Building an Evidence-Led Marketing Roadmap (Before You Spend on Tactics)
Modern marketing performance starts long before channel activation. This post outlines a lightweight, evidence‑led process to build a marketing roadmap grounded in reality—not guesswork.
1 / Rapid insight stack (Week 1)
Map your current position using existing data before commissioning new research.
Inputs: analytics, CRM/opportunity data, win/loss notes, basic competitor messaging scrape, stakeholder interviews.
Outputs: opportunity themes, hypothesis list, initial channel health snapshot.
2 / Opportunity scoring & prioritisation (Week 2)
Score themes against impact, evidence strength, differentiation, resource load.
Scorecard fields: problem clarity, audience urgency, supporting proof, competitive noise, internal capability.
Produce a ranked backlog; discard anything lacking proof or clear audience.
3 / Objectives & AMEC-aligned framework (Week 3)
Convert top opportunities into SMART objectives. Map each to AMEC levels: Inputs, Activities, Outputs, Outtakes, Outcomes, Impact.
| AMEC Level | Example Metric | | ---------- | ------------------------------------------- | | Outputs | Qualified content downloads | | Outtakes | Message recall / aided awareness | | Outcomes | Sales cycle velocity improvement | | Impact | Revenue attributable to influenced pipeline |
4 / Quarterly operating cadence (Week 4)
Define a 90‑day sprint plan with review rituals.
- Weekly: KPI pulse & blockers.
- Monthly: backlog re‑scoring; reallocate budget.
- Quarterly: strategic reset vs market shifts.
5 / Tool restraint and sequencing
Delay purchases until measurement model + content operating rhythm are stable. Start with spreadsheets + existing analytics; layer specialised tools only when baseline KPIs plateau.
Downloadable templates (coming soon)
- Insight capture worksheet
- Opportunity scoring matrix
- AMEC measurement canvas
Next: Book a strategy audit to pressure‑test your current plan.