If you don’t know what market you’re in, how do you know who you are even competing against?
Are you even in the right market?
Are there other markets that align with your core mission that offer opportunities?
How are you going to innovate to stay competitive?
How do you know whether you are even in the right market? How difficult is it to compete? How are you evaluating risk in the market?
How do you know exactly why you’re the best choice for customers in that market? And don’t forget, being the best choice is from customers’ perspective…not yours.
How do you even know who your customers should be? Are they the right fit for you? Are you the right fit for them?
If you haven’t figured this out, how do you even begin to decide what to invest Sales & Marketing resources on? How do you even begin to decide how to talk to the market?
Many businesses struggle with getting any kind of real return on Sales & Marketing investments. This is a large part of why returns are so elusive.
This is part of real market strategy. Not tactical strategy…not advertising & promotional strategy…real, big-picture market strategy.
It’s a lot of decisions. It’s not the sexy part of Sales & Marketing…but it’s the part that makes the sexy stuff actually work.
Get it figured out. Get it to your team. Apply it…every day. Keep refining it, mold it and shape it. Make adjustments. Keep going, but pay attention to it.
Don’t. Lose. Focus.