Daniel & Friends / Services / Marketing strategy
Marketing strategy
Marketing costs you money every month. How much of it actually drives growth is something nobody in the company can say for sure today.
A marketing strategy defines where you play and how you win: market, segments, brand, mix and budget. It answers what and why (tactics only answer how), fits on a single page and carries a clear decision on what you say no to. We build it on marketing science (Binet & Field, Ehrenberg-Bass) rather than the four hundred concepts that are mostly noise, and it is built with your team in a workshop, so the team owns it.
When to call us
Your marketing plan is a list of activities and nobody can say which of them drives revenue.
Leadership wants to cut the budget and you need arguments that hold up in front of the CFO.
The brand is flat even though campaigns run all year.
What we'll do for you
- Diagnosis before prescription: an honest analysis of market, brand and competition (in the spirit of Rumelt's kernel)
- Positioning and value proposition (STP) based on how your customers actually buy
- Segmentation and targeting by behaviour and buying situations
- The split between brand building and activation, following the 60/40 rule (Binet & Field)
- A marketing mix that includes pricing and distribution
- A one-page strategy and an action plan with priorities, budget and owners, written with your team in a workshop
How it works
The work runs in three steps: diagnosis, strategy and plan, execution.
- Diagnosis: a month of data, market and customers.
- Strategy and plan: decisions on a single page.
- Execution: with your team or ours.
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Result: A one-page strategy and a budget you can defend to your CFO.
What you get out of it
- A clear decision on where you play and how you win, instead of a list of activities
- Budget deployed where the brand and revenue actually grow
- Team, marketing and leadership speaking one language and pulling the same way
- A one-page strategy the team actually uses
What it costs
Diagnosis takes about a month, strategy and plan follow over the next few weeks depending on scope. We bill hours worked at a blended rate of $90/h and you get a quote within a week.
The Daniel & Friends team has delivered over 750 projects in 15+ countries and helped clients generate over $19M in revenue.
Frequently asked questions
What is evidence-based marketing?
Marketing built on how people actually decide and buy, meaning data and replicated science (Ehrenberg-Bass, Binet & Field).
Which marketing metrics actually matter?
Four: penetration (how many new customers you win), market share, net sales and profit. Everything else is a supporting indicator. You can't book likes into the P&L.
How does the engagement work?
A month of diagnosis (data, market, customers), then strategy and plan, then execution with your team or ours. We bill hours worked and never bundle.
What does a marketing strategy cost?
Diagnosis takes about a month, strategy and plan follow over the next few weeks depending on scope. We bill hours worked at a blended rate of $90/h and you get a quote within a week.
Further reading: What is strategy: the complete guide (types, plan vs. tactics, how to write one) →