Today’s topic is Marketing Strategy and how to avoid fatal pitfalls.  Listen to my colleague, Scott Gruher, Partner at SBI, and I discuss how to know if your marketing strategy is broken and what to do to fix it. 

We start this podcast by outlining the foundation of a marketing strategy and simple tests to validate effectiveness.  Does your marketing strategy provide an operating plan for your marketing department?  We’ll describe what is required for a solid operating plan and how to allocate resources. 

To support the marketing strategy, results must be quantified.  We introduce the concept of customer acquisition cost (CAC) and customer lifetime value (CLTV), and explain how it applies to your marketing strategy.  More importantly we explain why the CEO and the rest of the organization will see value in this quantifiable measures.  These may not be new concepts to some b2b marketers, but the depth required to make them meaningful is an emerging best practice that most marketers have not executed.