SAMPLE - Statement of Work

  1. Introduction:
    • Our mission is to support the growth of your Company by doing what we do best so you don’t have to.
    • This Statement of Work (SOW) outlines the scope and deliverables for the development and implementation of a Sales Engine reflecting your Company’s Marketing Plan goals and objectives supported by our Performance & Digital Strategy best practices. This is achieved through a collaborative process. If you have a CRM investment we will optimize and integrate it into a Sales Engine – examples: (Zoho, Salesforce, Hubspot, etc) with a comprehensive performance marketing strategy to generate leads and increase sales.
  2. Sales Engine Objectives:
    • The main objectives are as follows:
      • Optimize CRM Utilization: Identify and implement necessary improvements in your existing CRM setup (Zoho, Salesforce, Hubspot, etc) to ensure it aligns with best practices and efficiently manages customer data.
      • Lead Scoring and Segmentation: Implement a lead scoring system based on customer behavior and interactions to prioritize and segment leads. This will enable more personalized and targeted marketing efforts, increasing the chances of conversion.
      • Marketing Automation: Integrate marketing automation tools with the CRM system to streamline processes, automate repetitive tasks, and ensure timely follow-ups with leads and customers.
      • A/B Testing: Conduct A/B testing on various marketing elements, such as email subject lines, content formats, and ad creatives, to optimize performance and identify the most effective strategies.
      • Conversion Rate Optimization (CRO): Continuously analyze and optimize the sales funnel and marketing channels to improve conversion rates at each stage of the customer journey.
      • Formulate a Contextual Content Strategy: Develop a comprehensive content strategy for the year, including content creation and distribution across various channels, to boost brand awareness, boost SEO efforts and attract qualified leads.
      • Develop Email and Drip Campaigns: Create and set up effective email campaigns to nurture leads through the sales funnel and establish drip campaigns to engage potential customers with relevant content.
      • Implement Remarketing Campaigns: Design and launch dedicated remarketing campaigns using Google AdWords and LinkedIn to re-engage potential customers and increase conversion rates.
      • Benchmark Key Performance Indicators (KPIs): To ensure a data-driven approach and monitor the project’s success, we will collaboratively establish clear Key Performance Indicators (KPIs) for the implemented sales engine and performance marketing initiatives. These KPIs will be aligned with your business goals and will serve as measurable benchmarks for evaluating the project’s overall effectiveness.
      • Expertise and Best Practices: By partnering with us, you gain access to our  SMB Tech Sales Engine built for Companies on the cusp of greatness to avoid the wasteful and frustrating pitfalls of growing and scaling sales processes. Our purpose-built partnership provides expert decision-making and strategies to cut to the chase by leveraging hard-won knowledge and best practices for sustainable results
  3. Sales Engine Process Overview:
    • Current State Assessment (Discovery)
      • A collaborative approach to identifying congruent goals and areas of efficiency is a Discovery Process or framework where a strategic direction, supported by financial and operational efficiencies can be identified for action. Fundamental to success is making coherent choices in terms of investment of limited financial and human resources towards the achievement of revenue goals and ROI
    • Go-to-Market (GTM) Discovery Process
      • Go-to-Market (GTM) strategy is a comprehensive plan businesses use to bring a new product or service to market. Designed to mitigate the risk inherent in the introduction of a new product or hiring salespeople with no plan or tools – a typical GTM strategy includes target market profiles, a marketing plan, and a concrete sales and distribution strategy.
  1. Performance Marketing Strategy:
      • Based on market research and industry best practices, we will devise a tailored performance marketing strategy that aligns with your business objectives. This comprehensive strategy will encompass various channels, including Google AdWords and LinkedIn for intent-based marketing, and social networks like Facebook, Instagram, Twitter, and TikTok for top-of-funnel awareness campaigns.
