for senior leadership teams in finance or technology who want to drive growth.
Inspiration | Support | Strategic advisory
<aside> <img src="/icons/info-alternate_orange.svg" alt="/icons/info-alternate_orange.svg" width="40px" /> InMarketing is a strategic advisory service for boards and executive leadership teams provided by Andrew Carrier - a marketing, branding and communications specialist with more than 25 years of experience helping global B2B financial institutions and technology providers.
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What it’s like to work with me
Whether you need a go-to-market strategy, sharper positioning, or regular access to a seasoned sparring partner, team coach, or independent adviser, InMarketing can help you by establishing a blueprint to drive sustainable growth.
Often the best place to start is to take stock. And that’s best done by a new but experienced pair of eyes. You might need your entire brand evaluated or merely one aspect of it.
A proper audit describes the commercial landscape, how it’s evolving, and examines both where you are and where you should be. Most importantly, it identifies the specific areas that need focus in order to get you there.
A fresh and radically honest appraisal of your current state.
All great marketing begins with a winning strategy. Yours must support the company’s overall business objectives and be framed in terms of outcomes.
Your strategy should be as long as it needs to be and as short as you can possibly make it. The executive leadership team should co-create and co-own it.
Clarity on how you’re going to achieve your commercial objectives.
“No one ever made a decision because of a number. They need a story,” wrote Daniel Kahneman, 2002 Nobel Prize winner in Economic Sciences. What’s your story?
The best brands tell stories. I’ll help you be crystal clear about your positioning: who you’re targeting, what they’re struggling with, how you can help, which alternatives they have, and - most importantly - why they should choose you.
Sharp writing that conveys your value proposition to your audiences.
A winning strategy is worthless without execution. That’s why you need a plan.
What tactics are you going to implement? Which channels will serve you best? Who is going to do what? When? How much is it all going to cost? I’ll deliver a clear and action-oriented plan that’s ready for execution.
Practical next steps that are assigned, time-bound and budgeted.
Even the world’s best leadership teams get stuck from time to time. Group think, the distractions of daily delivery, or over-familiarity with the issues at hand can all lead to uncertainty or analysis paralysis. Sometimes you need a fresh perspective.
In a carefully prepared workshop that follows a clear framework, together we’ll uncover the best way forward.
Reasoned and actionable decisions from a tried and tested process.
Who wouldn’t want a seasoned and objective sounding board, sparring partner, team coach, or independent adviser at their disposal?
Whether it’s ad hoc or on a regular basis, in person or virtually, I can listen, mentor and advise your team as they execute your strategy.
The guidance of an expert. Where and when you need it.
All InMarketing clients enjoy exclusive access to the 🔑 InMarketing vault, a dynamic repository of templates, processes and other best-practice guides, as well as a complimentary subscription to 🗞️ InMarketing This Week, a weekly briefing on news likely to impact you and ideas on what to do about it.
<aside> <img src="/icons/activity_orange.svg" alt="/icons/activity_orange.svg" width="40px" /> Ready to get started? I can’t wait to do our best work together. [Get in touch >](mailto:[email protected]?subject=InMarketing%20strategic%20advisory%20services)
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Perhaps the most underrated career superpower is being nice to work with. And at this stage in your career, why would you want to work with anyone who isn’t?
We won’t know whether we enjoy working together until we start, but I hope my principles will give you some insight into whether or not we’re a good fit.
I don’t believe in cookie cutter solutions; every engagement is bespoke. But I do put a lot of trust in proven guard rails. The InMarketing map is a simple framework that ensures we consider all the levers at our disposal to achieve your goals.
I’m a seasoned branding, communications and marketing specialist. I’ve led diverse teams and worked at board and executive level in complex B2B organisations in finance and technology. Bi-lingual, with international perspective, I embrace operating globally.
My passion is combining sharp analysis, compelling articulation and creative execution to build strong bonds between brands and their clients.
I can’t wait to do our best work together.