Introduction to marketing strategy
Setting a marketing strategy is essential to keeping your team in sync and performing well. It aligns the entire company around shared market, business, and product assumptions. This is key to launching campaigns and promotional activities that effectively engage potential customers, drive revenue, build brand awareness, and strengthen the relationship with existing customers.
Your strategy sets the direction for your everyday marketing activities. This keeps the team focused on what matters most — so you can successfully acquire, keep, and grow customers.
The key components of marketing strategy
A marketing strategy is based on deep research and analysis, factoring what can positively or negatively impact your business success. This research forms the foundation of your overall marketing plan and sets the direction for how to achieve your company’s vision, mission, and business goals.
The table below defines the key components of a marketing strategy.
Define a set of time-bound and measurable marketing goals that support your overarching business goals.
Capture the high-level efforts needed to achieve your marketing goals and the timeline for completing them.
Identify segments of customers who share common characteristics and the marketing approach for each one.
Determine the external market factors that could impact the success of your business.
Make better marketing decisions based on your strengths, weaknesses, opportunities, and threats.
Articulate where your product fits in the market, what sets it apart, and why customers should care about it.
Define the right marketing mix to promote your product (often using the 9Ps model).
Guide the implementation and delivery of a marketing program or campaign by defining the goals, customer truths, and brand voice.
Create a detailed description of your ideal target customer so you can develop relevant market campaigns and content.
Identify other companies competing in your market and rank them based on their strengths and weaknesses.
A creative brief like the one in Aha! Roadmaps helps you identify the goals, customer truths, and brand voice for a program or project.
How to set a marketing strategy
Defining the strategy should happen before the marketing team begins the more tactical work. At the highest level, the CMO or VP of marketing typically drives the marketing strategy, but this depends on the organization. Team members may also help with market research, data analysis, and other work that informs the strategy.
Today, many teams use purpose-built marketing planning software to define their long-term goals and capture information on customers and the market. This creates a more agile approach to marketing and saves you time updating your strategy as market and business conditions change. It also ensures that your marketing activities stay closely aligned with the company’s overall objectives. If you are not yet ready to use a web-based tool to collaborate on your marketing plans in real time, this guide provides a useful library of free marketing strategy templates.
Plan, collaborate, and launch — all in one tool. Try Aha! free for 30 days.
- What is a business model?
- What is customer experience?
- What is the Complete Product Experience (CPE)?
- What is a customer journey map?
- What is product-led growth?
- What are the types of business transformation?
- What is enterprise transformation?
- What is digital transformation?
- What is the role of product management in enterprise transformation?
- What is a Minimum Viable Product (MVP)?
- What is a Minimum Lovable Product (MLP)?
- What is product vision?
- How to set product strategy
- What is product-market fit?
- What is product differentiation?
- How to position your product
- How to price your product
- What are product goals and initiatives?
- How to set product goals
- How to set product initiatives
- What is product value?
- What is value-based product development?
- 10Ps marketing matrix
- 2x2 prioritization matrix
- 5 Whys
- Business model
- Customer journey map
- Decision tree
- Lean canvas
- Marketing strategy
- Porter's 5 forces
- Product positioning
- Product vision
- Segment profile
- Strategic roadmap
- SWOT analysis
- Collections: Business model
- Collections: SWOT
- Collections: Objectives and key results (OKR)
- Collections: Product positioning
- Collections: Market positioning
- Collections: Marketing strategy
- Collections: Marketing messaging
- 2023 monthly calendar
- 2x2 prioritization matrix
- Kanban board
- Market requirements document
- Program board
- Product requirements document
- Pros and cons
- Release roadmap
- ROAM board
- Timeline diagram
- User story
- User story map
- Collections: Product development process
- Collections: MRD
- Collections: PRD
- Collections: Gantt chart
- Collections: User story
- Collections: User story mapping
- Collections: Feature definition checklist
- Collections: Feature prioritization templates
- Collections: Marketing plan templates
- Collections: Marketing calendar templates
- Common product development methodologies
- Common agile development methodologies
- What is agile product management?
- What is agile software development?
- What is waterfall product management?
- What is agile transformation?
- Agile vs. lean
- Agile vs. waterfall
- What is an agile roadmap?
- What is an agile retrospective?
- Best practices of agile development teams
- What is a burndown chart?
- What is issue tracking?
- Introduction to agile metrics
- Agile glossary
- What is scrum?
- What are scrum roles?
- What is a scrum master?
- What is the role of a product manager in scrum?
- What is a sprint?
- What is a sprint planning meeting?
- What is a daily standup?
- What is a sprint review?
- Product release vs. sprint in scrum
- Themes, epics, stories, and tasks
- How to implement scrum
- How to choose a scrum certification
- What is a product?
- What is product development?
- What is product management?
- What is portfolio product management?
- What is product operations?
- What are the stages of product development?
- What is the product lifecycle?
- What is a product management maturity model?
- What is product development software?
- Why product teams need virtual whiteboarding software
- Introduction to marketing
- What are some marketing job titles?
- What is the role of a marketing manager?
- What is the role of a product marketing manager?
- How are marketing teams organized?
- Which tools do marketers use?
- Interview questions for marketing managers
- Typical salary for marketing managers
- How to make a career switch into marketing
- How to structure your product development team
- Best practices for managing a product development team
- How to structure your product team meeting
- 15 tips for running effective product team meetings
- Which tools do product managers use?
- Tips for effective collaboration between product managers and engineers
- How do product managers work with other teams?
- Brainstorming meeting
- Brainstorming session
- Creative brief
- Daily note
- Daily standup meeting
- Marketing calendar
- Meeting agenda
- Meeting notes
- Mind map
- Organizational chart
- Presentation slides
- Process improvement
- Pros and cons
- Sprint planning meeting
- Sprint retrospective
- Sprint retrospective meeting
- Sticky note pack
- Timeline diagram
- Workflow diagram
- Collections: Product management meeting
- Collections: Diagrams, flowcharts for product teams
- Collections: Whiteboarding
- Collections: Templates to run product meetings