Fractional CMO and Sales and the development of a digital adoption plan (as part of Canada’s Digital Adoption Program)

Key outcomes
  1. Marketing strategy and planning
  2. Direct-to-consumer strategy recommendations  
  3. Comprehensive audit of current e-commerce strategy and website  
  4. Sales and marketing operating model recommendations  

The Differly team has been working with Health Craft for a number of years. We were first retained to provide senior-level marketing leadership as well as sales support. We were then retained to develop a digital adoption plan with the focus of moving from bricks and mortar to direct to consumer.  

The work through the years has involved:  

  1. The development of a comprehensive marketing plan and budget.  
  2. Collaboratively developing a new go-to-market plan with sales enablement support against growth goals and key target markets.  
  3. Assessment of the operating model to support growth plans in particular the structure and capacity of the marketing and sales team.  
  4. A full UX report of the current website to highlight immediate pain points to resolve and provide a comprehensive list of recommendations to improve conversions.  
  5. A review and analysis of the social media and content strategy with recommendations to improve relevancy to the target market and eventually conversions via the website.  

Differly has brought experience, capacity, energy, and focus -what’s more, they became a true extension of our team. They helped us establish a modern marketing and sales organization and build the confidence to tackle not only what’s next but also what’s possible.

Scott Lawrence, COO, Health Craft Products Inc.