Marketing System Canvas
Marketing problems rarely start where they show up.
Why it exists
A conversion problem might come from the customer journey, but it could just as easily be the wrong audience, a weak proposition or the wrong communications. The Canvas gives me a view of the whole marketing function, so we can tell the symptoms from the causes.
Twelve areas, four groups
It's a map, so you can start anywhere. Looking into the customer journey might show that the real issue is the audience.
Direction
Do we know what marketing needs to achieve, where we’re competing and who matters?
Strategy
Have we made clear choices about how we’ll create value and where we’ll concentrate?
Growth
Are we reaching people, influencing them and developing customer relationships?
Management
Can marketing execute well and understand what’s happening?
How I use it
I usually start with a quick scan of all twelve areas, which takes about half a day. That means a few senior conversations, your existing plans and performance data, and a look at the work you have in market. Each area comes out as Clear, Focus or Unknown, and we only go deeper where it’s worth it.
This Is For You If…
✔ You’re building a brand and want to establish it properly
✔ You have a brand, but ownership and direction feel unclear
✔ Decisions are becoming subjective or inconsistent
✔ You want stronger consistency without adding bureaucracy
✔ You’re considering fractional or interim brand leadership
Talk to Me About Brand Leadership
If you’re exploring fractional brand leadership, advisory support, or senior input to help define, lead or steady your brand, let’s talk about what’s going on and what the right next step looks like.
If you want a quick sense check first, you can also take the short diagnostic below.