What the Winning Marketing Strategy for 2016 Looks Like


As we head into 2016, this difference will be important. Your number is out there on the horizon. You need the right strategy and execution to reach it. In this post, we’ll help you to be the one to write that strategy.


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. Talent strategy is designed to get “A” players in and ramped up to speed.


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 2016 look like? We can help you clarify that. Register here for an SBI “How to Make Your Number in 2016” workshop. It’s about 90 minutes, and you don’t have to go anywhere. We’ll bring it to your office.


Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.


He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.


Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.


He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.


Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.


He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.




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