# MarStrat On Demand: Marketing and Growth Consulting MarStrat On Demand is a marketing and growth consultancy based in Phoenix, Arizona, serving clients nationwide. It helps CEOs, CMOs, and private equity-backed companies connect marketing strategy, martech, data, and AI, and offers strategic advisory, project execution, embedded team support, and on demand (fractional) CMO or CGO leadership. **Turn marketing complexity into growth.** MarStrat is a marketing and growth consultancy. We connect marketing strategy, technology, data, and AI to strengthen performance and accelerate business growth, with senior expertise when you need it, scaled to your priorities. - Contact: info@marstratondemand.com, 773-556-5700, or https://www.marstratondemand.com/connect - Website: https://www.marstratondemand.com/ - Based in Phoenix, Arizona with clients nationwide. We work the way that fits for you: remote, hybrid, or on site. ## On-demand expertise. Without the overhead. Brand pillars: Flexible, Scalable, High Impact, Right-Fit Expertise. ## Strategy alone doesn't drive growth: problems we solve - **Marketing investment without a clear commercial return.** We tie every dollar to a revenue goal, set the measures that matter, and move budget toward what performs. - **Fragmented technology and disconnected data.** We connect your martech and data into one working picture, so every team sees the same numbers and acts on them. - **AI experiments with no path to measurable value.** We choose practical use cases, build them into your workflows, and measure business impact instead of activity. - **Growth strategies that stall before execution.** We turn strategy into an owned plan with clear priorities, timelines, and leaders, and stay through delivery. ## Services Hire MarStrat for any one of these, and expand from there when you're ready. You might need to know where to play and how to win. Or systems that show what's working. Or a team and a rhythm that get the work done. Or customer experiences that convert and keep customers. Take on more than one and they work together, with one senior leader accountable for the result. ### Growth Strategy & Commercialization *Where should we play, and how do we win?* When growth slows, or a new product or market needs a route to revenue, we help you decide where to focus and build the plan to get there. - The challenge: Growth has slowed, or a new product or market needs a sharper route to revenue. - How we help: Go-to-market planning, demand generation, and customer acquisition built around revenue goals. - What it supports: A focused growth plan that sales and marketing can execute together. What we do: - Market, customer, and competitor assessment - Positioning, messaging, and brand proposition - Go-to-market plans for new products, segments, and markets - Demand generation and customer acquisition strategy, B2B and B2C - Revenue goals, budgets, and the measures that show it is working What you get: - A prioritized growth plan - A go-to-market plan with owners, timing, and budget - A scorecard leadership can track ### Marketing Technology, Data & AI *Are our technology and data actually helping us grow?* Stacks grow faster than the value they deliver, and AI ideas multiply faster than the plans behind them. We connect the tools, the data, and the business goal. - The challenge: The stack has grown faster than the value it delivers, and AI pilots aren't adding up. - How we help: Martech architecture, stack evaluation, data and measurement, and practical AI use cases tied to business objectives. - What it supports: Connected systems, clearer attribution, and AI investments with a measurable purpose. What we do: - Martech audit and stack rationalization - CRM and marketing automation selection, implementation, and integration - Data, attribution, and reporting you can take to the board - Practical AI use cases tied to a business goal, with the workflow changes to make them stick - Vendor and agency selection and management What you get: - A map of the stack you have and the stack you need - A measurement framework and dashboards - An AI roadmap ranked by business value ### Marketing Operations & Revenue Enablement *Why does good work take so long to turn into revenue?* Capable teams get slowed by handoffs, unclear ownership, and reports nobody trusts. We build the operating rhythm that gets the work moving. - The challenge: Teams work hard, but processes, handoffs, and reporting slow them down. - How we help: Operating models, workflow design, marketing and sales alignment, and performance accountability. - What it supports: A marketing function that scales without adding unnecessary overhead. What we do: - Operating model, team structure, and role design - Marketing and sales alignment: shared definitions, handoffs, and goals - Account-based marketing and sales enablement - Workflow, budget, and agency management - Performance reporting with clear accountability What you get: - A team and process that scale without adding overhead - A sales enablement toolkit your sellers will use - An operating cadence and a reporting view leadership trusts ### Customer Experience & Omnichannel Growth *Are we showing up the way customers expect, in every channel?