STRATEGY AND PLANNING

Marketing strategy provides the mechanism to implement your brand and business positioning, helping you reach, engage and win new customers. Too often however planning is unfocused or unaligned to primary business need; or limited by the perceived capabilities of the team rather than on driving the success of the organization. A strong understanding of what contributes most to top-line sales and profit, and which segments are growing fastest ensures the foundation of the strategy is based on business fundamentals. 

Quite apart from establishing a strong narrative and engagement, your Marketing Strategy must also build an emotional link to your target audiences and go on to establish a scalable, customer-centric, approach that can adapt to your changing business reality. It must account for the skillsets, people and marketing tools / technology and be ultimately quantifiable and able to demonstrate impact and return to your business. 

You may have a specific, shorter-term, more tactical need to drive focus into a single area in which a cross section of all these elements are brought to bear on a specific business segment, for example to drive growth; or functional area - such as driving Account-Based or Deal-Based marketing program, to augment a customer acquisition program or enhance win-rates.