The book

Outcome Marketing
The Marketing Playbook for SMBs

A methodology for B2B SaaS and Technology Services companies, co-authored by Neil Anderson, Angus Robertson and Brad Whittington. Fifteen chapters on building a go-to-market system your team can run.

Outcome Marketing - The Marketing Playbook for SMBs

What it is

A marketing system a CEO can run.

Outcome Marketing is a playbook to demystify marketing for CEOs and marketing leaders of SMBs. It lays out one model, fourteen elements in three phases, and the order to build them in.

  • Who it is for

    CEOs and marketing leaders of SMBs

    Questioning marketing ROI, or tired of random acts of marketing, and wanting a system rather than another campaign.

  • What you get

    The fourteen-element model

    Setup, execute, scale: each element with the questions to answer, the owners to assign and the metrics to watch.

  • Why it works

    Order matters

    Insights first, then strategy, then disciplined execution. Every element is a part of the whole, not a random act done in isolation.

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The chapters

Three phases. Fourteen elements. One chapter each.

Chapter 1 introduces the model. Open a chapter to see its sections.

Phase 01

Setup

The plan worth betting on.

  • The Cards
  • Defining Your Market
  • The Off-Site
  • Finalize the Bets
  • What Is Your Story?
  • Positioning or Telling Your Story
  • Bringing Everything Together
  • Are Brand and Story the Same Thing?
  • Style Guide
  • Random Acts of Marketing
  • Strategic and Financial Goals
  • Business Drivers Inform Budget
  • Objectives and Key Results (OKRs)
  • Marketing Business Drivers
  • Allocating Budget to Marketing
  • Building the Marketing Budget
  • Marketing Investment Timeline
  • Products, Markets, and Motions
  • Accelerators
  • Funnel: Top, Middle, and Bottom
  • Marketing Program Metrics
  • Customer Advocacy
  • Lifetime Value to Customer Acquisition Cost
  • Management Reporting
  • New Cards in Your Deck

Phase 02

Execute

The engine that runs it.

  • Building the Marketing Plan
  • Organize the Team by Program
  • Marketing Functions
  • Supporting the Team
  • Getting the Most from the Team
  • The Marketing Technology Stack
  • The Processes Running Marketing
  • Data
  • Performance Reporting
  • Conversations to Own
  • Building a Content Engine
  • Writing for the Journey
  • Content Types
  • Professional Writing Resources
  • Reaching Other Audiences
  • Three Methods
  • Website
  • Search Engine Marketing (SEM)
  • Campaign Types
  • Campaign Calendar
  • Campaign Brief
  • Leads and Nurture
  • Campaign Execution and Measurement
  • Sales Campaigns
  • Why Events?
  • Disruption
  • Three Tiers
  • Attendee Engagement
  • Plan, Plan, Plan

Phase 03

Scale

The system your team keeps.

  • What Are Your Value Propositions?
  • Product Launch
  • The Five Stages
  • Sales Process
  • Sales Tools and Training
  • Marketing and Sales Alignment
  • The Future of Sales?
  • Buyer-Aligned Sales Process
  • Flywheel
  • Customer Priority Matrix
  • Customer Advocacy
  • Building a Community
  • Customer Focus
  • Outcome Cheat Codes
  • Go-to-Market Partners
  • Generative AI
  • Culture of Innovation
  • Agile Marketing
  • In Conclusion

Where do I start?

Score your business against the fourteen elements.

Each element in the questionnaire asks a yes, no or somewhat. The answers build a red, yellow, green map of where your marketing stands, and that map sets the order of work. It is the same questionnaire Neil uses in an engagement.

Download questionnaire PDF

The authors

  • Neil Anderson

    Fractional CMO. Thirty years leading B2B marketing from inside the company. About Neil · On outcome.marketing

  • Angus Robertson

    CMO with twenty-five years scaling B2B SaaS go-to-market. Founder of Lifecycle Operators. On outcome.marketing

  • Brad Whittington

    Co-author of Outcome Marketing.

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