The CODE process has really been in development since 1994, when founder Elizabeth Allen first ventured into business ownership. Her entrepreneurial ventures kicked off with the opening of Awesome Advertising. Her hands-on business approach and intimate knowledge of what it takes to grow a company
are truly what drove the CODE process.

Who is MarketSmartz?

Founded as Awesome Advertising, MarketSmartz quickly grew to represent a diverse group of mid-market firms. A sampling of the client list includes:

Veterinary Medicine Publishing Group
Kansas City Life Financial Group
Commonwealth National Insurance
Matchmaker Worldwide Networks
The Kansas City Board of Trade
PB&J Restaurant Group
La Farge Construction
City Wide Maintenance
Vista Productions
Junk Architects

Allen worked as a strategic consulting expert for projects serving: Sprint, IBM, 3M, Pfizer, Mutual Life of Omaha, Subway World Franchise, and Calvin Klein Fragrances.

High Technology Focus

In 1999 Allen began to work extensively for technology driven companies seeking to exploit emerging market opportunities. In 2000, Awesome Advertising expanded its offerings and re-positioned to become a consulting research and marketing advisement firm known as MarketSmartz.

During this time Allen created the MarketSmartz Method™.

This method uses proprietary process to analyze dynamic market conditions, helping companies rapidly leverage their unique competitive advantage to compete in the global economy. Her process rapidly synthesizes detailed competitive intelligence and user group studies to thoroughly test the core assumptions behind new or existing business concepts.

The revolutionary approach results in a single-page market validation tool that graphically demonstrates the relevancy of the business model in relation to its most immediate and critical competition. Seasoned entrepreneurs readily recognized the revolutionary aspects of the MarketSmartz Method to present business concepts for venture capital investment. Using these proprietary tools, they secured millions of dollars in venture capital.


MarketSmartz is a private consulting firm that specializes in developing sales and marketing processes appropriate to vertical industry application. CODE is the result of Allen’s current work efforts, and is a trademarked process that was developed for and originally applied to the General Construction Industry. Further development applied the CODE sales and marketing process to other high growth, mid-market verticals.

In 2006, Allen published her first book, "The Contractor's CODE for Marketing and Sales," explaining the CODE method for the Architecture, Engineering, and Construction industries.

In 2011, Allen published her second book, "The Economy of One: CODE for Free Agents," applying the CODE method to jobseekers and contract-based "Free Agents." To learn more, visit the CODE for Free Agents website at

Having worked in every phase of strategic market planning, research, brand development and campaign management, Allen classifies herself as a marketing and sales strategist. However, her true love is in working with entrepreneurs. In owning and operating her own business, she’s experienced personally the issues associated with business growth. Because Allen can pull from her own experience as a reference point, CEO’s truly can benefit from her perspective.

Allen spent several years as a business facilitator for the Kauffman Center for Entrepreneurship. In performing these duties, she’s worked to evaluate all aspects of business planning which allowed her to interact with the multi-faceted needs of the growing organization through the eyes of the challenged entrepreneur.

Regularly asked to lecture on her unique business perspective, Allen is a mentor for the University of Kansas MBA Graduates program, and served on the Board of Directors for the National Association of Business Owners. Her unique expertise and vast experience has been highlighted in InfoWorld, Entrepreneur Magazine, Concrete Monthly, and on a nationally broadcast PBS special.

Elizabeth lives in Kansas City with her husband and their two children.

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