Innovation & Strategy driven Product Marketing

helping small businesses, ambitious startups, visionary entrepreneurs, growing SME firms
achieve competitiveness + visibility + growth.

3 critical pillars of a winning product marketing strategy + go-to-market plan

– whether you’re a small business/SME/large company – promoting a new product or existing products – in current or new markets.

strategic marketing goals enhanced brand

Solid brand

positive brand image, company reputation, competitive positioning

more »   Branding Strategy 101

strategic marketing goals improved messaging

Key marketing

promoted in various forms via diverse channels to
attract, convert, engage

more »   Messaging Strategy 101

Delighted Customers - Strategic Marketing Goal


great ratings + reviews,
likes + referrals,
repeat visits + buys

more »   Customer Strategy 101

And the essential foundation beneath the 3 marketing pillars above

Strategic Product Management Key Elements

Product Strategy

market + viability oriented
customer needs + experience driven
whole product focus + innovation

more »   Product Strategy 101

Here’s your (not so) secret formula for growing your business steadily & beating the competition:

Growth Strategy 101 = ∑ All Strategies above × Customer Advocacy focus

i.e. the sum of all the strategies above – each viewed & shaped from a customer delight perspective.

Business Growth Strategy 101 - Four PillarsYes, that’s really it. The summary pages above cover all the critical elements of your growth strategy – providing insights & tips on these key marketing 101 concepts – cutting through buzzwords & jargon. They highlight strategic considerations that shape & power your marketing tactics – determining whether they hinder or help your achievement of high level marketing & business goals.

These strategic focus areas present great challenges as well as big opportunities for your business – to beat the competition, establish your reputation, and increase your sales & market share.

Get started today with a sharp, experienced, reliable
marketing-innovation consultant to boost your efforts.


Leverage the power of Upstream Marketing/Strategic Marketing

Power & Impact of Upstream Marketing Strategic Marketing Value Chain

What is the best way to achieve your
key sales & marketing goals?

Create a customer and innovation focused product marketing strategy.

Apply it to drive product innovation, communications, go-to-market plan.

Get the right resources, skills, partners to execute your strategy + plans.


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TIP #1: The ONLY reliable, cost-effective way to competitive dominance

Addressing ALL 4 of these critical market winning dimensions.

Make sure all your marketing & sales actions (esp. promotion tactics)
are driven by a solid marketing strategy + go-to-market plan
– with a strong product strategy at its core.

The burgeoning availability of tools for these online marketing tactics e.g.
  • content marketing
  • SEO
  • social media marketing
  • search engine marketing
  • email marketing
  • online advertising
  • online PR
  • influencer marketing
  • other promotional tactics
Marketing Promotion Communications PR

– makes it easy to overlook the VALUE of a strong strategy to guide the activities above – increasing their power, effectiveness, and results.

As clarified in the Strategic Marketing Analysis page, there is a lot more to strategic marketing than promotion (spreading the word!).

Strategy driven marketing is the only smart, reliable, and proven way to
strategy element   stay ahead of your competition (old and new, direct and indirect)  
strategy element   increase the effectiveness and ROI of your go-to-market activities & tactics  
strategy element   foster a strategic (big-picture) perspective that powers smart & effective decisions – about your products & services; roadmap & key messages; segments, targeting, & positioning – that help shape effective promotional content to relevant audiences – with the right tools/ tactics to deliver them.

Increase the ROI of your marketing budget by focusing on and achieving –
  • results vs. activity
  • effectiveness vs. efficiency
  • sustained market share, margin, and sales growth vs. short-term sales spikes

The simple, effective roadmap to success:


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To discuss how a sharp, experienced, innovation-focused consultant can enhance your web marketing efforts and boost your results, do get in touch.  (Free initial consultation.)


Tip #2: Differentiate between promotion tactics and marketing strategy

Recognize how upstream marketing strategy development outputs can shape & boost your “online marketing” tactics.

Visit the Tactics vs Strategy page which provides insights on the 3 key questions highlighted in the boxes below.

Guide your company towards real-world success in competitive markets – by prioritizing and investing in upstream marketing activities like strategic analysis, strategy development, go-to-market planning.

Get high quality feedback (especially from an objective, outsider perspective) to challenge assumptions and uncover opportunities + innovative ideas across key areas.

Apply the key concepts presented in the other sections to build the necessary strategic foundation – to ensure the success and cost-effectiveness of your downstream web promotion and sales efforts.

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Based in Silicon Valley / San Francisco Bay Area





Will YOUR business benefit from a SOLID marketing strategy?

How effective & worthwhile is a go-to-market plan in different business environments?

Large corporation vs. small business

A common question is whether marketing best practices and concepts are more suitable for one category or another, or for one industry versus another. Yes, there are significant differences between a unique neighborhood shop and a big-box corporate giant – but there is a common foundation for both – serving customer needs and delivering value – competently and consistently.

From that wider perspective, it is easy to see that the core marketing concepts and techniques presented here are as highly relevant and potent for large, global companies as they are for small businesses, SME firms, entrepreneurial startups.

New product launch vs. growing existing products

Launching a new product or service is an exciting endeavor. You have the luxury of having a nearly blank slate to set strategy and direction – compared to an existing product.

That said, the key ideas and insights summarized below are as applicable and powerful for new product development & launches as for growing + improving an existing product or service.

Large budget vs. small budget / startup setting

Regardless of scope, scale, setting, and budgets, preparing a strategic analysis report and a go-to-market plan are vital steps for generating game-changing ideas and innovations that lead to competitive success and satisfied, loyal customers.