There are several versions of the same presentation, and no one knows which one is the latest. Social media channels are actively maintained for a few weeks and then fall silent again. The sales team creates its own materials because marketing can’t deliver on time or doesn’t know exactly what’s needed. Campaigns are launched simply because “something has to be done,” without a clear connection to commercial goals. The website is updated mainly when someone happens to have time. Meanwhile, there is a marketing budget, but it’s difficult to explain exactly what it delivers or where the priorities lie.
Sometimes an organization primarily needs more direction. Sometimes it lacks the marketing capacity to actually implement that direction. That’s why we look not only at what marketing should be doing, but also at how it’s currently organized: who does what, what knowledge is missing, where is work piling up, and what does the sales team actually need?
From there, we can restructure the marketing approach, help the team take it forward on their own, or temporarily take over part of the marketing role. We bring structure to the planning process, make clear choices regarding channels and content, and ensure that sales and marketing are working from the same narrative.
The goal is not to make Basecamp indispensable. The goal is to establish a marketing strategy that the organization can continue on its own, with the people, resources, and support needed to do so.
Individual marketing activities can be perfectly fine on their own. The problem arises when they no longer come together to form a cohesive narrative or contribute to the same business objectives. Then marketing becomes increasingly cluttered, without it being clear whether the organization is actually making any progress.
As long as a few people know exactly how everything works, things can go smoothly for a long time. But as soon as the organization grows, someone leaves, or more is demanded of the marketing department, it becomes clear just how much knowledge and know-how is stored solely in people’s heads. Professionalization doesn’t automatically mean more campaigns or more content. It means making decisions about what marketing should contribute, how the work is organized, and what structural changes are needed to support that.
