The most effective CMOs refresh their game plan early and often to stay on top of changing buyer preferences.

Your marketing strategy should build on insights from the external marketplace while remaining in alignment with the corporate strategy. It requires a choice of which market channels to invest in and which ones to forgo. Marketing’s operational plan must equip the sales team for success. It’s difficult to grow revenue faster than your industry’s growth rate and faster than your competitors. Leverage the How to Make Your Number in 2018 Workbook to access a revenue growth methodology to hit your number quarter after quarter, and year after year. 

 

To keep pace with a rapidly evolving marketplace, marketing strategies need to change more often than functional strategies for corporate, product, and sales. Otherwise, they risk becoming ineffective. The following questions help determine whether a revamped strategy will increase marketing contributions to revenue growth in 2017:

 

  • Buyers: When was the last time you studied buyer preferences? Chances are there’s been a change in how customers make purchase decisions.
  • Market share: Are you experiencing flat or declining growth in market share? Are traditional routes to market being replaced?

 

  • Lead generation: Do you find returns on your traditional demand-generation and lead-generation activities diminishing?

     

If it’s time to take a fresh look at your marketing strategy, start by asking whether you’re doing the right things. Marketing leaders must understand the objectives of the corporate strategy, the product strategy, and the sales strategy, and start with that context. Then, determine if you are doing things right. Take a deep dive to assess whether your marketing strategy is being executed properly.

 

Have expectations gone up and left you wondering if you can make your number? Here is an interactive tool that will help you understand if you have a chance at success. Take the Revenue Growth Diagnostic test and rate yourself against SBI’s sales and marketing strategy to find out if:

  • Your revenue goal is realistic
  • You will earn your bonus
  • You will keep your job

 

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Make Your Number in 2017 - Special Strategic Planning Issue

Discover how a successful Revenue Growth Methodology will see increased productivity and higher standards in your organization using our 10th annual workbook.

ABOUT THE AUTHOR

Mike Drapeau

Makes data and analysis come alive so clients can understand the “what” and “why” and design solutions that fit the environment.

Once the leader of SBI Delivery, Mike is now head of the firm’s internal talent development, so he has had the fortune to help some amazing sales and marketing leaders. He starts by earning their trust. Much of this comes from his deep base of experience. With more than 25 years in sales, sales management, pre-sales and sales operations, he’s never met a challenge he didn’t like. And with backgrounds in sales leadership, marketing, and sales operations, he shuns the idea of being a desk jockey and relishes the idea of living in the field.

 

Mike maintains, develops, and leverages SBI’s library of emerging best practices for sales and marketing, which leads to evidence-based solutions, custom-fit to each client. Maniacally focused on execution, Mike does not believe in giving clients fancy deliverables with no operational details. He knows that field adoption is key. After all, if behavior doesn’t change, the lift doesn’t come. Likewise, if those closest to the field adopt the solution, the client wins.

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