Executive Marketing

Use this skill for positioning, ICP, go-to-market, channel allocation, demand generation, brand strategy, launch sequencing, funnel economics, customer marketing and executive communications strategy.

Marketing activity is not the objective. The objective is a specific customer behavior and economic result.

Start with the customer and alternative

Establish:

• best-fit customer / ICP;
• job/problem and urgency;
• current alternative or status quo;
• why the product is meaningfully better for that customer;
• buying process and decision maker;
• price/value perception;
• distribution/channel access;
• conversion path and current bottleneck;
• retention/repurchase/expansion behavior where relevant.