The Challenge

M Squared had ambitions to accelerate growth but faced several key challenges: 

• A lack of focus, and no clear strategy—multiple marketing projects were researched and started but not completed. 

• Brand positioning, messaging, and public-facing assets did not reflect the calibre of their work or clients.

• Brand awareness was low and customer concentration was high, with revenue heavily skewed towards a few major clients.

• No dedicated marketing resources or marketing technology.

• Growth targets were set, but there was no clear understanding of where that growth would come from.

• Employee and customer value propositions were either missing or not fit for purpose. 

Without a structured marketing function, and clear priorities, M Squared risked plateauing, despite their ambitions.

The Solution

To address these challenges, Hari implemented a structured strategy, including: 

• Developing a comprehensive marketing strategy, with staged priorities for the next 18/24 months. 

• Establishing a team of agencies and contractors to deliver essential marketing services. 

• A brand evolution and refined messaging to better reflect the expertise and credibility of M Squared. 

• Improving public-facing assets, including a revamped website and new marketing collateral. 

• Implementing a Monday CRM system to provide clearer visibility to the tender pipeline and team efficiency, whilst creating a scoring system to better identify opportunities they should tender for. 

• Creating a targeted approach to business development, prioritising high-value opportunities instead of an unfocused lead generation strategy. 

• Defining an employee value proposition and company values to strengthen company culture.