Marketing's To-Do List

Marketing needs to have a major impact on the business. In order to do so it needs to deliver substantial value and boost the competitive strength of a business or brand.

Here is our list of items which we believe the marketing team should focus on. Each item is an area where marketing should add value to the business.

Obviously a single team cannot focus on everything on this list. However, by setting goals for marketing along these lines you should achieve greater results for the business. You will also achieve improved recognition for the contribution which marketing can make.

• Achieving competitive advantage.

• Providing focus and vision for the business.

• Positioning strategy.

• Differentiation in the marketplace.

• Choosing the basis of competition.

• Competitive strategy.

• Customer insights and segmentation.

• Go to market strategy and planning.

• Designing the customer experience.

• Product management, steering product development and commercialisation.

• Prioritising target markets and prospective customers.

• Managing for good ROI on sales and marketing efforts.

• Identifying prospective customers and agreeing market coverage plans with sales channels.

• Demand generation, including customer acquisition, activation, growth and retention.

• Conditioning the market for sales and marketing activities through generating awareness, establishing relevancy, generating customer involvement, and building word of mouth and reputation in target markets and segments.

• Market development and education in new business areas.

• Brand building to achieve high mindshare and strong preference versus the competition.

• Influencing consumer behaviour.

• Minimising the cost of sale.

• Shortening the sales cycle.

• Maximising the lifetime value of customers.

• Value innovation and the communication of value propositions in order to build customer value, minimise the need to compete on price, and obtain the maximum prices possible.

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