SPRING 1 · GAP ANALYSIS
Before you can fix anything, you need to know where you actually stand. Start here.
EXCEL
CLEAR Growth Springs Gap Analysis
A 56-point self-assessment across all 8 growth dimensions. Score yourself 0 to 4, and the scorecard tells you exactly where your biggest gaps are.
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SPRING 2 · MARKET INTELLIGENCE
You can’t message to a customer you haven’t defined. These two templates do that in about 30 minutes combined.
POWERPOINT
Ideal Customer Profile Template
Define the company-level profile your marketing and sales should be targeting: size, revenue, decision-makers, tech stack, and the pain points that drive a purchase.
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POWERPOINT
Target Persona Template
Go one level deeper than the ICP: who is the actual human being who buys, what do they read, and what channels reach them.
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SPRING 3 · POSITION AND MESSAGE
This is the one spring I don’t hand out as a static template, because positioning works best as a conversation, even an AI-guided one.
The Positioning Challenge (AI-Guided Quiz)
A free AI-assisted diagnostic that shows you exactly where your positioning and messaging are off, in about 10 minutes. Finish it and you can book a complimentary personalized debrief.
SPRING 4 · GO-TO-MARKET
Strategy without a plan and a staffing model is just a slide. These three resources turn a plan into something executable.
Plan-on-a-Page Template
Your objective, strategic choices, tactics, and 3-year financial targets on a single page. The template I use to kick off every engagement.
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Essential Marketing Functions
A one-page map of the human resources it actually takes to execute a marketing plan, from the CMO seat down through demand gen, brand, and customer marketing.
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Marketing Budget Benchmarks
Before you defend a marketing budget, know what similar companies actually spend. The CMO Survey is the free, credible benchmark I point every client to.
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SPRING 5 · PIVOT AND SCORE
If you can’t measure it, you can’t defend it in the boardroom. Start with a shared vocabulary.
The B2B Marketing Metrics Glossary
The metrics that actually hold up in front of a board, in plain language: pipeline and revenue metrics first, cost efficiency and funnel quality second.
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SPRING 6 · LEARN AND SCALE
Systemizing what you’ve learned so it doesn’t live in one person’s head. This is a discipline I lean on a proven outside system for, not one I’ve built myself.
The EOS Toolbox
Five free foundational tools from the Entrepreneurial Operating System. I use these when the gap is operational discipline, not marketing execution.
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Work With an EOS Implementer
If you decide EOS is worth a guide rather than a self-implementation, Jeff Schafer is the Dallas-area Certified EOS Implementer I refer clients to most.
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