The importance of the method
The multiplication of acquisition channels and the complexity of buying journeys create permanent confusion for marketing managers and managers. You invest in multiple shares without an overview, without certainty about their effectiveness, and especially without knowing where to start or in what order to deploy your initiatives.
This disorganization leads to frustration, loss of time, and waste of valuable resources. Every day that goes by without a coherent strategy is a day when your competitors are better structured take the advantage in your market.
The ACE Framework provides a concrete solution to this chaos by offering you a complete and sequenced methodology. Unlike theoretical models, this framework tells you precisely what actions to implement, in what order, and with what tools to implement building an acquisition system efficient and sustainable.
The 3 pillars of the Growth ACE Framework
The Growth ACE Framework offers a sequential approach to building your acquisition machine. Each pillar has a specific objective and is based on proven methodologies that eliminate uncertainty and maximize your return on investment.
Lay the foundations for your acquisition by developing your Minimum Viable Brand, Content Strategy, and Sales Process. You precisely identify who your customers are, what messages will make them react and how to logically structure the steps until conversion.
Develop marketing and sales assets that are critical to your acquisition strategy. Conversion-oriented website, high added value content, structured sales playbook...
Deploy your strategy at scale while continuously optimizing it. SEO, SEA, Automation, structured prospecting... This phase transforms your isolated actions into a coherent, measurable, and scalable system that generates predictable results and improves over time.
Establish a powerful connection with your target market
Most businesses go into acquisition with a fuzzy brand identity, inconsistent messaging, and an impromptu sales process. Result? Expensive campaigns that attract the wrong leads, content that doesn't convert, and endless sales cycles. The AIM phase solves these fundamental problems by methodically structuring your positioning, content strategy, and business process to create a system where each element reinforces the others.
Creating a strong brand
Why start with the brand? Because understanding and adapting precisely to your audience can increase marketing effectiveness by up to 60% (Nielsen, 2023). To get this type of result quickly you need to:
Identify your unique value proposition (what really makes you different?)
Precisely define your ICP (Ideal Customer Profile) with relevant criteria validated by the facts
Formulate a key message aligned with their specific challenges, validated by tests with existing customers
Develop a brand identity that resonates with your target audience and gets your message across
Neglecting your brand under the pretext that you are “small” or on the contrary “sufficiently recognized” is the best way to disappear at the first crisis.
Impose your expertise with content that meets the real challenges
In a market where the B2B decision-maker consults an average of 13 pieces of content before contacting a supplier, your approach must be strategic:
Map the decision path of your PKI (what questions are asked at each stage?)
Create targeted content for each phase: awareness (40%), consideration (40%), decision (20%)
Prioritize depth over quantity, detailed content generates 9x more leads than superficial content
Use advanced SEO & GEO tactics such as entity-based SEO or pillar cocoons
Businesses that document their content strategy are 3x more effective than those that improvise.
Eliminate commercial improvisation and secure your closing
A structured sales process increases the closing rate by 18% on average. To implement it effectively:
Document each stage of the sales cycle with specific and measurable goals
Clearly define the qualification criteria (BANT, MEDDIC) for each phase
Establish validation points that allow you to assess real progress
The mistake to avoid: creating a rigid process. The best B2B sales processes include feedback loops that allow constant adaptation to the objections encountered.
Build strategic assets that convert prospects into customers
Businesses that invest in the right marketing assets generate 3x more qualified leads than their competitors. The CRAFT phase allows you to methodically create these essential conversion tools, avoiding the trap of generic content that does not meet the specific expectations of your prospects. The result: a coherent acquisition system where each asset fulfills a specific role in your conversion process.
Create a website that turns visitors into qualified leads
A successful site converts an average of 2 to 5% of its visitors, compared to 0.5% for a standard site. To achieve this level of efficiency:
Structure your site around the decision-making journey of your KPI, not your internal organization
Develop specific landing pages for each customer segment and problem
Systematically optimize critical elements: value proposition, social proof, and calls to action
Sites that follow this structured approach generate 55% more leads than those that focus on aesthetics over conversion.
Develop high value-added content that establishes your authority
In a market where 47% of decision makers consult 3 to 5 pieces of content before even contacting a supplier (source: Demand Gen Report), quality takes precedence over quantity:
Create content that answers the specific questions your prospects are asking at each stage
Develop varied formats adapted to each phase of the buying cycle:
- Explainer videos for the discovery phase (59% of executives prefer video to text, according to Forbes)
- Case studies and webinars for the consideration phase
- White papers and demos for the decision phase
Use a validation system that ensures the relevance and uniqueness of each content produced
Investing in premium content generates an ROI that is 3x greater than mass-produced generic content (source: Content Marketing Institute).
