Be Vewy Quiet, I'm Hunting Wabbits!

There is a limit to how much profitable market share you can win by just buying more customer databases, printing more catalogues - or cold calling more prospective customers. At some point you have to break out of sales mentality, into strategic marketing thinking.

Don't get me wrong. There's nothing wrong with disciplined, focussed sales activity, and diligently pursuing sales opportunities. It's the lifeblood of business.

But if you're chasing the wrong rabbits down the wrong holes you're going to end up tired, hungry, and with the wrong rabbit.

As difficult as it is - especially if you're on the sales hamster wheel - you need to step off and pause, gather your thoughts, collect and analyse the data, to determine precisely how you are going to strategically target qualified customers, with customised messages, through selected channels to achieve higher ROI - and return on effort.

This means driving a wedge between your organisational strategy (growth and revenue targets) and your marketing strategy (tactics and channels). The circuit breaker is competitive strategy as it clearly answers:

• What is the total market size?
• What is the winnable or contestable market?
• How is it segmented?
• Which segments are most attractive, and available, and why?
• Who is the ideal customer, and why?
• How many of them are there?
• Where can we find them?
• What do they read, watch, listen to?
• What do they buy, why, how, from whom, and how often?
• What problems do they want solved?
• What opportunities do they want to capture?
• Who else is servicing or interested in the same market segments?

Want to know more?

EvettField Partners Pty Ltd #B2B #strategy