch plan across marketing, sales and product, with the sequence, assets, owners and readiness checks defined.

What’s included

  • Audience, positioning and message sequence
  • Channel plan and asset list
  • Sales and support enablement
  • Launch readiness checklist and measures
  • Launch
  • Cross-team

Best forProduct launches where marketing is briefed last.

03Measurement

4 services
Typical timeline: 4–6 weeks

Measurement framework

One definition of every metric, the data model behind it, and the reporting rhythm from weekly operations to quarterly review.

What’s included

  • Metric definitions agreed with sales and finance
  • Data sources, joins and ownership
  • Report set by audience and cadence
  • Governance for changing a definition
  • Definitions
  • Rhythm
  • dbt

Best forCompanies where every team reports a different number.

Typical timeline: 4–8 weeks

Marketing dashboard build

Automated dashboards for leadership and for the people running channels, refreshed without anyone rebuilding a spreadsheet.

What’s included

  • Data pipeline from channels and CRM
  • Executive and operating dashboards
  • Automated refresh and alerts
  • Handover and documentation
  • Dashboards
  • Automated
  • Power BI

Best forTeams whose monthly report takes three days to assemble.

Typical timeline: 2–4 weeks

Attribution & reporting review

An honest assessment of how you currently credit marketing, what it over-reports, and a workable alternative.

What’s included

  • Current attribution and tracking review
  • Bias and blind spot analysis
  • Recommended measurement approach
  • Transition plan and expectations
  • Attribution
  • Honest read

Best forTeams whose channel reports each claim the same revenue.

Typical timeline: 2–4 weeks

Experiment roadmap

A prioritised queue of tests across channels, message and offer, with a design standard so results are usable.

What’s included

  • Test backlog scored on value and effort
  • Design standard and sample guidance
  • Calendar and ownership
  • Results library
  • Testing
  • Prioritised

Best forTeams testing constantly and learning very little.

04Operating model

4 services
Typical timeline: 4–6 weeks

Marketing operating model

Who decides what, which meetings exist, how work enters the plan and how it is stopped, written down and agreed.

What’s included

  • Roles and decision rights
  • Meeting and reporting cadence
  • Intake, prioritisation and stop rules
  • Ways of working documentation
  • Decision rights
  • Cadence

Best forMarketing teams where everything is urgent and nothing is owned.

Typical timeline: 3–5 weeks

Agency & partner orchestration

One brief, one calendar and one set of measures across your agencies and partners, so they stop duplicating each other.

What’s included

  • Partner scope and overlap map
  • Shared brief and calendar standard
  • Performance review framework
  • Consolidation recommendations
  • Agencies
  • Scope clarity

Best forCompanies with several agencies and no shared plan.

Typical timeline: 3–6 weeks

Team enablement & training

Practical sessions that leave your team able to run the plan: briefing, measurement, creative judgement and AI-assisted workflow.

What’s included

  • Training needs assessment
  • Workshop series with your own work
  • Templates and reference material
  • Follow-up clinic after four weeks
  • Workshops
  • Templates

Best forIn-house teams inheriting a plan they did not write.

Typical timeline: Quarterly · 1–2 weeks each

Quarterly review facilitation

An independently facilitated quarterly review that reads the numbers, decides what stops, and re-plans the next quarter.

What’s included

  • Pre-read with performance analysis
  • Facilitated session with leadership
  • Decisions and stop list recorded
  • Updated plan for the next quarter
  • Quarterly
  • Facilitated

Best forLeadership teams whose quarterly reviews never change anything.

Your brief

Tick “Add to brief” on any service, choose a package, then continue. Or enquire about one service directly.

Start a project

Ways to engage. Same team, same standard.

Three ways in, from a two-minute question to a formal RFQ. Each is read in full by the lead for the work, and anything already in your brief goes with it.

Or book a thirty-minute call

What are you sending?

  1. 01

    About 2 minutes4 required answers

    For a first conversation, a press request, or anything that does not need a scope yet.

    You get A reply from a lead, not a sales queue

  2. 02Most useful

    About 8 minutes5 short steps

    Goals, audiences, a budget band and timing. Enough for us to come back with a shape, not only questions.

    You get Options and a first scope after one call

  3. 03

    About 15 minutesYour documents attached

    Your pack, your deadlines, and the procurement and security rules the work must meet.

    You get Receipt confirmed and a named bid lead

How it is priced

Each package shows how it is priced. Every engagement starts with a written scope and a quote agreed before work begins.

  • Typical length
    1–3 weeks
    Pricing
    Fixed fee

  • Typical length
    4–12 weeks
    Pricing
    Fixed price

  • Typical length
    6–18 months
    Pricing
    Programme fee · by statement of work

  • Typical length
    Ongoing · 6-month minimum
    Pricing
    Monthly fee
Compare what each package includes
What every engagement package includes, and who it suits
PackageEvery engagement includesBest for
SprintOne fixed question, answered in one to three weeks.
  • Scope and outcome agreed before day one
  • One senior lead and the specialists the question needs
  • A working review every week
  • A decision-ready output, not a status deck
 Discovery, a diagnostic, a prototype or a decision you need to make soon
ProjectA defined scope, delivered for a fixed price.
  • Statement of work with deliverables and acceptance criteria
  • A named project lead and a fixed team
  • A shared plan with dated checkpoints
  • Source files and IP transferred on delivery
 Work you can describe up front: an identity, a system, a set of tools
EnterpriseA multi-workstream programme with governance, a dedicated team and SLAs.
  • An engagement director and a steering group
  • A dedicated team across several workstreams
  • Service levels, reporting and a risk register
  • Security, legal and procurement reviews built into the plan
 Large organisations running change across markets, portfolios or business units
RetainerReserved monthly capacity to run, improve and extend what we built.
  • A reserved block of team time every month
  • Agreed response times for requests and fixes
  • A monthly review and a rolling backlog
  • Continuous improvement, not just upkeep
 Brands and products after launch that need a steady team without hiring one

Questions

Asked about strategy, answered plainly.

Anything else, ask us directly. The first conversation is about your goal, not our credentials.

01Is this a marketing plan or a brand strategy?

It sits after brand strategy and before execution. Positioning and growth goals are inputs; the output is the decision on audiences, channels, sequence, budget and measurement.

02What data do you need?

Analytics and ad platform history, CRM and sales data, customer research where it exists, and a few hours with the people who run each channel. Gaps are recorded and worked around rather than hidden.

03Do you plan offline channels too?

Yes. Retail, events, print, out-of-home and field activity are planned in the same sequence as digital, each with measurement designed for it.

04How does AI fit into the plan?

Where it removes effort or improves a decision: audience modelling, creative variants, content operations, monitoring agents and always-on reporting. Each use has a named owner and a human approval point.

05Who executes the plan?

Your team, ours, or both. It is written so anyone can run it, and the operating rhythm makes the split of responsibility explicit.

Works best with

Strategy picks the channels. These two fill them.

Each capability stands on its own. These two are the ones strategy most often runs alongside.

Capability 05 Spend that reports back Performance Marketing Paid media built and optimized against the numbers that actually matter. Explore Capability 07 Built once, runs everywhere Campaign Design Systems One visual and messaging framework that holds together across every execution. Explore

Let’s build what happens next.

Tell us what you’re building. We’ll answer straight.

Book a discovery call

Three ways to start

Every engagement starts with a written scope and a quote agreed before work begins.

Choose one of the three ways above
See the work Explore our services Industries we serve Meet the team Email us Read our approach