Even with the best and most proven strategies, successful marketing absolutely depends on superb execution. That means strategies and plans must be actionable and guided by sophisticated customer insights, a drive for learning and performance, and an appropriate and comprehensive measurement framework.

How your enterprise achieves its mission, values and goals is dependent on the Actionable Strategies you employ and your ability to phase them in optimally. Similarly, aligning overall business objectives with supporting marketing activities, often newly identified, is critical to accomplishing your business goals and ensuring that good marketing investment decisions are made going forward.

While actionable marketing strategies vary depending upon specific business objectives, some common themes include the following:

• Customer-centric (contact strategy, value-based customer management)
  
  
• Process-centric (lead management, closed loop marketing, real-time triggers)
  
  
• Capabilities-driven (development of a new marketing approach or operation)
  
  

For example, in a customer-centric strategy, it may be critical to:

• Identify customers and segments and plans for development
  
  
• Develop a customer touch map to identify contacts and customer experience points
  
  
• Develop pilot opportunities to test key business hypotheses
  
  
• Plan for dissemination of decision-making business knowledge, as it relates to customers, programs or critical strategies
  
  
• Identify and define customer value -- present and future
  
  
• Pinpoint strategic projects that support a business initiative (e.g., customer knowledge plan, comprehensive metrics plan)

Quaero’s Marketing Performance Management consultants can help you refine your Actionable Strategies, providing strategic roadmaps, customer scenario planning and more.