The performance
marketing programme
for in-house teams
We’re a team of marketing experts who build out the strategy with you; we deliver the marketing services your team can’t run yet; and we teach you how to do what we do. The programme builds an in-house engine, and every quarter you take more of it in-house until you graduate. Most teams are running it themselves within three years.
The In-House Engine
An in-house team that runs like an agency. The systems, the automations, AI agents, the rhythm and the skills, all of it in your building, in your name.
Nobody trained you for this
Maybe you came into marketing because you were good at brand, or good at writing, or you were the one who could actually make the website behave, and it turned into a job. Then somebody started asking for MQLs.
There’s a CRM nobody set up properly. Six tools you’ve been told to get across. An AI thing your MD read about at the weekend and forwarded at eleven o’clock at night. A number you’re supposed to hit by Q4 and no real idea whether last month’s work moved it.
No training. No senior marketeer to ask. And no honest way to say you’re struggling, because you are the marketing department.
65%
of marketeers felt overwhelmed in the past year. 55% are emotionally exhausted.
1 in 3
of a thousand marketeers chose “lonely” to describe their working life, more than chose “calm” and “balanced” together.
43%
have had no AI training at all, while 69% say their company mandates or encourages it.
I know, because I sat in that seat
I started this because I’ve been the only marketeer in a business, holding a target I didn’t set, using tools nobody taught me, with no one to ask. I know the Sunday night feeling of not knowing whether any of it worked.
Marketeers didn’t get worse, the job got harder. It got harder because the job quietly became six in one with new tools coming out every week.
My mission has been to reinvent faith in marketing. Faith in what it can do, and faith in the people doing it. This programme is how I keep doing that.
Charlotte Johnson
Founder, Marketeer Moments
I started Marketeer Moments as an events and training series, and after talking to hundreds of you it gave me the ideas to create this programme.
We’re not an agency
Agencies get paid for staying. They sell you time and services, and the longer they can keep selling them, the better it works out for them. We’d rather you never had to use one again.
This programme delivers the team, the systems and the automations, until your business performs like it’s got the best providers in the country working on it, and every bit of it sits in house, in your name, on your accounts.
We’re a programme you finish.
The In-House Engine
Every channel points to one place, every step from first click to an advocate, and the loop that scoops up anyone who drops out back into the journey.
Level 1
Top of funnel
Engage the right people into the funnel and capture their data into the system.
Level 2
Middle of funnel
Data converted to lead or customer. Either an online sale or a quality lead to the sales team.
Level 3
Bottom of funnel
Turn customers into advocates who up-sell, cross-sell or bring new customers, through referrals, recommendations and gamification.
Three stages, and the price falls at every one.
Most suppliers get more expensive as you grow. This programme gets cheaper, because there’s less of it left to do.
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Do It For You (Nobody in seat, or one person)
You outsource marketing and lead generation to us. We are your team and we own the outcome. You get the results while your first hire learns the job by watching it done properly, on your own accounts. We build the plumbing at the same time: tracking, CRM, automation, reporting, the campaign calendar.
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Do It Together (Two to five people)
You deliver what you can. We do the rest. In the weekly session we coach your team to take more in house, quarter by quarter, and we don’t hand over anything they can’t hold. The ratio shifts every quarter and so does the invoice.
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Do It Yourselves (Five or more)
Your team delivers. We create the strategy, run the weekly session and keep the standard high. You keep the doing, we keep you honest. This is the last stop before graduation, and it’s where most of the confidence gets built, because your people are now running things that used to frighten them.
Two questions tell us where you start
One. What outcome do you need?
Level 1
The right people into the funnel, data captured into the CRM, email nurturing.
Includes: all start-of-funnel channels, landing page, data capture magnet, email automation. Bi-weekly analysis and refinement. Quarterly strategy.
Level 2
Everything in Level 1 plus we turn data into customers, whether it’s online sales, leads, enquiries, event turn-ups.
Includes: website conversion performance, GEO, generative engine optimisation, weekly analysis, working with sales for quality feedback.
Level 3
Everything in Level 2 plus customers become advocates: they spend more or bring in a new customer.
Includes: gamification, loyalty schemes, reviews, community and Reddit strategy, reconnection campaigns.
