Marketing Strategy Consulting

Strategy is grounded in what can be measured before anything is recommended. Personas are built from actual customer data, sales conversations and support records rather than assumed demographics, and where evidence is thin the persona is labelled as a hypothesis to be tested. Existing performance is audited by channel with the measurement itself validated first, since a budget reallocated on the basis of a miscounted conversion moves money in the wrong direction confidently. Competitive positioning is derived from each competitor's own published material, stated as fact without characterisation. Channel selection is argued against where the audience demonstrably is and what the sales cycle requires, not against channel popularity. Budget allocation separates proven channels from tests, sizes each test to reach a readable result rather than spreading spend too thin to conclude anything, and states in advance what result would cause the test to stop. Deliverables name the metric, the owner and the review date for every recommendation, and definitions are fixed in writing beforehand so success cannot be redefined after the fact.

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