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Decide where to compete, and how.

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Turn the plan into demand and revenue.

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Home / Commercial Strategy / Marketing Strategy

Turn business priorities into a marketing strategy that builds demand and supports growth

Marketing works best when decisions about markets, customers, positioning, channels, investment and sales alignment are made as part of one strategy. We connect business objectives with market and buyer evidence to define where marketing should focus, how the company should compete and how marketing will build brand, demand and customer relationships.

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Set the direction

What does marketing need to achieve, and where should the company focus?

We assess the company’s market position, customers, competitors, marketing performance, brand, channels, capabilities and commercial opportunities. Based on the business strategy and growth priorities, we define marketing objectives and determine which markets, customer groups and buying situations should receive the greatest attention.

Define how to compete

Why should target customers choose the company, and how will the marketing mix support that choice?

We define the position the company or offering should hold relative to competing alternatives, including the customer need, value proposition and sources of differentiation.

We then align the product or service, pricing, routes to market and promotion so that each supports the intended position and target customer. Where greater depth is required, these decisions can be developed through our Product & Service Strategy, Market Entry & Go-to-Market Strategy and Positioning & Messaging services.

Win and grow customers

How will the company build demand, support buying decisions and strengthen customer relationships?

We examine the needs, questions, barriers and interactions that shape the customer journey, from initial awareness and consideration through purchase, retention and expansion.

The strategy defines the appropriate balance between building brand recognition and trust and generating measurable commercial opportunities. It also establishes the roles of paid, owned and earned channels, content, thought leadership and campaigns, and aligns marketing activity with business development, sales and account growth.

Turn the strategy into a plan

What should happen, who should own it and how should investment be allocated?

We translate the strategy into priority programs and activities with clear responsibilities, timing and dependencies. Recommendations address budget, internal roles, agency support and other resources based on commercial importance and expected contribution.

A measurement framework connects business, customer, sales and marketing performance so results can guide decisions and future investment.

How we work

Marketing strategy is developed with the people responsible for commercial performance and execution. Our process typically includes:

  1. Define the objectives
  2. Assess the situation
  3. Choose the market
  4. Define how to compete
  5. Plan how to win and grow customers
  6. Build the plan

Engagement formats

Projects and retained services

Defined work supporting a marketing strategy, planning cycle, market entry, growth initiative or specific commercial priority.

Fractional team

We can lead or support the marketing function over time, taking responsibility for planning, coordination, execution and performance alongside the client’s leadership and sales teams.

Our experience

Variant1 combines enterprise commercial-strategy experience with digital agency and in-house marketing leadership. This experience spans integrated marketing and growth strategy, segmentation and targeting, positioning, pricing, brand, paid, owned and earned media, demand generation, digital channels, content and thought leadership, customer acquisition, CRM and pipeline development, sales alignment and performance measurement.

This combination allows us to connect business priorities and external evidence with the practical requirements of marketing execution.

From evidence to execution

Marketing Strategy can draw on our Market Intelligence, Competitive Intelligence and Customer & Buyer Research services.

It also connects with Growth Strategy, Product & Service Strategy, Market Entry & Go-to-Market Strategy and Positioning & Messaging. Variant1 can deliver the strategy through demand generation, websites, brand and creative, content and thought leadership, and sales enablement.

Explore Marketing & Growth →See our Marketing Strategy case studies →

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