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FAPI Framework

Supporting Business Leaders Address Modern Marketing Challenges

As marketing management consultants, we specialize in assisting businesses to stay at the forefront of dynamic marketing and technological advancements. Leveraging our expertise in marketing and IT, we provide comprehensive support in implementing cutting-edge marketing systems that effectively utilize technology to drive success.

Change marketing direction

Re-engineer your marketing model to shift the marketing direction and alter your business's core value proposition, target audience, or channels to market

Identify marketing opportunities

Adopt a proactive approach in identifying and pursuing new marketing opportunities and technologies capitalizing on innovation

Improve marketing performance

Focus on enhancing your current marketing performance. Streamline marketing processes, capability resources and optimize execution potential

Vision, Support & Knowledge. At Your Pace

Customer success is our priority, whether it means developing marketing strategies and plans or supporting marketing execution. We provide comprehensive support and guidance to businesses at any stage of their marketing lifecycle by developing customized strategies tailored to each client's specific needs.

Marketing Strategy

Review your organization's overall approach and direction chosen to achieve its marketing objectives

Tactical Planning

Map the specific actions and initiatives that support the implementation of your strategy

Project Management

Develop a systematic process of planning, executing, and controlling marketing projects

Team Training

Enhance the skills, knowledge, and capability within a team to improve performance

Resources Planning

Evaluate and assessing the available resources, such as budget, personnel, and tools

Function Realignment

Reorganize the marketing functional area to align with strategic objectives

Create Marketing Value

We help you create tailored marketing experiences that recognize the unique and subjective nature of your organization's relationship with its customers, leading to effective, engaging, and ultimately more successful marketing performance.

Resources & Insights

Find information and tools for individuals and organizations looking to enhance your team's marketing management skills. Practical guides, templates, and articles on various topics such as leadership, project management, and team building.

Preparing Marketing Data for Decision Making

By Chasefive Management • September 24, 2025

In modern marketing, data is everywhere. But without structure and purpose, data is just noise. The real value comes when data is prepared in a way that makes it actionable, contextual, and aligned with responsibilities . As part of the Insights Module in the FAPI Marketing Framework , preparing marketing data for decision making ensures that teams move beyond collection and reporting, and instead focus on clarity, consistency, and meaning. Why data preparation matters. ensuring reliability and integrity The primary goal of marketing data preparation (covered in the Data Acquisition component of the Insights Module) is to ensure the marketing team has access to the right data, organized and ready for analysis. This is a critical leadership responsibility. Within the FAPI Marketing Framework, this responsibility falls to the Plan Master, who must establish benchmarks and key performance indicators (KPIs) and clearly explain their purpose before execution begins. Getting this right avoids costly misalignment. When teams rely on inaccurate or poorly defined data, they risk making the wrong decisions and allocating resources inefficiently.

Marketing production hierarchy diagram, synchronising marketing execution through operational stages

By Chasefive Management • September 11, 2025

The FAPI Marketing Framework defines a clear hierarchy of terms, particularly regarding the relationship between the user journey, campaigns, and activities, ensuring a structured approach from strategic planning to tactical execution. This hierarchy is crucial for maintaining alignment between marketing efforts and overarching business strategy. 1. User Journey (Phases) The user journey (also called the user lifecycle) is the end-to-end path a person follows as they discover a product, service, or brand. It’s a foundational concept in the Architecture Module. Each company defines where the journey starts and ends, which affects how activities are built and monitored across the experience. Common phases used are: Awareness (or Reach): Getting the brand noticed. Validation (or Engage): Users validate claims and develop curiosity. Consideration: Users seek detailed information and explanations. Intent (or Engage): Users are motivated to take action. Commitment (or Conversion): Users make a purchase or tangible investment. Activation & Growth (or Nurture): Retain customers, drive repeat business, and increase lifetime 2. Campaigns Campaigns represent coordinated activities centred around a single concept and theme to form an integrated marketing communication. They sit within the user journey phases. In the FAPI Marketing Framework, "primary campaigns" are considered strategic and are defined in the Frame Module, making them mission-critical, non-negotiable, and long-term. Examples include Black Friday or Christmas campaigns for an e-commerce business, which are crucial for a large percentage of revenue. A campaign delivers a message created to communicate with potential customers at each phase of the customer journey. Production teams and agencies do not create these strategic campaigns; they receive campaign briefs from the strategic marketing leadership team . Campaigns are conceived at the strategy level, and a campaign conceived wrongly at this stage cannot be redeemed later.

