The discipline behind the vision

Many smaller companies rely on the vision and management of a small group of individuals to maintain consistent direction, but what happens when you grow? How do you ensure that your sales and marketing 'ducks' line up?

 

Someone once said (actually it was Christian Gronroos) that marketing is the fulfilment of promises. If you believe that too, then you need a way to resolve what to promise to whom, when, where and how. And when you've done that, work out how to best go about it.

It is all part of the dynamic that forms strategic marketing - as distinct from the standalone (and no less valuable) marketing disciplines like product marketing and marketing communications. It is what Double Ewe does best - and we'd like to share it with you.

Our Strategic Marketing Framework will help you to understand the balance between different aspects of the business and their implications on marketing operations. It imposes a level of integrity on any value proposition to ensure that it is defined, organised, resourced, communicated and delivered in a sustainable manner. The aspects we explore within this framework are:

• The corporate vision, if it is defined, or the vision of the principals in the business
• The capability of the business to deliver the vision
• The market context of the business
• The promises the business is making - not just to its customers - but to all of its stakeholders
• The way in which the business executes operationally
• And finally, the way in which marketing accounts for its actions and learns from its experiences

So often these components are misaligned, incomplete or absent, which can cause a broad range of different issues - most of which ultimately result in loss of revenue.

By adhering to a framework that is dedicated to your business the benefits are immediate and tangible