Archive for the ‘Business Strategy’ Category

How to Build a Marketing Plan

July 16th, 2013 No Comments

This post was first published on Gaia-VSM, a strategic marketing consultancy for Israeli start-ups. When running any business, whether a startup or an enterprise business, don’t just start with random marketing activities. You won’t know where you are going. Instead, you need to build an integrated marketing plan. After building a marketing and messaging strategy, you want to map your marketing activities with your business goals. Don’t decide you want to be on Twitter or in the media or build


Strategy needs to be more than an aspiration

May 25th, 2013 No Comments

Procter & Gamble CEO A.G. Lafley explains why strategy has to be more than an aspiration. In the next few weeks, I’ll be writing a post about how to turn your strategy into reality, with a marketing plan.


We’ve got marketing management all wrong

August 20th, 2012 No Comments

We’ve got marketing management all wrong. We’re defining the tactic – email, social media, trade shows, conferences, PR – without clear goals. As The Cline Group’s Josh Cline wrote, we’re putting the cart before the horse – running forward before we have the goals or a plan. It’s not a traditional or digital marketing divide. Companies are going to trade shows and looking for MARCOM pros with trade show experience without knowing what trade shows can do for their business


Effective Analyst briefings

May 7th, 2012 No Comments

I’ve just completed an analyst briefing today at work and scheduling more. Here are some tips for how to conduct an analyst briefing.


Gary Vaynerchuk is Wrong: There is a Social Media ROI

December 26th, 2011 No Comments

At last year’s LeWeb, my colleague and social media superstar Ayelet Noff asked my favorite wine guy Gary Vaynerchuk the question that we were all hearing in 2009, 2010, and finally forced to answer in 2011: What’s the ROI of social media. Gary answered that that’s the wrong question – and it’s a problem. Gary asked, “What’s the ROI of your mother?” It’s not about data or Facebook friends or Twitter fans, he said. He also said that ROI should


Positioning: Defining The Battle (Crossing the Chasm Strategy Part 6)

November 21st, 2011 No Comments

The following is sixth in a series of posts about high tech marketing strategy based on Geoffrey Moore’s Crossing the Chasm. In order to win the battle for customers and revenue, you must define the battle. One essential component to building a market is positioning. Positioning is the image or identity in the minds of their target market for its product, brand, or organization. Despite common misconception (and Wikipedia’s own entry), positioning is not a process but rather the market


Developing The Whole Product: Crossing the Chasm Strategy Part 5

November 8th, 2011 No Comments

The following is the fifth in a series of posts about high tech marketing strategy based on Crossing the Chasm.   One of the most important functions of marketing isn’t viral and it isn’t advertising and no, it’s not creative slogals. Rather it’s in the fundamental 4Ps taught in every Marketing 101 class: Product. In order to win the marketplace, you must wire the marketplace. According to Moore, “For a given target customer and a given application, create a marketplace


Chasm Strategy: Point of Attack – Determing Your Target Customer (Part 4: Chasm Strategy)

November 4th, 2011 No Comments

The following is the forth part of a series of posts about high tech marketing strategy based on Crossing the Chasm by Geoffrey Moore. Moore opens with a quote from Yogi Berra: “If you don’t know where you’re going, you probably aren’t going to get there.” The fundamental principle to cross the chasm is to pick a specific niche market and focus all your resources on achieving the dominant position in that segment. It sounds simple but most organizations fail.


What is Strategy?

November 4th, 2011 No Comments

Invasion – Choosing Your Target Market (Crossing the Chasm, Part 3)

October 31st, 2011 No Comments

The following is the third in a series about high tech market strategy based on Geofrey Moore’s Crossing the Chasm. A big strategist failure that many organizations get into is picking the wrong market. Either, they don’t pick one at all and just see what sticks or else picks a market that is so wide (“everybody with a cell phone,” “mothers over 30,” “all people of a specific religious or ethnic group of a certain age,” “all Java programmers”) that

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