Articles: Marketing

Aligning Marketing and Sales

For years, I’ve been writing about how businesses can optimize human relationships inside and outside their organizations. I’ve fleshed out this idea over many blog posts, with a core visual denoting three kinds of strategy that should always be tightly linked.     I love the purity of this diagram, but some kinds of businesses merit an expanded framework. In my last post, I complicated this model slightly, by adding a fourth circle for corporate strategy: For…

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Brand marketing vs. performance marketing

There’s a simple procedure I use for creating or evaluating an organization’s marketing strategy. It starts with: Clarifying the opportunity we’re going after Articulating and segmenting the specific stakeholder relationships we must foster to capture that opportunity Designing and managing clear, custom funnels for each of those relationships These last two steps lend themselves to an easy-to-remember progression of images, where we could first depict an organization’s relationships with the outside world using a Venn diagram:  …

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What is positioning?

Positioning is important for every organization. Yet there is no consensus on what the term means. Among positioning experts, Michael Porter talks about strategic advantage, Seth Godin talks about purple cows, and Clotaire Rapaille talks about tapping into enduring cultural archetypes. Are we really all discussing the same thing? Here is a simple description that I use to align teams and viewpoints: Positioning defines how external audiences see a company or product relative to its competitors. In…

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Becoming #1

Long ago a colleague recommended that I read the book Eating the Big Fish by Adam Morgan. I did. At the time, I thought it was interesting, if simplistic. And then I continued to use it as a key tool in my professional work for the next dozen years. The core idea in Eating the Big Fish is that there are large incumbents in every market space, but “little fish” can come to dominate the ecosystem through…

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What is marketing?

Marketing is one of those words that seems to have a different definition depending on who you ask. If you explore the huge volume of resources, history, and commentary out there regarding marketing, it quickly becomes obvious that these voices have little to do with each other. It’s hard to believe that they all describe aspects of the same general craft. I work with companies across a wide range of industries and levels of scale, so it…

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