* Customers move across channels faster than most experiences keep up. We make the journey relevant, connected, and measurable from first touch to renewal. - The challenge: Customers move across channels faster than the experience keeps up. - How we help: Customer journey strategy, lifecycle marketing, and channel integration for B2B and B2C models. - What it supports: More relevant engagement, better conversion, and stronger retention. What we do: - Customer journey mapping and lifecycle marketing - Omnichannel campaign planning and delivery across search, web, display, retargeting, social, and email - Targeting and personalization - UX and digital experience improvements, with specialists from our network - Retention, cross-sell, and upsell programs What you get: - A journey map that shows the moments that matter - An omnichannel campaign plan and a testing roadmap - Conversion and retention programs with clear targets ### When teams call us We work with CEOs, CMOs, and commercial leaders at B2B and B2C organizations, and with private equity firms and their portfolio companies. The call usually starts like this: - **Growth has stalled.** Revenue has plateaued, and you need to know why and what to fix first. - **A launch can't slip.** A product, market, or program has a date, and the plan needs an owner. - **An operation needs turning around.** A function or program isn't delivering, and you need a clear 30-60-90 day path back on track. - **Something needs to scale.** What works at today's size has to work at three times the size, without three times the overhead. ### Why an on demand model works - **Flexible.** Start with an assessment, a project, added hands, or a part-time executive, and change course as your needs change. - **Scalable.** Specialists join when the work needs them and step away when it doesn't, so you never carry a permanent team for a temporary need. - **High impact.** Every engagement ties to your revenue goals and is measured against them. - **Right-fit expertise.** Senior leadership plus specialists in technology, UX, data, and creative, matched to the work in front of you. **Expert project management.** Count on accredited Project Management Professional (PMP) expertise. We have a long track record of delivering on scope, budget, and timing. ## Our approach Every engagement starts with a conversation about your goals and where growth feels stuck. From there we follow five steps, so strategy, systems, and execution stay connected from the first diagnosis to measured results. We shape each engagement around where you are today. 1. **Diagnose:** We find out what is really holding growth back. Conversations with leadership, sales, and marketing; A review of funnel, pipeline, and performance data; An audit of martech, data, and agency and vendor spend; A read on team skills and capacity. You get: A clear picture of where growth leaks, and why. 2. **Prioritize:** We decide what to do first. Rank the opportunities by revenue impact and effort; Match priorities to budget and capacity; Agree on goals and the measures that will prove progress. You get: A short, ranked list with owners and targets. 3. **Design:** We shape the plan and the systems that carry it. Build a roadmap that links the operating model, martech, data, and AI; Define roles, process, and handoffs; Set budgets, timing, and milestones. You get: A roadmap your team can run, with the decisions documented. 4. **Activate:** We lead the work and bring in the right people. Lead execution, or work alongside your team; Add specialists in technology, UX, data, and creative as the work needs them; Manage agencies and vendors; Keep stakeholders aligned. You get: Programs in market, and a team that owns them. 5. **Optimize:** We measure, learn, and scale what works. Track results against your revenue goals; Test, refine, and shift budget toward what performs; Report in the terms leadership cares about. You get: Performance reporting and a plan for the next round. ### A typical first 90 days Plenty of engagements start with a turnaround or a launch that can't wait. Here is the shape a first 90 days often takes. - **Days 1 to 30, Get clear.** Leadership aligns on goals, we read the current state, and the priorities are ranked and owned. - **Days 31 to 60, Get moving.** The roadmap is set, the first quick wins go live, and the right specialists join the work. - **Days 61 to 90, Get results.** Programs are in market, the first results are read, and the plan for the next quarter is ready. ## Ways to work with us Every engagement is shaped around your priorities, budget, and timing. Start with the model that fits where you are today, and add or change course as your needs evolve. We work the way that fits for you: remote, hybrid, or on site. - **Strategic advisory.** Best for: leaders who need a fresh perspective before committing budget or direction. Expert assessment, prioritized recommendations, and a roadmap your team can execute. Typically covers: Diagnose, Prioritize, Design. - **Project execution.** Best for: a defined initiative with a clear scope that needs a skilled lead. We plan, staff, and manage the initiative from kickoff through launch, with clear owners and milestones. Typically covers: Design, Activate, Optimize. - **Embedded team support.