    • Reporting:
      • Tracking and analyzing sales performance is essential to identify strengths, weaknesses, and areas for improvement. Key metrics like conversion rates, average deal size, customer acquisition cost, and sales cycle length optimize sales effectiveness. These metrics enable businesses to measure their sales engine’s efficiency and make informed decisions to enhance performance. By monitoring and evaluating these metrics, organizations can identify patterns, trends, and potential bottlenecks, taking proactive steps to improve sales strategies, increase revenue, and drive growth.
  1. Post Marketing Plan – Scope of Work:
    • Process and CRM Optimization:
      • Data Cleanup and Structuring: To ensure your CRM operates efficiently, we will conduct a thorough data cleanup process. Duplicate records will be removed, and data will be structured logically to facilitate better lead management and reporting.
      • Automation Implementation: We will implement automation features within your CRM to streamline repetitive tasks and optimize workflows. This includes setting up automated lead scoring, email notifications, and task assignment for improved team productivity.
      • Customization and Integration: Our team will customize the CRM to align with your specific sales processes and integrate it with other tools, such as your website forms and email marketing platform, to enable seamless data exchange.
    • Content Strategy:
      • Content Calendar Creation: We will develop a content calendar for the year, outlining topics, formats, and distribution channels. This calendar will ensure consistency in content creation and timely delivery of engaging materials.
      • Content Creation and Distribution: Our team of content creators will produce high-quality and SEO-optimized content, including landing pages, blog posts, videos, infographics, and more. The distribution strategy will focus on maximizing reach and engagement across various platforms.
      • SEO Integration: Content will be optimized for search engines to increase organic visibility. Keyword research and on-page SEO techniques will be applied to improve search engine rankings.
    • Email Campaigns and Drip Campaigns:
      • Email Template Design and Development: We will create visually appealing and responsive email templates that align with your brand identity and resonate with your target audience. These templates will be optimized for various devices to ensure maximum deliverability.
      • Lead Nurturing Automation: A well-structured drip campaign will be implemented to nurture leads throughout the customer journey. Personalized and relevant content will be delivered to prospects based on their interactions with previous emails or website behavior.
      • Performance Tracking and Analytics: Comprehensive performance tracking will be set up to measure the effectiveness of email campaigns. We will monitor open rates, click-through rates, conversion rates, and other essential metrics to make data-driven improvements.
    • Conversion Rate Optimization (CRO):
      • Focus on improving the conversion rate of your campaigns by optimizing landing pages, forms, and user experience. Conduct thorough user testing, analyze heatmaps, and gather feedback to identify and address any barriers to conversion. Implement strategies like clear call-to-action buttons, persuasive copywriting, and simplified checkout processes to increase conversion rates and maximize campaign ROI.
      • Implementing robust tracking mechanisms is essential to monitor the performance of the campaigns. Utilize tools like Google Analytics and conversion tracking to measure key metrics such as website traffic, conversions, bounce rate, and average session duration. We review these metrics to identify trends, make data-driven decisions, and optimize the campaigns for better results.
