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Developing & Executing                                                         TODAY’S AGENDA
  Marketing Strategy                                               The Methodology
  Knowing where you’re going and
                                                                   Corporate Values & Vision
        how to get there!
                                                                   Situational Analysis

                                                                   Objectives

                     A Demand                                      Strategy Creation/Refinement
                    Metric Webinar
                                                                  Presenter:   Jerry Rackley
                                                                               VP of Marketing & Product Development
                                                                               jerry@demandmetric.com

© 2012 Demand Metric Research Corporation. All Rights Reserved.
Our Goal

“They say no man is an island. False. I am an
island and this island is volcanic. And it is about
to erupt with the molten hot lava of strategy.”

       Dwight Schrute, Assistant to the Regional Manager
       Dunder-Mifflin Paper Company




                        © 2012 Demand Metric Research Corporation. All Rights Reserved.
What is a Marketing Strategy?

A document describing where you’re going, why and
how you plan to get there.

                                                                                                          Corporate
                                                                                                          Marketing
                                                                                                           Strategy
 Aligned with corporate values & vision.


 Provides the foundation for product planning & marketing.
                                                                                              Product A               Product B
                                                                                              Marketing               Marketing
                                                                                                 Plan                    Plan
 Drives the Marketing Communications process & plan.

                                                                                               Marketing Communications Plan




                            © 2012 Demand Metric Research Corporation. All Rights Reserved.
How does a Marketing Strategy work?


 Defines who you are and how you function.

 Directs the investment of your limited resources to the greatest opportunities.

 Filters interesting but non-strategic distractions.




                           © 2012 Demand Metric Research Corporation. All Rights Reserved.
Marketing Strategy Plan Methodology


 38-page methodology in six stages

                                                                                                 Download
 References 22 Demand Metric tools

 Overview:

   » Identify the foundation of any marketing strategy: values & vision.

   » Analyze & assess your current situation

   » Plan and document your strategy

   The primary deliverable of this methodology is a plan that documents your Marketing Strategy.



                               © 2012 Demand Metric Research Corporation. All Rights Reserved.
Marketing Strategy Development

Many paths or just one way?
Developing Marketing Strategy…


 …is largely an exercise in asking the right questions!




                         © 2012 Demand Metric Research Corporation. All Rights Reserved.
Corporate Values

Strategic marketing planning has to start here:

 What are your Corporate values?

 How should they influence your marketing strategy?




                                                 Download


Corporate values will change little if any during a firm’s existence.
                                     © 2012 Demand Metric Research Corporation. All Rights Reserved.
Vision – what’s yours?

The corporate vision should create energy and direction

 Creates a picture of the preferred future.

 Unity of understanding and effort.

 The execution of your Marketing Strategy gives wings to your vision.




  Your vision                                                                                Download
  here.

                           © 2012 Demand Metric Research Corporation. All Rights Reserved.
Vision Test

How “real” is your vision?

 Ask 10 people in the company what the corporate vision is.



    » Same answer from all 10 people:



    » Three or four different answers:



    » 10 different answers:
                          © 2012 Demand Metric Research Corporation. All Rights Reserved.
Vision - implications

What are the marketing implications of your vision?
 What markets does your vision direct you to serve (or not serve)?

 What opportunities within these markets is your firm uniquely qualified to
  exploit?

    » What are your Core competencies?




                           Download



The goal: ensure marketing’s alignment with the business
                          © 2012 Demand Metric Research Corporation. All Rights Reserved.
Current Situation

Assess what is going on with your:

 Company

 Brand

 Customers

 Industry

 Competitors



                  © 2012 Demand Metric Research Corporation. All Rights Reserved.
Objectives

Develop Marketing Objectives from Business Objectives


  Example:




                 © 2012 Demand Metric Research Corporation. All Rights Reserved.
Create/Refine Strategy

Define actions in these areas:


  Markets

  Products

  Communications

  Infrastructure




                    © 2012 Demand Metric Research Corporation. All Rights Reserved.
Markets & Products

Which markets and with which products?

Risk:


 Lowest:     Market Penetration

 Moderate:   Product Development
              Market Development

 Highest:    Product Diversification




                         © 2012 Demand Metric Research Corporation. All Rights Reserved.
Markets

What do you need to know about your chosen markets?
(And, what is a market?)
 Current Markets:

  What is your market share?
  Who is the market leader?

 New Markets:

  How accessible are these new markets?
  What is the market potential?
  Do these markets know you have solutions
   to their problems?


                       © 2012 Demand Metric Research Corporation. All Rights Reserved.
Products

How you will support market decisions with products?


 Will current products serve chosen markets?

  Update your Product Marketing Plan(s).



 Are new products required to support chosen markets?

  Work with Product Management to create a
   Product Development Plan.



                         © 2012 Demand Metric Research Corporation. All Rights Reserved.
Other Strategy Considerations


 How will you manage your brand?


 What partnerships & alliances will support your strategy?


 What type of communications plan is needed?


 What are the infrastructure requirements to support your strategy?




                        © 2012 Demand Metric Research Corporation. All Rights Reserved.
What comes next?
 Document your strategy

    » Budget

    » Dashboard

 Communicate internally

 Revisit it often

 Develop supporting plans:

    » Product Marketing Plan(s)

    » Product Development Plan(s)


                       © 2012 Demand Metric Research Corporation. All Rights Reserved.
Summary
 Begin with understanding core values & vision.

 Ask (and get quality answers to) the right questions.

 Set objectives.

