Baseline Rhythm

Third Flow Foundation

Your Regular Exercise

Go to: F1 | F3 | F4

A commitment to marketing that is consistently delivered at intervals and pace matched to your market.

Baseline Rhythm

A Baseline Marketing Rhythm is a commitment to delivering your marketing activity at a frequency matched to the pace of your market. This is like a regular exercise regime.

You’ll get a sense that you’re on wobbly ground with this one if you have plans that never quite materialise, or you spot opportunities too late to have tome to really make the most of them. Often this shows up in having a yo-yo pattern to your marketing, with bursts of energy followed by periods of inactivity. 

Go to: F1 | F3 | F4

Strategic Projects

Marketing Activity Calendar

Taking the one page plan from the previous activities and mapping it onto a 12-month calendar.

Measurement Framework

Development of the robust and strategic process for marketing measuring performance.

Marketing Skills Assessment

Assess the strategic, management and tactical skills within the organisation and identify any gaps.

Marketing Supplier Review

Review or propose marketing supplier relationships to deliver the plan.

Marketing Resource Plan

Propose marketing resourcing, and advise & oversee recruitment to deliver the plan.

Marketing Budget

Preparation of a Budget Shape for the marketing activity, and ongoing budget for resourcing the plan.

Client Example

Oyster IMS

Josef Elliott, MD of Oyster IMS (providers of information management services to complex clients), spent a year in Masterplan to make marketing the strategic focus for that year.

During the year, he involved his entire team in the marketing and describes it as one of the most transformational processes his organisation has undertaken in over ten years of running the business.

By first planning their marketing carefully, and then ensuring a more regular commitment, they’ve been able to secure high profile clients for five and six-figure projects. Much of this new work came from within their existing client base, where the more consistent activity and clearer messaging triggered new engagements.

Is the ‘Baseline Rhythm’ where you need to focus your marketing energy?

Find out if the third Flow Foundation most needs your attention with our 10-minute benchmarking test.

Everything we do with our clients is focused on ensuring that marketing is set up to support more, and more profitable, sales flow into your business. The Watertight Marketing Test breaks down your overall marketing flow score across the Four Flow Foundations, you can to pinpoint precisely where to focus your marketing energy.

  • First Flow Foundation: The Right Work 77% 77%
  • Second Flow Foundation: Balanced Routine 57% 57%
  • Third Flow Foundation: Baseline Rhythm 37% 37%
  • Fourth Flow Foundation: Maintain Momentum 73% 73%

Answer the Questions

Rate yourself from 0-10 on a set of quick questions.

Get Your Report

Your individual report is emailed to you as a PDF.


Book a Review Call

Talk it through with one of our marketing strategists.

Flow Foundations Cycle
Strategic Thinking Toolkit

For Marketers that Mean Business

Our proven process is organised into the four Flow Foundations, which underpin confident marketing decisions that lead to sustained and sustainable sales growth.

F1: First Flow Foundation

The Right Work

A healthy client mix is made up of those that serve both purpose and profit, ensuring your business is energised and resourced.

F2: Second Flow Foundation

Balanced Routine

A balanced marketing routine is one that has an effective tool or technique mapped to every step of a decision journey.

F4: Fourth Flow Foundation

Maintain Momentum

Maintaining enthusiasm is made possible by a compelling business vision that is translated into a clear plan.

F3: Third Flow Foundation

Baseline Rhythm

A commitment to marketing that is consistently delivered at intervals and pace matched to your market.

Work With Us

Get into a consistent rhythm

Courses in strategic marketing thinking

Train your marketers and senior leaders in world-class thinking tools to enable confident marketing decisions that underpin sustainable business growth.

Hands-on consultancy for your business

Work with a Master Practitioner to implement Watertight Thinking as the core organising framework for growth strategy in your business.

Join our members' club for marketers

Join our supportive community of experts and peers to get the right tasks ticked off in the Make Marketing Happen Club.

Strategic Thinking Tools for Marketers that Mean Business

Small Businesses Matter

Thriving small businesses are the results of countless hours of emotional and financial energy. Often the founders and directors have risked their mortgages, marriages, mental health, and more on the journey. They do this whilst creating meaningful livelihoods for thousands of people. When these people tell us that their marketing isn't quite working, we know it really matters.