MarketingFramework / modelPESTHow can pest support strategic choice or positioning?To assess four major macro factors that may shape a company’s future.
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MarketingFramework / modelPESTHow can pest support strategic choice or positioning?To assess four major macro factors that may shape a company’s future.
MarketingFramework / model4Ps of marketing (Kotler)How can 4ps of marketing (kotler) support strategic choice or positioning?Marketing and sales connect the customer's perspective with the organization's. Reviewing the four elements reveals how the organization currently interacts with customers, how it could serve prospective customers and how its offer is positioned in their minds. The mix is a tactical toolkit within marketing strategy, and repeated adjustment helps the organization respond to changing needs in a chosen segment while supporting corporate strategy.
MarketingTemplate / formName due-diligence checklistHas a shortlisted name been checked across language, search, legal, product, and user contexts?
MarketingTemplate / formProduct naming briefWhat must be understood before generating and evaluating a product or feature name?
MarketingTemplate / formGo-to-market readiness briefIs a new offer ready across audience, positioning, pricing, channels, sales, support, and measurement?
MarketingTemplate / formPackaging experience briefHow should packaging balance brand recognition, product clarity, craft, accessibility, and environmental impact?
MarketingTemplate / formCo-brand asset review checklistDoes a shared-brand asset preserve clear attribution, balance, hierarchy, legibility, and approval rights?
MarketingFramework / modelCompetitive intelligenceHow can competitive intelligence support strategic choice or positioning?Use CI to assess relative market strengths, weaknesses, intentions and vulnerabilities.
MarketingTemplate / formCreative briefWhat outcome, audience, message, constraints, assets, channels, and approvals should guide creative work?
MarketingTemplate / formProduct vocabulary registerHow can a company keep product names, terms, definitions, and usage consistent?
MarketingTemplate / formPartner launch briefHow should a joint launch define proposition, responsibilities, dependencies, assets, approvals, and success?
MarketingFramework / modelAIDAHow can aida improve people, teams, or organisational effectiveness?To make marketing communications more effective from first exposure through response.
MarketingTemplate / formPartner co-marketing briefHow should two brands align goals, audience, message, assets, roles, approvals, and distribution?
MarketingTemplate / formProduct positioning statementHow can a team express target customer, need, category, benefit, and differentiation in one sentence?
MarketingTemplate / formName criteria scorecardWhich name is most precise, intuitive, extensible, distinctive, and globally usable?
MarketingFramework / modelCustomer online engagement levelHow can customer online engagement level improve people, teams, or organisational effectiveness?Answer the key performance question: “How well are we engaging our customers online?”
MarketingFramework / modelCustomer value propositionHow can customer value proposition support strategic choice or positioning?To create a compelling purchase motive.
MarketingFramework / modelPersonasHow can personas improve people, teams, or organisational effectiveness?To focus marketing messages, product decisions, service design and customer journeys.
MarketingKPI / metricPage views and bounce ratesHow should page views and bounce rates be measured and interpreted?Answer the key performance question: “How effective is our internet strategy?”
MarketingKPI / metricCustomer retention rateHow should customer retention rate be measured and interpreted?Answer the key performance question: “To what extent are we keeping the customers we have acquired?”
MarketingFramework / modelBrand auditHow can brand audit support strategic choice or positioning?To diagnose and improve brand strength.
MarketingFramework / modelSegmentationHow can segmentation support strategic choice or positioning?Identify customer groups whose differences should change the offer, channel, service or message.
MarketingFramework / modelMarket sizingHow can market sizing support strategic choice or positioning?To estimate the volume and value of an existing or potential market.
MarketingFramework / modelSIMALTOHow can simalto improve people, teams, or organisational effectiveness?Use SIMALTO to identify how much value customers place on possible product or service improvements.
MarketingFramework / modelCost per leadWhen and how should cost per lead be applied?Use CPL to compare lead generation channels or campaigns, monitor acquisition efficiency and plan how much pipeline a budget might create. Calculate the metric separately for each meaningful stage, such as raw lead, marketing qualified lead and sales qualified lead, when the buying journey is long.
MarketingKPI / metricConversion rateHow should conversion rate be measured and interpreted?Answer the key performance question: “To what extent are we able to convert potential customers into actual customers?”
MarketingFramework / modelRelative market shareHow can relative market share support strategic choice or positioning?Answer the key performance question: “How well are we developing our market share in comparison to our competitors?”
