Brand Positioning
Developing strategies to make brands irresistible and the preferred choice in their competitive markets.
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Agency
The Source Approach
MarketingOps
Cross-discipline
The Source Approach provides fractional CMO services specialising in eCommerce. They aim to help brands scale predictably, overcome plateaus, and protect net margins by implementing a 'Brand Operating System' to unify marketing efforts and leverage AI, internal teams, and external agencies.
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Section 01Offers fractional CMO strategy, marketing operations, and growth marketing services on a fractional basis; ask them directly about hours-per-month commitments before signing.
“The Source Approach offers a systematic method to create an irresistible brand identity and streamline marketing operations through a unified 'Brand Operating System'.”
Value proposition
Section 02The Source Approach functions as a fractional CMO for eCommerce businesses, focusing on creating predictable growth, busting plateaus, and protecting net margins. Their core offering is the 'Brand Operating System' (Brand Source OS), which aims to position a brand as unique and irresistible while syncing internal teams, external agencies, and AI to a single source of truth, thereby ending wasteful and random marketing activities. They lead the training, strategy, and execution of marketing for their clients.
The firm employs a three-step method: positioning the brand as the 'only choice', creating 'Source Codes' to fast-track results by packaging brand expertise, and ensuring execution from a 'single source of truth' through the Brand Source OS. This approach seeks to optimise marketing spend, improve ROI, and provide high-level strategic direction for eCommerce brands across various stages, from scaling DTC brands and startups to legacy brands and PE-backed portfolios.
Core competencies
Section 03Marketing Strategy & Execution
Leading the development and implementation of marketing strategies across various channels.
AI Integration & Optimisation
Leveraging AI for search optimisation (AISO), automating tasks, and gaining insights, while training teams and systems.
Performance Marketing
Managing PPC advertising, SEO, conversion rate optimisation, and product review optimisation to drive sales and profitability.
Marketing Operations
Syncing internal teams, external agencies, and AI through a unified Brand Operating System to ensure consistent and efficient execution.
Fractional Leadership
Providing C-suite level marketing expertise and leadership without the cost of a full-time executive salary.
Products & services
Section 04- Fractional CMO Services
- Providing senior marketing leadership and strategy for eCommerce businesses on a fractional basis.
- Brand Operating System (Brand Source OS) Installation
- Implementing a proprietary system to unify brand messaging, strategies, and execution across all marketing channels and stakeholders.
- AI Search Optimisation (AISO)
- Optimising products to be recommended in AI searches and positively impacting how AI perceives a brand to boost authority.
- Marketing Automation and AI Integration
- Integrating AI systems into marketing processes to automate tasks, delegate administrative work, and gain insights.
- Performance Marketing (PPC, SEO, CRO)
- Managing paid advertising (Marketplace, Native, Google PPC), search engine optimisation (including Noun Phrase Optimization), and conversion rate optimisation.
- Product Review Optimization
- Strategies to increase product reviews, boost social proof, and drive sales.
Key takeaways
Section 05- Value Proposition
- The Source Approach offers a fractional CMO model to provide strategic marketing leadership, addressing issues like stagnant growth, inefficient marketing, and lack of senior expertise in eCommerce businesses.
- Core Methodology
- Their 'Brand Operating System' (Brand Source OS) is central to their approach, aiming to create a single source of truth for all marketing activities and foster brand consistency.
- Addressing Marketing Challenges
- The service aims to combat 'random acts of marketing' and 'marketing waste' by unifying strategy, execution, and data, leading to improved ROI and operational efficiency.
- AI and Technology
- They integrate AI into marketing through AI Search Optimisation (AISO), automation of tasks, and using it to train teams and systems, emphasising its role in future-proofing brands.
- Engagement Structure
- Clients engage through weekly video calls, daily Slack communication, and project management via Upbase, facilitating close collaboration and continuous guidance.
FAQ
Section 06- What is a Fractional CMO?
- A Fractional CMO provides high-level marketing leadership and expertise to a company on a part-time or contract basis, offering strategic direction without the cost of a full-time executive.
- What is the Brand Operating System (Brand Source OS)?
- The Brand Source OS is a proprietary system used to unify a brand's marketing efforts by providing a single source of truth, syncing internal teams, external agencies, and AI.
- What types of companies do they work with?
- They work with various eCommerce companies including scaling DTC Brands, Resourced Startups, Amazon-First Brands, Legacy Brands, B2B Manufacturers, and PE-Backed Portfolios.
- How do clients typically work with The Source Approach?
- Clients engage through weekly video calls, daily Slack communication, and project management via Upbase, providing ongoing strategic guidance and support.