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A Marketing Strategy Checklist

Archal Rami • May 9, 2021
Good Checklists
Research distinguishes good checklists from bad:
  1. You must define a clear pause point at which the checklist is supposed to be used
  2. You must decide whether you want a DO-CONFIRM checklist or a READ-DO checklist. (With a DO-CONFIRM checklist, team members perform their jobs from memory and experience, often separately. But then they stop and pause to run the checklist and confirm that everything that was supposed to be done was done. With a READ-DO checklist, people carry out the tasks as they check them off—more like a recipe.)
  3. The checklist must be short. The rule of thumb is between five and nine items, which is the limit of working memory. Much more than ninety seconds or so and people start “shortcutting,” and steps get missed. So, focus on the critical items.
  4. The wording should be simple and exact and use familiar language in the profession.
  5. Ideally, it should fit on one page, avoid clutter and unnecessary colors, and use upper and lowercase for ease of reading
  6. It must be tested in the real world, and refined until it works consistently.
Developing Strategy is Iterative

A READ-DO checklist is impractical for strategy. It’s my experience that developing a new marketing strategy is a fluid, iterative process that evolves as you examine the interdependent relationships between your customers, your competitors, and PESTLE (political, economic, social, technological, legal and environmental) factors. That speaks to a DO-CONFIRM checklist where you proceed through the development process, and then pause briefly before moving into implementation. So, what should be on the short list of critical items? 

A Marketing Strategy Checklist
  1. Have you developed a marketing strategy that is customer-focused (rather than product-focused or competitor-focused)?
  2. Can you explain the advantage of your marketing strategy in 50 words or less to your best friend outside the industry (or your spouse or parents)?
  3. Does your marketing strategy minimize your greatest weakness in the market?
  4. Does your marketing strategy leverage your core strength, your so-called
  5. hedgehog concept?
  6. Is your marketing strategy in accord with major trends from your PESTLE analysis?
  7. Do you know the specific practices needed to implement this marketing strategy?
  8. Have you developed a marketing strategy that inspires you and your team? 
We have helped clients think through such questions for years, believing it's an especially important process for mission-driven organizations. Could the formal structure of a marketing strategy checklist add to your process?

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