Scaling a global coaching business and smashing funding targets
Cognomie provides coaching and ‘mental fitness’ to businesses, helping them to improve individual and team performance, and enabling and evolving capability within organisations. In Dec 2021, less than 3 months after working with Emmie, Cognomie managed to secure £375K in funding (overfunded by 17%). This will enable them to scale up sales and marketing, further develop their tech and take on key hires.
Kate Hesk, one of the founders, reached out to Emmie to ask for help as they look to scale their business. Cognomie is a great fit for Emmie with her expertise in B2B marketing and experience working with brands in the health and well-being sector.
Strategic Growth Plan: Top-level strategy + tactics + 12-month marketing budget (includes 2 coaching sessions)
Working collaboratively with Kate, Emmie created a top-level marketing strategy and associated marketing tactics, covering all digital channels. This included detailing who would be responsible for implementing the plan as well as introducing Kate to trusted suppliers (e.g. agencies and freelancers) aligned to Cognomie’s needs.
Emmie put together a 12-month marketing budget, split by month and channel, to give clarity on expected marketing costs needed to scale the business. Emmie also provided key research on audience insights and behaviours to enable better targeting and content creation.
Kate and Emmie had 2 coaching sessions together to talk through the business, the marketing strategy and marketing plan, and the mission-critical tasks to focus on in the short term. These sessions also provided the opportunity to cover other areas such as positioning, marketing messages, and content ideas.
How did you feel before working with Emmie?
Confident in our model and service but unclear how to get quickly to a tactical marketing plan.
What were your main business challenges before working with Emmie?
The ‘founders’ challenge’ of us all being spread too thinly to be able to give proactive focus and drive to marketing.
What was the best thing about working with Emmie?
She cuts straight to recommendations and offers solutions in a way that feels so collaborative. Emmie has been very generous in linking me into her own network to support our business – saving such a lot of time and enabling us to move fast which was a business imperative for us. She also very quickly understood our challenge and was prepared to offer strategic suggestions in a way that felt generative and collaborative.
What did you find most helpful?
Emmie’s bright mind, significant expertise, and credible experience in all aspects of marketing planning. Also, having a marketing template/costs to use as an initial blueprint plus the generous connections into excellent marketing professionals.
How do you feel now that you have finished working with Emmie?
Confident to move into tactical planning and am delighted with the new connections we’ve made.
Feedback from Kate
“It’s a privilege to work with Emmie – she has a very sharp mind, masses of credibility and delivers so much more than I was originally hoping for!
Cognomie has benefitted through rapid access to a cogent marketing plan template and fantastic quality marketing executives and consultants to help us accelerate our marketing activity quickly and in the absence of focused internal resources.”
Kate Hesk, Co-founder, Cognomie