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. To access a guide to emerging best practices from world-class growth leaders, download our 10th annual workbook, How to Make Your Number in 2017. Turn to pages 160 – 171 of the PDF to review the Marketing Research phase covering markets, accounts, and buyers.
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.
To explore emerging best practices from world-class growth leaders, download our 10th annual workbook, How to Make Your Number in 2017. It contains exercises designed to bring next year’s operating plan for the marketing department into strategic alignment with corporate, product, and sales functions. Turn to pages 160 – 171 of the PDF to review the Marketing Research phase covering markets, accounts, and buyers. To request a workshop with an expert simply sign up for a MySBI account and check the box in your preferences to request a workshop.
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.