Building a marketing strategy involves identifying objectives that will create a competitive advantage, then outlining strategies that will be used to meet those objectives. The “deliverable” for marketing strategy is defined in many different ways by experts. Continue Reading
STA helps technology clients to SEE the market through the eyes of their customers, TRANSFORM themselves to approach the market, and then ACT to engage the market using sustainable and measurable means. Continue Reading
The first rule of effectively marketing a professional services firm is to hire the right people to provide those services. Hiring the right people will significantly minimize your marketing expense and hiring the wrong people can scuttle your ship before she sails. Continue Reading
Arguably, the first rule of marketing technology consulting (such as IT consulting) services is: "Hire great consultants." Following this rule doesn't guarantee marketing success, but it sure does make everything easier. The better your product, the easier time you will have selling it. Continue Reading
The brand strategy is the blueprint for how your brand is expressed to target audiences. This article provided a cursory look at the essentials of getting your brand strategy in order. Continue Reading
Several people have asked me how the See, Transform, Act model (shown on the About page of this website) applies specifically to marketing. In answer to that, I provide the graphic that you see below. Future posts that elaborate on this model are likely! Continue Reading
ACT means execute. The company uses all of its investigation and transformative (or “readying”) action to move forward aggressively in pursuit of clearly stated goals. Continue Reading
I’ve been working with non-profit organizations for 14 years. In that time, I’ve compiled a matrix for non-profit formation built not only on my own experiences, but also on expert consensus. This structure, called the Non-Profit Best Practice Concurrence Matrix%trade; (The Non-Profit Matrix™, for short), was first composed in my thoughts and project notes, subsequently researched, and then finally assembled into structured document/presentation form in early 2009. Continue Reading
The SEE part of “See, Transform, Act” presents a roadmap for growing business through an effective market approach. In the TRANSFORM part of the model, the company readies itself for this approach by applying necessary internal change. Continue Reading
In the “SEE, TRANSFORM, ACT” model, your organization sees its customer, transforms itself to accommodate the customer, and then moves towards and engages with the customer. All parts of the SEE, TRANSFORM, ACT process create valuable knowledge that enables principled, informed decisions at every stage of development. This leads to a strengthened corporate identity that facilitates growth. Continue Reading