** Best for: teams that need added bench capacity or skills they don't have in house. Specialists in martech, data, UX, and creative work alongside your team under your own leadership, then step away. Typically covers: Activate, Optimize. - **On demand CMO or CGO.** Best for: companies without a full-time marketing or growth executive in place. A senior executive who joins your leadership team part-time or on an interim basis and owns the marketing and growth agenda. Typically covers: Diagnose, Prioritize, Design, Activate, Optimize. ### An extended team, ready when you need it Every engagement is led by senior MarStrat leadership. Around that lead, we bring in proven specialists from our network when the work calls for them, so you get a cross-functional team without the cost of building one. - **Technology and martech:** CRM, marketing automation, analytics, and AI specialists who connect your systems and data so you can see what's working. - **UX and digital experience:** UX strategists, designers, and developers who turn customer insight into websites and digital experiences that convert. - **Creative and content:** Designers, writers, and content producers who bring your brand strategy to life across every channel. How the model works: 1. One senior lead stays accountable from strategy through results. 2. Specialists join for the work that needs them and step away when it's done. 3. The team scales from a single advisor to a full cross-functional group as your priorities change. ## Selected experience MarStrat works as your on-demand growth partner, tailoring each engagement to your specific opportunities and challenges. Here are examples of the business results that approach delivers. ### Turning a growth-stage business into a stronger revenue engine - Capability: Growth strategy and marketing technology - Situation: A private equity-backed pet wellness venture was growing on two fronts at once, with consumers buying services directly and business partners joining its network. Leadership had no single growth model for both, and marketing and sales were not working from one view of performance. - Solution: - Growth strategy. Built one purpose-driven plan that aligned brand, digital channels, and go-to-market execution across both audiences. - Funnel diagnostics. Used data-driven funnel analysis to locate acquisition and retention gaps, then implemented the upgrades. - CRM and analytics. Implemented HubSpot for real-time pipeline, attribution, and ROI reporting, and tied marketing to sales. - Results: +25% net new revenue; −17% customer churn; +31% cross-sell and upsell ### Building a value-added services strategy for a leading voluntary insurer - Capability: New product development and roadmapping - Situation: Employers were making value-added services a priority in their benefits strategies, with 92% naming them important over the next three to five years, and competitors had moved early. The insurer's offering lagged its top competitors, and leadership needed to know where to invest, with a lean team and budget. - Solution: - White-space research. Used industry insights to find the new value-added service opportunities that mattered most to employers and employees. - Executive alignment. Shaped market-leading recommendations and gained leadership alignment to build them into the 2020 enterprise strategic roadmap. - Phased go-to-market plan. Defined when to secure strategic alliances or build in house, with a rollout plan for corporate marketing and the national sales force. - Results: $100M venture fund established for new services; 13 service additions planned; 5-year roadmap built into the enterprise strategy ### Winning new customers for a leading hospitality chain - Capability: Customer acquisition and personalization - Situation: Competing for customers, the business needed a more relevant, integrated digital experience, and its stakeholders and agency partners were not yet aligned. - Solution: - Personalization. Designed and implemented a hyper-personalized initiative. - Targeting and omnichannel delivery. Reached the right audiences through Google Hotel Ads, retargeting, and meta-search strategies. - Agency roadmap. Built a strategy and roadmap for the digital agency team that earned stakeholder buy-in. - Results: +30% customer acquisition; $19M marketing program delivered; 7× return on ad spend (ROAS) ### Putting a dollar value on brand preference for a national health insurance association - Capability: Brand preference and valuation - Situation: The association needed to know how its brands stacked up against competitors, how brand preference shaped the buying decision, and what improvements along the buying process were worth in revenue. - Solution: - Quantitative research. Surveyed 1,874 employer groups and 586 individual members to measure preference against competitors. - Purchase-funnel economics. Combined the purchase funnel, conversion economics, and driver analysis to link preference to revenue. - Pricing power. Showed that premiums could rise 20% before the brand advantage was lost, and that the brands' strengths matched