Marketing Strategy, Programmed
The complete method to diagnose, prioritise, and strengthen your marketing strategy — in a defined sequence where every output feeds the next input.
By Laurent Bouty
Marketing is the only core business function without a shared operating system. Finance has GAAP. Engineering has ISO standards. Supply chain has Six Sigma. Marketing has… frameworks that illuminate parts of the problem but leave the connections to the practitioner's judgment. The result? Two equally competent people looking at the same company routinely arrive at different diagnoses — not because they disagree on the facts, but because there's no shared logic connecting facts to conclusions.
This book changes that.
What’s inside the book?
Six meta-categories — from Customers to Metrics — mapped into a single diagnostic canvas. Every dimension has a code, a score, and a defined scope.
— 24 Strategic DimensionsStep 0 through Step 5. Each output feeds the next input. From segment selection to a 12-month execution roadmap with built-in gates.
— A 6 Steps-ProcessYour market context + revenue goal unlock one of nine pre-built strategic operating systems. Each tells you which dimensions matter most and in what order.
— 9 ArchetypesTesla, Patagonia, Nokia, LEGO, Hermès, Airbnb, Spotify, Salesforce, Nespresso, and 11 more — diagnosed with the method and analysed for what worked and what didn't.
— 20 Real World Cases
Ready to give your marketing strategy an operating system?
Available in Paperback and Kindle.
Who this book is for?
CMOs & Marketing Strategists
You've run strategy workshops before. You've use frameworks. You've felt the gap between diagnosis and action. This book closes that gap with a method that connects every decision to evidence.
Founders & Entrepreneurs
You don't have a 20-person marketing team. You need a method that one person can run — with structured outputs you can present to investors, partners, or your own board.
MBA students & Academics
You need a method you can teach, learn, and apply in a case study setting. The 24 dimensions, 9 archetypes, and scoring system give you the precision to grade strategy, not just discuss it.
What’s inside the book?
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Chapter 3 — Marketing's Missing Language
Chapter 4 — The Marketing Canvas: An Overview
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Chapter 5 — Step 0: The Lead Segment Junction
Chapter 6 — Step 1: Strategic Context Mapping
Chapter 7 — Step 2: Revenue Ambition & Goal Setting
Chapter 8 — The Nine Strategic Archetypes
Chapter 9 — Step 3: Scoring the 10 Archetype Priorities
Chapter 10 — Step 4: The Strategic Action Engine
Chapter 11 — Step 5: The Strategic Cycle Roadmap
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Chapter 12 — What Twenty Cases Reveal
Chapter 13 — Archetype Evolution
Chapter 14 — The Method and AI
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A — Glossary
B — Two-Day Workshop Guide
C — Case Study Sources
D — Common Mistakes
E — The 24 Dimensions: Definitions & Scoring
About the author
Laurent Bouty is an engineer turned marketer turned teacher.
He has held CMO and CTIO leadership positions in telecommunications for over twenty years and currently serves as CTIO at IRISnet, a public-private company between Brussels Region and Orange Belgium.
Laurent taught Strategic Marketing at Solvay Brussels School of Economics and Management, where the Marketing Canvas Method was built, tested, and refined across a decade of cohorts, in-company workshops, and consulting engagements.
He is the founder of the Beyonders Agency, helping leadership teams transform their organisations with the support of AI.
Free companion resources
These tools accompany Marketing Strategy, Programmed and can be used independently. Enter your email to access all templates, scoring grids, and the Marketing Canvas poster.
→ Quick Assessment Guide
→ Scoring Grid Templates
→ Marketing Canvas Poster (print-ready)
→ Archetype Selection Matrix
The method is ready. The book is here.