Planning With Context
Strategy that doesn’t fall apart when things get busy
Most organizations don’t struggle with ideas.
They struggle with consistency.
Leaders know their business. They know what matters. They know what makes them different. But modern marketing introduces constant complexity: new channels, new formats, new people, new tools. Over time, messaging drifts. Priorities blur. Teams start improvising.
The SAM 6® Framework exists to prevent that drift.
It gives us a clear, shared structure for translating what you know instinctively about your business into communications your team can execute confidently, without requiring you to manage every detail.
How SAM 6® supports the way we work
Our Strategically Aimed Marketing Process (SAM 6®) is not a campaign plan or a rigid process you have to manage. It’s the strategic foundation supporting everything we do together.
We use it to:
- Capture and protect your core messaging
- Create alignment across publicists, writers, designers and other marketers
- Ensure consistency across PR, content, SEO and AI discovery
- Make your strategy transferable as people, platforms and priorities change
This is how your communications stay coherent over time, even when execution is distributed.
SAM 6® is built around six core anchors. We don’t treat these as
steps to follow in order, but as reference points that keep decisions aligned.
Competence
A shared understanding of marketing fundamentals, so teams speak the same language and make informed decisions.
Code
Your messaging DNA: what you stand for, who you’re speaking to and why it matters.
Channels
Where your audience actually pays attention, and how visibility is earned across platforms.
Calendar
Consistency without chaos. A structured rhythm that keeps momentum going.
Control
Quality, clarity and accountability, so execution stays on message as volume increases.
Creative
Content and design that attract attention while remaining true to your strategy.
Together, these anchors ensure your strategy is repeatable, scalable and resilient.
How this connects with your Communications Overview
The SAM 6® framework directly structures your Communications Overview, the living reference we use to guide execution.
This document:
- Clarifies your messaging and positioning
- Defines how channels are used
- Establishes priorities and cadence
- Keeps everyone aligned as work moves forward
When new people join the project — or new opportunities arise — the strategy doesn’t need to be re-explained. It’s already there.
About the book
The SAM 6® Framework is documented in The CEO’s Guide to Marketing, written as a practical guide for business leaders who want clarity without jargon.
Some clients choose to read it for deeper context. Many don’t.
Reading the book is never required to work with us.
We apply the framework on your behalf, so you get the benefit of a structured strategy without having to manage the process yourself.
Frequently asked questions
No. We use it internally as a shared language to keep your messaging consistent and your strategy intact.
It informs how we think and work, but it flexes to fit your needs, priorities and budget.
In clearer messaging, smoother collaboration, fewer revisions and marketing that stays on point over time.
No. It’s available for those who want deeper insights, but is not necessary to move forward.