The Marketing Momentum Method

// Structural framework

The 8 pillars

Each pillar diagnoses one part of the environment marketing operates in, and each ends in a defined output. Together they show what is helping, hindering or holding back performance.

01 / 08

Strategic Alignment

Diagnose direction

Are we doing the right things?

// Key areas

  • Business strategy
  • Marketing strategy
  • The 8 Ps of marketing
  • Commercial objectives

Determine whether marketing activity is aligned with the organisation's commercial objectives, business strategy, growth ambitions and desired market position.

Review the relationship between the business plan and marketing plan, identifying strategic gaps, competing priorities and opportunities for better alignment. Where formal plans don't exist, recommend their development.

// Output

A marketing alignment assessment identifying strategic gaps and recommendations for improvement.

02 / 08

Market Value

Diagnose relevance

Are we creating the right value for the market?

// Key areas

  • Business Model Canvas
  • Value Proposition Canvas
  • Customer segmentation
  • Positioning
  • Competitive differentiation

Assess whether the organisation's marketing proposition is relevant to its target customers, differentiates it from competitors and effectively supports the sales process.

Examine the value proposition, customer needs, market positioning and stakeholder expectations to determine whether the business is communicating the right value to the right audience.

// Output

Identified customer, positioning and stakeholder gaps, with recommendations to strengthen market relevance and value.

03 / 08

Decision & Accountability

Diagnose control

Are decisions and responsibilities clear?

// Key areas

  • Decision-making frameworks
  • RACI matrix
  • Accountability structures
  • Approval processes
  • Decision tracking

Identify how marketing decisions are made, who is responsible for them and where accountability breaks down.

Examine approval processes, decision-making authority, competing priorities and internal bottlenecks that delay or prevent marketing activity from progressing.

// Output

Clear decision rights, defined responsibilities and recommendations to improve accountability and accelerate execution.

04 / 08

Resource & Capacity Fit

Diagnose constraints

Do we have the resources and skills to deliver?

// Key areas

  • Budget allocation
  • Resource planning
  • Skills gap analysis
  • Training Needs Analysis (TNA)
  • Agency support
  • Workload assessment

Determine whether the organisation has the people, skills, budget, time and external support required to deliver its marketing objectives.

Compare the expectations of the marketing plan against available internal and external resources, identifying capability gaps, workload pressures and unrealistic delivery commitments.

// Output

A resource and capacity assessment identifying gaps and recommendations to stop, defer, outsource or reprioritise activities.

05 / 08

Efficiency & Waste Removal

Diagnose inefficiency

Are we wasting time, money or effort?

// Key areas

  • Process reviews
  • AI integration
  • Automation
  • Supplier utilisation
  • Workflow efficiency
  • Campaign duplication

Identify where marketing effort, expenditure and resources are being unnecessarily consumed through duplicated activity, inefficient processes, overlapping supplier responsibilities or outdated practices.

Examine opportunities to simplify workflows, introduce automation and use AI to improve productivity and reduce operational waste.

// Output

A practical efficiency improvement plan identifying opportunities to eliminate waste, reduce costs and improve marketing productivity.

06 / 08

Output Predictability

Diagnose performance

Can we produce consistent and predictable results?

// Key areas

  • Channel performance
  • Campaign analysis
  • Lead generation
  • Media effectiveness
  • Output consistency
  • Statistical variation

Assess how consistently and predictably marketing generates activity, engagement, enquiries and commercial opportunities.

Review the performance and sustainability of existing marketing channels, examining whether output is measurable, repeatable and sufficient to support business objectives.

Identify fluctuations in performance, over-reliance on particular channels and opportunities to improve the marketing mix.

// Output

A marketing performance assessment with recommendations to improve channel effectiveness, output consistency and campaign predictability.

07 / 08

Confidence & Commitment

Diagnose resistance

Do people believe in the marketing strategy and its potential?

// Key areas

  • Stakeholder interviews
  • Customer research
  • Lost-customer analysis
  • Prospect analysis
  • Perception gaps
  • Evidence-based decision-making

Examine the attitudes, assumptions and beliefs about marketing held by leadership, sales teams and other key stakeholders.

Determine whether a lack of confidence, unrealistic expectations, historical experiences or resistance to change is undermining marketing effectiveness.

Validate internal perceptions against external evidence by examining existing customers, former customers, prospective customers and opportunities that failed to progress.

// Output

An evidence-based assessment of organisational confidence in marketing, identifying misconceptions, resistance and practical opportunities to build trust and commitment.

08 / 08

Ownership & Activation

Prepare execution

Are we ready to take ownership and implement change?

// Key areas

  • Implementation planning
  • Project prioritisation
  • Trello workflow management
  • Ownership allocation
  • Marketing processes
  • Performance measures

Translate diagnostic findings into an actionable improvement plan that establishes clear ownership, priorities and measurable outcomes.

Determine whether people understand what needs to happen, accept responsibility for delivery and have the tools and processes required to implement change.

Distinguish between ongoing marketing operations (BAU) and strategic projects, ensuring both are properly prioritised and managed.

// Output

A prioritised marketing action plan with named owners, immediate actions, agreed measures of success and an implementation framework.

// Next step

Ready to build
momentum?

Start with a conversation about where marketing feels stuck, or take the two-minute Momentum Check first.

Request a diagnosticTake the Momentum Check