Strategic Marketing

 * Article is excerpted with permission from Zweig White


Success is more likely when you follow a plan. Plans helps you map the best route to your destination (goal), the stops you’ll need to make on the way, the milestones by which you will measure your progress, and the people you’ll need to take with you or consult along the way.

If you want to grow your business, you need to articulate your goals, develop strategies to reach those goals, define and market your company’s capabilities in ways that align with your strategies, and measure your progress. These activities will help you make decisions to pursue the right projects for the right clients in the right manner.

This, of course, implies that your marketing is intentional – in other words, your marketing follows a plan designed purposefully, specifically to get you where you want to be. Such strategic marketing requires the following:

1.  A strategic plan;
2. Identification of your strategic clients;
3.  Processes to facilitate good pursuit decisions; and
4. Processes and staff that enable you to work the plan.

Your strategic plan lays out what you want to achieve, the kinds of clients and projects (and specific clients and projects) you will pursue, the hires you....Read on

Bernie Siben
Siben Consult, LLC