“Outside-In” marketing strategy and execution is a linear process that often leads to non-linear results.
Process
On a practical level, the ASYS process asks a lot of questions. For instance, in the early strategy stages, we might discuss:
- What business are we in?
- What do we do?
- What does success mean?
- What do we take as “given”?
|
- What do we stand for?
- Who is the ideal customer?
- What is their compelling need?
- Where do they turn for guidance?
|
We take these answers (along with many others), and discuss how we can best Position the company or product in light of what we have learned, again, using a proven framework.
Once that is accomplished, we move on to Messaging. How do we talk about what we’re offering in a way that aligns with what we have learned about prospects and their situations? And, since prospects come in various shapes and sizes, we need to appropriately Segment the market so we can speak directly to them.
After we have developed how we talk about our offer, we do some Planning. How do we best get the message out? What are the best vehicles? What goals will we set? How will we measure? How will we know if we succeed? How could we fail?
Next, we execute measurable Programs. We look for the right mix of initiatives and efficiencies. We look to see if we have the right tools (collateral, web, sales tools, etc.) to fulfill on the goals outlined in the planning stages.
Finally, we Assess the effectiveness of our programs against the strategy we have determined. We make adjustments, make investments in the successes, and evaluate what comes next.
For more information about how we could help you with your Sales, Business Development, or Marketing objectives, please email us at info@asyspartners.com |
