Program Optimization
Continuous Marketing Performance Improvement
Transform your marketing data into measurable results—month after month. Our flagship engagement model delivers structured optimization cycles that compound your competitive advantage over time.
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Most marketing analytics engagements end where they should begin—at implementation. You've been through the cycle before: consultants deploy dashboards, declare victory, and move on. Six months later, nothing has changed.
DiveTeam's Program Optimization is different. It's a structured monthly cycle that transforms your marketing data into actionable insights, measurable improvement, and board-ready results.
This isn't a project. It's a partnership designed to continuously optimize your marketing performance through expert analysis, cross-functional alignment, and accountable execution.
$12.9M
Source: Gartner - Average annual cost of poor data quality
Why Implementation Alone Isn't Enough
You've invested in the tools. Where are the results? Enterprise marketing teams today have more data than ever—spread across an average of 15+ martech platforms. But collection isn't optimization.
The gap isn't in your tools. It's in your process.
Implementation Without Maintenance
Analytics tools configured years ago, never updated as your business evolved. Tag management that's broken, data collection that's incomplete, reports you don't fully trust.
Data Without Insight
Dashboards that show what happened, but you need to know what to do. Metrics that can't be compared across channels without days of spreadsheet work. No clear signal about what to do next.
Activity Without Accountability
Monthly meetings that review performance but don't drive change. Recommendations that never get implemented. Optimization cycles that exist in theory but not in practice.
How Program Optimization Works
Program Optimization creates a repeatable cycle of analysis, alignment, and action. Here's how it works:
Phase 1: Executive Strategy
We start by establishing the foundation: a clear measurement strategy that defines what your organization is trying to achieve and how you'll know when you're succeeding.
Deliverables
- Organizational objectives and marketing's role defined
- KPIs identified—vanity metrics eliminated
- Measurement framework connecting activity to outcomes
- Benchmarks established for tracking improvement
Outcome
A documented strategy that aligns your leadership team around what success looks like and how you'll measure progress.
Phase 2: Channel Strategies
With executive alignment in place, we work with individual teams and agency partners to translate organizational goals into channel-level plans.
Deliverables
- Cross-channel strategies designed for executive objectives
- Channel-specific targets and benchmarks set
- Consistent measurement across paid, owned, and earned
- Internal teams and external partners aligned
Outcome
Clear strategies for each channel with defined targets, so every team knows what they're working toward.
Phase 3: Monthly Optimization Cycle
This is where ongoing improvement happens. Each month, we execute a structured cycle designed to identify areas of improvement, generate theories about why these areas are falling short, and recommend specific actions to take to improve performance in the next period.
Deliverables
- Week 1-2: Performance analysis against established benchmarks
- Week 3: Cross-functional team review and collaborative planning
- Week 4: Action plan distributed with clear owners and deadlines
- Cycle repeats—each month building on the last
Outcome
A rhythm of continuous improvement that compounds over time—small improvements in January become significant advantages by December.
Is Program Optimization Right for You?
Program Optimization is designed for enterprise marketing teams who:
Ideal Fit
Have the data, but struggle to use it
You've invested in analytics, advertising platforms, and marketing technology—but pulling together a cross-channel view still requires days of manual work.
Need ongoing optimization, not a one-time project
You've been through implementations before. Maybe they even went well. But six months later, the dashboards aren't being used. You need a partner who stays engaged.
Want senior expertise without expanding headcount
Hiring a full-time senior marketing analyst would cost $200K+ and take months. You need expert-level analysis and strategic guidance as an extension of your existing team.
Are ready to be accountable to results
Program Optimization isn't passive. It requires commitment to attend monthly reviews, implement action plans, and hold each other accountable.
May Not Be the Right Fit
Typical Company Profile
Company Size
$50M+ annual revenue
Team Size
Marketing team of 4+ people
Industries
Healthcare, Financial Services, Retail, Higher Ed, B2B Tech, Nonprofit
Situation
You have a martech stack in place, but you're not getting the value you expected. You have data, but not insights. You have meetings, but not accountability.
What You Can Expect
Our clients typically see measurable improvement within the first 90 days. Here's what Program Optimization delivers:
Clear Expectations
Clearly define how we will know if we are successfully accomplishing our goals. Stop digging for a positive story and be honest when your efforts are falling short.
Efficiency in Your Process
Reduce time spent preparing performance reports from days to hours (or minutes). Free your team to focus on strategic decisions.
Team Collaboration
Shift the conversation away from channel performance to focus on business performance. Build a culture of collaboration and shared success or failure.
Trustworthy Data
Present board reports you actually trust. Answer ROI questions without hedging. Tell a compelling, data-backed story about marketing's contribution to business outcomes.
Improvement Over Time
Each month builds on the last. The optimization cycle compounds—small improvements become significant advantages.
Competitive Advantage
While competitors are still reconciling spreadsheets, you're making data-driven decisions. Program Optimization helps you move faster and optimize smarter than the competition.
Typical Results Our Clients See
Ready to Stop Implementing and Start Optimizing?
Schedule a discovery call with DiveTeam's founder to discuss whether Program Optimization is the right fit for your team.
No sales pitch. No pressure. Just an honest conversation about your challenges and whether we're the right partner to help.
Frequently Asked Questions
Program Optimization engagements typically range from $150,000-$250,000 annually, depending on the complexity of your marketing organization, the number of channels and tools involved, and the level of support required. We price based on value delivered, not hours worked. All engagements are fixed-fee, so you know exactly what you're investing.
Most clients see measurable improvement within the first 90 days. The initial phase focuses on establishing your measurement strategy and channel benchmarks. By month three, you'll have completed multiple optimization cycles and should see tangible progress against your KPIs.
Program Optimization engagements are structured as 12-month partnerships. This timeframe allows us to establish the methodology, build momentum through multiple optimization cycles, and demonstrate measurable impact. Many clients continue beyond the initial year as ongoing partners.
You'll have a dedicated senior consultant assigned to your engagement throughout the partnership. DiveTeam only employs experienced consultants who complete rigorous annual certification—you'll work with experts, not junior analysts.
Program Optimization works best when your marketing data is collected properly and centralized for analysis. If your analytics implementations need attention or your data isn't integrated across channels, we can start with our Implementation or Data Integration services to build the foundation, then transition to Program Optimization.
Agencies typically focus on executing campaigns within their specific channels. Program Optimization provides cross-channel analysis and strategic coordination that sits above individual agency efforts. We help you evaluate agency performance, ensure consistent measurement across partners, and facilitate strategic decisions that impact multiple channels.
Program Optimization requires commitment from your team. You'll need to provide access to your marketing platforms and data, participate in monthly team reviews, and assign owners to action items. The clients who see the best results are those who lean into the process.
Yes. Many clients add a retainer to their Program Optimization engagement, which provides access to your dedicated consultant for ad-hoc support, questions, and analysis between monthly cycles. Retainers typically range from $5,000-$15,000 per month depending on the level of support required.
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