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First Call Custom Brief

Here are some prompts to help you better understand your customer before jumping on that first call.

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Pain Points & Priorities

Based on your inputs, these are pain points your customer may be experiencing:

  1. Marketing ROI: The VP of Marketing is likely under pressure to demonstrate the return on investment of their marketing efforts. They may struggle to attribute revenue and track the success of their campaigns accurately.
  2. Lead Generation: Generating high-quality leads and converting them into customers is a top priority for the marketing department. The VP may be looking for ways to improve lead generation strategies and optimize their lead nurturing processes.
  3. Content Strategy: Developing engaging, relevant, and valuable content is essential for attracting and retaining customers. The VP of Marketing may be seeking guidance on content creation, distribution, and measurement to drive brand awareness and customer engagement.
  4. Marketing Technology: Managing and integrating various marketing tools and platforms can be a challenge. The VP may be interested in streamlining their tech stack, implementing automation, and leveraging data analytics for better decision-making.
  5. Alignment with Sales: Collaboration between marketing and sales teams is crucial for driving revenue growth. The VP may be focused on improving alignment between the two departments, ensuring marketing efforts are aligned with sales objectives and strategies.
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Objectives & Key Results

Use these OKRs (objectives and key results) to help your customer find success:

  1. Understand the current pain points within the marketing team related to collaboration, productivity, and visibility.
  2. Identify specific areas where the new customer is looking to improve efficiency and streamline processes.
  3. Evaluate the current tools and systems being used by the marketing team and assess their effectiveness.
  4. Determine the key metrics that the customer is looking to improve, such as time to market, campaign ROI, or team utilization.
  5. Establish a timeline for implementation and success metrics to measure the impact of the solutions being provided.
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Tactical Considerations

Consider these tactics and strategic initiatives your customer may be planning:

  1. The marketing team likely struggles with centralized access to information and resources, leading to inefficiencies in campaign planning and execution.
  2. Collaboration among remote team members may be challenging, causing delays in project timelines and hindered creativity.
  3. Tracking and measuring the performance of marketing initiatives across various channels can be cumbersome and time-consuming without a unified analytics dashboard.
  4. Coordinating cross-functional efforts with other departments, such as sales or product teams, may lead to misalignment in messaging and strategic goals.
  5. Ensuring compliance with industry regulations and internal policies could be a priority, requiring strict control over document access and versioning.
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Building Rapport

Suggestions for an effective first call and any future calls:

  1. Research the company's key challenges and pain points in the food services industry. Understand how the VP of Marketing's role intersects with these challenges.
  2. Prepare to share success stories and case studies of similar companies in the food services industry that saw productivity, collaboration, and visibility improvements with your SaaS solution.
  3. Personalize your approach by mentioning any common interests or connections you may have with the VP of Marketing, such as mutual connections, industry events, or shared experiences.

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