Structure your commercial know-how with a sales playbook
Sales teams that use a structured playbook reach their quota 65% more often than others (source: CSO Insights/Salesforce). To implement this approach:
Document recurring objections and proven responses
Create customizable presentation templates, proposals, and emails for each stage
Establish a precise qualification system that allows commercial time to be invested in high-potential opportunities
This document eliminates improvisation and turns your best practices into a systematic process that accelerates sales cycles. Tools may also be necessary, we obviously think of CRM, but tools like Clinchr for your commercial proposals can make a real difference.
Expand your reach and continuously optimize your acquisition system
Businesses that adopt a systematic approach to optimizing their acquisition see an improvement of 25% in their marketing ROI on average (source: McKinsey). The EXPAND & ENHANCE phase transforms your isolated actions into a coherent and scalable acquisition machine. Instead of constantly looking for new channels, you maximize system efficiency through actionable data and targeted optimizations.
Deploy an SEO & GEO strategy that generates a constant flow of qualified leads
B2B companies that invest strategically in SEO generate 14x more leads than those that neglect this channel (source: Hubspot). To build an effective organic presence:
Develop a content architecture based on the search intentions of your targets
Create an editorial calendar that consistently covers queries with high conversion potential
Optimize your existing content regularly based on performance data
Do not overlook the profound changes in online research, take an interest in GEO (Generative Engine Optimization) and understand that today SEO is also a question of UX and Brand
Businesses that follow this systematic approach see their organic traffic increase by 70% on average over 12 months (source: SEMrush).
Accelerate your growth with an integrated multi-channel acquisition strategy
Multi-channel campaigns generate a conversion rate that is 3x higher than single-channel campaigns (source: Omnisend Research). To maximize your impact:
Integrate SEA, Social Ads and Retargeting campaigns into a coherent ecosystem
Use marketing automation and premium content to educate and feed your audience with high value-added content
Actively prospect your targets by focusing on personalization and value sharing
Do not try to establish a perfect attribution system that would allow you to precisely identify the most efficient channels, it's an illusion
Establish a continuous optimization process based on data
Organizations that practice continuous optimization outperform their competitors by 85% in terms of revenue growth (source: Forrester). To implement this culture of intentional improvement:
Centralize your acquisition data in a unified dashboard, but without waiting for it to spontaneously reveal insights
Regularly formulate improvement hypotheses based on the observation of customer behaviors and market signals
Set up a structured test-measuring-learning cycle to validate or invalidate these hypotheses
“I am Nicolas, founder of Sales Odyssey and Clinchr and I too needed to professionalize my acquisition strategy”
A few years ago, I was exactly in your situation: the multiplication of marketing initiatives without tangible results, frustration with the lack of consistency, and this constant feeling of running after the wind. By methodically structuring our approach to B2B acquisition, we succeeded in turning this confusion into a predictable system. The ACE framework was born from this experience, refined over customers and projects to become a proven methodology — an approach that I am now successfully applying for our second SaaS company, Clinchr.
Sales Odyssey is the best marketing agency to challenge or structure your acquisition strategy. We are architects who build complete systems rather than isolated tactics.
The best agency to structure your acquisition
We support more than 50 customers each year to structure their acquisition strategy, with us you will have:
Transform your marketing into a predictable system for generating qualified leads that convert consistently and measurably.
Build a marketing asset that improves over time, adapts to changes, and generates increasing ROI.
Develop an acquisition approach that maintains performance even in times of uncertainty and market changes.
They talk about it better than we do
Executives, marketers, salespeople: they all joined us. Here's what they learned from the adventure.
We swore we wouldn't force people to rate 5 stars
We are particularly satisfied with Sales Odyssey's support for our growth strategy:
- They have a methodical and pragmatic approach.
- They know their subjects perfectly.
- They always have the right advice at the right time. A professional, trustworthy team that is always available. Our collaboration started in December 2020 and is here to stay...
The Sales Odyssey team has largely lived up to our expectations and challenges, and even more. Passionate, responsive and very invested in their mission(s), they were very helpful. Their great expertise coupled with a strong involvement in the project have resulted in remarkable work of high quality. A collaboration that, we hope, is here to stay!
It is always a pleasure to work with the Sales Odyssey 🤩 team. 3 websites on the clock, dozens of content articles, motion design animations, a redesign of the graphic charter... and all this in a good mood, efficiency and advice. One piece of advice... go for it 🚀🚀🚀
Their acquisition strategy has been restructured
Find out how we supported these businesses.
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Result: Strategic repositioning
A clear brand platform to enhance their heritage expertise and strengthen customer engagement.
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C-Risk: Site redesign
The strategic challenge was to combine the company's technical excellence with a digital presence that matched its positioning.
Artis: SEO strategy
90 expert content to dominate research on industrial piping.
