Despite their best efforts, small businesses and professional services companies sometimes find that they just do not achieve the results intended or their business marketing plans cannot be fully implemented. Marketing plans can fail or miss the mark for a variety of reasons. One of the most common reasons, however, can be found in the business marketing strategy and not in the action plans.
Here are five tests of a business marketing strategy that must be met if your marketing plan and your activities are expected to succeed.
- Alignment with Business Strategy. It is absolutely essential that you align your business marketing strategy with your business strategy. The marketing strategy needs to flow from the business strategy. For example, if your growth strategy is to increase business by adding a new product, you will be working at cross purposes if your overall strategy is to focus on selling your existing products.
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