6–8 WEEKS · FIXED SCOPE · PRICING ON REQUEST
Lifecycle Strategy
The strategic foundation your lifecycle function will run on for the next 12 to 36 months.
Your team is delivering. The strategy underneath them is not.
Your CRM team is technically capable. They ship campaigns, they run journeys, they hit their quarterly OKRs. But the strategy underneath the work has not had a senior reset in years. The KPIs do not connect cleanly to the business model. The team is structured around what existed three years ago, not what the function needs now. Leadership cannot see the impact of CRM in the language of revenue or retention.
You need a strategic foundation, not a list of campaigns. This engagement builds it.
This is for you if:
- You are a CRM, growth, or product leader who needs senior strategic input to build or rebuild the lifecycle function
- Your CRM team has outgrown its current playbook and you need the next chapter designed
- You are restructuring the team and want a senior advisor to design the operating model and headcount plan
- You need a strategy your senior leadership will actually fund with KPIs, business impact, and a clear team plan
- You have completed an audit and want a senior advisor to lead the full strategic build
How it works.
Weeks 1–2 — Discovery and Diagnostic
Senior interviews with your leadership team — CEO, CMO, CPO, CFO, Head of Data, Head of CRM
Audit of your current lifecycle if not already completed
Benchmark against comparable companies in your vertical
Diagnose the strategic gaps: what is missing, what is misaligned, what is over-invested
Weeks 3–4 — Strategic Framework and KPIs
Define the strategic framework: what lifecycle is for, in language your CEO and CFO accept
Map the customer lifecycle as a system: acquisition → activation → engagement → retention → reactivation → win-back
Design the KPI architecture: north-star, leading and diagnostic metrics, and how they connect
Design the measurement approach for the key metrics
Weeks 5–6 — Operating Model and Team
Design the operating model: campaign intake, prioritisation, brief-to-launch cadence, decision rights
Design the team — the roles you need, sequenced over 6, 12, and 24 months
Build the headcount maturity curve: where your team is today, what it should look like at each stage of maturity, and what each hire unlocks
Map the team restructuring plan if needed — what changes, who owns what, how it interfaces with adjacent functions
Weeks 7–8 — Workshop and Senior Leadership Presentation
Full-day workshop with your CRM team and adjacent stakeholders — walk through the strategy, pressure-test it, agree the operating model
Each function leaves the workshop with explicit commitments
Build the senior leadership deck — designed to secure commitment, budget and headcount
90-minute presentation to your C-suite or VP layer
12-month roadmap with quarterly milestones handed over
Deliverables.
- Strategic Framework Document — the written advisory deliverable
- KPI Architecture and Scorecard Template
- Operating Model Playbook — intake, prioritisation, cadence, decision rights
- Team and Headcount Plan — roles, sequencing, and the full maturity curve
- Team Restructuring Plan — where applicable
- Full-day Workshop — facilitated with your team
- Senior Leadership Deck — yours to keep and use
- 90-minute Senior Leadership Presentation — facilitated by Salomé
- 12-month Roadmap with quarterly milestones
A strategy your leadership will fund and your team will execute.
You leave this engagement with the strategic foundation your CRM function has been missing, a framework your leadership accepts, KPIs your CFO trusts, an operating model your team can actually run, and a headcount plan that maps to the scale you are building toward.
Pricing on request. Free 30-minute scoping call first. Pricing on request. Engagements often begin with a CRM Audit to establish the baseline.
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