01
Customer group
Define whose behaviour the strategy needs to change.
Practical guide
Marketing strategies explained through a working template.
Compare strategic choices against customer evidence and the capacity available to deliver the selected work.
Strategy choices
Choose a direction the delivery team can maintain.
The strategy should rule out lower-priority work as clearly as it approves the selected route.
02
Position
State why this buyer should choose the offer in the relevant situation.
03
Growth route
Select the demand or customer route suited to the evidence.
04
Operating model
Set ownership and a review cadence that fit team capacity.
Marketing strategies set the choices that guide action
A strategy defines the customer group and the commercial change sought. It also explains why the selected route deserves time and budget ahead of the alternatives.
Treat digital and marketing as one planning system
Website work and campaigns should follow the same position and customer evidence. CRM reporting then tests whether that connected work produces qualified progression.
Use a template to expose missing decisions
A useful template records the situation and the selected audience. It then assigns resources and states the measure that will govern the next review.
Change strategy when the evidence warrants it
A review should compare actual buyer response with the assumption in the plan. Revise the route when the evidence no longer supports it.
Strategy sequence
Move from evidence to an owned course of action.
01
Diagnose
Find the customer or commercial constraint using current evidence.
02
Choose
Select the customer group and route that fit the situation.
03
Assign
Give the approved work enough budget and a named owner.
04
Review
Use the agreed measure to continue or change the course.
Next step
Request a Growth Review
Trace each enquiry from campaign source through sales follow-up, then address the first broken handoff.
Request a Growth Review