Sample Growth Plan
See Exactly What You Get Before You Book
This is the kind of written plan we send after a free 30-minute working session. The company is fictional and the details are invented, but the format, the depth, and the thinking are what you receive.
Fieldstone Software
Michael Pecora
Your Situation, in Your Words
What we used: the conversation on our call, the numbers you shared, and a review of your website, ads, and search results. We did not need access to your systems.
Your Three Best Growth Opportunities
Your problem is not a lack of traffic or budget. It is leaks: good prospects who can’t get to a demo easily, ad dollars spent on people who were already coming, and happy customers nobody is asking for referrals. Fix those first, in this order.
Fix the Path From Website Visit to Booked Demo
What we saw
- Only 0.4% of your website visitors request a demo. For a company with your traffic and price point, we would expect at least double that.
- Your demo form asks 11 questions, including budget and timeline. Most prospects will not answer that before they have seen the product.
- Your pricing page says “Contact us.” Buyers who can’t tell whether you are in their price range tend to leave for a competitor who shows a number.
- On our call, your VP of Sales estimated it takes about a day to follow up on a demo request. By then, most prospects have already booked with a competitor.
- Your homepage headline talks about your “all-in-one platform.” Your customers told your sales team they bought to cut unplanned downtime. The site never says that in the first screen.
Why we ranked it here
It is the fastest and cheapest fix, and it multiplies everything else. Opportunities 2 and 3 send more of the right people to your site. If the path to a demo stays broken, you pay for that traffic and lose it at the last step.
First steps for your team
| Step | Owner | Timing |
|---|---|---|
| Cut the demo form to 5 fields: name, work email, company, role, number of plants | Web vendor | Week 1 |
| Let prospects book a time with a rep directly on the thank-you page | Sales ops | Week 1 to 2 |
| Publish a starting price range on the pricing page | CEO decision | Week 2 |
| Set a rule that every inbound demo request gets a response within 1 business hour | VP of Sales | Week 1 |
| Rewrite the homepage headline around reducing unplanned downtime, and test it against the current one | Marketing manager | Week 2 to 4 |
How you will know it is working
Move Ad Dollars From Searches You Already Win to Searches You Are Losing
What we saw
- About a third of your Google Ads budget goes to searches for your own company name. You already rank first for those searches, and no competitors are bidding on them.
- Broad terms like “maintenance software” are bringing in homeowners, students, and job seekers. Your agency reports clicks, not qualified demos, so nobody caught it.
- Your sales team says most wins are companies leaving two larger competitors. You have no ads and no pages for people searching for alternatives to those competitors.
Why we ranked it here
It pays for itself. You don’t need new budget, just a different mix of the budget you already have. We ranked it second because more traffic into the current demo path would waste part of the gain.
First steps for your team
| Step | Owner | Timing |
|---|---|---|
| Cut brand-name ad spend to a small defensive amount, and add negative keywords to block unqualified searches | Google Ads agency | Week 1 |
| Change agency reporting from cost per click to cost per qualified demo | Marketing manager and agency | Week 2 |
| Build two comparison pages: Fieldstone vs. Competitor A, and Fieldstone vs. Competitor B | Marketing manager and SEO freelancer | Week 2 to 5 |
| Move the freed-up budget to ads for competitor and “alternative to” searches, pointing to the new pages | Google Ads agency | Week 5 to 6 |
How you will know it is working
Turn Your 140 Customers Into Your Best Source of New Deals
What we saw
- Your VP of Sales said your best, fastest-closing deals come from referrals. There is no referral program, so referrals happen by accident.
- Your site has three case studies. The newest is from 2022, and none has a hard number like hours of downtime saved.
- Plant and maintenance managers buy software the way they buy equipment: they ask peers what works. Right now, your happiest customers have no easy way to vouch for you.
Why we ranked it here
It is the highest-trust channel you have and the least used. It ranks third only because it takes longer to build. Start it now so it is producing by month three.
First steps for your team
| Step | Owner | Timing |
|---|---|---|
| Pick your 10 happiest customers based on usage, renewals, and support history | Customer success lead | Week 1 |
| Run 20-minute interviews and write three short case studies, each with a number in the headline | Content coordinator | Week 2 to 6 |
| Launch a simple referral offer: a thank-you for any referral that books a demo, plus a credit if it closes | CEO and VP of Sales | Week 3 |
| Host a quarterly online roundtable where customers share maintenance practices, and let each customer invite a peer | Marketing manager | First session by week 10 |
How you will know it is working
What We Would Not Do Yet
Part of our job is telling you where not to spend. Three things came up on our call that we would hold off on:
A Stronger Way to Present Your Offer
“Request a demo” asks a busy plant manager to sit through a sales pitch. Offer something they would want even if they never buy.
Request a Demo
See our all-in-one maintenance platform in action.
Get Your Downtime Cost Estimate
A 20-minute walkthrough built around your own equipment list, plus a written estimate of what unplanned downtime is costing your plant. Keep it either way.
It is a specific result, a smaller commitment, and something they can take to their boss. That is what gets a demo request forwarded up the chain.
If You Only Do This Month’s List, Do This
- Cut the demo form to 5 fields
- Set the 1-hour response rule
- Cut brand ad spend and add negative keywords
- Add direct booking after the form
- Publish a starting price
- Switch agency reporting to cost per qualified demo
- Start the homepage headline test
- Launch the referral offer
- Book 10 customer interviews
- Draft both comparison pages
- Write the first case study
- Review the numbers against the targets above
Peter Geisheker and Michael PecoraThis plan is yours whether or not you hire us. Share it with your team and your agencies.
Free. 30 minutes with both of us. Limited to 10 companies a month.
Your Plan Is Built Around Your Business
The sample shows the format. Yours is written from scratch for your company, your numbers, and the problem you bring to the call.
Starts With Your Problem
Bring the marketing problem you most want solved. That’s where we start, and that’s what the plan answers.
Written by Both of Us
Two senior CMOs work every plan: one focused on demand and positioning, one on sales process, systems, and execution.
Yours to Keep
No pitch deck and no strings. Use it with your team, give it to your agency, or put it to work without us.
Want a Plan Like This for Your Company?
Book a free 30-minute working session with both of us. Afterward, you get a written plan with your three best growth opportunities, why we chose them, and the first steps your team can take.
Try us before you hire us. We take 10 growth plan sessions a month. No obligation.
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