Sales & Marketing Strategy is about determining the optimal allocation of capital across a portfolio of strategic marketing channels, the role of sales & marketing strategy is to allocate a budget to drive growth, generate value, and create sustainable competitive advantage. In other words, to create and implement multiple revenue channels with automation to increase revenue while maintaining operating costs.

But determining the right sales or marketing strategy is anything but straightforward, and the approach should be built using sales and marketing foundations. A business only prospers if it can satisfy the changing needs of its customers. Today, with digital disruption blurring industry boundaries and geopolitics challenging long-held assumptions, those needs are changing faster than ever. Adding to the complexity is the fact that different strategic environments call for different types of sales and marketing strategies.

Eagle Business Consulting helps clients chart winning business strategies by focusing on three critical deliverables.

Rich Insight into the Strategic Environment. How are the priorities and options of leading-edge customers changing? Where are today’s profit pools, and how are they likely to evolve or be disrupted? How well are competitors, whether traditional or emerging, positioned to respond? Which combination of choices on where to play—by customers, markets, and investments—has the greatest potential to create value relative to rivals?

A Candid Assessment of the Business’s Real Competitive Advantages. Is the business unit’s right to win based on such factors as cost, capabilities, intellectual property, unique access to data, and position in an ecosystem? Are key moves required to acquire new assets or capabilities that are essential to future advantage?

A Direct and Agile Connection Between Strategy and Execution. What’s the best way to create alignment around the strategy? To set and communicate goals? To create tight market feedback loops that enable rapid learning and adaptation while also ensuring programmatic rigor in execution?

Spotlight on Business Growth Strategy

Revenue growth is imperative and possible—but perilous. It drives nearly 50% of shareholder returns over a ten-year period, but fewer than half the companies that go for growth create value in the process.

In our study of breakout growers that created value, we found that they did two things right:

Our experience shows that the best growth strategies are built on advantage but stretch the thinking to envision ambitious moves across the core, near adjacencies, and toward new frontiers. And they deliver by concentrating investment on essential capabilities, accelerating M&A to achieve critical mass, funding the journey through productivity enhancement, running growth as a program, and bringing investors along.