Why you need a bold question for your Marketing Strategy?

Marketing CanvasMarketing Strategy
Written By Laurent Bouty

What is the best way to start defining the marketing strategy of your company, business or activity? My proposal is to start with a bold strategic question! Why?

Because the objective of your strategy is to achieve an ambition and most probably a financial ambition. Whether you are a startup or a stock listed company, you have to achieve a financial ambition if you want to stay in business. Thus first hypothesis is to have a financial ambition and preferably S.M.A.R.T. one.

Financial Ambition of Your Strategy

Financial Ambition of Your Strategy

Then let's imagine, you don't do any strategy and you let the business in free wheel (no plan). Most probably you will face problems and situations (external or internal) that will block you to achieve your ambition. I suggest that you highlight the biggest problem, your #1 fear for your business. Thus second hypothesis is that you need to define your biggest fear as the context where you will do your strategy.

Biggest commercial fear you have

Biggest commercial fear you have

Question

HOW CAN I (FINANCIAL AMBITION) IN (TOP #1 FEAR) ?

Examples

HOW CAN I GROWTH MY REVENUE BY 5% IN AN AUTOMATED AND DIGITAL ENVIRONMENT? (Shoe Store)

HOW CAN I PROTECT MY REVENUE NEXT YEAR IN A MARKET WHERE UBER IS ARRIVING? (Taxi company)

HOW CAN I BE PROFITABLE AFTER 1 YEAR IN A MARKET WHERE NOBODY KNOWS ME YET ? (Startup company)

Quote

Marketing Strategy should start with a bold question

Marketing Strategy should start with a bold question

Laurent Bouty

A C-Level international Marketing and Strategy professional, Laurent Bouty brings his 20 years of international experience in Marketing, Sales, Strategy and Leadership. He has a broad Marketing experience (from Marketing Strategy to Communication) including latest trends like analytics, social networks and mobile gained in Telecommunication, Advertising and Financial sector. Laurent has a strong marketing execution orientation in highly complex industries through team development and best practices implementation.

As speaker and Academic Director, Laurent is sharing his enthusiasm and passion for Marketing topic. He also developed the Marketing Canvas as a simple yet efficient tool for building your Marketing Strategy.

As trainer and Strategic Marketing Expert at Virtuology Academy, Laurent is helping brands to benefit from entrepreneurial tools, models and tactics.

https://laurentbouty.com
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