Business

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11/5/12

RFP Scoping Using our Insights for Strategic Marketing Machine

Not too long ago, here at Corona we became aware of an RFP (request for proposal) from an out-of-state agency calling for market research services on behalf of its client, who provides energy efficiency related services. Oftentimes, when evaluating for-profit sector RFPs, our Insights for Strategic Marketing framework allows us to identify where potential customers […]

By Leo LewisRead More

7/29/12

BMA Roundtable Recap

Leo Lewis presented to a sold-out audience at yesterday’s BMA Colorado roundtable in Denver on the topic of:  Start Here!  First Steps in Data-driven Strategic Marketing.  Leo discussed (and addressed some good audience questions about) the advantages of conducting a thorough data- and information-driven Internal and External Situation assessment and how doing so assists a […]

By David KennedyRead More

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5/17/12

Why strategy is important in understanding your environment

Why a company’s stated strategy is so important to ultimately understanding its External Situation and Environment. In order for the Internal Assessment process to be relevant to a marketing executive and the marketing planning process, we view the assessment as taking place both at the macro-company level as well as at the marketing organization level […]

By Leo LewisRead More

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4/30/12

Ansoff’s Matrix and product market strategy

Where does Ansoff’s Matrix and product-market strategy fit in the strategic marketing process? So, we know a data- and information-driven Internal and External Situation Assessment, as partially summarized in some of my previous posts, will provide two main bodies of information: 1) output related to internal business unit strategic strengths and competencies; and 2) a […]

By Leo LewisRead More

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4/15/12

A take on the interrelation between strategy frameworks

Marketing managers and executives: What would you do if you were asked to take several of the most common strategy tools and organize them to show how they interrelate for marketing planning and strategic decision making?  (No peeking below!)  The tools and frameworks to be considered, in no particular order, are:  PEST, SWOT, the “5 […]

By Leo LewisRead More

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4/9/12

Do your homework before using strategy models

The following is a graphic example of the GE/McKinsey matrix, a fairly well-known consulting framework that allows for visual representation of a market(s) that a company serves and where these market(s) are positioned relative to key factors such as level of market attractiveness (high, medium or low) and relative strength of the business unit (high, […]

By Leo LewisRead More

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4/2/12

What is your marketing organization missing? If you don’t know, it could be time for an audit

That’s not to say that you’re definitely lacking something, but…let’s face it, there’s nearly always room for improvement, and quite often marketing organizations are missing something that’s pretty important. Findings of marketing audits commonly show that organizations typically lack a truly strategic approach in their marketing.  The 1989 reprint and review of the original article (The […]

By Leo LewisRead More

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3/30/12

MythTrouncers Episode 4: Research doesn’t do anything but sit on the shelf and collect dust.

Myth: Research doesn’t do anything but sit on the shelf and collect dust. Well…I’d love to raise my nose in the air and snootily say, “That is ridiculous. That sort of thing does not happen!” But I’m pretty sure many of us have witnessed times in which it indeed has been the case. It’s interesting […]

By Holly RussoRead More

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3/16/12

MythTrouncers Episode 3: Research is only useful for making tactical decisions.

Myth: Research is only appropriate and useful for testing products or campaigns so that we can make good tactical decisions. If you were to make this comment in front of our company’s principals, they’d likely collide with one another in a mad dash to reach their soapbox – and rightfully so. While we do carry […]

By Holly RussoRead More

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2/13/12

A framework for data-driven strategic marketing

In case you missed the announcement, we’d like to mention again that here at Corona we’ve recently re-designed our website to be aligned with our customer groups by sector (business, nonprofit, and government). It was a decision inspired by our desire to acknowledge our customers’ unique needs across each of these areas. Honing in more […]

By Leo LewisRead More