Two. How much of the delivery does your team keep?
Do It For You
Nobody in seat yet, or one person. You outsource to us, we are your team and we own the outcome, while we help you build the marketing team.
Do It Together
Two to five people. You deliver what you can, we do the rest, and each quarter you take a bit more in-house through the programme training.
Do It Yourselves
Five or more. Your team delivers; we set the strategy and keep the standard up; we run the weekly Moment meeting and train and coach your team to deliver better results and the system.
* Team size is the guide, not the rule. What matters is the skills in the room. Plenty of teams have six people and nobody who has ever run paid media. This is just a guide, we can create the plan in the discovery call.
Answer both and you land on one of nine starting points. It is a starting point, not a package. You move across as your team takes more on, and up as the outcome grows.
Two rules, nine starting points
Rows are the outcome you need. Columns are how much of the delivery your team keeps. Read it left to right, because that’s the journey.
*Prices are monthly and excluding VAT.
Every step right saves £1,500 a month.
Every level up costs £2,000 a month.
Nothing moves before it’s ready
Nothing gets handed over because the calendar says so. Each quarter you agree what your team takes on next, and each thing has a standard it has to hit before it’s theirs. Not a date, a standard. If a quarter goes badly it doesn’t move. If your team races ahead, it moves sooner and you pay less sooner.
A three-person team needing Level 2 starts at £5,500 a month. Year two they move to Do It Yourselves at £4,000. Year three they graduate.
The price falls every year, because there is less of it left for us to do.
The In-House Engine vs the alternatives
If a team starts at Level 2, Do It Together. That is £5,500 a month, £66,000 a year. Here is what that buys, and what the same job costs you everywhere else.
Delivery, a one-hour weekly session called the Moment, quarterly strategy in person, the annual engine review, and a team that can run it. Falls to £48,000 in year two and £20,000 once you graduate.
Delivery. Indefinitely. The same invoice in year three as in year one.
Senior strategy. No execution, no team training, and the knowledge leaves when they do.
A person. Untrained, unsupported, and free to leave.
Over three years that is £134,000 with us and a team who can run it, against roughly £153,000 with an agency and another renewal to sign.
Ours is the only one of the four that gets cheaper, and the only one that leaves something behind.
What the Programme looks like
One session a week, and it’s called the Moment. Same time every week, and it does three things.
Annual engine review
Where you’ve got to, and whether you move a stage on.
Quarterly strategy
In person. What worked, the quarter ahead, the goals, and how much more your team takes on.
The Moment Weekly Meeting
Our experts review the week’s progress before it reaches you, so nothing drifts for a month.
What a week looks like
The numbers
Last week’s results on your scorecard. Not to admire them, but to work out why they moved and what that means for the week ahead. Your team learns to read their own numbers by reading them out loud until it’s second nature.
The why
The coaching half. What you’re doing this week to hit the quarterly goals, who’s doing it, and what gets dropped to make room. Most of the mentoring happens here, because a plan is where you find out what somebody doesn’t understand yet.
The training
One thing taught properly by an expert who does this work every day, usually what you need for the plan you just made. Nobody moves on because a syllabus says so. We come back to things until they stick.
What happens when someone leaves
You train someone up and they take it to their next job. It’s the reason a lot of businesses never invest in their people at all. Here’s what actually happens.
Your progress doesn’t reset, because the progress isn’t in their head. It’s in the systems, the automations, the rhythm, the reporting and the way your team works. That’s the whole point of building an engine rather than hiring a driver.
The new person joins where you are, not where you started. They walk into a business already running to a standard, and they pick it up in the weekly session alongside everyone else.
And if they need more than that, we run a New Starter Fast Track. A short block of extra sessions to bring them up to speed on your brand, your accounts and your engine.
The whole thing is designed to end
You’ve graduated when your team runs it without us.
Three things have to be true. Your team runs the Moment themselves. Our experts stop needing to ask the challenging questions, because your people are already asking them of each other. And the strategy holds through a busy quarter without anyone from our side propping it up. That last one is the real test. Anyone can run a good week. Graduation is when the rhythm survives a bad month.
Our experts are incentivised on quality graduations, not on how long they can keep an account open, and every graduation is checked independently by the board. So we won’t drag it out and we won’t rush you. We know when your team is ready and what is best for them, and you will know too.
