As a marketing executive, I've been called upon many times in my career to diagnose the problems with existing plans and processes and then take action to update and evolve. Particularly when an organization is taking the next leap in its evolution, there are often glaring errors that your leadership, investors or even board want to fix right away.
Before you jump into the weeds and/or start shuffling the deck on tactics, which can add further complexity to your marketing strategy, take a step back and ask yourself what underpins all of your marketing outreach-and start there.
Veterans of U.S. politics-regardless of what side you support-will be familiar with James Carville's 1992 mantra: "It's the economy, stupid." As a campaign strategist, he was looking for a clean way to keep his team focused on what would most effectively drive voters to take the action that he advocated.
Getting marketing right starts with a similar kernel: It's the message, stupid. This simple concept is crucial to driving the actions of potential buyers and ensuring all marketing efforts align effectively.
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