Marketing Performance Leverage Effect. Modeling Synergy Across Marketing Channels

By Chasefive Management • September 3, 2025

The FAPI Marketing Framework—a comprehensive methodology for strategic marketing deployment—culminates in the Insights Module, which focuses on data-driven decision-making and continuous optimization. A critical concept in this module is the Marketing Leverage Effect , first introduced in the Architecture Module for forecasting campaign outcomes. The Leverage Effect highlights how multiple marketing activities across diverse channels interact and influence one another, producing a collective output greater than the sum of individual efforts. In the Insights Module, understanding the Leverage Effect is essential for accurately interpreting actual campaign performance, especially when assessing correlations between user-journey stages. By analyzing these interactions, organizations move beyond isolated metrics and derive actionable recommendations from a holistic view of how marketing investments work together.

Chasefive Software Partner Program for Marketing Professionals & Project Managers; Applications Open

By Chasefive Management • September 2, 2025

Chasefive announced the Chasefive MAM Software Partner Program, a certification and enablement pathway designed for marketing professionals and Operations Managers who implement and operate the Chasefive Marketing Architecture Manager (MAM) software in organizational environments. The program equips participants with marketing methodology certification , implementation playbooks, commercial benefits, and a production-supported MAM environment to operationalize the FAPI Marketing Framework across roles & RACI, budgets, KPI hierarchies, vendor SOWs & SLAs, and governance cadences. "Marketing leaders and Operations Managers don't need another badge—they need an operating system they can run with confidence," said Emiliano Giovannoni, Founder of Chasefive and creator of the FAPI Marketing Framework. "The Chasefive MAM Software Partner Program turns methodology into managed practice: who does what, how budgets are allocated, which KPIs prove ROI, and how vendor relations are governed."

The FAPI Marketing Framework: A Systematic Blueprint for Marketing Excellence

By Chasefive Management • August 19, 2025

In an increasingly complex and dynamic business landscape, achieving marketing success demands more than just creative campaigns; it requires structured planning, precise execution, and continuous adaptation. The FAPI Marketing Framework offers a comprehensive marketing management methodology designed to guide business leaders and marketing professionals in planning, organizing, and developing high-performing marketing functions. The framework addresses common challenges in marketing, such as the lack of confidence from CEOs, difficulties in demonstrating marketing ROI, and organizational silos. At its core, the FAPI Marketing Framework is built upon three fundamental principles: Coherence, Collaboration, and Adaptability. Coherence ensures a comprehensive, end-to-end structure for the entire marketing process, from planning to execution and analysis, without leaving gaps. Collaboration emphasizes interdepartmental cooperation, ensuring all stakeholders contribute based on their functional areas and gain a holistic view of the marketing process. Adaptability provides a flexible approach that can respond to changes in circumstances, new information, or unexpected events through continuous monitoring and adjustment. These principles create a robust foundation for effective and sustainable marketing strategies.

Understanding Tactical Marketing Models Through the FAPI Marketing Framework

By Chasefive Management • August 2, 2025

In modern marketing, one size does not fit all. Every business operates within unique dynamics shaped by its audience, industry, and go-to-market strategy. The FAPI Marketing Framework provides clarity by breaking down these dynamics into four distinct Tactical Marketing Models —each defined by two key strategic parameters: Ownership of the end-user database – Does the company directly own and control its customer data, or does it rely on intermediaries? Transaction velocity – Are customer transactions frequent and high-volume, or infrequent and high-value? By mapping these parameters into a marketing models matrix, the FAPI Framework enables the Plan Master (the marketing leader or strategist) to identify the most effective marketing architecture and tactics for a business. The Four Tactical Marketing Models 1. Product Marketing Model High transaction velocity + No direct database ownership This model applies when products are sold through intermediaries, such as retailers, and the company has little control over the customer database. Key focus areas: Demand-generation campaigns, sales enablement tools, and customer retention strategies that rely on product feedback and adoption rather than direct engagement. Example: An ice cream manufacturer like Häagen-Dazs, which sells through supermarkets, focuses on mass awareness and brand preference rather than direct customer relationships. 2. Database Marketing Model High transaction velocity + Direct database ownership Here, businesses own their customer data and can directly engage with their audience at scale. Key focus areas: Data-driven marketing strategies , scalable marketing automation, loyalty programs, and e-commerce. Tactics: Multi-channel campaigns, localized marketing efforts, and customer advocacy programs to drive retention and repeat purchases. Example: An ice cream manufacturer selling directly to consumers through its online store while managing loyalty rewards and personalized offers.

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