Marketing Canvas 2.1 (New version)


After having applied the methodology to several companies, we have collected a lot of insights about what's working very well and what could be improved. We realised that the dimensions COSTS and REVENUES might not be specific enough to the marketing/commercial strategy and we could use better terminology. We have decided to

  • HUMAN dimension is the most impacted because it wasn't enough customer centric in my point of view. I leveraged more the Value Proposition Canvas as it is a practical and beautiful tool (Job to be done and Pains/Gains) and I added Aspiration because it is key for Meaningful Brands and Engagement in line with NPS approach (Promoters/Detractors).
  • Replace COSTS by BUDGET which is what a CMO is really managing for achieving his/her objectives. We are keeping the sub-dimensions (FEES, PEOPLE, KNOWLEDGE, CAPABILITIES).
  • Replace REVENUES by CLV (Customer Lifetime Value). By doing so, we are reinforcing the customer centricity of our model and we integrate the cost of acquisition and cost of retention in the financial analysis.
  • Replace the word SLA in JOURNEY by Experience as it better reflects what the brand should do.
  • Update CONVERSATION by replacing Touchpoint by Media and Fans by Influencers as Fans are more for Customers (Human/engagement)than conversation.

Please find below the updated version of the Canvas (2.1). Hope you are enjoying it and feel free to share your feedback.

Marketing Canvas 2.1

Marketing Canvas 2.1