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Founder and Director of Revenue Growth Strategy
Leads strategy on every engagement. Former enterprise marketing leader at Coveo, Assent and Nakisa with 20+ years in B2B demand generation.
LinkedInKnow your market better than your competitors do, then plan around it
In short
PlanConversion audits your current marketing, researches your market and buyers, analyzes the competitors and alternatives buyers compare you with, and turns the findings into a prioritized plan. We study your space the way an in-house strategist would: who the other players are, how they position and spend, where buyers are underserved and where you can win. The plan comes from your own data and your buyers’ language, so it is specific to your business and hard for a competitor to copy. It works for enterprise teams and for owners and founders who want to start getting the visibility they deserve.
Measured by: Gaps ranked by revenue impact and a 90-day plan you can fund
Last updated
Clients
The problem
What usually goes wrong
You are guessing where to invest
Budgets follow habits and opinions, not a clear view of where buyers are and which channels could pay off.
Competitors look the same from the outside
Everyone claims the same strengths. Without a teardown, positioning stays generic and hard to defend.
Past marketing is hard to judge
Tracking gaps, mixed reports and no baseline make it unclear what worked, what failed and what to stop.
Our approach
How we run it
Every step is reviewed with your team, and every result is reported from your CRM.
Audit
Review your site, search presence, ad accounts, tracking, CRM data and funnel to find what leaks and what already works.
Market and buyer research
Size the opportunity, map how buyers search and compare, and study their language, objections and decision criteria from calls, reviews and search data.
Competitor analysis
Analyze direct competitors and substitutes: offer, positioning, pricing signals, content, search and ad presence, reviews and AI search visibility.
Strategy and plan
Turn the findings into positioning, channel priorities, a budget view and a 90-day plan with owners, measures and first tests.
Deliverables
What you get
Marketing and funnel audit
Findings ranked by impact and effort, with the evidence behind each one.
Market and buyer brief
Segments, search demand, buyer questions, objections and the moments where decisions are made.
Competitor teardown
A side-by-side view of positioning, offers, channels and gaps, plus where you can credibly be different.
Positioning and 90-day plan
Messaging direction, channel and budget priorities, first experiments and the measures that show progress.
A good fit when you have
- Owners and founders who want to start getting found by the right customers
- Marketing leaders preparing a new year, a launch or a budget request
- Teams entering a new market, segment or region
- Companies that suspect their positioning looks like everyone else’s
Your stack
We work in the tools your team already runs
Browse the platforms we operate by job. Logos name the tools we work in. They belong to their owners and do not imply endorsement.
Account selection, intent, advertising and sales alerts, run weekly.
- DemandbaseOfficial partner
- 6sense
- ZoomInfo
- Bombora
- G2
The system of record every program is measured in.
- Salesforce
- HubSpot
- Marketo
- Pardot
- Eloqua
- Dynamics 365
One paid plan across channels, optimized against pipeline.
- Google Ads
- Microsoft Advertising
- Meta Ads
- YouTube
- Reddit Ads
Tracking, attribution and reporting you can defend to management.
- GA4
- Tag Manager
- Looker
- Tableau
- Power BI
- Snowflake
- BigQuery
- Segment
Testing, behavior analytics and web builds for conversion.
- Optimizely
- VWO
- Hotjar
- Clarity
- Webflow
- WordPress
- Contentful
- Figma
Claude, AI search visibility and the tools that measure it.
- Claude
- ChatGPT
- Gemini
- Perplexity
- Copilot
- Search Console
- Semrush
- Ahrefs
PlanConversion went beyond flagging a misfiring tracking tag. They brought the fix and a forward-looking testing plan to keep our tracking reliable.
Pipeline quality and win rates improved within a quarter. We finally had one connected demand engine with shared metrics.
Pricing
Fixed scope and fee, quoted after a short call. Take the plan to your own team, or ask us to run it. See all pricing
Your team
Who runs your audit, market research and competitive strategy program
Senior Manager, SEO, GEO and AEO
Wins back high-intent rankings from competitors and makes enterprise brands visible in AI answers. Runs the GEO methodology behind enterprise programs such as ABB’s.
GEO, SEO and Inbound Marketing Manager
Leads GEO and SEO: answer engine audits, answer-ready content, structured data and share-of-answer tracking.
Senior Manager, Digital Performance
Twenty years of paid search and SEO growth for major Canadian brands in finance, retail and telecom, including value-based bidding at enterprise scale.
FAQ
Audit, market research and competitive strategy: common questions
Related services
What is a marketing and competitor audit?
A structured review of your current marketing and the market around it: how you are found, how you convert, how buyers compare options and how competitors present themselves. The output is a ranked list of gaps and a plan, not a long report nobody uses.
Is this only for large companies?
No. Enterprise teams use it before budget cycles and launches. Business owners and startup founders use it as a starting point, to see where visibility is cheapest to win before spending on ads or hiring an agency.
What do you need from us?
Read-only access to analytics, search console and ad accounts where they exist, a list of known competitors and a conversation with someone who talks to customers. We ask for no access beyond what the work needs.
Why would the plan be hard for competitors to copy?
It comes from your own data, your buyers’ language and a specific read of the gaps competitors leave open, not from a generic template. Copying the tactics without the insight rarely works.
Can we run the plan ourselves?
Yes. The plan is written so your team or another partner can execute it. If you want help, we run the programs that fit, from paid media to ABM, as one team.