HOW'S YOUR SALES MARKETING STRATEGY PROGRESSING?

摘要

How do you know if your sales and marketing strategy is going to work? First things first - do you have one? Because defining a strategy is the start of the process. Then you have to be confident it will work. And finally, you need to prove that it will. There are two major thinkers when it comes to strategy - Michael Porter, who has probably written more university text books than any other, and Richard Rumelt, the other major academic contributor in this space. Porter's models and thinking have stood the test of time. Differentiation, value creation and understanding the nature of a competitive environment (positioning yourself for future success within your industry) are all concepts that have helped businesses make decisions, lead change and strategise for a better future. Rumelt's theories are less well-known, but his position is that strategy should be simple, that it should be easy to explain and understand, and that it should overcome a challenge.