The 5-Step Marketing Strategy

Step 1: Marketing Planning

In the marketing planning step, your company will develop brand, campaign, budget and data plans that will allow you to make your numbers and reach your goal. You’ll know what budget is needed to set you up for success and how your products and solutions will solve customer problems. You’ll determine which campaigns to run, the content needed to attract buyers and what data you’ll need along the way to help you make decisions. With the right plans in place, you’ll improve your chances of success.


Phase 1: Markets

Find and capitalize on your “sweet spot” in your addressable market.


Phase 2: Accounts

Understand which accounts in your market are going to generate the most revenue over the shortest period of time.


Phase 3: Buyers

Learn who your buyers are, how they make purchase decisions and why they will choose you over your competitors.



Step 2: Strategy and Planning

In the strategy and planning step, your company will define the processes with which the marketing team will interact with prospects and customers. This begins with demand to generate early stage inquiries and continues with a lead management process to nurture the inquiries to sales-ready leads. As a world-class marketing team, you should be capable of sourcing 30% to 50% of the sales pipeline.


Phase 4: Brand Strategy and Planning

Create an inspiring brand that tells your strategic story.


Phase 5: Brand Positioning and Messaging

Inspire your customers and prospects to go from the problematic status quo to the opportunity-filled future by solving their biggest problem by purchasing your solution.


Phase 6: Campaign Strategy and Planning

Capture the attention of customers and prospects.


Phase 7: Content Strategy and Planning

Earn brand preference by satisfying the information needs of your target customers and prospects.


Phase 8: Budgeting Strategy and Planning

Allocate your marketing budget to the accounts with the most revenue potential and the highest propensity to spend.



Step 3: Resources

In the organizational structure step, your company will ensure that your structure has right people in the right roles to execute the processes. Here, you’ll determine how to deploy the resources you secured in the planning phase, making sure they’re the right resources to execute the processes defined in the engagement step.


Phase 9: Marketing Organizational Design

Modernize the structure of the marketing department.


Phase 10: Agency Management

Generate better results from your agencies.


Phase 11: People Plan

Put an “A” player in each role on the marketing organizational chart.



Step 4: Execution

In the execution step, your company will execute the strategy by focusing on product marketing, content production, campaign execution, lead management execution and field marketing. Now is the time to determine how you’ll produce content to meet the needs of marketing and sales. You need to execute campaigns and the lead management process to produce sales-ready leads. You also need to figure out how you’ll enable the sales team. The data from the planning step, which is needed for decision-making, needs to be visible through reporting throughout execution. Done correctly, this will begin to bring your marketing strategy to life.


Phase 12: Account Based Marketing

Replace leads with opportunities for the sales team.


Phase 13: Lead Generation

Generate enough leads for the sales team to exceed the revenue objectives.


Phase 14: Customer Marketing

Grow revenues from existing customers.


Phase 15: Partner Marketing

Increase your mindshare, and wallet share, with every channel partner.



Step 5: Marketing Support

In the support step, you will help the marketing team’s effectiveness by reducing their non-program responsibilities and streamline the operation. With marketing operations you will improve the efficiency of the team through process, technology, metrics, and best practices. With systems you remove the administrative burden by automating core marketing processes.


Phase 16: Product Marketing

Increase pipeline attribution, customer loyalty and customer lifetime value.


Phase 17: Field Marketing

Drive revenue growth by connecting corporate marketing with the field.


Phase 18: Marketing Operations

Make marketing scientific.


Phase 19: Systems

Move the buyer through the decision-making process seamlessly.