It is such a feeling. Everyone around the room just knows, from the looks on their faces, and we celebrate it. Everything is in your name from day one, so there is nothing to hand back at the end.
And what comes after
Graduating doesn’t end the relationship; it changes it. No engine runs untouched for a year. Tech changes daily, channels shift weekly, people leave, and standards drift without anyone inside challenging it quarterly.
So the support and framework continue, your team and performance keep improving, and the price keeps falling, for three more years and beyond.
The annual strategy, and we run the four quarterly sessions with you. Training sessions alongside them to get you through anything that is stuck. Expert clinics in between, the annual engine review, and a quarterly briefing on what has changed.
The annual strategy, and your team runs the quarterly sessions. We are there to guide and help, with a follow-up session halfway through each quarter to keep you on track.
The annual strategy, and we are guests in your quarterly sessions. We observe, support and help you make each one better. And we are on the end of the phone.
Quarterly group sessions with other teams, so you keep learning from what is working elsewhere. The annual review, the briefing, and the community to stay close to and ask for help. Enough that nothing quietly slips.
Same price whichever row you graduated from.
And we’ve got skin in the game.
We ask for a twenty-four month commitment so we have skin in the game too. We believe in true partnership.
Accountable for outcomes
Every quarter we agree the results we’re all working towards, your team’s and ours, and we report against them every week. One set of numbers, one team of teams.
The nine month clause
If we get to nine months and we haven’t moved you along or hit the results we agreed, we work fee free for two months to get the results where they need to be.
Do you guarantee results?
Yes. See the next paragraph. It’s not a legal line, it’s a personal one.
“Yes, we guarantee results. We always have and we always will.”
My mission is to reinvent faith in marketing. Faith in what it can do, and faith in the people doing it. A guarantee is the only honest way to say that out loud. If I won’t stand behind the results, I’m asking you to have faith while I have none.
So we agree the results with you every quarter, we report against them every week, and if we’re behind at nine months we work fee free for two months to get them where they need to be.
Charlotte Johnson
Founder, Marketeer Moments
This works if
- You’ve got an in-house team, or you’re about to build one
- You’d rather own the capability than rent the agency
- Someone will show up to the Moment every week and be honest in it
- You can commit twenty-four months, because that’s how long it takes for this to hold
And it doesn't if
- You want a supplier you never have to think about
- Nobody on your side will commit to the weekly session
- You need results next month and nothing after that
- You’re looking for a cheaper version of what an agency does
Before you decide
It’s the product. We’re not an agency that also does training, we’re a programme that gets in-house teams good, and doing the work is how we teach. If we kept you dependent we’d be selling you something else and you’d notice eventually.
Because they leave with the knowledge. A fractional director gives you a senior brain two days a week and nothing that stays behind. We’re the same money doing the opposite thing. Everything we know ends up in your building, on purpose, on a schedule. And our bill goes down. Theirs doesn’t.
The teams who say this are usually the ones who need us most. If there’s no time, it’s because the wrong things are getting done, there aren’t systems carrying any of the load, and everyone’s working hard instead of working smart. One session a week is what buys the rest of the week back.
All of it is yours. Every account and login is in your name from day one, and you own the IP in what we build for you, because it is built for you. There are stages everyone moves through, but how your engine gets built is particular to you. The programme and the In-House Engine remain our IP, and our tools, templates and materials cannot be resold, licensed or used for commercial gain outside your business.
No. We work in your tech stack. We’ve got favourites and we’ll tell you what they are, and where there’s a genuine gap we’ll help you choose something and implement it properly. But we’re not going to make you rip out tools that work.
No, there isn’t. The more the merrier, but teams of seven and over go automatically onto Level 3, because a bigger team needs more of our time.
No, the monthly price is the programme. Media spend is yours, on your accounts and your cards, paid direct to the platforms, so you are set up to be independent from the first month. We take access to help you, or to run it for you at the start, and we want you seeing every number as it lands.
You are set up on a direct debit that clears into our account by the 27th of the month, so we continue work from the 1st of each month. It is an automated system. We do not waste time on invoices and chasing payments, we keep that time and energy for the programme.
Next steps
Find out more
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