Marketing Strategy

As part of building an effective marketing strategy, setting the right goals is critical—and that starts with the insights uncovered in the audit. Often, the audit reveals that the real goals are very different from what the business initially believed, ranging from brand awareness and pipeline growth to customer retention or market expansion. Once these true objectives are identified, we define them in actionable terms with clear success measures, so it’s easy to track progress and know exactly when a goal has been achieved.

With the goals clearly defined, it’s time to build the plan to achieve them. We develop multiple campaign scenarios, blending different approaches and tactics, then work collaboratively across the business to identify the path that fits best. Because a successful plan can’t live in marketing alone—it must engage sales, technical teams, and leadership to truly come to life and drive meaningful results.

Once the plan is in place, the next step is identifying the resources needed to bring it to life—both people and budget. We pinpoint the specific skills required, determine how much of each resource is needed, and ensure the right capabilities are in place to execute effectively. From there, we define the budget, outline where that investment will be allocated, and identify where the funding will come from within the business or from external partnerships.  

To make the marketing strategy truly effective, we also outline the broader business dependencies required for success. These can range from aligning with sales on follow-up processes to more significant shifts like redefining roles or evolving the solutions and services offered.