Segment 6. Larger organisations and regulated teams
Organisations of 50 plus where a head of marketing, BD or communications runs the programme; financial services firms; organisations with many public-facing contributors. Buyers: head of marketing or communications (champion), a director or partner board (approver), compliance, IT and security, procurement. Motion: considered, 30 to 90 days, longer with procurement; map every stakeholder (buying groups roughly double for generative AI purchases, Forrester, background). Entry: one team, practice or desk. Alternatives: big social suites, advocacy suites, agencies (see Battlecards).
Care about. The head of marketing ghostwrites for executives who never reply and carries the blame for a spokesperson's bad post. They are the most likely to see Maktura as a threat: treat them as the expert in the room. Compliance wants policy applied before posting; IT wants access and data answers.
Opening, head of marketing or communications"Is the job, roughly, writing for executives who rarely send anything back, then chasing approvals by email? Or have you cracked it?"
Opening, financial services compliance: "I know your first question will be about financial promotions, so let me start there. Maktura doesn't approve promotions and doesn't replace your sign-off. Posts can reach your queue with lines that break your own rules already flagged, as a second pair of eyes. Your sign-off stays your sign-off. How does a post get approved today?"
Demo. Observe-first demo for regulated teams. The moment: "Draft a post on [this week's announcement] in [demo executive]'s voice and check it against our rules", then approval (TEST FIRST whether Holly routes it). Let the head of marketing edit it: it is their craft. Financial services: "Draft a post on this week's rate decision in [demo adviser]'s voice and check it against our financial promotions rules." "Your firm approves promotions; this flags lines first." Holly: Observe for financial services and any regulated team that asks; Suggest elsewhere.
Objections
| Objection | Answer |
|---|---|
| "This sounds like it replaces what I do." | "It replaces chasing copy and formatting posts. What the organisation says, and to what standard, is still you. Holly does the work. You keep the judgement." |
| "Staff will say they're being monitored." | "Here's what it does: it holds the drafts, approvals and posts people make in it, with an activity log, and each person sees their own compliance record. It also has a feature for following other public LinkedIn accounts in a market, which we're not offering at launch. We don't offer monitoring of what staff post outside Maktura, and we'd suggest telling staff plainly what it records. For the exact detail of what it reads from a connected profile, I'll get it to you in writing." |
| "Does it replace our financial promotions approval?" | "No, and nothing should. Your firm approves promotions. Maktura flags lines against your own rules before your approvers see a post, through the chain you set. It's a second pair of eyes, not a sign-off." |
| "We need SSO, an SLA and a certified supplier." | The segment 2 certification answer; there is no SLA |
| "Can we get a volume price?" | "While founding rates are open, new seats come in at the open band. Standard pricing is £250 a licence, stepping down in stages to £100 at 400 or more licences, so for a very large organisation the volume price can come out lower than a later founding band. How that's settled for an account your size isn't decided yet, so talk to us: I'll bring John in rather than make a number up." (D14, D15) |
| "How do I prove this to the board?" | "Honestly? Partly. You'll see results by person, voice and campaign with a plain verdict on each post. What you won't get, from us or anyone honest, is proof that a post made a specific sum." |
AI disclosure: the segment 2 answer (D9). Big suite: the spine answer plus "governance in every seat rather than gated to a higher tier".
Offer. The considered motion: stakeholder map, champion tests (a champion is someone who has acted), and a written mutual action plan (data processing agreement, security questionnaire routed through John to Neil Flannery and Karl, compliance sign-off, first team and success). Open founding band per seat; over 20 first-band seats, across a band, or over about 50 in a later band, see the D15 recommendation. Any pilot, trial or proof of concept is for Alex or John only. First success, for example "the first team of twelve posting weekly for six weeks, every post through the approval chain".
Compliance. FG24/1 (FCA, March 2024): promotions on social media must give a balanced view of benefits and risks, and apply to individuals who promote as well as firms. A staff member's own post about a product can be a financial promotion; unauthorised promotion may be a criminal offence. Maktura's rules and approvals support the firm's process; they do not approve promotions. ICO guidance: monitoring workers must be necessary, proportionate and transparent. Peer visibility ("eight of your twelve people posted this week") is recognition the organisation chooses to share, never surveillance.
Not to say. "FCA compliant" or any regulator approval; "Legal SKU" or Microsoft Marketplace purchasing; off-platform monitoring or the safety net; "replaces your agency" or "your team"; second-hand competitor figures; anything that could identify a prospect.