Part 1: Develop your strategy

• Competitive positioning
• Branding
• Pricing
• Distribution channels
• Sales process
• Marketing campaigns
• Marketing plans

Part 2: Create tools & processes

• Naming
• Messaging
• Corporate identity
• Sales literature & tools
• Websites
• CRM

Part 3: Generate & manage customers

• Business development
• Telemarketing
• Sales management
• Direct mail
• Email marketing
• Search engine marketing
• Trade shows
• Publicity
• Customer retention
• Traditional media
• Online advertising

Part 4: Support tools

• Customer lifetime value
• Vendor selection
• Return on investment
• Graphic design & copywriting
• Recruiting

Conclusion: What happens next?

Conclusion: What's next?

First, congratulations!  If you've read through a lot of this material, you've probably identified some opportunities to improve your marketing strategies and execution. 

As you've seen, your success in any one area can be dramatically impacted by the strategic & tactical subjects that come earlier in the process.  And today is the day to start implementing these ideas in your business.

1. Make sure you have clear strategies driving you forward. When you have a clear competitive positioning strategy, brand, distribution strategy, sales process, pricing, etc., you’ll be more successful in generating and managing customers.
2. Make sure your tools and processes support your strategies.  Look at everything in your arsenal:  website, literature, messages, presentations, phone scripts, proposals, etc.  They should communicate your strategies loudly and consistently, helping you gain more traction with your market in less time.
3. Tie your campaigns and programs back to your strategies and goals.  When you've defined exactly what a campaign, a strategic partnership, a sales meeting or customer retention program needs to achieve and what you expect, you're in a far better position to reach your goals.  Good planning, execution and measurement can help you move from a reactive into proactive mode.

By following this strategic marketing process, you can build expertise and drive your company’s revenue and profit.  It may take time, but even small changes in key areas can flow through the entire process and produce dramatic results.

Again, good luck and enjoy the process!

Need help implementing these ideas in your business?

The Marketing M.O. is software-as-a-service with downloadable guided best practices that help you implement the process we've presented here.

To learn more, check out the Product Tour area of our site.

And if you'd like to download the Marketing M.O. e-book as a single PDF, click here. 

Best of luck!

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