Marketing Strategy

Service and Product Portfolio Analysis

A key aspect of understanding an organization’s resources is to undertake a portfolio analysis of the various offerings it has available on the market. It is clear that different businesses...

Lead Management

The first place to begin building this new fact-based culture is in the lead management process. If marketers are ever to shed the perception that their value is solely in...

Product Marketing vs Service Marketing

An “IT company” is the umbrella term for a software services company or a software product company. What is a Software Development Company Googling for this topic, I discovered that many authors...

Annual Marketing Budget

A marketing budget is the amount of money a business plans to spend on marketing-related activities over the year. It includes not only expenses such as paid advertising, sponsored web...

Focus on Core Business

Almost inevitably, the right priority is to build on strengths instead of fixing weaknesses. Imagine two $100 Million markets. You have a 50% market share and do $50 Million in...

Small Business Marketing Mistakes

Companies have a minimum budget of less than $30,000 per year. CEOs expect miracles and dramatic results quickly or from a very limited budget. Companies sell everything to everyone, and...

Unit Economics

Figure out Marketing’s role in the company’s unit economics. The CAC (customer acquisition cost) is shared between you and the sales team. Your company’s LTV (Lifetime Value) will determine how...

Value Proposition vs Positioning Statement

Unlike the value proposition, positioning is targeted to a highly specific segment or persona. It helps them understand why your product is best suited for their needs over other options....

Sales vs Marketing

Marketing is the art of creating genuine customer value (Philip Kotler). Hence, marketing analysis, marketing thinking, and marketing decisions cannot rest upon the shoulders of just one department. Plus marketing theories that...