Aligning Your Marketing Strategy with Business Strategy
Sometimes strategy is hard to explain. So Liz Ingle, founder of Centric Marketing Strategy and Consulting helped me out. Strategy is a way of making deliberate decisions about things you will and won’t do so you can keep your business focused.
Apparently this feels restrictive to some people. But it shouldn’t. Does the dotted line on the highway feel restrictive? It just promotes good choices.
One of the things we talked about was how to manage up when a marketer doesn’t feel like the marketing and business strategies are aligned. She pointed out that as a marketer you need to identify who has the influence and build relationships with them.
It’s also important to evangelize your plans so people know what you are doing and why.
Liz gave a few examples of how strategies might differ depending on the size of your audience or the segment they are in.
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About My Guest …
Liz Ingle is the founder of Centric Marketing Strategy and Consulting. She was previously the Director of Marketing at Scientist.com.
