Marketing Strategy Resources for the Marketing Professional Resources

CONTENT TYPE: Article | TOPIC: Marketing Strategy

At its core, market opportunity is your sizing forecast for a specific product or service, now and over the next several years. At a minimum, you should know that information in terms of sales dollars. A solid understanding of opportunity will guide you to the best markets and warn you off the bad ones. It will frame your investments and serve in part as your scorecard to mark progress.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

It's that time again: the end of another fiscal year. Time to assess this year's successes and start planning for next year. What does that mean? It means it's time to write your business plan. A business plan can be hundreds of pages or just a few. Whatever the volume, however, it needs to contain at least the following five elements.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

The "need" for differentiation is so well accepted, it's considered simplistic to even make the case for differentiation. Why make a case for something everyone already knows? I disagree. Put some further thought in it. Most everything I've read and heard about differentiation is wrong. I suspect the same is true for you.

CONTENT TYPE: Article | TOPIC: Demand Generation

Several factors have dramatically altered the landscape of B2B marketing in recent years, forcing marketing practitioners to rethink their tactics and reinvest their resources to achieve superior outcomes. Here are the top challenges B2B marketing organizations now face, and how to address them.

CONTENT TYPE: Article | TOPIC: Demand Generation

Several factors have dramatically altered the landscape of B2B marketing in recent years, forcing marketing practitioners to rethink their tactics and reinvest their resources to achieve superior outcomes. Here are the top challenges B2B marketing organizations now face, and how to address them.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

The corporate graveyard is full of onetime leading businesses that lost their competitive edge by failing to keep current on their competitors. Think of the classic story of Digital Equipment Corporation, with its once technical superiority turning into organizational chaos, or the various bloated airlines, with cost structures and business models that were vulnerable to competition long before 9/11. Here's a test of your own organization's competitive market strategy.

CONTENT TYPE: Article | TOPIC: Communications

Are you soliciting customer feedback? Are you listening to it carefully? Are you incorporating the feedback into your on and offline marketing communications? If you answered yes, yes and yes – you may be creating a cult brand.

CONTENT TYPE: Article | TOPIC: Marketing Strategy

Without a position, a business often acts like a multi-headed creature - speaking from many mouths, saying nothing substantive, and going nowhere fast.