What is a strategic marketing, or what do I put into that bucket?
It is based on four pillars.
1. The key narratives. Narratives, not messages, claims, etc. Story flow, which creates a business key narrative. It is the most important part of telling the world about your business. And it has to have appropriate external look. People should see and feel the brand according to what they know about it. Other words if you know that something is yellow, it must be yellow.
2. A business model or business income model. The way you plan to generate cash, income, and profit. But, it is essential to understand how your idea of a business model will work in the real world with real, irrational human beings, habits, social context, and so on. So the 3rd pillar is
3. Customer understanding, interaction, and influence. And if we are in B2B, while our product is somehow visible to the last mile or B2C part (of our customer's business), we always should keep in mind the consumer, although we do not sell directly. And, of course, our external look should be fully created following our narratives. But we work with the team, and that’s where the last and the most important part is 4th pillar which is
4. The team. The new members' onboarding, continuous team education, and what is extremely important - regular field feedback is essential for business success. The marketing strategy should cover the creation, evaluation, and adaptation of the business model, operational routine, and key messages based on market response and team feedback.
The combination of these four factors and full coordination of this with the commercial model is the key to success.
At least my business development experience in this framework works for me.
Oleksii Sologub
Business development and strategic consulting in healthcare.
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