YOUR MARKETING PROBLEM MIGHT NOT BE A MARKETING PROBLEM

Summary from the TLDR Marketing newsletter

Marketing problems often stem from internal misalignment rather than weak marketing strategy. Product, Sales, leadership, and Marketing can tell different stories about the customer, problem, differentiation, and value, which creates confusion that campaigns cannot fix. A simple alignment test is to ask five leaders to describe the company in one sentence and compare their answers across five questions about the target customer, problem, differentiation, brand reputation, and buyer beliefs. Marketing becomes more effective when the business first agrees on what it stands for and what buyers need to understand.