consumers' main decision drivers. - Results: 2× brand preference versus national competitors; +20% premium revenue opportunity identified from price-elasticity insights; $1.3B incremental revenue per 1% gain in awareness-to-consideration ### Scaling demand generation across a global distributed service network - Capability: B2B growth and demand generation - Situation: A global B2B development partner network of 250 firms in more than 40 countries was running an account-based marketing and lead-generation engine that had stalled. Marketing needed to give sales a steadier flow of qualified leads and put the company in front of the buyers who mattered most. - Solution: - Integrated marketing model. Introduced one content- and data-driven model that gave marketing and sales a shared plan. - Audience-led targeting. Used audience insights to build campaigns aimed at the accounts most likely to buy. - Brand visibility. Ran insights-driven programs that built awareness and engagement. - Results: 2–10× marketing ROI; 50–70% annual lead growth among ideal-customer accounts; ~$500K net new revenue ### Moving a grocery chain's weekly ad from print to dynamic local content - Capability: Digital advertising and local marketing - Situation: A grocery chain wanted to reach shoppers with sale items that were relevant to their neighborhood, at a lower cost than its print weekly ad. It tested a new online format over three months. - Solution: - Dynamic local creative. Piloted an online ad format that loaded sale items from the local weekly ad in each zip code. - Structured test. Ran the pilot over three months to compare online delivery with print on relevance, cost, and sales. - Effectiveness measurement. Tracked household penetration and incremental sales to prove the return on the new format. - Results: +9% in-store sales, from higher household penetration; +17% incremental sales from interactive ads; 10:1 marketing effectiveness compared with print ### Turning online search interest into in-store sales for a national multichannel retailer - Capability: Retargeting and customer data - Situation: A national multichannel retailer wanted to know whether retargeting consumers who had shown interest in certain products through online search would pay off, online and in its stores. - Solution: - Customer profiles. Fed each consumer's search and purchase history into a database to build a profile. - Real-time personalization. Used the profile to tailor every following advertising impression in real time. - Test and measure. Tested the approach and measured conversion lift across both online and in-store channels. - Results: 10× return on advertising spend; +23% online conversion lift; +28% in-store conversion lift, with 97% of incremental conversions in store ### Building the marketing engine for a Series B sustainable-construction company - Capability: Marketing leadership at a venture-backed company - Situation: During a Series B venture capital raise, a sustainable commercial-space construction company needed to build and elevate its marketing function to drive awareness, growth, and close, and to position itself for the next stage of growth. - Solution: - Hyper-targeted campaigns. Aligned marketing with the target audience and used CRM account insights to raise engagement and generate high-quality leads. - Channel optimization. Used data to improve search, social, email, retargeting, display, and web assets for direct and distributor sales. - New product line launch. Worked with product on a nationwide plan, from online to trade shows, for a projected $6M additional annual revenue. - Results: +150% reach from content marketing and lead generation; 2× inside sales team productivity; +20% digital interactions and conversions ### Growing one client account into the company's largest - Capability: Digital strategy, customer experience, and program leadership - Situation: The largest insurer in its category needed a customer-centric digital strategy to protect its market share and long-term competitiveness, and a delivery organization with the scale to build it. - Solution: - Digital strategy. Chosen by the client to lead the digital development center and roadmap. - Program leadership. Led the transformation of digital channel development and the omnichannel customer service model buildout. - Integrated delivery center. Built a development center spanning strategy, UX, research, technology, business requirements, and analytics. - Results: $20M annual recurring revenue and the largest staffed account within six months; $110M customer experience program lead; 800 practitioners in the digital development center, scaled from a team of two ### Helping a fast-growing consulting firm win and deliver work, and launch a new service line - Capability: Consulting delivery and customer research and analytics practice - Situation: An international marketing consulting firm was scaling fast and needed Fortune 500-caliber consultants who paired brand, analytical, and project management skills with omnichannel marketing expertise. - Solution: - Business development, strategy, and delivery. Led work across insurance, energy, and hospitality, from a brand repositioning that informed a $10M national campaign to a customer experience rollout that earned a #1 J.D. Power service ranking. - A new research and analytics practice. Established a customer research and analytics practice with proprietary tools that quantified brand and marketing return in a way no competitor could match at the time. - Integrated team leadership. Managed cross-functional teams and global market research and analytics partners. - Results: 14 projects over four years, repeatedly requested by the firm; $90M+ revenue to the firm from projects delivered; $5M+ new annual recurring revenue stream from the practice, and growing ## Proven results across a range of industries, companies, and organizations Our flexible model has served market leaders and growth companies across industries, stages, and sizes. The organizations we serve, and what they need from us: - **Companies, from startups to the Fortune 500:** specialized or additional expertise to accomplish strategic goals - **Consulting firms:** experienced resources to deliver results for their clients - **Private equity firms:** strategic and operational capabilities to power up portfolio businesses - **Professional organizations:** program development and management to add services and execute initiatives A sampling of the organizations where our leadership has delivered results: - Accelerance - Accenture Song - Access Holdings - Aflac - Allstate - American Family Insurance - AT&T (formerly SBC Communications and Ameritech) - Baird & Warner - Blue Cross Blue Shield - BorgWarner - bp - Caterpillar - College of American Pathologists - Duke Energy (formerly Cinergy) - DXC Technology - Gannett Digital Marketing Services - GE HealthCare - Illinois Manufacturers' Association - The Kraft Heinz Company (Kraft) - NASA - Nielsen - Northwestern University Kellogg School of Management, Center for Executive Women - Petro-Canada - Procter & Gamble - Prophet - Razorfish - RBC, Royal Bank of Canada (U.S. operations) - Staples - Sterling Partners - Target ## Our firm MarStrat brings senior strategic leadership together with a trusted network of technology, UX, and creative professionals, so each engagement gets the specialized expertise it needs. The firm is led by Lisa Morrell, a growth executive whose career spans top-tier consultancies, agencies, private equity-backed ventures, and high-growth companies. Leadership credentials: - MBA, Northwestern University, Kellogg School of Management - Project Management Professional (PMP) - AI Business Leadership Certification - Leadership experience at Prophet, Accenture, Nielsen, and Razorfish - Former Chief Marketing Officer, including at a private equity-backed venture - Former Board Member and Vice President of Programming, American Marketing Association, Phoenix Chapter ## About MarStrat (https://www.marstratondemand.com/about) MarStrat On Demand started in 2004 with a simple observation: organizations kept running into moments that needed senior expertise right away, and hiring for them took too long or cost too much. So we built a different kind of firm. Senior strategy, marketing, and project leadership, there when a launch, a turnaround, or a growth push can't wait, and scaled back when the work is done. Over the years that has meant setting up marketing functions, leading global rebrands, and guiding companies through an IPO or an acquisition. Today the work is more digital and more data-driven, and it includes AI. The idea is the same: the right people, in the right shape, without adding to your payroll. ### What the work has looked like Different industries, different sizes, the same kind of call. Here are some high value-added ways we've helped. - **Building marketing from the ground up.** We have set up marketing functions, led global rebrands, run international market research, and built targeted B2B and B2C programs from strategy through launch. - **Putting technology and data to work.** From ecommerce and CRM solutions to today's martech and AI, we connect the tools and the information to the business goal. - **Standing beside leaders at the big moments.** A startup's first year. A high-growth phase. An IPO. An acquisition and its integration. A change in business model. We have advised public and private companies through all of them. - **Keeping the moving parts moving.** We have managed strategic alliances, agency and creative partners, cross-functional teams, and marketing departments and budgets. - **Equipping the people who face customers.