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Strategic Objectives

This is the core of what we are trying to solve. The objectives may align with the overall goals defined by the Analysist. You can find that info in Core. In the working documents for each client. Use the PD information tag. 

Before the first meeting

Prior to client facing strategic objectives meeting, review the strategic objectives form you assigned them to do. Make sure it is complete. If not, call the client and help them complete. Clearly identify their expectations and define key takeaways from the online form results.

DRAFT the questions you want to ask them about their objectives. You are looking for gaps, inconsistency and  success in the objectives. DATA is king. Make sure you align perception with reality.

Draft your questions.

Do a chatGPT market analysis of their industry or service.

Review their answers to the strategic objectives.

Strategic Objectives

Use the website as a method for guiding the opening. Do not read everything verbatim. There are some key things you want to discuss.

  • How will you measure success?
  • What is your current marketing spend? (if not identified in pre-discovery)
  • Do you have a marketing manager/ person?
  • What is your ROI on marketing spend? (if not identified in pre-discovery)

Tip: Spend as much time as possible looking directly into the camera.

The Conversation

The conversation is about finding connections. Where does part of you connect with them. Example: Client: “I’m a little tired this morning. We just celebrated my birthday”. You: Congratulations! I just celebrated…”

The site will cover allow you to cover the critical aspects of the openning. Take note of the following:

  • Explain the steps of the discovery process.
  • What does Cogent believe about business
  • Address any questions from the pre-discovery notes
  • Assign/Introduce strategic objectives assignment and set delivery date

Tip: 50% talking and 50% listening. You can’t discover if you are doing all the talking. Get them to engage. Do not use Acronyms. Do not use marketing terms unless you define them. Do not repeat a phrase or word over and over.

The Commitment

“We are committed to achieving your business goals. We cannot do it without you.”

Pull up the link to the meeting schedule. It is an Adobe signable form. Send it to them before you start the meeting. Let them know the focus of each meeting, time requirement and expection.  Have them sign it. It is not a contract. It is an acknowledgement of the journey we are embarking on.

  • Explain the steps of the discovery process.
  • What does Cogent believe about business
  • Address any questions from the pre-discovery notes
  • Assign/Introduce strategic objectives assignment and set delivery date

Follow Up

Send a follow up email through Click Up. The email should recap and do the following:

  • What was discussed in the opening?
  • What is the next step?
  • Confirm with the client that we have the following information.
    1. Google Analytics
    2. Website admin
    3. Social media logins
  • What current collateral is available?
    1. Brochures
    2. Email campaigns
    3. Billboards
  • Link to the Strategic Objectives online form

And lastly, SETUP THE TECH AUDIT.