Zoom Out for Big Levers
When looking for efficiency, it’s often easy to dive straight into tactical and operational optimizations. While these will contribute to incremental gains and compound over time, it’s important to start with a review of strategic choices that have the potential to provide a greater leap in efficiency.
Consider your company’s unique value proposition and current performance — and how each might be impacted under different, hypothetical scenarios.
- Are you targeting the best-fit buyers? Has that profile changed due to the current environment?
- Could messaging or positioning be sharpened to better appeal to your target market?
- Would you have more success by narrowing your geographic or industry focus?
- Would introducing a new product or feature unlock massive gains?
- Is there an opportunity to raise or adjust your pricing and packaging?
- Would shifting resources to expansion and retention be prudent?
Answers to these questions can help inform your tactical and operational path, including where to focus your resources, when to experiment and how best to execute, and ultimately lead to step-function increases in marketing efficiency.
One common strategic adjustment we’ve seen drive increased marketing effectiveness and efficiency: reframing your marketing message. As buyers’ priorities shift, you may find that framing your value proposition around protecting current revenues — instead of accelerating growth — may resonate well with your customers and prospects. Consider, too, whether certain sectors or target market segments are likely to prove more resilient in the current economic environment and may be worth increased focus.