Direction
A strategy should make choices—not collect tactics.
Connect market, customer, position, economics and business priorities into a plan that tells the organization what matters and what does not.
The business problem
Why this work matters.
Many marketing plans are channel calendars with budgets attached. They do not resolve who the business should pursue, why it should win or where marketing can create the most value.
The work
- Situation and market assessment
- Segmentation and priority audiences
- Positioning and value proposition
- Growth priorities
- Investment and measurement framework
What better looks like
- 01A shared direction
- 02Fewer disconnected priorities
- 03Investment tied to commercial logic