Government Contracting : Marketing:
Strategy & Identification
The great Chinese General Sun Tzu said, "Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat." Your marketing strategy focuses your organization, and provides a means of measuring the effectiveness of your marketing efforts.
A marketing strategy reflects the goals of your organization - it is a subset of your overall business strategy - and creates actionable goals for your product. Strategy & Identification is particularly important in government sales as you may have new advantages based on your business classification or location.
Rather than focusing solely on selling as the solution to increasing revenues, marketers look to identify attractive markets that meet their criteria for doing business, develop products for those markets, and only then focus on selling to those markets. The result is improved profitability and satisfied customers.
Areas within Strategize & Identification include (this is not a comprehensive list):
- Preliminary market screening segment size & growth, attractiveness, & business objectives.
- Market segmentation & Targeting
- Targeting Markets by Analysis of existing customers for profitability
- Customer surveying
- List development
Tips for Building a High-Quality List of Buyers
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