Start Here! First Steps in Data-Driven Strategic Marketing
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In a world in which tactical marketing moves at the speed of light, there are certain fundamental principles that should always serve as a critical foundation for your strategic marketing. In this interactive roundtable, Leo Lewis will discuss the first stages of the marketing planning process, and why it is especially important that these be data-driven. Common frameworks and data sources will be discussed in the context of how these can be used in a marketing organization’s planning effort.
This session is designed so that participants walk away with key strategic marketing knowledge and practical know-how, and it will help answer the following questions:
- How do I assess my company’s internal and external situation?
- How do I determine where my company’s strengths align with market opportunities?
- What do I need to understand before developing marketing organization goals?
- How do I determine the best product-market strategy to support marketing organization goals?
Armed with this knowledge, a critical foundation in marketing planning can be established. This foundation will guide additional strategic marketing decisions related to market segmentation, target market selection, product development and competitive positioning.
Principal, Corona Insights
Leo Lewis leads Corona Insight’s Insights for Strategic Marketing practice. As a result of his 10+ years of professional market research experience and through his own investigation, Leo has developed a proprietary, step-by-step framework that serves as the basis for advising customers on their marketing planning and execution. In particular, he advises on where they stand relative to a true data- and insights-driven strategic marketing process, and what competitive steps they can take as a result.
Ultimately, Leo’s counsel ensures that customers capitalize on the most efficient and effective use of their marketing resources, including offering the right products or services, reaching the right audience, and communicating the right message. Leo is passionate about advising the “ready-aim-fire” principle when it comes to marketing. He believes in taking action based on solid data, insights, and planning and that implementing tactical marketing without a clearly understood strategy will harm a company’s brand.http://coronainsights.com/