Marketing
Marketing strategy
Marketing strategy is the plan for which channels, messages and activities will actually move the business's growth number, sequenced and resourced rather than a list of tactics to try.
In practice at Covorn
We start from the acquisition or retention number that matters most, then work backward to the few channels and messages capable of moving it, rather than starting from a list of available tactics. The plan names what will be measured and how often.
Part of MarketingWhere this sits in the framework
- Define
When you need this
- Marketing activity is broad and constant but the team cannot say which of it is actually working.
- Budget gets allocated by habit rather than by evidence of what performs.
- There is no shared view of which single number marketing is meant to move.