M Squared: dominating the Scottish marketplace

Working Together

Hari Farzin, one of our Fractional CMO’s in Scotland, delivered the marketing strategy to ensure that the company became widely recognised in all target markets in Scotland, whilst helping set the foundations to scale the company.

The Challenge

M Squared had ambitions to accelerate growth but faced several key challenges:

• A lack of focus, and no clear strategy—multiple marketing projects were researched and started but not completed.
• Brand positioning, messaging, and public-facing assets did not reflect the calibre of their work or clients.
• Brand awareness was low and customer concentration was high, with revenue heavily skewed towards a few major clients.
• No dedicated marketing resources or marketing technology.
• Growth targets were set, but there was no clear understanding of where that growth would come from.
• Employee and customer value propositions were either missing or not fit for purpose.

Without a structured marketing function, and clear priorities, M Squared risked plateauing, despite their ambitions.

The Solution

To address these challenges, Hari implemented a structured strategy, including:

• Developing a comprehensive marketing strategy, with staged priorities for the next 18/24 months.
• Establishing a team of agencies and contractors to deliver essential marketing services.
• A brand evolution and refined messaging to better reflect the expertise and credibility of M Squared.
• Improving public-facing assets, including a revamped website and new marketing collateral.
• Implementing a Monday CRM system to provide clearer visibility to the tender pipeline and team efficiency, whilst creating a scoring system to better identify opportunities they should tender for.
• Creating a targeted approach to business development, prioritising high-value opportunities instead of an unfocused lead generation strategy.
• Defining an employee value proposition and company values to strengthen company culture.