Why Briefing Your Marketing Strategy to Your Stakeholders is Important

Briefing your stakeholders about your marketing strategy and involving them in the process will increase its success significantly. Let’s start by how you develop such a strategy.

It is all about following a clear continuous process where you involve your stakeholders.

Marketing objectives

First you need to define your marketing objectives. A great tool to use is 4P square’s bottom-line impact model.

This model defines three main categories in which marketing can have an impact: increase brand equity, grow revenues and control costs. Important in this step is to align your marketing objectives with those of sales and the company.

SWOT analysis

The next step is to perform an external and internal analysis. Conclude your internal analysis of strengths and weaknesses and the external analysis of threats and opportunities and put them in a SWOT.

To create strategic programs, link your strengths and weaknesses with opportunities and threats.

Marketing strategy

Time to develop your marketing strategy using the STP method. Tools such as product market combinations, MaBa-analysis, business scope, and defining value propositions can help in defining your strategy.

Once your marketing strategy is determined, combine everything in a marketing plan. This clarifies who needs to do what and makes your strategy ready for implementation.

Brief your stakeholders

Last but not least, involve and brief your stakeholders. While developing your marketing strategy, you need to involve your stakeholders in every step of the process.

Inform, involve, keep them updated and brief them on the final strategy. When briefing your stakeholders, give them a clear understanding of what the plan is, where they fit in and how they can contribute to the objectives.

Doing this will set your marketing strategy up for success.