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How to Build an Unstoppable Marketing Department


You are not alone.

To the contrary, there are millions in the same position as you. Over 90% of small businesses have only one person responsible for all of the company’s marketing efforts.

But just because you’re not a fortune 500 company … and just because you don’t have a marketing team of 50… don’t think you aren’t a marketing department!

In this intensive class, we’ll cover all major aspects of running a successful marketing department, including messaging, building a marketing plan, measurement, working with sales teams, customer research techniques, and more.

Who should attend this MasterClass?

If you’re the person responsible for both creating and executing the marketing for your company, then this class is for you.

It doesn’t matter if you are the business owner, or the marketing manager. Or whether you’re an experienced marketer or just starting out.

This class is designed to help all levels of marketing expertise excel.

We will help you develop a solid foundation for leading your company’s marketing more strategically and efficiently.

What Should You Bring?

Bring anything and everything! Marketing plan, marketing budget, customer surveys conducted, sample creative . . .  whatever you have!

Don’t have anything? That’s fine too! You’ll get tons of value regardless of your starting point.

Sample Agenda

Research Basics

  • Qualitative vs Quantitative
  • Crafting Effective Questions
  • Understanding Net Promoter Score
  • Drafting a research plan

Identifying Your Target of One

  • Who’s Your Target
  • Target Customer vs. Client Personas
  • The Persona Problem


  • Overview
  • Unmet need and the problem you’re solving
  • Defining Your Competitive Framework
  • Identifying a Strong Point of Difference
  • The Reasons to Believe your Point of Difference


  • Creating a Powerful Story
  • The Messaging Matrix

Developing Your Marketing Plan

  • Preparing to Build a Marketing Plan
  • Setting Your Plan Objectives
  • Establishing Your Marketing Strategies
  • The Wonderful World of Tactics
  • How to Approach Budgeting
  • Metrics Overview
  • Putting the Plan into Action

The Wonderful World of EMMA

  • Cloning yourself
  • Writing copy like a pro

Phase Two: Moving beyond yourself

Hands-on Exercises Include:

  • Find the Bull’s Eye
  • Hey, You Look Like Richard Lewis!
  • Stand Up to Stand Out
  • This is MY Sandbox
  • My Marketing Pulse
  • Beers with Peers
  • Building Bridges
  • Competitive Detective
  • Measure Twice, Cut Once
Mark Harari

Mark Harari

Vice President, Remodelers Advantage

Mark Harari

Vice President, Remodelers Advantage

Currently Vice President of Remodelers Advantage, Mark is an award-winning marketer whose pioneering work in developing targeted audience acquisition strategies has influenced industry best practices. Having spent 18 of his 20-year marketing career working exclusively in the construction industry, Mark understands the unique challenges facing remodeling business owners today. Throughout his career, Mark has run the marketing gamut: From email, SEO and web design to copywriting, positioning and brand management. Recent Honors and Awards include: 2019 Muse Creative Award Winner – Video Excellence | 2018 Muse Creative Award Winner – Excellence in Print Advertising | 2017 IAC Award – Best Consulting Online Video | 2017 AVA Digital Award Winner – Outstanding Landing Page | 2017 AVA Digital Award Winner – Outstanding Web Video | 2017 AVA Digital Awards – Honorable Mention | 2017 AVA Digital Awards – Honorable Mention | 2016 MarCom Award Winner – Excellence in Copywriting | 2016 MarCom Award Winner – Excellence in Video Advertising

How to Build an Unstoppable Marketing Department


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