Marketing
1. Overview & Mandate
Business Unit Purpose Marketing is responsible for shaping market perception of MorgueBoard®, amplifying credibility within the industry, and supporting sustainable demand generation in a manner aligned with company maturity. At the current stage, Marketing focuses on reinforcing inbound discovery, industry trust, and sales enablement rather than high-volume lead generation.
Mandate Statement Marketing exists to clarify MorgueBoard®’s value proposition, strengthen enterprise credibility, and intentionally support Sales and Customer Success through consistent messaging and targeted industry presence.
Primary Accountability Owner
- Primary: Marketing Owner (Nic Bavetta)
- Supporting: Sales (Revenue Operations), Product Management, Technical Compliance, Privacy & Security
2. Core Functions & Responsibilities
Core Functions
- Brand positioning and messaging
- Industry presence and event marketing
- Content development and thought leadership
- Website ownership and inbound discovery
- Sales enablement materials
- Marketing tooling and light demand support
Explicit Responsibilities
- Define and maintain clear, consistent market messaging
- Own website content, structure, and positioning
- Plan and execute conference and tradeshow participation
- Develop foundational content (case studies, thought leadership, trust collateral)
- Support Sales with decks, messaging, and credibility assets
- Coordinate marketing communications with compliance and product realities
Explicit Non-Responsibilities
- Direct sales execution or deal ownership
- Forecast or revenue ownership
- Product roadmap definition
- High-volume paid acquisition without executive approval
3. Fractional & Embedded Capability Partners
This section documents ongoing fractional or embedded partners that support Marketing execution. These partners provide executional capability for defined scopes while accountability remains internal.
| Partner | Capability Provided | Engagement Type | Accountability Boundary | Primary Engagement Contact | Notes |
|---|---|---|---|---|---|
| TBD | — | — | — | — | To be populated if/when fractional marketing or content resources are engaged |
4. Decision Rights & Authority Boundaries
Important Context The decision rights outlined in this section are intentionally high-level and directional. Formal, binding authority and escalation mechanisms are defined in the company’s Decision Rights & Governance Policy. In the event of conflict, the formal policy prevails.
Marketing Owns Decisions Regarding:
- Messaging, positioning, and brand voice
- Content themes and editorial direction
- Conference and event participation planning
- Marketing tooling selection (within budget)
Does Not Own:
- Sales commitments or pipeline decisions (Sales)
- Product feature commitments (Product Management)
- Security or compliance claims (Technical Compliance)
- Budget approval beyond allocated spend (Executive Leadership)
Escalation Triggers:
- Messaging that may introduce compliance or legal risk
- Marketing initiatives requiring material spend
- Public-facing claims impacting enterprise trust
5. Key Interfaces & Dependencies
| Interface | Nature of Interaction |
|---|---|
| Sales (Revenue Operations) | Messaging alignment, sales enablement, inbound handoff |
| Product Management | Value proposition alignment, roadmap awareness |
| Technical Compliance, Privacy & Security | Trust messaging, security claims, audits |
| Customer Success & Support | Case studies, customer proof points |
| Operations | Tooling, process coordination |
6. Budget Ownership & Cost Structure
Marketing Budget Scope
- Conference and tradeshow fees
- Marketing tooling and subscriptions
- Content creation and design support
- Limited digital advertising experiments
Budget Ownership Model
- Marketing manages spend within an approved budget
- Executive Leadership and Finance approve annual budgets and material increases
- Spend should be justified by credibility, demand support, or strategic visibility
7. General KPIs & Performance Metrics
Marketing KPIs are intentionally foundational and focused on visibility, credibility, and enablement rather than volume-driven growth.
Industry Presence & Credibility
- Conference participation and engagement
- Inbound inquiries attributable to industry presence
- Sales feedback on credibility assets
Inbound Discovery
- Website traffic trends
- Source of inbound leads
- Content engagement (downloads, views)
Sales Enablement
- Usage of sales materials
- Time-to-provide requested collateral
8. Initiatives & Goals Tracking
| Initiative / Goal | Description | Owner | Success Criteria | KPI(s) | Target Date | Status | Notes |
|---|---|---|---|---|---|---|---|
| Formalize Core Messaging & Positioning | Define and document consistent messaging for MorgueBoard® across channels. | Marketing | Single source of truth for messaging | Sales alignment, content consistency | Q2 2026 | Planned | Foundational for all other marketing |
| Optimize Conference & Tradeshow Strategy | Standardize approach to industry events to maximize value and follow-up. | Marketing | Clear objectives and post-event outcomes | Inbound leads, follow-up quality | Q1 2026 | Planned | Builds on existing strength |
| Establish Digital Marketing System & Cadence | Design and implement a consistent, scheduled digital marketing system across social media, email campaigns, and blog/thought leadership content. | Marketing | Regular, predictable publishing cadence established and maintained | Posting consistency, engagement trends, inbound references | Q3 2026 | Planned | Focus on system and cadence, not volume or paid spend |
9. Maturity Roadmap
Current State Organic inbound discovery driven by niche product value and strong industry presence, with minimal formal marketing structure.
Next State Intentional messaging, optimized industry presence, and consistent inbound support for Sales without high-volume campaigns.
Future State Scalable marketing function supporting both inbound and outbound sales motion through trusted brand presence and targeted demand generation.
10. Document Revision History
| Version | Date | Description of Change | Author | Approved By | Approval Date |
|---|---|---|---|---|---|
| 1.0 | 2026-01-04 | Document Creation | Nic Bavetta |