** Programs and materials that help client service teams and distributed sales forces sell and serve better. Today we bring the same experience to a bigger toolkit: martech, data, AI, and a bench of specialists in technology, UX, and creative. ### Why leaders bring MarStrat in Most growth leaders come up through one lane. MarStrat is led by Lisa Morrell, who has worked in three: as a strategy consultant, at leading agencies, and as a CMO on the client side. That range shapes how every engagement runs. - **Strategy grounded in evidence:** We start with your customers, your data, and your market. Our strategy work draws on experience at Prophet, Nielsen, Razorfish, and Accenture, including a three-year, $1 billion plan to bring one of Japan's largest food and beverage brands into the U.S. market. - **Leadership that owns the number:** We have held the CMO seat at venture- and private equity-backed companies, building marketing functions of 50+ people and leading enterprise projects with budgets of up to $100 million. Plans come with owners, timelines, and budgets, and results are reported in revenue terms. - **Stories that move people to act:** Award-winning campaigns for top retailers and CPG brands help us turn complex data into a clear story that executives, sales teams, and customers act on. ### Leadership: Lisa Morrell, Chief Growth Officer Lisa Morrell is MarStrat's Chief Growth Officer and leads every client engagement, serving as a trusted advisor to executive teams and boards. She is usually called in for operational turnarounds and high-growth challenges. Her career spans brand and analytics consulting at Prophet and Nielsen, digital strategy at Razorfish and Accenture, and marketing leadership at Gannett Digital Marketing Services and Royal Bank of Canada, where she led marketing and investor relations through an IPO and acquisition. She has also served as CMO of venture- and private equity-backed companies. She is an award-winning digital marketing professional and a published, award-winning business writer. She holds an MBA from Northwestern University's Kellogg School of Management, where she was an Austin Scholar, and is a certified Project Management Professional. Career highlights: - $110M: Customer experience program led for a top U.S. insurer - $1B: Three-year U.S. market-entry strategy designed #### Education - MBA, Northwestern University, Kellogg School of Management (F.C. Austin Scholar and Austin Scholars Co-Chair) - MS, Journalism, Columbia University (John J. McCloy Fellow) - BA, Economics, Wells College #### Certifications - Project Management Professional (PMP), Project Management Institute - AI for Marketing Certification, AI Academy by SmarterX (2026) - AI Business Leadership Certification, Management and Strategy Institute (2026) - Senior Fellow, MSI Business Leadership Council (2026) - Certification in Integrated Marketing | Digital, DePaul University Driehaus College of Business - Google Analytics IQ and Google Mobile Analytics certifications - HubSpot CRM Power User; Google Ads certification #### Leadership and recognition - Former Board Member and Vice President of Programming, American Marketing Association, Phoenix Chapter - Named a “Voice to Follow” in the international Best Of LinkedIn MarTech Insights list (Strategic B2B Marketing Community) - Founding Consultant to the Board, Center for Executive Women, Kellogg School of Management - Alumni Admissions Council, Northwestern University - Member, CHIEF and the CMO Council - Senior Fellow, Management and Strategy Institute Leadership Council - Valley Leadership Catalyze Program, Economic Empowerment - Advisor to CareerSpring; pro bono consultant for the Taproot Foundation and Chicago Public Schools LinkedIn: https://www.linkedin.com/in/lisamorrell/ ## Frequently asked questions ### What does MarStrat do? MarStrat is a marketing and growth consultancy. We help organizations connect marketing strategy, technology, data, and AI to strengthen performance and accelerate growth, from strategy through execution. ### How can we work with you? Engagements are shaped around your priorities, budget, and timing. Choose strategic advisory, project execution, embedded team support, or an on demand CMO or CGO. We work the way that fits for you: remote, hybrid, or on site. ### What is an on demand (fractional) CMO or CGO? An on demand, or fractional, Chief Marketing Officer or Chief Growth Officer works inside your leadership team on a part-time or interim basis. It's one way to engage MarStrat when you need executive direction across marketing and growth without adding a full-time hire. ### Who do you work with? CEOs, CMOs, and commercial leaders at established B2B and B2C organizations, as well as private equity firms and their portfolio companies. ### How does MarStrat support private equity portfolio companies? We work with sponsors and portfolio leadership teams on growth strategy, marketing operations, martech and data, and on demand CMO or CGO leadership. MarStrat's leader has served as Chief Marketing Officer of a private equity-backed venture. ### Where are you based, and how do you work? MarStrat is based in Phoenix, Arizona, with clients nationwide. We work the way that fits for you: remote, hybrid, or on site. ### How do you approach AI? As part of the broader growth plan, not as a standalone trend. We identify practical use cases, connect them to your existing martech, data, and workflows, and measure business impact rather than activity. ### How do we get started? Start a conversation about your business priorities. Together we'll decide whether MarStrat is the right fit and which kind of engagement makes sense. ## Connect Start a conversation through the form at https://www.marstratondemand.com/connect, by email at info@marstratondemand.com, or by phone at 773-556-5700. Based in Phoenix, Arizona with clients nationwide. We work the way that fits for you: remote, hybrid, or on site.