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One of Sunrise’s true heroes is marketing expert and former professor Mark Ritson from Melbourne Business School who puts it this way: “If marketers want to be taken seriously they must end their preoccupation with tactics and tools and focus on their strategy, devised by thoroughly researching, segmenting and targeting their market.”
Imagine that all three of the phases are perfectly executed. If this is the case, then the company has done everything it can to deliver success in the market. Multiplying 10 x 10 x 10 would give you a score of 1000.
But not giving one section the focus it deserves can have a huge effect on the effectiveness of the campaign. E.g., multiplying 2 x 10 x 10 would give you a score of 200.
Of course, this is a simplistic model, but it’s intended to highlight an increasingly common situation. Too often we see the first phase skipped as people want to move straight onto doing ‘stuff’, leaping straight into ideas, without knowing the real problem that idea is solving for. But when campaigns are created based on internal opinions, biases are projected outward to customers, rather than insights coming inwards to the organisation to inform strategy. Without a properly-researched first phase, it can be difficult to demonstrate to your team or management that their opinion doesn’t reflect the actual situation or the needs of their customers.
Try to adjust the model based on where your company is today. And try to be as honest as you can in order to get an actual picture of your current performance.
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