 The core of your plan is which markets you’ll serve with which products.

 Develop supporting Marketing Communications & Product Development plans.




                         © 2012 Demand Metric Research Corporation. All Rights Reserved.
How We Can Help

 Methodologies

   » Marketing Strategy Planning

   » Marketing Communications Planning

   » Product Marketing Planning

   » Product Development Planning

 Marketing Strategy development & auditing services




                      © 2012 Demand Metric Research Corporation. All Rights Reserved.
A final thought on strategy


“However    beautiful the strategy, you
should occasionally look at the results.”

                       Sir Winston Churchill




                    © 2012 Demand Metric Research Corporation. All Rights Reserved.
Contact Us

 Telephone:   866.947.7744 (Toll-free North America)

               408.335.4355 (International)

Web:           www.demandmetric.com

Email:         info@demandmetric.com
               jerry@demandmetric.com




                      © 2012 Demand Metric Research Corporation. All Rights Reserved.

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Webinar - Developing Marketing Strategy

  • 1. Developing & Executing TODAY’S AGENDA Marketing Strategy  The Methodology Knowing where you’re going and  Corporate Values & Vision how to get there!  Situational Analysis  Objectives A Demand  Strategy Creation/Refinement Metric Webinar Presenter: Jerry Rackley VP of Marketing & Product Development jerry@demandmetric.com © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 2. Our Goal “They say no man is an island. False. I am an island and this island is volcanic. And it is about to erupt with the molten hot lava of strategy.” Dwight Schrute, Assistant to the Regional Manager Dunder-Mifflin Paper Company © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 3. What is a Marketing Strategy? A document describing where you’re going, why and how you plan to get there. Corporate Marketing Strategy  Aligned with corporate values & vision.  Provides the foundation for product planning & marketing. Product A Product B Marketing Marketing Plan Plan  Drives the Marketing Communications process & plan. Marketing Communications Plan © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 4. How does a Marketing Strategy work?  Defines who you are and how you function.  Directs the investment of your limited resources to the greatest opportunities.  Filters interesting but non-strategic distractions. © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 5. Marketing Strategy Plan Methodology  38-page methodology in six stages Download  References 22 Demand Metric tools  Overview: » Identify the foundation of any marketing strategy: values & vision. » Analyze & assess your current situation » Plan and document your strategy The primary deliverable of this methodology is a plan that documents your Marketing Strategy. © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 6. Marketing Strategy Development Many paths or just one way?
  • 7. Developing Marketing Strategy…  …is largely an exercise in asking the right questions! © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 8. Corporate Values Strategic marketing planning has to start here:  What are your Corporate values?  How should they influence your marketing strategy? Download Corporate values will change little if any during a firm’s existence. © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 9. Vision – what’s yours? The corporate vision should create energy and direction  Creates a picture of the preferred future.  Unity of understanding and effort.  The execution of your Marketing Strategy gives wings to your vision. Your vision Download here. © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 10. Vision Test How “real” is your vision?  Ask 10 people in the company what the corporate vision is. » Same answer from all 10 people: » Three or four different answers: » 10 different answers: © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 11. Vision - implications What are the marketing implications of your vision?  What markets does your vision direct you to serve (or not serve)?  What opportunities within these markets is your firm uniquely qualified to exploit? » What are your Core competencies? Download The goal: ensure marketing’s alignment with the business © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 12. Current Situation Assess what is going on with your:  Company  Brand  Customers  Industry  Competitors © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 13. Objectives Develop Marketing Objectives from Business Objectives  Example: © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 14. Create/Refine Strategy Define actions in these areas:  Markets  Products  Communications  Infrastructure © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 15. Markets & Products Which markets and with which products? Risk:  Lowest: Market Penetration  Moderate: Product Development Market Development  Highest: Product Diversification © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 16. Markets What do you need to know about your chosen markets? (And, what is a market?) Current Markets:  What is your market share?  Who is the market leader? New Markets:  How accessible are these new markets?  What is the market potential?  Do these markets know you have solutions to their problems? © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 17. Products How you will support market decisions with products? Will current products serve chosen markets?  Update your Product Marketing Plan(s). Are new products required to support chosen markets?  Work with Product Management to create a Product Development Plan. © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 18. Other Strategy Considerations  How will you manage your brand?  What partnerships & alliances will support your strategy?  What type of communications plan is needed?  What are the infrastructure requirements to support your strategy? © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 19. What comes next?  Document your strategy » Budget » Dashboard  Communicate internally  Revisit it often  Develop supporting plans: » Product Marketing Plan(s) » Product Development Plan(s) © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 20. Summary  Begin with understanding core values & vision.  Ask (and get quality answers to) the right questions.  Set objectives.  The core of your plan is which markets you’ll serve with which products.  Develop supporting Marketing Communications & Product Development plans. © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 21. How We Can Help  Methodologies » Marketing Strategy Planning » Marketing Communications Planning » Product Marketing Planning » Product Development Planning  Marketing Strategy development & auditing services © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 22. A final thought on strategy “However beautiful the strategy, you should occasionally look at the results.” Sir Winston Churchill © 2012 Demand Metric Research Corporation. All Rights Reserved.
  • 23. Contact Us  Telephone: 866.947.7744 (Toll-free North America) 408.335.4355 (International) Web: www.demandmetric.com Email: info@demandmetric.com jerry@demandmetric.com © 2012 Demand Metric Research Corporation. All Rights Reserved.