  1. Deliverables:
    1. CRM Deliverables:
      1. Comprehensive CRM assessment report, highlighting areas for improvement.
      2. Optimized CRM setup with customized automation and integration.
      3. Documented CRM user guides and training materials for your team.
      4. Increase in the number of leads captured and effectively managed in the CRM system.
      5. Improvement in the lead conversion rate through efficient lead nurturing and follow-up processes.
      6. Enhanced visibility and reporting on the impact of marketing campaigns on lead generation and conversions.
      7. Streamlined sales processes and improved customer relationship management.
    2. Lead Scoring and Segmentation:
      1. Lead scoring model that assigns scores to leads based on their interactions and behaviors.
      2. Segmentation criteria and lists for targeted marketing campaigns.
      3. Automation rules to manage lead nurturing based on lead scores and segments.
    3. Marketing Automation:
      1. Integration of marketing automation software with the CRM system.
      2. Automated workflows for lead nurturing, follow-ups, and customer onboarding.
      3. Documentation and guidelines for marketing automation processes.
    4. A/B Testing:
      1. A/B testing plans and variations for marketing elements (emails, ad creatives, etc.).
      2. Performance analysis and comparison of A/B test results.
      3. Recommendations based on successful A/B test outcomes.
    5. Content Strategy Deliverables:
      1. Detailed content calendar for the year, including topics, formats, and distribution channels.
      2. High-quality content pieces, including blog posts, videos, infographics, and more.
      3. SEO analysis and recommendations for optimizing content for search engines.
    6. Email and Drip Campaign Deliverables:
      1. Professionally designed email templates for various stages of the customer journey.
      2. Set up and automation of email and drip campaigns, ready for launch.
      3. Performance tracking and analytics dashboard for monitoring campaign effectiveness.
    7. Remarketing Campaign Deliverables:
      1. Live remarketing campaigns
      2. Dynamic remarketing setup for personalized ad displays.
      3. Detailed performance reports, including conversion rates and ROI.
    8. KPIs for Digital Strategy
      1. Increase in website traffic by X% within the first six months.
      2. Improvement in organic search engine rankings for targeted
      3. Increase in the average time spent on the website by X%.
      4. Growth in the number of leads generated through the website by X%.
      5. Improvement in the website’s conversion rate by X%.
      6. Increase in the click-through rate (CTR) of PPC ads by X%.
      7. Reduction in the cost-per-click (CPC) while maintaining or increasing conversion rates.
      8. Growth in the number of conversions attributed to PPC campaigns by X%.
      9. Improvement in the return on ad spend (ROAS) by X%.
    9. Reporting and Communication: In this section, we outline our reporting structure and frequency, ensuring transparent communication and regular updates on the progress and performance of the digital marketing campaign.
      1. Reporting Structure: We will provide comprehensive reports that encompass all key metrics and KPIs defined for each service. These reports will be tailored to your requirements and can be delivered on a monthly or quarterly basis. Our team will also be available for meetings to discuss the results, address any questions or concerns, and provide strategic recommendations.
      2. Performance Reports: The performance reports will include detailed insights and analysis of website traffic, keyword rankings, PPC campaign performance, lead generation and conversion metrics, CRM utilization, and consultant placement outcomes. These reports will showcase the progress made towards your goals, highlight areas of success, and identify opportunities for further improvement.
    10. Website Development
      1. Design and development of a modern, responsive website with [number of] pages.
      2. Integration of Google Analytics, Google Tag Manager, and Google Web Console for comprehensive website tracking and performance analysis.
      3. SEO optimization to improve search engine visibility and rankings.
  2. Early Termination and Next 12-Months
    1. The proposed contract is for a 12-month engagement, emphasizing the importance of completing the full term to maximize the benefits of our services. However, we understand that circumstances may change, so we have included an out-clause review at the 6-month mark, allowing for early termination if necessary. In the event of early termination, all outstanding fixed costs and performance marketing costs will need to be paid. Moving forward, the next 12 months will focus on performance marketing, with an option for either a monthly management fee with a lower back-end percentage or no management fee with a higher back-end percentage. This flexibility allows you to choose the pricing structure that aligns best with your business goals and  budget.
  3. Roles and Responsibilities:
    • The responsibilities of the parties involved will be clearly defined in a separate document to ensure effective collaboration throughout the project.
  4. Confidentiality:
    • Both parties agree to maintain strict confidentiality regarding any sensitive information shared during the project.
  5. Payment Terms:
    • Payment milestones and terms will be outlined in a separate agreement, specifying the schedule and method of payment.
  6. Amendments:
    • Any changes to the scope or deliverables of the project must be mutually agreed upon in writing by both parties.

Please note that this is a preliminary version of the SOW based on the information provided. If there are any additional details or specific requirements that need to be incorporated, or if any modifications are required, please let me know so we can refine the document further.