Templates
IMC Agency Selection Scorecard
A structured rubric for shortlisting and evaluating integrated agencies.
B2B tools & resources
Working artefacts for integrated marketing teams — templates, guides, checklists, and tools. No gates, no sign-ups, no vendor sponsorship.
Templates
Templates
B2B Audience Segmentation Worksheet
A practical framework for naming and prioritising buyer cohorts.
Templates
Brief Writing Canvas
A one-page canvas to align stakeholders before commissioning creative work.
Templates
Integrated Campaign Brief Template
A single-page brief that aligns brand, performance, and PR teams on a shared north star.
Templates
RFP Response Scoring Sheet
A weighted scoring rubric to evaluate agency RFP responses with internal alignment.
Templates
Brand Architecture Worksheet
Map the relationship between master, sub, and product brands across the portfolio.
Templates
Editorial Calendar Template
A 13-week rolling editorial calendar with channel pacing and theme rotation.
Templates
Spokesperson Briefing Document
A media-ready briefing pack for executive spokespeople, with messaging house and Q&A.
Templates
Influencer Vetting Checklist
A practical checklist to evaluate a creator before signing a partnership contract.
Templates
Sponsorship Evaluation Framework
A framework for evaluating sports, cultural, and category sponsorship opportunities.
Guides
Guides
Marketing Mix Modelling Primer
A non-technical introduction to MMM and its modern alternatives.
Guides
Account-Based Marketing Playbook
A pragmatic ABM rollout plan for first-time programs.
Guides
Crisis Communications Decision Tree
When to respond, when to hold, and how to choose the right voice.
Guides
Earned Media Strategy Primer
How to plan, pitch, and measure earned media coverage as a strategic channel.
Guides
Owned Channel Maturity Model
A five-stage maturity model for owned channels — from broadcast to owned community.
Guides
Content Marketing Operating Model
How to structure a content marketing function across strategy, production, and distribution.
Guides
Programmatic Advertising for Marketers
A jargon-light introduction to programmatic for marketing leaders without a media buying background.
Guides
Search Marketing Integration Guide
How to integrate paid search, organic search, and content marketing into one strategy.
Guides
Marketing Operations Foundations
The foundational practices of a modern marketing operations function.
Guides
Customer Lifecycle Communications Guide
A guide to designing communications across acquisition, onboarding, retention, and advocacy.
Guides
Communications During Mergers and Acquisitions
A practical playbook for internal and external communications during M&A.
Checklists
Checklists
Creator Partnership Contract Checklist
Negotiation and rights points to cover before signing creator deals.
Checklists
Privacy-First Measurement Checklist
A consent-aware measurement audit for performance teams.
Checklists
Pre-Launch Campaign Readiness Checklist
A pragmatic readiness check covering creative, technical, legal, and operational gates.
Checklists
Crisis Communications Drill Checklist
A drill checklist to test crisis readiness without inventing a crisis.
Checklists
Brand Style Guide Audit Checklist
An audit checklist to assess whether a brand style guide is complete, current, and usable.
Checklists
Website Localisation Quality Checklist
A QA checklist for launching a brand website in a new market.
Checklists
Event Sponsorship Activation Checklist
The week-by-week activation checklist for a major event sponsorship.
Tools
Tools
IMC Maturity Self-Assessment
A 25-question diagnostic across strategy, channels, data, and operations.
Tools
Channel Mix Calculator
Allocate budget across paid, owned, and earned channels with constraints.
Tools
CRM & MarTech Stack Map
A reference architecture for modern enterprise marketing technology stacks.
Tools
Share of Voice Calculator Methodology
A defensible methodology for calculating share of voice across paid, owned, and earned media.
Tools
Marketing ROI Defensibility Tool
A self-assessment tool to score the defensibility of your marketing ROI calculations.
Tools
Brand Health Tracker Specification
A specification for designing a defensible quarterly brand health tracker.
Tools
Media Mix Modelling Brief Template
A briefing template for commissioning a media mix modelling project that will actually be used.
Toolkits
Toolkits
Sustainability Communications Toolkit
A set of message frames and proof points for ESG storytelling.
Toolkits
B2B Content Distribution Toolkit
A toolkit for distributing B2B content across owned, earned, paid, and partner channels.
Toolkits
Reputation Management Toolkit
A toolkit for proactive reputation management beyond crisis response.
Toolkits
Cross-Functional Marketing Operating Toolkit
A toolkit for operating marketing as an integrated function across regions and product lines.
Frameworks
Frameworks
Integrated Marketing Measurement Framework
A three-layer measurement framework connecting operational, programme, and strategic metrics.
Frameworks
Agency Onboarding Runbook
A 60-day runbook for onboarding a new agency partner without losing momentum.