3-Step Strategic Marketing Framework to Accelerate Your Business Growth.

Most successful companies share a key trait: they are market-oriented and customer-obsessed.

• Market Diagnosis: Understanding your market and customer landscape

• Strategy: Developing a marketing strategy including your targeting, positioning and objectives

• Execution: Implementing tactics aligned with your business and marketing objectives

Today's customer-obsessed example is South African supermarket giant Checkers.

Checkers' 20-year success march.

The Importance of Strategic Consistency

Achieving long-term success necessitates the deliberate and consistent application of your marketing and brand strategy over years and even decades.

It took Checkers 20 years to advance from last to joint first place in Share of Search.

Short-Term vs. Long-Term Success

Short-term success is, by definition, fleeting.

By only ever targeting the 5% of customers currently in the market, you're neglecting the 95% that will likely enter the market in the future.

In effect, you are discounting future cash flow.

Try explaining that to your Financial Director.

Long-term success, on the other hand, is multiplicative.

The whole of your marketing is greater than the sum of its parts.

Diagnosis, strategy, and tactics are equally weighted.

Discounting any of these can lead to exceptional or disastrous outcomes:

Diagnosis x Strategy x Tactics = Outcome

• 10 x 10 x 10 = 1,000

• 10 x 0 x 10 = 0

If you intend to win in the long term, your choice is clear.

Key Takeaway

Strategic marketing transcends perfect tactics.

Integrating your diagnosis, strategy and tactics into a cohesive system amplifies your competitive advantage.

Until next time, Keep Growing.