As you head into the next year, this difference will be important. Your revenue number is out there on the horizon. You need the right marketing strategy and execution to reach it. In this post, we’ll help you to be the one to write that strategy. First, leverage the How to Make Your Number in 2018 Workbook to access emerging best practices used by market leaders. Turn to the Marketing Strategy section of the workbook or you can now simply use the new interactive tool


Your finished strategy will allocate resources to build buyer preference for your company’s products.


Using Insights From Everywhere:

When you do, you’ll create the operator’s manual for your marketing department. You’ll bring together your organization’s internal strengths. That means aligning your marketing strategy with every other strategy in your organization.


You can think of corporate strategy as the central driver of the company. You’ll need to know what the company is working to accomplish. It might be growth by acquisition. It could be revenue generation, or to preserve and satisfy the install base. Whatever it is, this is where your marketing objectives originate.


Other strategies radiate out from corporate. Product strategy is about creating ways to solve customers’ problems. Sales identifies how many leads its needs from marketing to be successful. Pricing strategy helps you understand how pricing impacts how your buyers make purchase decisions.


Marketing strategy interacts and integrates with all of these.


Market Conditions Factor In:

That’s the internal side of developing a best-in-class marketing strategy. You’ll look outside, too. External market conditions will also influence your decisions. That can be challenging; the market is not a static thing.


Research will play a key role. Use it to clarify your competitive market and to prioritize accounts. Use it to learn what buyers and prospects want from you. Use it to start informed conversations with them. You can’t hope to compete in a market you don’t comprehend.


Your talents will be tested as you weld all your findings and insights together.


Separating the Important From the Irrelevant:

As you move forward in your planning, you’ll find that some information is relevant. Some isn’t. You’ll have choices – invest in this channel, forgo that one.


Your finished strategy will allocate resources to build buyer preference for your company’s products. That will support sales. This is strategic alignment. This is integration.


Everything funnels down to one overall objective: Generate revenue. Make the number.


The real question is, what does your goal-reaching strategy for next year look like? The Revenue Growth Diagnostic interactive tool can help you clarify that. Take the test and rate your Marketing Strategy against the emerging best practices.


Sales Revenue Growth