MarketingKPI / metricCustomer turnover rateHow should customer turnover rate be measured and interpreted?Answer the key performance question: “How well are we retaining customers?”
MarketingFramework / modelCustomer journey mapsHow can customer journey maps support strategic choice or positioning?Use it to assess current marketing, sales and service performance.
MarketingFramework / modelStakeholder managementHow can stakeholder management support strategic choice or positioning?Stakeholder management helps an organisation understand:
MarketingFramework / modelSERVQUALHow can servqual improve people, teams, or organisational effectiveness?Diagnose service attributes where customer expectations and perceived performance differ.
MarketingFramework / modelCustomer lifetime valueHow can customer lifetime value improve people, teams, or organisational effectiveness?Answer the key performance question: “How well do we understand the financial value from our customer relationships?”
MarketingFramework / modelValue-based marketingHow can value-based marketing improve people, teams, or organisational effectiveness?Increase the customer value and profitability of a product or service.
MarketingFramework / modelClient pyramid (Curry)How can client pyramid (curry) support strategic choice or positioning?Use the pyramid when a uniform sales or service model allocates similar effort to customers with very different economics. The analysis can:
MarketingKPI / metricMarket growth rateHow should market growth rate be measured and interpreted?Answer the key performance question: “To what extent are we operating in markets with future potential?”
MarketingFramework / modelSocial network analysisHow can social network analysis improve people, teams, or organisational effectiveness?Use network analysis when the organisation needs to understand its reach, identify people who can mobilise support or locate relationships relevant to a product launch, commercial campaign or crowdsourcing exercise. The method produces a snapshot and can be complex and time consuming, so define the decision and network boundary before collecting data. It is especially useful for identifying where relational strength is concentrated, which experts could be consulted and where dependence on a small number of people creates risk.
MarketingKPI / metricNet promoter score (NPS)How should net promoter score (nps) be measured and interpreted?Answer: “To what extent are our customers willing to recommend us?”
MarketingFramework / modelBranding pentagramHow can branding pentagram support strategic choice or positioning?Use the framework to create, clarify or improve a brand by answering three basic customer questions:
MarketingFramework / modelOnline share of voice (OSOV)When and how should online share of voice (osov) be applied?Answer: “What share and sentiment of measurable online discussion concerns our brand versus selected competitors?”
MarketingFramework / modelMABA analysisHow can maba analysis support strategic choice or positioning?Use MABA to screen new opportunities, allocate scarce management attention and compare strategic positions. Market attractiveness may include size, growth, margin, stability, rivalry, regulation and bargaining power. Business attractiveness may include relative capability, brand, channels, cost position, fit, synergies and value chain access.
MarketingFramework / modelCrowdsourcingHow can crowdsourcing improve people, teams, or organisational effectiveness?Use it early enough for outside input to influence the work, before a decision is fixed. Invite a relevant community, or deliberately include people from another field when reframing is valuable. Keep decision rights explicit: contribution does not automatically confer authority.
MarketingFramework / modelCustomer complaintsHow can customer complaints improve people, teams, or organisational effectiveness?Answer the key performance question: “To what extent are we satisfying our customers?”
MarketingKPI / metricKlout scoreHow should klout score be measured and interpreted?Use this article for historical analysis, metric design and critical discussion—not as a recommendation to collect a current Klout score. It is useful when:
MarketingKPI / metricCustomer profitability scoreHow should customer profitability score be measured and interpreted?Answer the key performance question: “To what extent are we generating profits from our customers?”
MarketingFramework / modelSocial networking footprintHow can social networking footprint improve people, teams, or organisational effectiveness?Answer the performance question: “How well are we using the internet to build our brand?”MarketingFramework / modelCustomer lifetime valueWhen and how should customer lifetime value be applied?Use it to estimate future customer contribution.
MarketingFramework / modelCustomer satisfaction analysisHow can customer satisfaction analysis improve people, teams, or organisational effectiveness?Measure satisfaction continuously enough to detect change before it becomes lost revenue or reputational damage. A dissatisfied customer is not automatically a lost customer; the organisation’s response can convert a failure into trust.
MarketingFramework / modelFocus groupsHow can focus groups improve people, teams, or organisational effectiveness?Use focus groups to explore language, beliefs, experiences, decision criteria and the range of views surrounding a topic. They are especially useful for developing hypotheses, refining a product or service, interpreting survey results and understanding how opinions are negotiated socially.