For the most part, our work with a client starts with really getting to know their business, people, and ideal customers. And more often than not, that involves a strategy session. And I often get asked what these sessions entail.
And whilst it is different for every business, there are certain things I ensure we cover to make sure we don’t end up with a whiteboard full of fluff and no plan.
In my experience, setting a proper strategy isn’t about pretty diagrams or overcomplicated frameworks. It’s about getting clear on what the business is trying to achieve, who you need to speak to, and what will make them listen.
This is how I structure it:
1. The business goals
Sounds obvious, but it’s amazing how often this bit gets missed. Your marketing strategy has to serve the business. So before we get into content plans or platforms, we need to get clear on the real goals.
- Is the business trying to grow a particular vertical?
- Launch into a new market?
- Build a candidate pipeline?
- Shift perception from transactional to consultative?
Whatever it is, marketing needs to be pointed in the same direction.
2. The current strategy and routes to market
What’s already happening? What’s working? What’s a bit scrappy? This is where we look at how leads are being generated through BD, referrals, LinkedIn, email, events and figure out where marketing fits (or doesn’t).
It’s not about tearing it all down. It’s about understanding what already exists before layering on more.
3. Ideal customer profiles (ICPs)
Every strategy session I run has a chunky bit of time dedicated to this. Who are you actually trying to reach? And no, “anyone hiring” doesn’t count.
We dig into:
- Job titles
- Company size
- Sectors
- Attitudes and behaviours
If we don’t know who we’re speaking to, nothing else will land properly.
4. The ICP’s challenges
This bit changes everything. Once we know who they are, we focus on what’s going on in their world. What are the big blockers? What’s keeping them up at night? What would make them want to speak to a recruiter?
We’re not guessing here. This comes from real conversations your team are already having.
5. The symptoms of those challenges
This one’s subtle, but important. People often don’t go looking for solutions, they go looking for relief from symptoms. Maybe they’re swamped with internal hiring, or their team’s stretched too thin, or every role they put out is getting ghosted.
Your content and campaigns need to speak to the stuff they’re feeling, not just the big headline issues.
6. The competitive landscape and USPs
Once we know who we’re speaking to and why, we look outward. Who else is in the mix? What are others doing and what’s going to make your business stand out? This isn’t just about Canva updates, it’s about positioning yourself in a way that resonates.
Why do it?
A good strategy day doesn’t leave you with more questions. It gives you clarity. By working through these six points properly, you end up with a roadmap and not a wish list.
Just a clear plan, built around real business goals, real people, and real problems.
Are you ready to transform your sales discovery process? Start implementing these strategies today and watch your win rates soar!
