The plan before the spend.
When the scope is clear, you get a direct proposal. When deeper planning is needed, you get this: a paid, senior-led roadmap that connects business priorities, marketing strategy, and practical AI opportunities in one sequenced path, with the measurement that will show whether each step is working.
Direct proposal or Roadmap? The situation decides, not the sales process.
Most engagements start with a free strategy call. What happens next depends on how clear the scope already is.
| Your situation | Direct proposal | Roadmap |
|---|---|---|
| You know the deliverable: a new website, a managed hosting move, a support plan, an ad account taken over | ✓ | |
| One process hurts and you already know AI or automation should fix it | ✓ | |
| Marketing spend is spread across tools and vendors without a clear order | ✓ | |
| You can see what is possible with AI but not where it belongs in your business | ✓ | |
| A significant budget decision needs an outside, senior view first | ✓ | |
| Several parts of the system (message, site, search, follow-up) are underperforming at once | ✓ |
Either way the first conversation is free and commits you to nothing. The Roadmap is the right answer when a proposal would be a guess.
Six sections. Each one answers a question a leader actually asks.
What are we trying to achieve, and what is in the way?
The business outcome in plain terms, the constraints that are real, and the ones that are assumed. Everything after this section is judged against it.
- Outcome statement and decision owner
- Constraints: budget, team, timing, systems
- What "working" will look like in twelve months
Where do we actually stand today?
The site intelligence review applied in full: message clarity, Core Web Vitals, visitor path, search intent by customer problem, AI-discovery readiness, and the state of intake, follow-up, and reporting.
- Five-second test and message audit
- Technical and search baseline with numbers
- Systems and data map: what flows where
Where can marketing and AI earn their place?
Every opportunity we found, scored for impact, effort, and risk, including the ones we recommend against. Practical AI opportunities are separated from the merely possible.
- Opportunity register with scores
- Guardrail requirements per AI opportunity
- Explicit "not now" list with reasons
In what order, and why?
The sequenced plan. Which step multiplies the others, what depends on what, and what can run in parallel. Each step has a scope your team can hand to anyone, including us.
- Sequenced steps with dependencies
- Scope and acceptance for each step
- Decision points where the plan should be revisited
How will we know it is working?
Measurement designed before the work starts: the metrics that matter for the outcome, where they come from, the baseline, and the reporting cadence.
- Metric set tied to the outcome
- Baseline and instrumentation plan
- Reporting cadence and format
What will it cost, and what are the options?
Investment ranges for each step, phased options, and what we would do first if the budget were half. A direct proposal for the first steps is attached when you want us to implement.
- Investment by step and phase
- Options at different budget levels
- Proposal for implementation, if wanted
Short, structured, and led by the person who will implement it.
A roadmap only matters when it becomes real work. Senior judgment stays connected from the first interview to the first implementation step.
Outcome and access
Current state
Opportunities
Sequence and measurement
Readout
Priced for the decision it protects.
The Roadmap is scoped and priced per engagement after the strategy call, based on the size of the business and the number of systems in play.
Your written proposal sets the Roadmap fee, schedule and any credit toward implementation.
Whether or not you hire us next.
- The Roadmap document, yours to keep and to hand to any implementer
- The opportunity register, including what we advised against and why
- A measurement design your team can instrument without us
- A direct proposal for the first steps, if you want Veridian Marketing to carry them
The strategy call decides whether you need a Roadmap at all.
Bring the goal, constraint, or opportunity. If the scope is already clear, we will say so and skip straight to a proposal.