What is a marketing strategy?
Strategy made simple - I think that strategy is about ‘how’ we decide to shape our future, ‘how’ being the difference between our vision of the future and the things that we’re going to have to do to make that vision our reality. The desired outcome of a good marketing strategy session is an integrated marketing plan of action, with timelines and budgets that will ensure that we’re totally aligned to the group objectives.
In the tech sector there are only two real strategies, to sweat the assets and wait for the technology to become obsolete, or to be disruptive and invest in change. Disruption is not destructive, but watch technology decline can be. Disruption should be seen for what it is, creative and the opportunity to guide the future. When I can, I try to ask better questions, challenge conventional wisdom, overturn assumptions and prejudices and get teams to imagine the possibilities.
How we do it…(the harder bit)
- Think hard about what we want to achieve.
- Create a vision – an end goal
- Plan for success
- Start to do stuff
- Perhaps make mistakes
- Monitor and revise as we progress
- Celebrate our successes
What we do…(the easy bit)
- Define Goals
- Set Milestones
- Find Resources
- Execute
