MARKET

After you’ve crystallized your foundation, the next step is to refine your market penetration strategy.

Companies that influence their market are effectively communicating their foundational vision and aren’t reactive to market influences and pressure; they create market influence and pressure by executing a defined strategy that supports their offering foundation.

It’s uncommon for CEOs of companies under $100 million in revenue to have deep expertise in creating and leading market-influencing strategies and tactics. That’s why so few small to mid-size companies truly impact their market.

Developing and executing a well-constructed marketing and sales strategy that supports your foundation creates a clear path to achieving your company purpose. It’s your roadmap, and it’s the single most important set of decisions that will develop your ultimate lasting company value.

Marketing Leadership Starts with a Strong Competitive Positioning Strategy

Your entire market strategy starts with your competitive positioning.

• Competitive positioning delivers an objective look at how your offering fits within the marketplace, and within the context of the minds of the people who purchase it.
• It outlines your market penetration strategy and your competitive advantages.
• It creates the foundation for your brand strategy.

Your brand strategy outlines how you’ll reinforce your positioning and capture a piece of market mind share.

• Since your brand is your representation of the mind share you own, it must be communicated throughout your distribution channels, and it must be supported by your pricing.
• All your marketing and selling activities must bring your brand to life, from your offers, to your creative, to your sales activities, to your customer interactions.

If your brand is consistent throughout every market touch point and supports your existing positioning, you’ll begin to influence your market. Every person in your company facing the market must live and breathe your brand. It’s the only way to achieve market influence without a legal or legislative barrier to entry.

Once you’ve aligned your foundation with your market penetration strategy, the next step is to align your people to them.