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The most successful companies have two things that their competitors don't have:

• A marketing strategy that clearly identifies their market's needs and how the company can meet those needs in a competitive environment.
• Marketing programs that apply the company's overall marketing strategy every day to every marketing activity.

In helping companies improve their marketing programs for the past twenty years, one challenge has kept companies from achieving their full potential.

Making it easy for every marketing manager to apply the company's marketing strategy affects their marketing programs

To help companies overcome this challenge, I've developed a unique strategic marketing planning process that combines the best of the traditional marketing strategy planning process with a modern approach to what some call "visual thinking." The result is an interactive "marketing strategy map" that shows marketers just how their marketing strategy decisions affect the planning of their marketing programs.

For example, a pricing strategy may determine how the company will set initial pricing for products, how they will use discounts, etc. Then, when a product manager or brand manager is planning the rollout of a new product, the pricing strategy provides guidance that will keep the new product's pricing consistent with how the rest of the company's products are priced.

Marketing Strategy Map

The process starts with an overview of the whole strategic marketing plan:

Then, we drill down into each section to discuss and decide what's best for the company.

The interactive mapping software allows us to expand only the sections we are focusing on:

In addition, we can examine how part of the strategic objectives affects part of a particular marketing program

This interactive marketing strategy map helps improve the strategic planning process in several ways:

• Makes it easy to see how strategic objectives influence marketing programs
• Captures ideas, options, and decisions in real time during planning sessions
• Enables marketing executives and managers to update plans frequently
• Reduces the time spend preparing a strategic plan, allowing more time on planning sound marketing programs

Getting Started

Whether you need to update your strategic marketing plan or better align your existing plan with your marketing programs, your marketing team will operate more effectively using a custom marketing strategy map to guide them.

Call me today at (310) 650-3599 for a free analysis of how applying this strategic marketing approach to managing your specific marketing activities can improve revenue and profitability.