The Challenge
CMA Enterprise Inc., led by executive coach Gail Birks, was delivering transformational results for leaders—but behind the scenes, the brand lacked the content consistency, experience flow, and digital polish to reflect the value of the services being offered.
Gail had the knowledge, the tools, and a long track record of helping executives lead with clarity—but she needed help translating that into a streamlined, client-facing experience that supported growth and long-term scalability.
There were a few key hurdles:
The Process
WestonCX partnered with Gail and her team to elevate her coaching offer and deliver a consistent, branded experience that matched the high-caliber leadership transformation she provides.
1. Messaging & Brand Voice Overhaul
We started by clarifying how CMA talked about its services. WestonCX helped reposition Gail’s offer away from “governance training” or “process improvement” to executive coaching with strategic impact.
We tightened service descriptions, clarified outcomes, and refined messaging across the website, proposals, and one-pagers to speak directly to executive-level decision-makers.
2. Content Framework & Toolkits
CMA had dozens of tools and frameworks developed over years of coaching. WestonCX helped organize them into a branded Executive Playbook that clients could reference throughout their journey.
We also developed standardized progress templates, session structures, and follow-up processes to improve the coaching experience from start to finish.
3. CX-Focused Service Flow
We audited the client experience from first contact to long-term engagement and identified several moments to improve flow and connection:
4. Website & Thought Leadership Alignment
Gail’s insights are powerful—WestonCX worked to build a structure for sharing her expertise more visibly, helping outline thought leadership content pillars and prepare for future blog and video content, starting with updated bios, service descriptions, and strategic page copy.
Conclusion
Through our partnership, CMA Enterprise now has a clearer message, a more consistent coaching process, and a client experience designed to scale.
Executive leaders aren’t just receiving advice—they’re engaging in a premium, structured journey that reflects the depth of Gail’s expertise.
WestonCX helped translate that experience online and across touchpoints, enabling Gail to:
“WestonCX helped me turn years of expertise into a system that feels aligned, polished, and true to who I am as a professional and executive coach. Now my clients experience the same clarity I aim to give them — from the first interaction to the final session.”
Gail Birks
EMBA, LMBB, CSMA, Founder & President, CMA Enterprise Incorporated
