"According to the 2009 Spencer Stuart survey of more than 300 senior-level marketers," write Kevin Clancy and Peter Krieg in a Pro article at MarketingProfs, "55% said emphasis on a short-term response to the economic downturn has led them to neglect long-term strategy." As the economy begins to stabilize and grow, and we transition out of survival mode, it's time to plan for the long term with questions like these:

Where's the money? Decide which buyers and segments to pursue by determining which will be the most profitable.

"Gather information in a strategy study about things such as current spending, lifetime value, number and types of products or services purchased, and brand-switching history/potential," they recommend. "It's very important to collect that data for each respondent."

How loose are their purse strings? According to their own research, Clancy and Krieg say, price is the primary consideration for only 15% to 35% of buyers in most categories. "That finding suggests that knowing which buyers are relatively price insensitive could provide a solid competitive advantage."

Will they tell their friends? The more influential your customers, the better your ROI. "Buyers who do some of the work for you—because they are more likely to spread the word about a product they found that really works or a service that solved a serious problem—are like money in the bank."

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